UpperCloud
Rebrand of Magpie Alchemy

Rebrand of Magpie Alchemy

Digital Identity Space Design
Show project

Magpie Alchemy is equal parts science and love. Owners Jamie Cardenas and Lucas Ives took charge of their family’s health…

Pop-up Concerts with Living Room Vibes

Pop-up Concerts with Living Room Vibes

Space Design
Show project

Arden Fair is a regional shopping center located in Sacramento. It consists of over 165 tenants, encompassing over 1,100,000 square…

Constellation with unchARTed

Constellation with unchARTed

Space Design
Show project

Arden Fair is a regional shopping center located in Sacramento. It consists of over 165 tenants, encompassing over 1,100,000 square…

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Digital Identity Space Design

Rebrand of Magpie Alchemy

Magpie Alchemy is equal parts science and love. Owners Jamie Cardenas and Lucas Ives took charge of their family’s health and chose to limit…

  • Strategy

    With a high level of care and love for the story behind the brand, our team dove into the thick of it to produce an authentic look and feel that is, Magpie Alchemy. For brand, we opted for colors in a cool palette to emphasis calm to and to embody the idea of holistic and healing. We paired modern with vintage in choosing fonts that were legible with an old-time feel. For the website, we opted for a symmetrical layout to compliment text and images to guide the user through the entirety of the site.

  • Design

    After learning more about Magpie Alchemy's story and their products, we helped refine their existing logo into something that was bold and modern, yet didn't lose the elements that Magpie Alchemy loved about their former logo. After the logo was completed, we designed product labels in various sizes that featured illustrated flora used in most of the Magpie Alchemy's products. The next stage was to take beautiful high-quality photos of the products and start building the website, which would help clients to understand the values of Magpie Alchemy, the benefits of their cosmetics, and seamlessly purchase their products. To showcase Magpie Alchemy's rebrand, we organized and curated their launch event where they were celebrated by their community and energized for a the next chapter in their journey.

  • Client

    We believe a strong brand lays the foundation for a clearly told story. Magpie Alchemy is more than the product, it is a belief that we can heal our bodies and our communities, and encourages us to make health a priority in our lives. We are grateful to have lent our hands in refreshing their website, strengthening their brand assets, and providing consultation to sharpen their business practices.

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Space Design

Pop-up Concerts with Living Room Vibes

Arden Fair is a regional shopping center located in Sacramento. It consists of over 165 tenants, encompassing over 1,100,000 square feet of retail space.…

  • Strategy

    Each month from August to December, a new artist performed for roughly 1.5 hours. Utilizing a vacant retail space, we invited the community to sit back and enjoy an intimate music experience in a unique setting. To promote the event, we partnered with each artist and the Sacramento music community to reach out to their audience. Advertising via Arden fair’s social media platforms and the unchARTed website were used to invite people to this unique experience. Printed postcards displaying the full series lineup were dropped off and on display throughout Sacramento coffee shops, cafes, music venues, and art centers. To further promote the concert series, we had the opportunity to pitch “Living Room Vibes to an audience that matches our target demographic at a "Creative Mornings Sacramento" event.

  • Design

    Before any of the performance dates, the vacant unit was thoughtfully curated to stimulate a living room, complete with accent chairs, coffee table, lamp, artwork on the mantel, houseplants, and bookshelves adorned with books and trinkets. On the day of any performance, a designated sound technician came prior to the show to set up and test sound in the room. After the room was set up, a soundcheck was conducted with the slated artist of the evening to ensure everything sounded smoothly before opening doors. Once doors were opened, Arden Fair representatives invited passersby to come into the unit to experience live music.

  • Client

    Activated over 1,000 square feet for "Living Room Vibes." Over 30 new (local) artists inquired about participation in future shows. Every concert gathered a healthy size audience, and we had very positive feedback for supporting local musicians. Fast forward to 2020 and in the middle of the COVID-19 pandemic which caused most businesses to close, Arden Fair and UpperCloud revisited "Living Room Vibes," but added a virtual twist to pivot to the current climate. “In Your Living Room Vibes" was an online concert series livestreamed from Arden Fair's Facebook page. The intent of the concert series was to help Arden Fair connect with their audience when they were physically closed and also support local artists.

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Space Design

Constellation with unchARTed

Arden Fair is a regional shopping center located in Sacramento. It consists of over 165 tenants, encompassing over 1,100,000 square feet of retail space.…

  • Strategy

    We intended to bring international recognition and presence to Sacramento and Arden Fair, but also to give the opportunity for the local artists to showcase their talent, so we invited the Sacramento Youth Symphony and LED sculpture artist Christopher Schardt of LED Labs to collaborate on this activation.

  • Design

    To open Constellation, a local youth orchestra, Sacramento Youth Symphony, performed live by the installation while Christopher Schardt provided live visuals that synced to the performance. Guests were invited to sit and lie on the artificial grass while enjoying the lights and performance. Guests of all ages and walks of life enjoyed the performance. Many were content being present at the moment, while others were taking photos and capturing videos on their mobile devices to remember the evening. The youth audience was invited to conduct the orchestra, making it a memorable and interactive experience for all. People were able to enjoy classical music while watching lights on 6-pointed star-shaped structure sync to the sounds. This immersive experience was activated in an underutilized corridor with little exposure to light, allowing guests to hear the music in close proximity. As they walk closer towards the music, they discover a massive 40’ LED structure above them. This mesmerizing combination aimed to calm and relax people in a very unexpected place. People could sit, dance, or simply look up in wonder as the lights danced above their heads.

  • Client

    Throughout the duration of the installation, there were sub-activations such as photography meetup and yoga instruction underneath the structure. The secondary activations allowed us to highlight local community efforts, while still promoting the overall art installation. Initially a two-week activation, the structure was extended by one more week due to popular demand and local media interest.

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