Straight Up Co.

Straight Up Co. is an agency specialising in the health, fitness and lifestyle industries.

An agency serving this sector has a particular credibility problem: its clients are themselves brands built on aesthetics, so anything derivative reads immediately as a warning sign. The identity had to demonstrate judgement rather than describe it.

The name sets the terms. “Straight up” means no embellishment, no hedging — a promise of directness that would be contradicted by an ornamental mark. So the design holds a firm line: confident proportions, no decoration standing in for personality, and a restraint that reads as competence rather than caution. It gives the agency a mark that can sit alongside client work without competing with it, which is the practical requirement for anyone in this position.