Brand design team leading B2B branding - [Starview Vol. 1] Rina & Jongwon
2022/09/06⏱ 5mins -
Ji-eun Song (People & Culture)
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THOSE WHO ARE CURIOUS ABOUT B2B BRANDING
Anyone interested in brand design
Those who are curious about the design culture of startups
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Star view, which tells the star's candid and straightforward upstage story! The first protagonists are Rina & jongwon of the brand design team that leads B2B branding. Meet the story of the brand design team that creates a differentiated class only upstage.
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#One. Upstage, wear purple
✔️ Introducing the brand design team
✔️ Upstage brand color setting
#2. Upstage, different and colorful
✔️ Branding activities of the brand design team
✔️ A memorable project
✔️ Upstage Way that is important at work
✔️ Worried about practicing the Upstage Way
✔️ Know-how to practice the Upstage Way
#3. Upstage and AI Pack, making our class
✔️ Goals and direction of the brand design team
✔️ Brand Personality of Upstage and AI Pack
✔️ Interview impressions and future plans
“A circle of purple dots moves on the black screen of the homepage. It means the stars of the upstage or the infinite data that we will collect with technology. Those should be essays under strategy. I'm trying to perfect that logic a bit more. Previously, imagination was added, but now I am trying to create a detailed standard of why I express it this way. I want to create a standard that can be more sympathetic and that can convey the level of upstage design!”
A brand design team that creates an upstage level
Starview of Lina and Jongwon, a branding duo who breathes life into the upstage to create personality and create our own unique character! It is a two-word question-and-answer.
LINA & JONGWON, BRAND DESIGN TEAM OF AI STARTUP UPSTAGE
#One. Upstage, wear purple
Please introduce the brand design team.
Reena:
Upstage design team can be divided into branding area and product area. We play a role as a complete design body upstage by going back and forth between branding and product. Among them, the brand design team is the team that creates the overall look of our company . In short, it is a role that shows what kind of company our company is. If we compare Upstage to people, our team can be said to be an entertainment agency. It is a team that personifies upstage , what kind of image we have, what kind of tastes we have, and how we will behave when exposed to the outside.
I think Upstage is different from the color. Is there a background with purple as the brand color?
Reena:
The initial upstage brand color was pink. When I researched the brand colors of the industry at the time, it was said that blue and green were the most common. Next, several colors were used evenly, but pink was rare. So , as part of the differentiation of our initial branding, we chose a unique pink color and took it as our brand color.
Since then, the design system ver. I was able to create 1. This was an opportunity to redefine our brand color. We paid attention to the fact that if the brand color pink is used in the product, it may conflict with the red color, which is seen as an 'error'. Product usability is important, but I thought that if the brand color did not support it, eventually the product and the brand would have to go different paths. So we gradually tested magenta than pink and purple, which is more neutral than magenta, and finally renewed our color to purple .
Coincidentally, this year's color is purple. What does Upstage's brand color look like out of purple?
Reena:
In fact, we chose purple as our brand color before the color of the year was chosen. At first, I thought of a purple closer to magenta than the current purple. The current brand color feels like grape purple mixed with a drop of blue, but before it was a purple close to pink. Since then, it has been established as a neutral purple through various processes. In addition, the purple used inside the product uses a vivid purple with a focus on usability, and I do not use bright purple for business cards or clothes that are shown outside, but I do this intentionally. We are trying to capture our color so that it does not overlap with purple, which is mainly used in the IT and tech industries.
#2. Upstage, different and colorful
LINA & JONGWON, BRAND DESIGN TEAM OF AI STARTUP UPSTAGE
As shown in the brand color, the design team's branding activities seem to be different. What did you do this year?
Servant:
In the first half of this year, I renewed the brand and built a website . We are also carrying out various design tasks derived from the brand renewal. We also planned and produced a new New Star Welcome Kit . We are continuing to work hard to establish product branding before Document AI is launched in the second half of the year.
Reena:
The most recent focus is on branding for upstage AI Pack . As the AI Pack is a core solution that shows our innovation, employees across the company are working hard. The design team is also thinking about branding to show the AI Pack to the outside. AI Pack branding is very important because it is a concept that encompasses lower-level products. In the future, we need to design the pack, but we need a standard for what, how, and how to implement it. Based on AI Pack branding, we plan to design each product.
Are there any particularly memorable projects you have worked on?
Reena:
I think all the projects I've done so far are memorable. From websites, rebranding, annotation tools, and Document AI workshops, each task was different. Since the website was created by a diverse team, our color had a strong purple feel, while the Upstage rebranding had a black feel. As I searched for direction on what to do in the future, I think it was like an unknown black until I embodied Upstage. The annotation tool, on the other hand, has a bright white feel. It's like you can draw anything on white paper. It was fun because each project had a different feel!
Is there an Upstage Way that you consider important when working on multiple projects or working on a daily basis?
