Established a new Purpose and Refreshed the Visual Identity

UPWARD, Inc. (Location: Minato-ku, Tokyo; President and CEO: Ryosuke Kaneki; hereinafter UPWARD), whose mission is to "Revolutionize the last one mile of field operations," established its purpose and renewed its visual identity on June 28, 2023.

- Redefining ourselves as a brand for field workers

‍Amid growing concerns about labor shortages in many countries, particularly in developed nations, the urgent task is to secure and develop human resources, especially for field workers who primarily work face-to-face. In this environment, UPWARD's role in supporting sales activities by leveraging on-site location information has taken on greater social significance. We want to reduce the workload of people working in the field through mobile applications, allowing them to concentrate on more essential and creative tasks. We have formalized this concept, which has long been shared within the company since our founding, into a purpose that can be shared with all stakeholders inside and outside the company.

- About the Visual Identity Renewal

‍To express the purpose "Inspiring upward creativity - Unleashing the creativity of field workers to accelerate the growth of companies and society -," we have updated the corporate logo, brand icon, and brand colors. The color scheme is based on a bright blue, which evokes the image of the "sky" spreading above field workers. With an eye toward overseas expansion, the logo and icon have been simplified to create a solid impression that can resonate in the global market.

- Comment from Ryosuke Kaneki, President and CEO of UPWARD, Inc.

Founded in April 2016, UPWARD has experienced periods of business establishment, defense, discovery, and offense. Now, we are about to enter a phase of creating value through efficiency improvements and new services. In the early days of our founding, we struggled to commercialize our SaaS business and faced challenges in market development, including competitive strategies. However, we have become a company that can make significant and continuous investments in sales and marketing, which are essential for the rapid growth of a SaaS business. Now, at this timing, as we revisit and revise the essential value of our business and take on the challenge of creating value through new services, we have newly established our purpose and renewed our visual identity. However, our vision since our founding remains unchanged: to use the power of technology to digitize, apply AI, and automate field operations, especially offline environments where DX is difficult, and to liberate all businesspersons involved from wasteful tasks. Through “UPWARD,” we want to create “creative encounters with customers.” It is a great honor to announce this project, filled with such aspirations, to everyone at this time.