U-P is an ideas-led creative consultancy that emotionally connects brands and organisations to people. The consultancy provides creative direction, brand development and graphic design across all available media. Using a research-based approach, U-P applies design innovation as the main source of differentiation. Over the last 10 years success has been built through a unique combination of play and rigour. Positivity and experimentation are at the very core of U-P's philosophy. Constraints are explored in optimistic and creative ways, resulting in work that is memorable and meaningful, and improves our way of life. U-P is led by Paul Marcus Fuog and Uriah Gray. The studio is headquartered in Melbourne with a satellite studio in New York City servicing a growing client-base.