Simplifying complexity

Growing rapidly through acquisition, Upland Software was known more for the individual software solutions in its portfolio than as an enterprise software powerhouse that could solve multiple business needs. Upland needed to stand out from the competitive sea of similar SaaS brands while making it easy for people to navigate their expansive offerings online. We were tasked with getting employees excited and customers intrigued while simplifying and organizing the portfolio structure.

We began by identifying a common purpose and values that united the multitude of disparate software solutions, and employees, that called Upland home. We revamped the brand personality, voice, and identity from the ground up, resulting in a design system as heroic as the brand’s tone. We reimagined the content strategy in a manner that was intuitive for Upland’s customers and showcased their breadth of solutions.