Upstream Brand Identity Case Study


Client: Upstream Network

Brand Strategy
Brand Identity
Marketing Collateral

Connecting Communities

Upstream Network is a leading provider of broadband and digital TV services to the multi-family marketplace, delivering custom broadband internet services to communities from Chicago to South Florida, Texas, Phoenix and Denver. The brand provides users with a concierge-quality experience at the fastest speeds. Supported by first-class service and technical support, the company was the first cloud-based smart network especially designed for the multi-dwelling unit (MDU) market. Upstream engaged Seedhouse to define and design a new brand identity.

Amenity vs. Commodity

To help the brand realize its goals of becoming an industry leader, we started with a category audit, market immersion, stakeholder & key account interviews, and understanding customer needs.Upstream Area of OpportunityWith a solid understanding of the competitive space & offerings, we strategically defined the brand. Next, we articulated the brand via a story and supported it with a preliminary mood board to demonstrate how the brand would visually telegraph its intended meaning.Objectivity vs. Subjectivity

To help ensure the brand stayed on track we established evaluative criteria, we reviewed all progress critically and through the lens of both customers (MDU board members; decision-makers) and of course, the end-users.Upstream Brand Identity Colors


We collaboratively developed a robust set of naming candidates. Then, we vetted the short list from a trademarking & domain availability standpoint. We also made sure they were strategically sound and captured the brand’s intended meaning.Upstream Brand Touchpoints - Business PapersAfter selecting a strong name, we began the iterative process of refining the design concept and presenting in a variety of formats and applications to provide additional context and demonstrate the design’s flexibility across platforms, textures and scale.Upstream Brand Identity GuidelinesWe partnered with Orbit Media Studios to ensure that the Upstream brand identity came to life in an appropriate and compelling website.Want to see more of our work? Check out our showcase or our other mini case studies. Contact us to get a custom brand or package design suited to your needs.

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