Christopher Doyle & Co.


Upfitter is an Australian-based online marketplace, created to house a custom range of accessories for vehicle fitment, as well as a selection sourced from some of the most respected manufacturers around the world.

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.