Balancing Care + Credibility:

A Dual-Brand Strategy

Upwards serves a wide range of users—from parents looking for child care to HR leaders at Fortune 500 companies. As the brand evolved, it became clear that one visual language couldn’t speak effectively to both.

Our early branding leaned heavily into childlike illustration and soft pastels—approachable for families, but not aligned with how we needed to show up in the corporate benefits space.