From Scrappy to Strategic:

Building Upwards from the Ground Up

When I joined Upwards (formerly WeeCare) just months after the company rebranded, the new name was in place—but the visual identity hadn’t caught up. Flyers, decks, and digital materials were being created in Canva by non-designers, leading to a disjointed and inconsistent brand experience.

As the company’s first and only graphic designer, I led a full creative overhaul. I audited every touchpoint, established a cohesive brand system, and created scalable assets that brought professionalism and clarity to our messaging. This included rebuilding core templates, defining our visual language, and setting up processes and design standards that could support growth (& their very first brand guide!).

My work helped shape how Upwards showed up to parents, providers, employers, and government partners—and laid the foundation for a creative team to grow from that system.