✶ Strategy ✶ Concept development ✶ Branding ✶ Iconography ✶ Visual Direction ✶ Web Design
UpLevel Tutoring is a Manhattan-based, heart-centered tutoring and coaching business that deeply cares about its students. Founded by Maya Liran, UpLevel is dedicated to supporting young minds not just academically, but also by equipping them with tools for long-term success.
Maya not only provides high-level tutoring, but also deeply cares about the wellbeing and state of mind of her students, incorporating mindfulness practices, self-awareness and consciousness teachings to help them manage their daily studies.
UpLevel Tutoring mission is to create meaningful, positive change for students and, as a ripple effect, their families.
THE BRIEF
Maya’s business was ready to move to the next level, as it was growing rapidly and she was committed to go deep in the process to make sure everything felt aligned and professional. She wanted a logo, website, business card, and photography that clearly communicated her values and created a welcoming brand experience.
Maya wanted a logo that reflected her tagline, “Joyful Learning. Limitless Growth”—something fun, inviting, warm, and kind, while also feeling professional, trustworthy, and efficient.
How we started
The Rebrand
After the logo was approved and the guidelines were completed, we identify that supportive graphics were needed. A set of icons was created to complement the brand’s friendly, fun, and joyful feel.
Iconography adds flexibility and brings an extra layer of warmth to the brand across all communications and the website. These were a strategic addition, designed to be used over the years as a versatile extension of the visual identity. They are so cute!
Visual Direction and Styling
The next phase of the project focused on the Visual Direction (art direction) for UpLevel. As Maya was stepping into a new level of her business, she recognised the importance of creating a cohesive, harmonious, and professional brand presence.
Mood boards were developed to reflect both the immediate vision and the long-term evolution of the brand as we knew UpLevel was going to continue to grow over the years. The intention was not only to capture where UpLevel was in the present moment, but where it was growing into.
The photoshoot strategy was designed to go beyond website requirements. We created imagery that could also support content, marketing, and specific moments within the tutoring space. Every detail was considered in the Shot List to bring the brand to life crafting scenarios that felt welcoming, engaging, and aligned with the tone of the copy.
The colour palette played a key role in the styling, influencing materials, backgrounds, props, and even the wardrobe of the talent to ensure a cohesive and harmonious visual language throughout.
As the art direction evolved in preparation for the shoot, we had several styling sessions under my guidance. Maya was able to bring her creative vision to life, shaping UpLevel in a way that truly reflected who she is, her standards and aspirations.
Everything was co-created through open communication, trust, and laughter. It was so much fun!
Brand reveal
The website was developed alongside the visual direction, having the brand photoshoot as the final stage of the process. I was on-site leading the art direction, creating a detailed shot list and to make the most of the day of the shoot.
This is where strategic organisation and a supportive Shot List deck is essential, this tool maps each image with intention—ensuring every visual served a purpose not just for launch, but for years to come. Prior the shoot close communication with Nate, our photographer was key for him to really understand the vision and the look and feel of each image.
During the web design phase, we initially worked with placeholder imagery, later refining and selecting final images that aligned with each section of the site in a thoughtful and intentional way.
The final result is a brand that feels grounded, trustworthy, and joyful. UpLevel welcomes its audience from the very first moment they enter its world, creating a sense of warmth and ease.
As each piece came together, the final visual identity captured exactly what Maya had envisioned.
BEHIND THE SCENES
The creation of UpLevel lasted a few months. I had the honour of witnessing UpLevel be born from a blank canvas into a fully expressed brand—with a website and beautiful, on-brand imagery that truly communicates what Maya envisioned.
During the process, we also held a styling session to select the wardrobe for the shoot. I created mood boards, shot lists, and guided the planning of a photoshoot and on-site art direction. The whole process felt empowering, fun, and deeply memorable.
Maya and I became dear friends along the way, and it’s been a joy to continue witnessing her expand and create even more. Putting together this case study was a joy!
Photoshoot credits:
Make up: Ammy Chan
Photography: Nate Mumford
On-site Art Director: Vanessa Del Castillo
Extras: Nia, Magnus, Nat, Mati, Rebecca and Fausto
Other credits:
Website and social media managed by the client, following the brand direction.