Our brand strategy with UpperStream was focused around crafting a brand that could connect and inspire people from all walks of life. UpperStream was built on two fundamental arts — music & fashion, both universal mediums. In turn, it was clear that the brand had to be understood globally. We began by designing a logo that was simple, appealing, & applicable to the many mediums we planned to use it through. With such a heavy focus on visual & sonic mediums, we decided to avoid a text-based alternate logo, solely leaving room for visual interpretation.