Building a framework to tell users why Upside exists (and why it matters).

Upside’s brand platform is the strategic foundation that defines our identity and guides how it is expressed. It succinctly and effectively communicates our brand’s purpose (why Upside exists) and more importantly, how it makes a meaningful difference to our audience (why Upside matters). This framework helps ensure consistency across all touchpoints—from design to messaging to user experience. It is the foundation and key element of the connective tissue that helps us differentiate our brand and claim our place in the world.

Upside brand platform

At Upside, we know there are many ways to get rewarded. But the truth is, some are just too complicated, most aren’t worth the effort. Nobody wants that. So we set out to build a better way to get you more. The Upside app lets you turn essential purchases into something smarter. With Upside, you’re earning more every time you stock up on groceries, dine out, or fill-up your tank. That means putting more dollars in your pocket. Getting more bang for your buck. More cash back in just a few taps. Upside isn't just cash back — it's bigger, better, smarter cash back. Now, who doesn't want that?

Bringing it to life

Launching in 2025, I developed Upside’s first fully integrated ad campaign under our new brand platform: Cashback Smarter. This campaign explores the idea of making smarter choices and earning more rewards in more places for the items consumers need. The central behavior shift is designed to occur with just the right amount of effort. This creative campaign leverages integrated marketing best practices to reintroduce Upside and drive brand awareness, perception, and favorability.