UPPERLINE

Upperline is a multi-strategy investment firm created to pursue opportunities across real estate, private equity and other alternative assets. Judson developed the brand strategy and identity to position the new firm as more energetic, entrepreneurial and adaptable than traditional institutional investment companies. For the website, I led digital direction, UI/UX design, motion and development direction. The site was designed to make a relatively new portfolio feel established and substantial, using visual scale and detailed case studies to give existing assets greater presence while creating a flexible system that could expand as Upperline acquired and developed new investments.