As a news and culture platform for what they call the ‘now generation’, Uproxx mission is report on, influence, and shape youth culture. In order to be perceived this way, their team felt the need of a new brand that was iconic, edgy and fresh, yet inclusive. In short, the client wanted their new visuals to speak for themselves, inspired by both street and modern art.

Eat was called to work alongside Uproxx design team, with the big challenge of finding the perfect blending of rawness and minimalism. And after a lot of study on music, entertainment and sports references and few rounds of sketches, I was able to come up with a graphic path that achieved this balance and got us exactly where we wanted to be.

As a news and culture platform for what they call the ‘now generation’, Uproxx mission is report on, influence, and shape youth culture. In order to be perceived this way, their team felt the need of a new brand that was iconic, edgy and fresh, yet inclusive. In short, the client wanted their new visuals to speak for themselves, inspired by both street and modern art.

Eat was called to work alongside Uproxx design team, with the big challenge of finding the perfect blending of rawness and minimalism. And after a lot of study on music, entertainment and sports references and few rounds of sketches, I was able to come up with a graphic path that achieved this balance and got us exactly where we wanted to be.

The new lettering uses DIN font family, giving Uproxx the modern feel needed, with some gritty/noisy texture added to it, alongside with a contemporary and urban application system, that incorporate the raw look & feel.

The new lettering uses DIN font family, giving Uproxx the modern feel needed, with some gritty/noisy texture added to it, alongside with a contemporary and urban application system, that incorporate the raw look & feel.

Obviously I didn’t get there all by myself. This project was actually a huge collab, where basically every Eat team member helped me to decide in which cases I should go all the way down on the street style, and which I’d do better just keeping it simple and clean.

Obviously I didn’t get there all by myself. This project was actually a huge collab, where basically every Eat team member helped me to decide in which cases I should go all the way down on the street style, and which I’d do better just keeping it simple and clean.