We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.
Upstage
- Share
Reviving the world of dance fashion, Upstage brings a bold twist to dance lifestyle essentials to amplify your confidence on and off the stage. Forging a world beyond simply dance gear that turns heads—Upstage fuels a new generation of high performers to own every move and take centre stage wherever life leads.
Upstage shakes up the dance world with a playful, yet powerful approach. It’s a brand born from the rhythm of youth, designed for those who live life in motion. Whether freestyling, competing, or simply unwinding with friends, Upstage offers everything you need to feel unstoppable—backstage and beyond.
In a world where confidence, community, and creativity take centre stage, Upstage is more than a label; it’s a lifestyle for those who never miss a beat.
At its core, Upstage is about movement—literal and metaphorical. It’s for the go-getters, the dreamers, the dancers who believe life is a performance and every day is a chance to steal the show.
From stage to studio to street, Upstage celebrates individuality and self-expression, encouraging its community to dance their way through life with confidence and joy. More than just a label,
With a brand built on community and self-expression, Upstage empowers youth to push boundaries, break molds, and redefine what it means to live life on their terms. Whether you’re stepping into the spotlight or finding your groove behind the scenes, Upstage is your ultimate partner in movement, helping you feel unstoppable at every stage of your journey.
In naming and developing the brand, we delved into the essence of movement and self-expression, drawing inspiration from the dynamic energy of dance culture.
Through the strategic process, our task became clear: capture the heartbeat of dance culture in a way that moves, inspires, and connects. We weren’t just building a brand; we were setting the stage for a new generation of movers to find their rhythm and run with it.
In developing the brand narrative, we uncovered more than just an opportunity—we found a spark. Upstage wasn’t just another player in the dance world; it had a personality that demanded attention—playful, bold, and unapologetically inclusive. We leaned into that energy, crafting an identity that does more than sell products. It encourages young performers to rewrite the rules, step beyond the expected, and upstage even their own limits.
Upstage is here to set a new tempo—one that celebrates individuality, fuels confidence, and brings the community together in every beat and every move. Naturally, we coined a name that would reflect their commanding and empowering spirit, giving them the confidence to take center stage in their lives.
The visual identity that followed captures the kinetic energy of dance culture, blending dynamic typography with vibrant imagery that feels constantly in motion. The custom font mirrors the fluidity of dance, with angles that evoke movement and freedom from rigid norms.
The fluid ‘U’ element becomes the heart of the brand—symbolising creativity and adaptability. This versatile shape is duplicated across backgrounds and product packaging, creating engaging, dynamic patterns. By playing on the word ‘up,’ the logo adapts to horizontal and vertical layouts, ensuring flexibility across all applications.
Photography focuses on capturing the raw, spirited energy of dance crews, emphasising the collective joy of movement. Combined with vibrant, energetic videography, the visual language embodies Upstage’s mission to make every moment feel like a spotlight.
Upstage has redefined what it means to be a dance lifestyle brand. It’s not just about looking good; it’s about feeling unstoppable. By blending movement, individuality, and community, Upstage has created a space where youth can truly thrive.
From kinetic visuals to bold messaging, the brand inspires its audience to step up, stand out, and make every day a performance. This is Upstage—where confidence is key, community is everything, and every move is a chance to shine.
Upstage is a brand set to take centre stage.
By weaving together the power of movement, the boldness of individuality, and the strength of community, Upstage is a space where the next generation of dancers can push boundaries, break molds, and thrive in their own unique rhythm.
With kinetic visuals that pulse with energy and messaging that dares you to dream bigger, Upstage invites its audience to step into their spotlight. Here, every move matters, every beat counts, and every day is a chance to rewrite the rules. This is Upstage—where the stage is always yours to take.
“Smack Bang have been a pivotal part of our business since our inception. They are an agency that truly partners with us, as an extended part of our business. Tess and Elodie are true supporters of our purpose and work hard to satisfy our needs. We have worked with other agencies for various services but they do not give us the level of value for our spend, that we get from Smack Bang.”
© 2024 Smack Bang
We pay respect to the Traditional Custodians and First Peoples of NSW, and acknowledge their continued connection to their country and culture.