About Us.
Josh Catchpole
Creative Director
Josh Catchpole
Creative Director
Thoughtful branding without the layers, committees, and complexity.
Upperstory was founded by Joshua Catchpole, a designer whose career began with a temporary office job after mentioning he could “use Photoshop”. What started as a useful skill slowly turned into a profession, then a freelance business, and eventually a small studio built around doing great work with good people.
We’re intentionally a micro agency. We believe the best ideas come from focused teams, not large committees. One of our favourite sayings is that "a camel is a horse designed by committee".
Keeping things small means fewer layers, clearer decisions, and the ability to move quickly without losing the thinking behind the work.
Upperstory exists to provide a creative and affordable alternative to larger agencies. We work with founders and teams who value clarity, collaboration, and momentum. People who want to make progress without endless meetings and overcomplicated processes.
From brand systems and websites to campaign assets and rollout materials, we help businesses build brands that are thoughtful, practical, and designed to grow alongside them.
Small by design. Built to help ambitious ideas grow.
Core principles:
01
Small by Design
We believe great work happens in focused teams, not large committees. Staying intentionally small allows us to move quickly, communicate clearly and stay close to the people making decisions.
01
Small by Design
We believe great work happens in focused teams, not large committees. Staying intentionally small allows us to move quickly, communicate clearly and stay close to the people making decisions.
02
Clarity Over Complexity
Brands shouldn’t be confusing. We seek simple, thoughtful solutions that create confidence and make businesses easier to understand, use and remember.
02
Clarity Over Complexity
Brands shouldn’t be confusing. We seek simple, thoughtful solutions that create confidence and make businesses easier to understand, use and remember.
03
Systems, Not Decoration
We don’t design isolated assets. We create flexible systems that help brands grow consistently across every touchpoint, from websites to presentations and packaging.
03
Systems, Not Decoration
We don’t design isolated assets. We create flexible systems that help brands grow consistently across every touchpoint, from websites to presentations and packaging.
04
Collaboration Creates Better Work
The best results come through conversation. We work closely with founders and teams, combining experience with openness and healthy challenge to arrive at stronger ideas.
04
Collaboration Creates Better Work
The best results come through conversation. We work closely with founders and teams, combining experience with openness and healthy challenge to arrive at stronger ideas.
05
Built for the Real World
Beautiful work is only valuable if it works. Everything we create is designed with practical implementation in mind, balancing creativity with clarity, efficiency and longevity.
05
Built for the Real World
Beautiful work is only valuable if it works. Everything we create is designed with practical implementation in mind, balancing creativity with clarity, efficiency and longevity.
FAQs
Upperstory is primarily a branding studio. We help ambitious businesses define who they are, clarify what they stand for, and express it through thoughtful visual identity and digital experiences. From strategy and positioning to identity systems and website design, we build and support brands that feel cohesive, intentional, and built to grow.
02 // Who do you work with? We work best with founders, teams, and organisations who care deeply about what they’re building. Startups looking for a strong foundation. Established businesses ready to evolve. Purpose-driven teams who want their brand to reflect their values, not just look good. If you value clarity, collaboration, and long-term thinking, you'll do for us.
In all honesty, there are a lot of great designers, agencies and studios out there. We might not be the right fit for you. And that’s okay. We do know we’re good at what we do. We work with integrity. And we don’t design for decoration. We’re interested in building brands that mean something. The kind that hold up over time. The kind that feel aligned internally, not just polished externally. For us, every design system starts with clarity. Not trends. Not aesthetics. Clarity. Because when the thinking is solid, the design carries weight.
Our work typically falls into four areas: Brand Foundations – Identity, positioning, messaging and launch Brand Evolution – Rebrands and strategic repositioning Campaign Identity – Campaign concepts, visual systems and rollout Ongoing Brand Support – Consultancy, brand audits and execution guidance Each project is shaped around what you actually need — not a rigid package. And yes, we do design websites too. We design and build websites that feel aligned with your brand as opposed to templates wearing your logo.
Our design process follows five connected stages: Roots (discovery and strategic clarity), Define (positioning and brand direction), Design (identity and visual systems), Ecosystem (touchpoints and implementation), and Activation (launch and rollout). Each stage builds on the last, creating a considered process where every decision is connected, intentional, and never rushed.
Upperstory is primarily a branding studio. We help ambitious businesses define who they are, clarify what they stand for, and express it through thoughtful visual identity and digital experiences. From strategy and positioning to identity systems and website design, we build and support brands that feel cohesive, intentional, and built to grow.
02 // Who do you work with? We work best with founders, teams, and organisations who care deeply about what they’re building. Startups looking for a strong foundation. Established businesses ready to evolve. Purpose-driven teams who want their brand to reflect their values, not just look good. If you value clarity, collaboration, and long-term thinking, you'll do for us.
In all honesty, there are a lot of great designers, agencies and studios out there. We might not be the right fit for you. And that’s okay. We do know we’re good at what we do. We work with integrity. And we don’t design for decoration. We’re interested in building brands that mean something. The kind that hold up over time. The kind that feel aligned internally, not just polished externally. For us, every design system starts with clarity. Not trends. Not aesthetics. Clarity. Because when the thinking is solid, the design carries weight.
Our work typically falls into four areas: Brand Foundations – Identity, positioning, messaging and launch Brand Evolution – Rebrands and strategic repositioning Campaign Identity – Campaign concepts, visual systems and rollout Ongoing Brand Support – Consultancy, brand audits and execution guidance Each project is shaped around what you actually need — not a rigid package. And yes, we do design websites too. We design and build websites that feel aligned with your brand as opposed to templates wearing your logo.
Our design process follows five connected stages: Roots (discovery and strategic clarity), Define (positioning and brand direction), Design (identity and visual systems), Ecosystem (touchpoints and implementation), and Activation (launch and rollout). Each stage builds on the last, creating a considered process where every decision is connected, intentional, and never rushed.
Upperstory is primarily a branding studio. We help ambitious businesses define who they are, clarify what they stand for, and express it through thoughtful visual identity and digital experiences. From strategy and positioning to identity systems and website design, we build and support brands that feel cohesive, intentional, and built to grow.
02 // Who do you work with? We work best with founders, teams, and organisations who care deeply about what they’re building. Startups looking for a strong foundation. Established businesses ready to evolve. Purpose-driven teams who want their brand to reflect their values, not just look good. If you value clarity, collaboration, and long-term thinking, you'll do for us.
In all honesty, there are a lot of great designers, agencies and studios out there. We might not be the right fit for you. And that’s okay. We do know we’re good at what we do. We work with integrity. And we don’t design for decoration. We’re interested in building brands that mean something. The kind that hold up over time. The kind that feel aligned internally, not just polished externally. For us, every design system starts with clarity. Not trends. Not aesthetics. Clarity. Because when the thinking is solid, the design carries weight.
Our work typically falls into four areas: Brand Foundations – Identity, positioning, messaging and launch Brand Evolution – Rebrands and strategic repositioning Campaign Identity – Campaign concepts, visual systems and rollout Ongoing Brand Support – Consultancy, brand audits and execution guidance Each project is shaped around what you actually need — not a rigid package. And yes, we do design websites too. We design and build websites that feel aligned with your brand as opposed to templates wearing your logo.
Our design process follows five connected stages: Roots (discovery and strategic clarity), Define (positioning and brand direction), Design (identity and visual systems), Ecosystem (touchpoints and implementation), and Activation (launch and rollout). Each stage builds on the last, creating a considered process where every decision is connected, intentional, and never rushed.
Clients
50+
Brands Launched
40+
Websites Built
30+