Parents as Teachers is an international nonprofit aimed at helping caregivers better understand and connect with their child’s early development. With a global affiliate network and research-based curricula, Parents as Teachers is a recognized leader in early childhood development, but the brand had become stagnant over the years. Audiences weren’t understanding the big picture of what Parents as Teachers is all about, so UPBrand stepped in to help.
Project Service: Identity Creation
Dos Primos Tequila
Founded by renowned country music artist Thomas Rhett and his cousin Jeff Worn, Dos Primos Tequila is a fine sippin’ blanco made for sharing with those who know you best.
Thomas and Jeff wanted a tequila brand that married Mexican tradition, southern sensibility, familial bonds and a love for the outdoors. So, we created a brand persona that gave spirits like bourbon and Tennessee whiskey a run for its money — a pure tequila perfect for passing around the campfire.
Exotico Tequila
Exotico is an award-winning, 100% blue agave tequila—a fun, social brand that brings excitement and mystery to any situation and raises expectations of what tequila should be. With limited distribution, it struggles with awareness in a saturated market.
EXOTICO MISTICO FILM CONTEST
As a growing brand, Exotico Tequila’s goal is to create opportunities for meaningful fan engagement — beyond traditional likes, comments and tags — in the social space. And, as a tequila that wants to own the spooky season, we developed an edge-of-your-seat experience for our thrill-seekers: a scary film contest that brings original short stories to life on the silver screen.
Each year, we put our twisted minds together and invent new ways to pit these terrifying tales against each other in a battle to the death. The results? More views, more engagement and more sleepless nights. Every. Single. Time.
El Mayor Tequila
El Mayor is a handcrafted tequila grown in the highlands of Jalisco and aged using processes perfected by four generations of González family distillers. Time and again, El Mayor has earned its place as a premium tequila through awards, accolades and innovation. But with dated branding and a new expression launch on the horizon, El Mayor needed a sophisticated digital facelift to stand out in the extraordinarily crowded tequila market.
Missouri Historical Society
Founded in 1866 “for the purpose of saving from oblivion the early history of the city and state,” the Missouri Historical Society has been leading a tireless crusade to enrich our community and remind us of our shared past with its three monumental locations of learning spread across the St. Louis area: the Missouri History Museum, the Library & Research Center and Soldiers Memorial Military Museum.
TRUE
TRUE has been making high-quality fitness equipment for homes and gyms since 1981. They’re dedicated to building innovative products and features that push the limits of traditional cardio and strength equipment, always with their customers’ needs at the center.
RISE UP FOR HEROES
In the midst of the COVID crisis, UPBrand leaned into a desire to thank essential workers. Joining with members of sister companies within Nitrous Effect, we inspired The St. Louis Blues and Cardinals to publicly spearhead the initiative. We facilitated the planning task force, including leaders of our sports teams and several civic decision makers.
UPBrand was privileged to develop the name, identity and all brand assets for Rise Up For Heroes, including content support of a televised fundraiser for the COVID fund.
Not only did we lift spirits, we raised significant relief donations.
Jewish Family Services
JFS approached us about the possibility of rebranding their organization and, after a market analysis, we recommended a new, sleeker name. Previously Jewish Family & Children’s Services, they wanted something that reflected their legacy of community service without feeling old and stuffy. And they also wanted the new branding to speak to their inclusivity and progressive nature.
As for audience, branding needed to appeal to older, primarily Jewish donors, as well as clients who were mostly not Jewish and living below the poverty line. Thus was our challenge: marrying donors’ desire for a sophisticated look-and-feel with clients’ need for approachability.
Opera Theatre of Saint Louis
Opera Theatre of Saint Louis is a cultural cornerstone of our local community, but its renown goes global with over 26 world premieres and 27 American premieres debuting right here in St. Louis. OTSL is not only dedicated to putting on world-class performances, but also to championing more diversity, approachability and fun in the traditionally stuffy world of opera.