Up & Go

Client: Center for Family Life in Sunset Park, The Robin Hood Foundation
Role: Typography, Branding, Design
Creative Direction: 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 residents to resources and opportunities for personal growth. With ten years of experience collaborating with worker cooperatives, CFL seized the opportunity with technology to help 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, a business with fair work practices. The focus of Up & Go was the high-quality service, dignified work, transparency, and community. 

At Alfalfa Studio we tackled brand strategy, naming, and visual identity. This included brand positioning, messaging strategy, consumer journey, over 500 names, the logo, and brand guideline. The radiant strokes over the ampersand articulate a relatable positivity. The playful colors help distinguish Up & Go from their competitors. The final logo highlights Up & Go's essence–empowerment, quality, and community.