Upside — Youth Mentoring

Life on the upside is about supporting kids to feel a little brighter, a little more loved than they did the day before. Upside achieves this mini miracle with the consistent and reliable friendship of a mentor/mentee relationship.

Studio Narrative was tasked with bringing this brand to life with Brand Strategy, Naming and Brand Design. Upside was originally known as Brothers in Arms, a name that didn’t capture the positive or inclusive work that they did.

Through interviews with stakeholders, it was found that a more positive image was needed for the brand to grow and to be able to reach more kids around the country. During the Brand Strategy stage we discovered that Upside is a catalyst for change.

The brand design captures the energy of this positive change through hand-drawn type, naive graffiti-like illustrations and a vibrant colour palette.

This change felt like a natural fit for Upside and was fully embraced by the kids and their families and funders alike.