UTX Music
Client
Upright T-Rex Music
Year
2023
Services
Brand System & Motion Design
UTX Music
Client
Upright T-Rex Music
Year
2023
Services
Brand System & Motion Design
Redefining a Creative Powerhouse
Upright T-Rex Music grew from a small 2-man NYC and LA startup into an award-winning studio creating original sound and music for major games, films, and media.
They had outgrown their original identity. It no longer reflected the scale of their work or the journey that got them there.
The challenge was as cultural as it was visual: how do you move from underdog to industry heavyweight without losing the spark that made you stand out in the first place?
Redefining a Creative Powerhouse
Upright T-Rex Music grew from a small 2-man NYC and LA startup into an award-winning studio creating original sound and music for major games, films, and media.
They had outgrown their original identity. It no longer reflected the scale of their work or the journey that got them there.
The challenge was as cultural as it was visual: how do you move from underdog to industry heavyweight without losing the spark that made you stand out in the first place?
Redefining a Creative Powerhouse
Upright T-Rex Music grew from a small 2-man NYC and LA startup into an award-winning studio creating original sound and music for major games, films, and media.
They had outgrown their original identity. It no longer reflected the scale of their work or the journey that got them there.
The challenge was as cultural as it was visual: how do you move from underdog to industry heavyweight without losing the spark that made you stand out in the first place?
Starting with a new name
The first step was the name. Upright T-Rex became UTX, a signal that they were ready to evolve their brand and positioning. The new name feels established, confident, and earned, yet it honors their history instead of leaving it behind.
With their new name, UTX needed to hit the sweet spot: their brand needed to be polished enough to stand with major audio shops while keeping the personal touch that made them distinct.
Their audience of creative directors, game developers, and filmmakers value that same commitment to craft and close creative partnership. The rebrand had to be confident without feeling corporate, bold without ego.
Starting with a new name
The first step was the name. Upright T-Rex became UTX, a signal that they were ready to evolve their brand and positioning. The new name feels established, confident, and earned, yet it honors their history instead of leaving it behind.
With their new name, UTX needed to hit the sweet spot: their brand needed to be polished enough to stand with major audio shops while keeping the personal touch that made them distinct.
Their audience of creative directors, game developers, and filmmakers value that same commitment to craft and close creative partnership. The rebrand had to be confident without feeling corporate, bold without ego.
Starting with a new name
The first step was the name. Upright T-Rex became UTX, a signal that they were ready to evolve their brand and positioning. The new name feels established, confident, and earned, yet it honors their history instead of leaving it behind.
With their new name, UTX needed to hit the sweet spot: their brand needed to be polished enough to stand with major audio shops while keeping the personal touch that made them distinct.
Their audience of creative directors, game developers, and filmmakers value that same commitment to craft and close creative partnership. The rebrand had to be confident without feeling corporate, bold without ego.
Built From the Inside
Like with the new name, we approached the rebrand as an evolution, not a clean slate. How could we look back at the past to draw inspiration for the future brand?
The new identity drew from the founders’ lifelong creative influences: Cody’s original hand-drawn T-Rex that inspired the name, and the whimsical, hand-crafted paintings created by Ross, the cofounder’s brother, that shaped their early journey. Rather than inventing a new brand personality, we amplified the artistic spirit that had always defined them.
Built From the Inside
Like with the new name, we approached the rebrand as an evolution, not a clean slate. How could we look back at the past to draw inspiration for the future brand?
The new identity drew from the founders’ lifelong creative influences: Cody’s original hand-drawn T-Rex that inspired the name, and the whimsical, hand-crafted paintings created by Ross, the cofounder’s brother, that shaped their early journey. Rather than inventing a new brand personality, we amplified the artistic spirit that had always defined them.
Built From the Inside
Like with the new name, we approached the rebrand as an evolution, not a clean slate. How could we look back at the past to draw inspiration for the future brand?
The new identity drew from the founders’ lifelong creative influences: Cody’s original hand-drawn T-Rex that inspired the name, and the whimsical, hand-crafted paintings created by Ross, the cofounder’s brother, that shaped their early journey. Rather than inventing a new brand personality, we amplified the artistic spirit that had always defined them.
Craft first, always
The new visual system embodies UTX’s creative spirit. It is structured yet expressive, with bold geometry and confident forms energized by moments of play. The color and typography choices feel rooted in an artist-driven studio, where individuality and craft take precedence over corporate polish.
Craft first, always
The new visual system embodies UTX’s creative spirit. It is structured yet expressive, with bold geometry and confident forms energized by moments of play. The color and typography choices feel rooted in an artist-driven studio, where individuality and craft take precedence over corporate polish.
Craft first, always
The new visual system embodies UTX’s creative spirit. It is structured yet expressive, with bold geometry and confident forms energized by moments of play. The color and typography choices feel rooted in an artist-driven studio, where individuality and craft take precedence over corporate polish.
A mark built to move
The UTX monogram is extruded at 45 degrees, turning the logo into a dynamic device that carries energy and clarity at any size.
A mark built to move
The UTX monogram is extruded at 45 degrees, turning the logo into a dynamic device that carries energy and clarity at any size.
A mark built to move
The UTX monogram is extruded at 45 degrees, turning the logo into a dynamic device that carries energy and clarity at any size.
