about
contact
brand+identity
concept+strategy
content-creation
direction-ad+cd
digital+interactive
motion+video
typo
art
stimulus
extra
UpturnHR
2025
UpturnHR is a human resources consultancy founded by a former executive with experience at companies like Google, EA, and Honeywell. His goal was to bring that high-level expertise to smaller, local businesses, offering insight and structure to help them grow. I was asked to create a logo for the brand, but during our conversations, it became clear he needed help refining his overall messaging and identity.
While the owner’s passion and idealism were strong, the brand lacked a clear marketing focus. I conducted a brand audit and helped him shape a more defined persona, giving him a foundation for making future creative and strategic decisions.
The logo he selected was inspired by a well-known bridge in Minneapolis, symbolizing both connection and his deep commitment to the local community.