A clear identity.
Built around
its audience.
Strategy, voice and a visual system. Carried through into the website.
Branding & marketing / Jake TrippJake led UPG’s branding, website, color palette and all marketing delivered to date.
Start with the thinkingThe audience
shapes the brand.
We ran UPG through DigitalVibe to develop a clearer picture of its audience, brand identity and voice. That foundation helped organize the decisions that followed: who we were speaking to, what needed to be understood and how the business should present itself.
DigitalVibe supported the thinking. Jake owned the interpretation, creative direction and execution.
- 01 / Audience
- Who needs to
understand us? - 02 / Identity
- What should the
brand stand for? - 03 / Voice
- How should it
sound and feel?
Every element.
A clear role.
Logo application, color, typography and hierarchy became one system. The aim was consistency: a recognizable identity that could carry the same character through the website and marketing.
The public site pairs a restrained navy foundation with warm surfaces, rose accents and clear, practical typography.
Logo application / spacing, scale and contrast.
Your next file.
Your bigger picture.
Selected identity elements shown through public-facing applications. The internal brand guide is not reproduced here.
Clear words.
A useful direction.
The voice needed to work across headlines, service explanations and calls to action. On the website, the language starts with the audience’s work and gives them a clear next step.
“Your next file. Your bigger picture.” connects an immediate task with a broader business need. “Follow a file.” introduces the process in plain language.
- 01
Know the reader.
Loan officers, brokerage owners and operations teams have different starting points.
- 02
Make it clear.
Give each page a purpose and each explanation a useful hierarchy.
- 03
Carry it through.
Keep the voice consistent from the first headline to the next action.
A brand people
can experience.
The website brings the decisions together: audience-led content, a distinct visual system and an interactive view of the loan process. Separate paths help people find the information relevant to their role.
Jake carried the identity through the website’s design and delivery, with responsibility for all UPG marketing to date.
Actual public website capture, October 2026. Portfolio mockups on Work are styled presentations.