Upstream Security is a cloud-based cybersecurity platform purpose-built for the automotive industry. They monitor and protect connected vehicles, mobility IoT devices, and automotive APIs against cyber threats, misuse, and quality failures. Serving OEMs, EV charging networks, fleet operators, and insurers, Upstream processes 25 billion transactions monthly across 40 million vehicles, operating at a scale that demands a brand presence just as serious as the technology behind it.
Overview
Upstream arrived with groundbreaking technology and zero visual identity to match it. Their brand had no foundation: no logo system, no visual language, no materials that could hold up in front of enterprise buyers, at trade shows, or across digital channels. They needed a brand built from the ground up that could communicate technical credibility while still feeling bold, modern, and approachable to a global automotive audience.
“”"We've built something genuinely powerful, but when we show up to OEM meetings or industry events, nothing about our look says that. We need a brand and a full suite of materials that finally match what we've built."
How We Brought It to Life
We started at the foundation — designing a new logo and visual identity that captures Upstream's precision-driven, tech-forward positioning. From there, we extended the brand across every touchpoint: a full website, one-pagers, rollups for events, and social media campaigns. Every asset was built with the same system in mind, so whether an OEM encounters Upstream on LinkedIn, at a conference, or on a landing page, the experience is seamless and unmistakably theirs.
Deliverables:
- Visual Identity
- Website Design UX & UI
- Marketing Assets
- Illustrations & Graphics
Check out the stunning assets we've created!
Upstream websiteBranding concept & logo design A mark built for the road ahead
We designed Upstream's logo to project the confidence of a category leader: clean geometry, technical precision, and a presence that commands attention, whether it's on a slide deck or a trade show wall. The mark works across scales, mediums, and contexts without losing its authority.
Brand guide & visual identityThe system behind the shield
We built a full visual language to carry Upstream's identity consistently across every channel, from the deep-blue palette that signals security and trust, to the typographic system and icon set that keeps every asset on-brand. The guide gives the team a clear rulebook so the brand scales without drifting.
Website designDeep tech, human entry point
Upstream's platform is powerful and technically dense. The website needed to make it immediately legible to enterprise buyers without dumbing it down. We designed a site that leads with clarity: strong hierarchy, confident layouts, and a visual flow that guides visitors from product understanding to conversion.
One-pagers and papersResearch worth reading twice
Upstream publishes serious industry research (annual cybersecurity reports, white papers on warranty strategy, boardroom-ready briefs), and every piece needed to look as authoritative as the data inside it. We designed a full suite of one-pagers and long-form papers that balance technical depth with visual clarity, making dense, research-heavy content feel sharp and immediately credible. From cover to citation, every page is built to be downloaded, shared, and remembered.
RollupsThe brand that shows up
Upstream's rollup banners needed to command presence in a crowded room. We designed a series of pull-up banners that carry the brand's bold blue palette and clean typographic authority into physical space: striking enough to draw people in, refined enough to match the enterprise conversations happening in front of them.
Ad campaignsThought leadership, built to convert
Upstream's ad campaigns do double duty: they position the brand as the authority on connected vehicle security while driving downloads of their research and reports. We designed a social campaign system that wraps Upstream's complex insights in clean, scroll-stopping creative: speaker spotlights for keynote moments, research launch ads for new reports, and content-led visuals that feel native to the feed without sacrificing brand weight.
Why it worked
Upstream had the product. They just needed the brand to catch up. By building everything (logo, identity, website, print, and social) as one cohesive system from day one, every asset reinforces the same message: this is a company that belongs at the center of automotive security. The result is a brand presence as sophisticated as the platform it represents.
Securing the connected world is serious business. Let's make sure your brand looks the part.