The Up Pop Up educates & empowers consumers to become agents of change through upcycling. I strategized the pop up, its marketing approach, brand identity & overall event experience in response to a brief for the University of the Arts London, where we were asked to come up with and market a pop up shop that created minimal waste.

The logo and the custom typography of the shop reflect the agility of upcycling itself: reimagining and reconnecting forms to create new things. The energy of the custom type I created conveys a sense of urgency and immediacy while embodying movement.

DIY workshops, panels, dialogues and lectures are some of the events held in this 7 day pop up. The grassroots marketing strategy revolves around building an online presence through social media. Partnering with companies would allow us to leverage their brand recognition to advertise on existing packaging, eliminating excess print waste.