Uptown
Client
Uptown
Location
Siegen, Germany
Year
2020
Info
During the pandemic crisis, I launched my first non-profit brand as a freelancer. Inspired by my hometown’s nightlife district, the Oberstadt (the city’s go-to place to meet, hang out, and go out) I created Uptown.
Challenge
The brand needed to balance bold, expressive visuals with minimalist, classic elements while resonating with a close-knit, local community, despite being produced in a very limited run. One of the key challenges was translating the vibrancy of Oberstadt, its nightlife, energy, and social culture into a visual identity that captures both boldness and subtlety.
Concept
Uptown is a brand that celebrates community, style, and local identity.
The concept embraces a dual visual language: one bold and expressive, the other minimal and classic, reflecting different aspects of the Oberstadt.
The goal was to create a playful, experimental brand that merges fashion and local pride.
Execution
Developed a full brand identity: logo, typography, color palette, and packaging, reflecting both bold and minimalist aesthetics.
Designed and produced a limited run of football jerseys, merging streetwear style with football heritage.
Applied visual identity consistently across marketing materials, social media, and product presentation, emphasizing community and style.
Managed the project end-to-end as a self-initiated experiment: from concept and production to advertisement and launch.
Result
Uptown successfully established a distinctive local streetwear brand that merges culture, sport, and design.
The jerseys and overall brand identity fostered a strong sense of community and belonging among friends and local supporters, while references to football heritage and the Oberstadt created an authentic connection to local identity.
Beyond that, the project demonstrates the potential of design-driven community experiments, showing how brand, product, and local culture can merge in a playful and meaningful way.
