Tasked with creating a new brand spinning off of Fung Global Retail Technology, we had two objectives; proposal of a new organizational name and develop a brand guide.


Under a compressed timeline to launch the new organization we had to work quickly through our process without compromising the final deliverable.

Our process was to include discovery, word research, story development, and brand that speaks to industry research.


We broke into two teams; research and design to cover as much ground as possible. Our research team started looking into origins of words, combing through the company’s history, along with interviews with the CEO to determine a set of names with stories of its concept. The design team quickly started developing a spectrum of designs using varying type fonts and colors from the original logo. The faster we were able to present these designs the sooner we were able to narrow our focus on the approach that would suit the organization best.


We developed the name and brand guidelines within weeks of beginning the project and communicated with the client’s internal team to distribute assets to apply on all company collateral.

UpperCloud continued to provide support in print, design, etc as needed to roll out the new brand for a successful launch.