For Upton (2017): a complete brand audit and proposed repositioning. Upton previously presented itself as “Luxury, re-stitched,” and exclaimed, “This is not a belt. This is an experience.” We wrote lines like this one, and with our functional guidelines, the Upton team was able to continue on to create rad lines like “We make our belts look good. Because your denim will probably stay up on its own.” 👌