Complete ground-up brand design for Milwaukee-based property development brand Upside Properties. Starting with the name, I crafted a simple logomark that incorporated ideas of upwards motion, optimism, and the warmth of home. I then developed a soft, inviting color palette that pulls inspiration from the Cream City with variations of blue and yellow hues. For brand typography, I carefully selected a pairing of Monschone and Poppins, combining a classic, elegant look with a modern, geometric feel. The Upside Properties brand needed to feel familiar, but hand-crafted, just like the homes they transform in their work.