UPL Brazil
Brands Design
Today, UPL is the fourth largest agricultural solutions company in Brazil. Founded in 1969 in India, it arrived in Brazil in the 2000s and today plays a major role in agribusiness in the country and around the world. UPL Brazil maintains a number of relationship programs with key partners such as cooperatives, dealers, and producers.
In 2019, UPL underwent a global rebranding process that required an evolution of its relationship programs’ brands. I was responsible for creating the visual identities of approximately 25 UPL sub-brands, a process that involved in-depth meetings and interviews with the company’s top directors in Brazil to thoroughly understand each program’s unique needs.
Through detailed study and design development, I established a harmonious visual system that integrated the relationship program brands with UPL’s central identity, enhancing their relevance and strength with their respective target audiences.
Following the success of the initial work, in 2023 I led a new phase to evolve and adapt these brands further and incorporate additional brands into the agency’s portfolio, unifying the entire relationship programs
ecosystem into a cohesive branded house.
This ongoing project has enabled these programs to increase their presence and impact in the agribusiness market and continuously reinforce the UPL brand across the field. Shortly after the first brand adaptations in 2020, UPL Brazil grew by 17%, securing its position as the fourth largest player in the sector.
Throughout this partnership, both Verte and I were recognized by the client as key references for deep knowledge of the UPL brand and its brand guidelines, entrusted with maintaining consistency and guiding
future developments with strategic insight.
For each sub-brand, comprehensive guidelines were created, detailing application rules and maintaining consistency. Below are examples of some pages from these brand guidelines.
The project was developed in partnership with Verte.