Upland, a company with a constantly expanding product line of business solution software, sought a more efficient way for consumers to navigate their expansive offerings. Additionally, their brand identity struggled to stand out in the competitive sea of similar SaaS brands. The Graphic Standard partnered closely with the brand strategy team at Unfettered to revamp their brand personality, voice, and identity from the ground up, resulting in a bold and unique design system that perfectly conveyed the company's business-centric software and "heroic" tone.