Up & Go - Bianca Ng

Up & Go

Client: Center for Family Life in Sunset Park, SCO Family of Services
Role: Art Direction, Design
Studio: Alfalfa Studio

Center for Family Life in Sunset Park (CFL) is a neighborhood-based family and social services organization. CFL elevates the quality of life for residents in low-income neighborhoods by connecting them to personal growth resources. With years of experience collaborating with worker cooperatives, CFL seized the opportunities in technology to integrate worker cooperatives into the competitive market. CFL partnered with CoLab Cooperative, Robin Hood Foundation, Barclays, and the New York City Work Cooperatives to create Up & Go.

Up & Go, a professional home cleaning service app connects consumers with a worker cooperative, which is a business with fair work practices. The focus of Up & Go is a high-quality service, dignified work, transparency, and community.

We tackled brand strategy, naming, and visual identity. This included brand positioning, messaging strategy, consumer journey, reviewing over 500 names, and the logo. The radiant strokes over the ampersand articulate a relatable positivity. The playful colors help distinguish Up & Go from their competitors. The logo highlights empowerment, quality, and community.