Servant:
The one I practice the most is 'One step more' . It seems that I continue to develop as I listen to various feedbacks from various teams. Even though I thought that this was enough, perfect, I thought about it a lot, when I shared the content with other teams and listened to feedback, I started to look at it from a different perspective. Each time we say 'One Step More!' will do.
Reena:
There are a lot of seniors with experience upstage, so I usually have clear work standards, and I think I can naturally 'one step more' because I work to meet the raised standards and goals. I'm also working hard to practice One Step More, so I don't have much fear. It's because of my good colleagues . I think there is no hesitation in doing something because there are colleagues who accept mistakes and think about a better direction together. I think it's good to have a process like that, where you can try once and find your way again. I am grateful to be able to work with these colleagues.
Jongwon & Lina:
You can also say 'One team' ! The design team pays a lot of attention to synchronizing and aligning with the whole. For example, we collaborate a lot with the marketing team, and if the marketing team expresses it through a message, we express it visually. So we work together as a team while keeping the overall sync between the message and the visual. In fact, even when building the website, we all gathered together and synchronized from what to write and how to write it.
Conversely, do you have any difficulties or concerns about practicing the Upstage Way?
Servant:
Personally, since I am in the branding area, the 'one team' is the most worrying thing for me. I am thinking a lot about how to bring the branding of AI Pack to a consensus that everyone can relate to. If you share the branding direction in the future, you will get a lot of opinions, but I think it would be good if we could form a certain level of consensus as much as possible.
Reena:
In the end, I think branding is about creating a personality and sharing it so that upstage looks like a person . In a way, I think that 'one team' is not connected from this point of view.
And in the past, it was important to be good at designing the brand I was assigned to, but now I think the purpose of my work has changed. It's not that I'm good at it, but I 'm playing a role in aligning things so that we can all go in the right direction. It is the same in the process of designing with Jongwon, in the relationship with the marketing team, and in the relationship of matching the texture with the product. That's why I always wonder if the direction I've found is right. I also try to balance the overall point of view and the sense of unity. There are always worries in such a process, but I am questioning myself whether I can grow if I overcome this well.
Do you have your own know-how to practice the Upstage Way?
Servant:
I worry a lot about how to make a more efficient process . It is about using time efficiently to increase productivity. So when the project is over, I try to do a retrospective . Through retrospective, we are leaving self-feedback for:
#3. Upstage and AI Pack, making our class
LINA & JONGWON, BRAND DESIGN TEAM OF AI STARTUP UPSTAGE
It seems that you will put a lot of effort into Upstage AI Pack branding in the future. What are the main goals and directions of the brand design team this year?
Servant:
I think the goal this year is to complete 100% branding . 100% is not a number that is possible from the beginning, I think it has to be made steadily. I think it will be important for all of the warriors to have a common idea about AI Pack and get a common branding.
Reena:
We plan to take the branding of the higher concept called AI Pack first, and make it so that people who make products according to the characteristics of each pack can solve it.
The branding of Upstage AI Pack is expected in many ways. If you were to compare AI Packs and Upstage to humans, what would they look like?
Reena:
I think it takes quite a long time to make it appear as a single shape or form. We are currently in the stage of establishing the front-end brand, and we will continue to follow that process in the future to establish and develop it as one.
Especially now, we are in the process of finding our shape. There are many branches of thought, so it's difficult to define right away, but I'm trying to express 'what kind of person is our upstage' and 'this is what the AI Pack looks like' in sentences or words that I can relate to. Then, it seems that we will be able to show our own personality that is a little more prominent when the product is released.
Lastly, if you have any aspirations for this year or something you want to add, please ask.
Reena:
At the beginning of this year, I had a coffee chat event to hire designers while thinking about things like, 'Is it not well known from the outside that there is a design team upstage?' and 'Why isn't it easy to hire a designer?' The response back then was very good. After that, I posted an introduction on my blog, and recently, when I interviewed, many people naturally saw the blog and applied for it. It was even better to meet people who know and support our fit and how we work. So, I would like to open a voluminous design event in the future. This is my personal opinion and also my personal OKR. Our goal is to raise our voices and inform the outside world.
Servant:
I also agree with Lina's story. We are expecting more people to sympathize with us and be with us by raising our voices and letting us know a lot outside. To this end, this year, I would like to establish a brand well so that internal sympathy can be gained and the established brand impression can be well exposed externally.
#BRANDING DESIGN #BRANDING #BRAND DESIGN #REBRANDING #BRAND IDENTITY #HOMEPAGE #AIPACK
AI THAT MAKES THE WORLD MORE BENEFICIAL,
We are looking for a colleague to build with Upstage.
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Under the mission of 'Making AI beneificial', Upstage is a product that can solve various business problems and support customer AI innovation with OCR Pack and Recommender System Pack as the main focus to create a better world with AI. is developing. Check out more information on the Upstage website.
