Created by leading automotive distributor Ateco, Upfitter is an Australian-based online accessories marketplace. They design and distribute a custom range of accessories, as well as a selection sourced from some of the most respected manufacturers around the world, for vehicle fitment.

What we delivered

  • brand identity
  • campaign design
  • copywriting
  • motion design
  • print

In 2020, we were approached by Upfitter’s parent company, Ateco, to develop the positioning, visual, verbal, and motion identity systems for the Upfitter brand. Referencing truck culture, transport networks, and the heritage of vehicle badges, we created a bold monogram that brands collateral, merchandise, and their range of fitment products. The type-led identity system and confident verbal identity celebrate vehicle personalisation and position Upfitter as disruptive leaders in a growing market.

The result is a brand that comes to life through bold, physical product application, vibrant packaging, and expressive motion.