Brand evolution refuses to be artificial

The creative asset platform, Uppbeat, has launched a new visual identity that celebrates human creativity and niche culture.

The company’s first visual overhaul is designed to champion its artists and contributors, emphasising that its catalog is ethically sourced and expertly curated by their in-house team.

The new identity includes a refreshed homepage, new fonts and photography, and over 600 unique playlist designs aimed at improving accessibility, emotional connection, and usability for its global user base. This overhaul spotlights the real artists behind the platform, showcasing world-class contributors such as Emmy-winning producer Cloudchord and expert colorist VincentColorFilm, known for work with Adidas and Hugo Boss.

The entire project, from web development to hand drawn illustrations, was undertaken in-house with the guidance of freelance Creative Director, Craig Hill, previously of IMA-HOME, backing up the platform's mission for authentic, ethical creation.

“We know how much creativity, passion and skill goes into being a creative. We wanted a visual identity that reflects our respect for that craft. We’ve stood by our ethical model from day one and, with this look, our hope is to show Uppbeat’s commitment to fairness for artists, human creativity and of course, the rich and varied subcultures that make up our audience of brands and creators.” says Sophie Newell, Head of Brand at Uppbeat.

The new visual identity balances the playfulness Uppbeat is known for with professionalism, ensuring the platform remains a trusted and easy-to-use resource that puts its community and human creativity and connection first.