UPUP Berlin Brand Activation.
The Berlin-based video production company upup berlin specialises in high-end drone cinematography, visual effects and aerial production for film, advertising and television. Since its foundation in 2014, Upup has worked its way from a passion project into an established production company with an impressive list of clients and collaborators — from Apache 207 and Zalando to Kentucky Fried Chicken and Polizeiruf 110, as well as international streaming services and film productions. So when Upup refreshed its visual identity and gave its logo a new look, the next question was pretty obvious:
What happens when the new identity leaves the screen?
Making the new identity wearable
Following the rebranding, Supercrack took care of turning the new visual language into a collection of custom brand apparel and merchandise. Rather than simply putting a logo on a T-shirt, we treated the new identity as a starting point for a whole series of pieces
Printed where the action happens
Instead of moving the production somewhere else, we brought Supercrack directly into Upup's world. The printing took place at their movie production studio in Rummelsburg, surrounded by the equipment, people and atmosphere of an actual production environment. With Sisyphos as the neighbour, it was probably one of the more appropriate places in Berlin to spend an afternoon pushing neon ink through a screen. Cameras, drones, production gear and screen printing equipment suddenly shared the same space.
Which, somehow, made perfect sense.
UPUP BERLIN × SUPERCRACK
INew identity. New merch. Same Berlin attitude.
Custom apparel · Screen printing · Back prints · Neon colours · Brand merchandise
From the screen to the street — and straight into production.
Go wild,
Let it Shine
Different motifs, different placements, back prints, neon colours. Bold applications.
And a few things that were definitely not designed to disappear into the average corporate wardrobe. The result was a collection that feels much closer to the world Upup actually operates in: visual, playful, slightly experimental and unmistakably Berlin.
From CI to physical culture
A visual identity can exist in a brand book, it can live on a website, in a presentation or on a business card. But there is something different about seeing it on a person. A back print walking through the studio. A neon logo catching the light.A T-shirt turning up on set. The new upup identity became part of the everyday life of the company — not just something representing the brand, but something its people could actually wear.
And that's what made the project interesting for us.
We didn't just print the new identity. We gave it somewhere to go.
Want to elevate your Brand to the next level?
Got a new identity that deserves to leave the screen?
Whether it’s custom apparel, team merch, a limited edition or something that doesn’t exist yet — let’s make it physical.
Tell us what you have in mind.
We’ll take it from there.
“Absolutely great and professional. The ultimate team experience with the absolute pro, highly recommended. And classy.”
Stephan Powilat - Founding Partner of LABOR DIGITAL