Upthere is a leading group of entrepreneurs and engineers with a fresh perspective on cloud platforms. The company’s core belief is that the cloud shouldn’t be only a back-up but a place where data lives independently of devices. Beginning with positioning and messaging, Character worked with Upthere to create a complete identity system. The kite concept illustrates Upthere's services, which go beyond typical data storage. The logo appears above the clouds while visually referencing the cloud. Drawing from the logo, the playful language extends across visual communications, and the icon becomes a device to frame content and photography.