Upside is revolutionising urban lifestyles, introducing the region’s first hassle-free co-living space designed around community and connectivity. Tailored specifically for young professionals and entrepreneurs adapting to city life, Upside offers a uniquely enriching residential experience.

Project scope
Brand Identity, Brand Strategy, Brand Collateral, Social Media, Brand Guidelines

Moloobhoy & Brown collaborated closely with the Upside team to develop a robust brand strategy rooted in a clear purpose: to create a better way of living. Through insightful workshops, we articulated a compelling narrative that informed every element of the brand’s visual identity for its Dubai launch.

The Upside logotype cleverly reflects the brand name, offering versatile adaptability in both vertical and horizontal orientations. A contemporary, carefully curated colour palette inspired by Dubai’s distinctive urban landscape emphasises the brand’s core ‘live’ and ‘stay’ offerings. This flexible use of colour enables future properties to visually adapt to their respective cities, reinforcing local connection.

We implemented the identity across diverse digital and print touchpoints, consistently reinforcing a defined and engaging tone of voice to foster genuine relationships with residents and members. To support brand consistency, we also produced comprehensive brand guidelines to empower the Upside team to effectively manage and evolve the brand moving forward.