Logo
Collage of colorful branded stickers and graphic elements with arrows and text on a textured paper background.
Black climbing house rules sign mounted on a white wall next to a wooden climbing wall with colored holds.
A-frame wooden sandwich board sign on a concrete pavement featuring a black chalkboard display with colorful arrows and text.
A climber scaling an indoor plywood climbing wall with colorful holds, viewed from behind with observers in the foreground.
Black water bottle with an upa brand sticker resting on a wooden surface with a potted plant in background.
White tiled wall with black directional typography and yellow arrows pointing toward different facility zones
Interior cafe view showing a yellow neon sign reading upa above two handwritten chalk menu boards and a wooden counter.
Collection of colorful hand-drawn graphic icons including arrows, squiggles, symbols, and shapes on a light beige background
Typography specimen sheet showing uppercase and lowercase alphabet letters in black against a lavender background
Bold black uppercase and lowercase letter A set against a plain cream background with top typography headers
Black handwritten logotype upa displayed in multiple scales across a textured white paper background
Wide exterior view looking into an industrial climbing gym with bouldering walls, climbing holds, and people inside
Colorful promotional posters for upa! climbing displayed in a row on a dark weathered wall with turquoise graffiti.
Collage of colorful branded stickers and graphic elements with arrows and text on a textured paper background.
Black climbing house rules sign mounted on a white wall next to a wooden climbing wall with colored holds.
A-frame wooden sandwich board sign on a concrete pavement featuring a black chalkboard display with colorful arrows and text.

upa! Brand Identity 2026

About

The brand identity for upa! establishes a vibrant, high-energy visual language that seamlessly bridges the gap between a technical sports facility and an urban lifestyle hub. Centered in Coimbra, the brand leans into a dynamic aesthetic that blends functional wayfinding with raw, tactile design elements. Led by designers Allie Heesh and Sara Silva Santos, the visual system utilizes a gritty, custom Upa! Rough typeface alongside expressive, hand-drawn vector illustrations and brush-script typography. This creates a cohesive dialogue across diverse touchpoints, from wheat-pasted street posters on weathered timber fences to clean, minimalist signage within the gym. The execution favors a bold palette of black, yellow, purple, and green, which pops against the industrial backdrop of the converted warehouse and the natural textures of plywood climbing walls. Whether through the clean corporate communication of instructional house rules or the playful, interactive challenge menus set on outdoor A-frame signs, the branding maintains a consistent, approachable tone. By blending cinematic live-action captures of climbers in motion with abstract graphic layouts, the project transcends traditional commercial identity work. It crafts a living, breathing environment where typography serves as both information and decoration, resulting in a cohesive experience that feels as much like an editorial street-style statement as it does a professional athletic facility.

Brand

upa!

Credits

Allie Heesh
Design
Sara Silva Santos
Design
Andreia Luísa
Huw Saunders
Web Developer

Styles

VerticalCleanCommercial
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