OUR IDENTITY
Back in 2012 we created This Way Up with a simple mission written large on our business cards: to work with brands that were doing good. In the 12 years that have passed, the agency has grown, and our mission has grown deeper. We work with everyone from global titans to pioneering start-ups, all determined to make the future healthier, more sustainable and more equitable. We continue to believe in the power of design to positively influence consumer choice and behaviour: improving their own health and wellbeing, the lives of those they care for and the long-term life of the planet.
We have proudly collaborated with game changing brands and individuals who are brave enough to question the status quo and ask more of themselves and consumers. In doing so they have broken down barriers, shifted perceptions, creating new categories, reinvented old ones and driven commercial success.
Our ‘greatest hits’ covers a vast array of projects across virtually every consumer category and although we have a particularly deep expertise in food and beverages, we have completed many an exciting project in B2B, leisure and retail. Our visionary clients have included an urban aqua farm growing incredible nutrient dense vegetables and the creators of the world’s first snack bar with an edible wrapper!
We have created stories for countless plant based products, and pro-biotic drinks, partnered with entrepreneurs bringing collagen and CBD infused hydration to market, stretched global brands like Actimel & Babybel into healthier spaces, and partnered with brands that have tackled the issues associated with packaging materials use head on, developing fully recyclable trays for meals and or infinitely recyclable aluminium cans.
This Way UP has always been Up for a challenge and the challengers we see in the wider world have never felt more mountainous. The mega-trends playing out across the planet – from the exponential rise of diabetes to the threats associated with global warming – demand that we totally rethink our entire Agri-production systems and the way we consume every type of product. We want to be part of that conversation and that positive change.
Luckily our team is made up of dedicated, passionate dreamers, who want to be part of seismic change. Who want to work with brands that are intrinsically good and don’t just look good. Created for consumers who aspire to something greater than just products as status symbols.
That’s why we partner with clients in a spirit of complete collaboration, working together as if we were shareholders. We are never content with the merely acceptable, better or good. But ask of each other the imagination, commitment and bravery it takes to create something ‘game changing’. Whether building a brand from scratch, or re-inventing an existing one, every design detail, every marketing communication, every social post, every production technicality calls for stamina and meticulousness. We have both in bucketfuls.
As we enter our 13th year, we have crystallised our positioning to focus on the things we do well, and we have re-engineered our Visual Identity to reflect our enduring core values.
Change can only happen if it is accompanied by success. Success builds momentum. Success is how an ideal becomes a movement. Brands can only positively impact the world if they succeed in a myriad of small and large ways.
Our new identity reflects this ethos. We want our clients to aspire to greatness in every action, visual and brand communication so that real behavioural change can happen. Our new identity focuses on the word UP because we are determined to continue to be a catalyst for change, inspiring and encouraging those with real convictions to hold fast, commit and strive to move UPWARD.
We have developed an iconic typographic execution that lifts the identity from the screen, page or animation. In that sum of its finely constructed parts, it reflects the values of collaboration and teamwork. And perhaps most importantly our new visual identity is an active button, a catalyst to do something, and do it now. Once This Way Up is activated, a world of bold creativity and restless imagination is unleashed. It is the starting point of something magical, a journey of empowerment and lasting positive change.