+Upgrade is an online shop that offers premium sports and active lifestyle brands. Their current target market are triathletes in the cycling, running and swimming segment.
The client wanted a fresh approach and asked me to stay away from dark colours like red, black and gray that are typically associated with sports related brands and/ or websites. I suggested to go for orange as the brand's primary colour as it represents vitality with endurance. It's also the colour of adventure that combines the energy of red and the exuberance of yellow.
For the logotype, we decided to add the plus sign (+) before the name. The plus sign (+) is the simplest way to represent what +Upgrade is: premium products, positive reviews and a place where athletes go to for additional gear. We also did away with hard to read typefaces and used one that’s both robust and sophisticated.
For the landing page, we designed it in such a way that the banner seamlessly blends with the background to make the website look more fluid and less boxy. The selected products below are then arranged in a masonry grid as not to limit them to square images.