The UpRys
design system — a shared language for building the brand.
This is the source of truth for everyone shipping work under the UpRys name — designers, engineers, marketers, partners. Use it as a reference, a checklist, and a shortcut. When in doubt, default to what's here.
Brand & Mission
Who we are, what we believe, and the promise behind the mark.
Voice & Tone
How we sound — warm, candid, and quietly confident.
Logo
Construction, clearspace, sizing, and the things never to do.
Color
Ink, Bone, Coral, and the full palette generated from tokens.
Typography
Fraunces and Hanken Grotesk — scale, pairing, and rhythm.
Imagery
Photography direction, art treatment, and iconography.
Spacing & scale
Spacing, radius, elevation, and motion — the system's rhythm.
Components
The interactive primitive library and brand patterns.
Messaging
Boilerplate, taglines, social templates, and the press kit.
Downloads
Logo files, design tokens, type, and brand assets.
Changelog
Versioning, contribution flow, and how the system evolves.