In this rebranding project, the client, [up]start.13, needed a visual identity that connected more clearly with what they do: building software and technology solutions for large companies.

The goal was to create a system that is simple, strong, and easy to reproduce across many formats. “Reproducible” here means that the brand can be written, typed, and applied consistently in different contexts without losing its character.

We took inspiration from programming languages, where brackets “[]” are used constantly. This element became the core of the brand’s visual and conceptual idea. From there, we expanded the system to work across all of the brand’s applications and touchpoints.This project was developed in collaboration with Pedro Destefani and Arturo Anghinoni Campedelli.