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
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
A mark built to move
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
A mark built to move
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Type, designed to be heard
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Type, designed to be heard
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Type, designed to be heard
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Energy in every pixel
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Energy in every pixel
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Energy in every pixel
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Blending the boundaries
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Blending the boundaries
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Blending the boundaries
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Visual wayfinding
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Visual wayfinding
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Visual wayfinding
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Their visual signature
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Their visual signature
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
Their visual signature
Both communities obsess over strategy, skill, and competition. Both create intense social experiences where in the moment decisions matter.Yet visually, they couldn't look more different.Critical Hit Strategies bridges that gap - applying the kinetic energy of competitive gaming to the strategic depth of tabletop experiences.
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?
Let's make it real!
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