Type, designed to be heard
Our brand typeface, Supria Sans, carries the voice of UTX. It is clear and precise, yet threaded with subtle quirks that give it character.
Type, designed to be heard
Our brand typeface, Supria Sans, carries the voice of UTX. It is clear and precise, yet threaded with subtle quirks that give it character.
Type, designed to be heard
Our brand typeface, Supria Sans, carries the voice of UTX. It is clear and precise, yet threaded with subtle quirks that give it character.
Energy in every pixel
Our palette draws from the bold energy of early 8-bit games. Warm, high-contrast colors create a vibrant system.
Energy in every pixel
Our palette draws from the bold energy of early 8-bit games. Warm, high-contrast colors create a vibrant system.
Energy in every pixel
Our palette draws from the bold energy of early 8-bit games. Warm, high-contrast colors create a vibrant system.
Blending the boundaries
Each section of the portfolio is paired with a gradient, built from two colors in the UTX palette. These gradients aren’t used to divide but to connect, reflecting the belief that UTX’s music and sound don’t sit in fixed categories. They symbolize the fluid, ever-shifting nature of their work.
Blending the boundaries
Each section of the portfolio is paired with a gradient, built from two colors in the UTX palette. These gradients aren’t used to divide but to connect, reflecting the belief that UTX’s music and sound don’t sit in fixed categories. They symbolize the fluid, ever-shifting nature of their work.
Blending the boundaries
Each section of the portfolio is paired with a gradient, built from two colors in the UTX palette. These gradients aren’t used to divide but to connect, reflecting the belief that UTX’s music and sound don’t sit in fixed categories. They symbolize the fluid, ever-shifting nature of their work.
Visual wayfinding
Alongside gradients, each section is anchored by a core shape. This system gives every part of the portfolio a clear visual identity, helping distinguish one from another. These shapes are used to orient, to show exactly where you are within the UTX portfolio.
Visual wayfinding
Alongside gradients, each section is anchored by a core shape. This system gives every part of the portfolio a clear visual identity, helping distinguish one from another. These shapes are used to orient, to show exactly where you are within the UTX portfolio.
Visual wayfinding
Alongside gradients, each section is anchored by a core shape. This system gives every part of the portfolio a clear visual identity, helping distinguish one from another. These shapes are used to orient, to show exactly where you are within the UTX portfolio.
Their visual signature
Drawn from Ross’s older brother’s paintings, these icons bring personal history into the brand. Expressive, energetic, and a little whimsical, they echo the play and personality of UTX’s music while tying the visual system together.
Their visual signature
Drawn from Ross’s older brother’s paintings, these icons bring personal history into the brand. Expressive, energetic, and a little whimsical, they echo the play and personality of UTX’s music while tying the visual system together.
Their visual signature
Drawn from Ross’s older brother’s paintings, these icons bring personal history into the brand. Expressive, energetic, and a little whimsical, they echo the play and personality of UTX’s music while tying the visual system together.
Not Invented, Uncovered
This project shows how strategic clarity and creative expression can reshape a brand without erasing its roots. By grounding the system in their personal history and elevating it with bold visual tools, we helped transform UTX from a scrappy studio into a confident, industry-ready brand without losing its soul. The rebrand gave them permission to own their success while staying true to their voice, proving that brands are not invented, but uncovered and amplified.
Not Invented, Uncovered
This project shows how strategic clarity and creative expression can reshape a brand without erasing its roots. By grounding the system in their personal history and elevating it with bold visual tools, we helped transform UTX from a scrappy studio into a confident, industry-ready brand without losing its soul. The rebrand gave them permission to own their success while staying true to their voice, proving that brands are not invented, but uncovered and amplified.
Not Invented, Uncovered
This project shows how strategic clarity and creative expression can reshape a brand without erasing its roots. By grounding the system in their personal history and elevating it with bold visual tools, we helped transform UTX from a scrappy studio into a confident, industry-ready brand without losing its soul. The rebrand gave them permission to own their success while staying true to their voice, proving that brands are not invented, but uncovered and amplified.
Testimonial
"
Professional, attentive, passionate, endlessly and surprisingly creative, as well as exceptionally thorough. This was our experience hiring Alan Finch to do a total rebrand of our company Upright T-Rex Music. Alan was everything we’d hoped for in a collaborator. Even as a contractor he went above and beyond, just to make sure the product was the best it could be."
Testimonial
Professional, attentive, passionate, endlessly and surprisingly creative, as well as exceptionally thorough. This was our experience hiring Alan Finch to do a total rebrand of our company Upright T-Rex Music. Alan was everything we’d hoped for in a collaborator. Even as a contractor he went above and beyond, just to make sure the product was the best it could be."
Ross Wariner
Composer / Producer / Arranger / Mixer
Testimonial
Professional, attentive, passionate, endlessly and surprisingly creative, as well as exceptionally thorough. This was our experience hiring Alan Finch to do a total rebrand of our company Upright T-Rex Music. Alan was everything we’d hoped for in a collaborator. Even as a contractor he went above and beyond, just to make sure the product was the best it could be."
Ross Wariner
Composer / Producer / Arranger / Mixer
Got an idea brewing?
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Available for work
Got an idea brewing?
Let's make it real!
Available for work
Got an idea brewing?
Let's make it real!
Available for work