Branding & Design2025

1UP

Client

1UP

Industry

Technology & Digital Services

Type

Logo Design & Brand Identity

Logo DesignBrand Identity SystemColour & Typography SystemPattern DesignStationery & CollateralBrand Application Mockups

Overview

1UP is a unified digital platform that brings social, financial, commercial and everyday lifestyle services together in a single application, built around a privacy-first ecosystem where communication, commerce and convenience sit side by side. AWAcyber developed the brand from the ground up: a character-led logo, a complete colour and typography system, a geometric pattern derived from the mark itself, and a full set of applications spanning stationery, print collateral, product interfaces and wearables. The identity had to carry a playful, game-inspired personality without undermining the credibility a platform handling payments and personal data requires.

The Challenge

A platform that spans social messaging, payments, commerce and daily-life services risks reading as four unrelated products under one name. 1UP needed a single visual signal recognisable at app-icon scale, flexible enough to label a wallet action, a delivery flow and a chat surface without fragmenting, and warm enough to feel like a consumer product rather than a bank. The game-culture reference behind the name also had to survive being applied to serious financial functionality.

Our Solution

The mark builds on the extra-life mushroom of arcade culture — a symbol that already means 'one more chance' — reduced through four concept stages from a plain mushroom silhouette to a star-fronted character with a custom 1UP wordmark, then locked to a construction grid of 3.3X by 4.3X so it holds together from signage down to a favicon. A five-colour system gives the brand a working vocabulary rather than decoration: primary green for identity and growth, golden yellow reserved for wallet actions, delivery elements and calls to action, soft cream as a warm reading background, sky blue as a secondary for trust and connectivity, and a neutral grey, each with 80/60/40/20 per cent tint steps. Super Mario 256 carries display typography while Cairo handles body text and Arabic. A pattern system derived from the logo's own star, rotated three times at 120 degrees, extends the identity across surfaces without repeating the logo. The system was then proven in application: four app-icon colourways, A4 letterhead with A5 and A6 variants, business cards, a catalogue booklet, light and dark product interfaces, a smartwatch face, and a marketing site presenting the platform's premium and free tiers.

Our Process

1Brand positioning and platform pillars — secure, comprehensive, integrated, comfortable
2Logo concept development across four exploration stages
3Geometric construction and proportion grid (3.3X × 4.3X)
4Colour system definition with usage rules and tint scales
5Typography pairing for Latin display and Arabic body text
6Pattern derivation from the logo's star geometry
7Stationery and print collateral design (A4, A5, A6, business card, catalogue)
8Digital application mockups — app icons, mobile interface, smartwatch and web
9Brand guideline compilation