Photo by Lee Grant
U-P is a design studio based in Collingwood and led by Paul Marcus Fuog and Uriah Gray. Experimenting with creativity and positivity, and undertaking anything from books, installations, objects, web packaging and exhibition design, U-P likes to emotionally connect brands and audiences. Their approach to work is inventive and friendly—which leads to memorable and meaningful results, such as a beautiful series of images for Cibi, their favourite neighbourhood cafe and shop; a timeless identity (and related collateral) for Sydney’s Golden Age Cinema & Bar; and an energetic four-way identity system for the Victorian College of the Arts that needed to represent each of its sub-schools. U-P have recently opened a second, satellite location in New York to continue serving—and exploring with—their growing client base.