Newly established perpasses and revamped visual identity

(LOCATION: MINATO-KU, TOKYO; PRESIDENT AND CEO: RYUSUKE KANEKI; HEREINAFTER "UPWARD"), WHOSE MISSION IS TO "INNOVATE THE LAST MILE IN THE FIELD," WILL ESTABLISH A NEW PURPOSE AND RENEW ITS VISUAL IDENTITY ON JUNE 28, 2023.

Redefined as a brand for field workers

‍As concerns about labor shortages grow in many countries, especially in developed countries, there is an urgent need to solve the issues of securing and training human resources, especially field workers who work mainly face-to-face. In this trend, the role of UPWARD, which supports sales activities by utilizing location information in the field, has become even more socially significant. Through mobile applications, we want to reduce the workload of workers in the field so that they can focus on more essential and creative work. This concept, which has been shared within UPWARD for a long time since its establishment, has been redefined into a language that can be shared with internal and external stakeholders.

Renewal of Visual Identity

The corporate logo, brand icon, and brand colors will be renewed to express the ‍purpose "Inspiring upward creativity - drawing out the creativity of field workers to accelerate the growth of the company and society. The new corporate logo, brand icon, and brand color are based on the bright blue of the sky above the heads of field workers. In anticipation of overseas expansion, the logo and icon have been made simpler and more imposing so that the company can have a strong presence in the global market.

RYUSUKE KANEKI, PRESIDENT AND CEO, UPWARD CO.

UPWARD, founded in April 2016, has experienced a period of business restructuring, defense and discovery, and offense, and is now entering a phase of value creation through increased efficiency and new services. At the beginning, we struggled to commercialize SaaS, and while we struggled to develop the market by taking measures against competition, we have become a company that can continue to invest heavily in sales and marketing, which is essential for the SaaS business to take off. Now, as we reevaluate the essential value of our business and take on the challenge of creating value through new services, it is precisely at this juncture that we have established a new Purpose and renewed our visual identity. However, the thoughts that have guided us since our founding remain unchanged. We will use the power of technology to digitize, AI, and automate the field, especially the offline field where DX is difficult, and free all business people involved in the field from unnecessary work. We are very honored to be able to announce this project, which is filled with our desire to create "creative encounters with customers" through UPWARD, to you at this time.