Michigan is divided into two peninsulas, the lower one is what the state is famous for, but across the Mackinac Bridge there exists a natural paradise. This Project aims to capture that beauty with photography and show it off with a minimal but focused branding identity. Using black as a main background color lets the vibrant pictures pop and the yellow allows the branding to be noticed when used. Thick outlines and typography makes the branding elements attractive at any size. The word up is used in the copywriting as well as the logo to reflect the fun and active nature of the setting. An important aspect to the brand is the goods made primarily for the citizens of the upper peninsula to show their pride for the amazing place in which they live.