Further Up Co.
Logo design
Brand development
Brand strategy
Naming
Apparel design
Art direction
Graphics standards
Social
Website design
I started Further Up Co. because I believe design and brand can perpetuate an ethos. The result is an apparel brand that fosters a growth mindset—the stubborn belief that incompetence is not a permanent condition and that failure is the path of change.
The name and visual identity is inspired by a quote from the author and theologian C.S. Lewis:
“The further up and the further in you go, the bigger everything gets. The inside is larger than the outside.”
True to the spirit of those words, the visual identity I created refuses to take center stage. Instead, each element reinforces the concepts and ideas that are core to the brand’s ethos and vision.
When people wear the apparel we create, they aren’t drawing attention to our mark or one particular artifact. They are paying testimony to the power of pressing forward when failure is pressing in.
“The further up and the further in you go, the bigger everything gets. The inside is larger than the outside.”
— C.S. Lewis
Social Images
Treebeard: “I am not going to tell you my name, not yet at any rate. For one thing it would take a long while: my name is growing all the time, and I've lived a very long, long time; so my name is like a story.”
— J.R.R. Tolkien
