UPSTART
INDUSTRY
Financial Technology (Fintech), AI lending platform
SERVICES PROVIDED
Brand Implementation, Marketing Collateral, Motion Graphics, Iconography and Illustration Design
COLLABORATION APPROACH
Citriq partnered with Upstart on a monthly basis, delivering tailored solutions that seamlessly integrated into their marketing strategies.
BRIEF
Like many rapidly growing companies, Upstart faced the challenge of maintaining consistency across its branded materials. As the company expanded, various applications of its brand fell outside the established guidelines. Recognizing the need to realign and strengthen its visual identity, Allison Huber, Head of Marketing, enlisted Citriq’s expertise. Together, we embarked on a project to bring past applications on-brand, ensure current materials adhered to guidelines, and create templates for future use.
Citriq was entrusted to correctly apply and expand Upstart’s brand identity across brochures, case studies, banners, and video content, ensuring consistency and impact.
The Challenge
Upstart's rapid growth led to inconsistencies in branding across its applications. Some materials were created without professional guidance, resulting in amateur designs, misapplied brand elements, and an inability to scale the brand across different platforms.
The marketing team required a partner who could not only fix existing issues but also establish a scalable framework for future applications, ensuring all touchpoints reflected the brand's identity and values.
THE SOLUTION
Citriq addressed Upstart’s challenges with a comprehensive approach:
-
Case Studies: Designed polished, on-brand case studies for both web and PDF formats, tailored for digital and print distribution.
-
Google Slides: Developed branded templates that elevated internal and external presentations.
-
Illustrations and Icons: Unified the graphic style across all visual elements, creating custom illustrations and icons that adhered to Upstart's brand ethos.
-
Motion Graphics: Animated the logo for professional video intros and outros, adding a dynamic touch to video content.
-
Marketing Materials: Delivered brochures, banners, and other marketing visuals that enhanced the brand's presence and storytelling.
The Result
-
Improved Brand Perception: Upstart’s revamped materials conveyed professionalism and consistency, strengthening trust among stakeholders and clients.
-
Enhanced Visual Engagement: The cohesive design elements and polished visuals increased interaction and engagement across marketing channels.
-
Streamlined Communication: The scalable templates and cohesive brand assets empowered Upstart’s marketing team to communicate effectively and confidently.
Design Impact
Unified Iconography & Illustrations
Citriq developed a cohesive visual language with custom icons and illustrations, ensuring seamless integration with Upstart's brand identity.
Motion Graphics Excellence
From logo animations to video enhancements, Citriq added a dynamic layer to Upstart’s multimedia presence, elevating video content to align with the brand’s innovative spirit.
Allison Hubber
Head Of Marketing
at Upstart
"We have great collaboration with Citriq and their amazing team of specialists. Their attention to detail, quick response time and creative approach made our projects move forward faster than expected and with excellent results.
Thanks to the flexibility, quality and easy communication with Citriq, my marketing team and I were able to delegate the design and concentrate on our areas of expertise."
Marketing
Collateral Transformation
Each brochure, case study, and banner was a testament to Upstart’s commitment to quality and Citriq’s design expertise, creating impactful assets that resonated with their audience.
