{"id":4109,"date":"2025-05-15T05:11:51","date_gmt":"2025-05-15T05:11:51","guid":{"rendered":"https:\/\/lizcoffee.com\/?p=4109"},"modified":"2025-05-29T17:57:21","modified_gmt":"2025-05-29T17:57:21","slug":"bm-content-builder-4109","status":"publish","type":"post","link":"https:\/\/lizcoffee.com\/?p=4109","title":{"rendered":"Balancing Care + Credibility"},"content":{"rendered":"

B2B2C | BRANDING <\/p><\/div><\/div><\/div><\/div><\/div><\/div>

Balancing Care + Credibility:<\/h1>\n

 <\/h3>\n

A Dual-Brand Strategy<\/strong><\/h3>\n

 <\/p>\n

Upwards serves a wide range of users\u2014from parents looking for child care to HR leaders at Fortune 500 companies. As the brand evolved, it became clear that one visual language couldn\u2019t speak effectively to both.<\/p>\n

Our early branding leaned heavily into childlike illustration and soft pastels\u2014approachable for families, but not aligned with how we needed to show up in the corporate benefits space.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

We didn\u2019t need one<\/em> brand that did everything. We needed two<\/em> complementary expressions of the same brand\u2014each tailored to its audience, but built from the same foundation. This approach would let us meet parents where they are and<\/em> earn trust in boardrooms.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

The Approach:<\/h1>\n

 <\/p>\n

I designed a dual-branding system:<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

\"Upwards_brand_VennDiagram\"<\/span><\/div><\/figure><\/div><\/div><\/div>
For Parents & Providers:<\/strong><\/h5>\n

I kept the soft, playful style\u2014rounded shapes, pastel colors, and friendly illustrations\u2014to maintain warmth and approachability.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

For Employers & Government:<\/strong><\/h5>\n

I leaned into a more polished, tech-forward look\u2014deeper tones, sharp layout systems, editorial typography, and iconography with more structure and clarity.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

The Outcome<\/h3><\/div><\/div><\/div><\/div><\/div><\/div>
\"Screenshot<\/span><\/div><\/figure><\/div><\/div><\/div>

This dual-brand approach gave our teams clarity and creative flexibility. It allowed us to speak credibly to corporate and government partners without alienating the families at the heart of our mission.<\/p>\n

 <\/p>\n

It also laid the foundation for high-impact, enterprise-facing materials\u2014like our first white paper, A New Era in Child Care<\/em>. Designing that piece required a more editorial, refined tone, and the groundwork we set with this system made that pivot seamless. Instead of watering down the brand, we sharpened it\u2014building trust on both sides of the conversation.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

\"Whitepaper_mockup_1440_v1\"<\/span><\/div><\/figure><\/div><\/div><\/div>

You can read the full white paper here.<\/a><\/p><\/div><\/div><\/div><\/div><\/div><\/div>

PREV<\/span>\"\"<\/span><\/a><\/div><\/div><\/div><\/div>
NEXT<\/span>\"\"<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"

B2B2C | BRANDING Balancing Care + Credibility:   A Dual-Brand Strategy …<\/p>\n","protected":false},"author":1,"featured_media":4143,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[61,62,8,10,18,63,5],"tags":[],"class_list":["post-4109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-b2c","category-branding","category-graphic-design","category-print","category-saas","category-works"],"_links":{"self":[{"href":"https:\/\/lizcoffee.com\/index.php?rest_route=\/wp\/v2\/posts\/4109","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lizcoffee.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lizcoffee.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lizcoffee.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lizcoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4109"}],"version-history":[{"count":2,"href":"https:\/\/lizcoffee.com\/index.php?rest_route=\/wp\/v2\/posts\/4109\/revisions"}],"predecessor-version":[{"id":4118,"href":"https:\/\/lizcoffee.com\/index.php?rest_route=\/wp\/v2\/posts\/4109\/revisions\/4118"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lizcoffee.com\/index.php?rest_route=\/wp\/v2\/media\/4143"}],"wp:attachment":[{"href":"https:\/\/lizcoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4109"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lizcoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4109"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lizcoffee.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}