As Holland Residential neared completion in the development of their new office building in downtown Vancouver, WA, they turned to Incubate to help name and brand the new building.
After a deep dive into Holland’s company culture and the local history of Vancouver, Incubate presented a number of naming options to the key Holland stakeholders. Collectively, we decided on “Upland”. As a name, it means higher ground; a place where one goes to start something new that promises to be big. It not only makes connections to Holland’s history in Vancouver but also represents their core company values & commitment to neighborhood revitalization. Upland also carries a sense of lore with it, alluding to future growth and new ventures to explore.
Once the naming process was complete, Incubate developed the branding and identity system for the building. The new brand has a modern and clean aesthetic with nods to the traditional and natural. Upland’s branding was brought to life through a 20-page brand guidelines book that highlights the brand manifesto, Upland logo, secondary logo, logo usage, colors, textures, typography, writing direction, signage direction, and branded collateral ideas.