I first joined Basecamp, parent company to Uptown Cheapskate and Kid to Kid, to rebrand Kid to Kid, but I was always secretly hoping I’d get the opportunity to rebrand Uptown. I knew the branding had so much more potential.

The clothes they sell are current and on-trend, but their branding wasn’t representing that. We conducted focus groups, crunched the numbers, and analyzed every piece of collateral we rebranded to create a new identity that not only looks good, but is also more effective.

I first joined Basecamp, parent company to Uptown Cheapskate and Kid to Kid, to rebrand Kid to Kid, but I was always secretly hoping I’d get the opportunity to rebrand Uptown. I knew the branding had so much more potential.

The clothes they sell are current and on-trend, but their branding wasn’t representing that. We conducted focus groups, crunched the numbers, and analyzed every piece of collateral we rebranded to create a new identity that not only looks good, but is also more effective.

Resale or retail?

Uptown Cheapskate is a resale store with a retail-like experience due to it’s upscale look and well-organized stores. We wanted to design a new logo that would add to this experience with a logo that is modern and sustainable. With such a long name, we went with a condensed font to better maximize the real estate on exterior signage and marketing collateral. We also nixed the arrow symbol and replaced it with a ‘UC’ emblem as a secondary mark.

Resale or Retail?

Uptown Cheapskate is a resale store with a retail-like experience due to it’s upscale look and well-organized stores. We wanted to design a new logo that would add to this experience with a logo that is modern and sustainable. With such a long name, we went with a condensed font to better maximize the real estate on exterior signage and marketing collateral. We also nixed the arrow symbol and replaced it with a ‘UC’ emblem as a secondary mark.

High-fashion, low budget

High-fashion, low budget

We wanted upscale, high-quality imagery, but with the tiniest of budgets, our resources were limited so we had to be scrappy. I scouted the locations and combed through my Facebook feed to find people willing to be models for a day. To meet the high-volume of individual franchise advertising requests, we shot in both studio and on location for the most flexibility. 

We wanted upscale, high-quality imagery, but with the tiniest of budgets, our resources were limited so we had to be scrappy. I scouted the locations and combed through my Facebook feed to find people willing to be models for a day. To meet the high-volume of individual franchise advertising requests, we shot in both studio and on location for the most flexibility. 

No two stores are the same

No two stores are the same

My main goal when creating the in-store artwork was to create a system that empowered individual store owners to run their stores at maximum capacity. All the signage is editable by franchise owners so they can promote different products on the fly while still maintaining the aesthetic of the brand. By using studio shots, owners can pick and choose models they like with ease.

My main goal when creating the in-store artwork was to create a system that empowered individual store owners to run their stores at maximum capacity. All the signage is editable by franchise owners so they can promote different products on the fly while still maintaining the aesthetic of the brand. By using studio shots, owners can pick and choose models they like with ease.

Rewarding our best customers

Rewarding our best customers

The Uptown Insider club is a beefed up version of the old frequent shopper card. It is promoted heavily in-store and online by offering early access to sales, VIP after-hours shopping, and 15% their entire birthday month. We tied it to monthly discounts promoted through email, eliminating the need to print or save emails and increasing perceived value of the card.

The Uptown Insider club is a beefed up version of the old frequent shopper card.
It is promoted heavily in-store and online by offering early access to sales, VIP after-hours shopping, and 15% their entire birthday month. We tied it to monthly discounts promoted through email, eliminating the
need to print or save emails and increasing perceived value of the card.

Striving for simplicity 

Striving for simplicity 

The old website was a haphazard mix of messages with no flow and outdated content. It also used a challenging CMS that limited Uptowns ability to edit or add pages and the store locator didn’t function properly. I wanted the new site to be a platform to show off Uptowns fashion knowledge, provide valuable content, and be easy to navigate. It also needed to be easily editable by store owners to promote their individual needs. Click through to see the before and after.

The old website was a haphazard mix of messages with no flow and outdated content. It also used a challenging CMS that limited Uptowns ability to edit or add pages and the store locator didn’t function properly. I wanted the new site to be a platform to show off Uptowns fashion knowledge, provide valuable content, and be easy to navigate. It also needed to be easily editable by store owners to promote their individual needs. Swipe through to see the before and after.

Freedom of expression

Freedom of expression

For the individual store pages, I created a layout that gave owners the freedom to write to their hearts content and promote their most wanted items, unlike the old layout which limited them to just two sentences. Analyzing the web traffic, I discovered the number one reason users visit the site is to find out about their local store. I also know what separates Uptown from its resale competitors is the upscale look of their stores. So I emphasized this with a big interior shot of the store in the header to give users a clear idea about the quality the store offers.

For the individual store pages, I created a layout that gave owners the freedom to write to their hearts content and promote their most wanted items, unlike the old layout which limited them to just two sentences. Analyzing the web traffic, I discovered the number one reason users visit the site is to find out about their local store. I also know what separates Uptown from its resale competitors is the upscale look of their stores. So I emphasized this with a big interior shot of the store in the header to give users a clear idea about the quality the store offers.