Julie Delarue
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About me
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[Rebrand]
UpSlide Rebrand Proposal
Work-in-progress brand evolution concept. This showcases my personal proposal and design exploration - not the final implemented direction. Focus on strategic positioning and visual research.
Year
2025
Role
Brand Design Manager
Scope
Brand Strategy, Design System
Overview
UpSlide needed a brand refresh to match market evolution. Competitors had recently rebranded with more premium, tech-forward positioning.
Two recent marketing campaigns had tested new visual directions with strong results - the timing was right to leverage that momentum into a full brand evolution.
Approach
The current brand felt too playful, not premium or tech-forward enough for our enterprise audience. But I wanted to preserve UpSlide's warmth - we have 13+ years of expertise, strong client relationships. Clients know and trust us. The goal: retain personality while elevating perceived expertise.
I introduced punchy, high-contrast colors balanced with neutral beiges and greys for sophistication. For typography, I explored serifs like Tobias or Displaay's Serrif for headings - adding authority. JetBrains Mono brought code-inspired tech accents.
Added photography to emphasize the human side - something we completely lacked. Introduced gradients for AI features as we're still defining that positioning - the visual treatment needed to feel exploratory without committing too hard yet.
This work is under NDA and represents concept exploration. Final implementation may differ.