Upright Brand

Stand Above The Hustle

(646) 807-8654

Upright Brand helps founders grow their business. Established by Erik Fabian, a former senior brand marketer at Moleskine and Greenhouse Software, our approach is based on research into the strategies and tactics startups need at each stage of growth.

Brand Strategy

Most brand theory was designed for large consumer goods companies to sell us toothpaste.

Startups, new products, and any brand that aspires to evoke love needs something different. You don't have the same resources and priorities as a huge conglomerate and you don't need the same approach when building your brand.

Whether you are just getting started and searching for a name and a story, scaling a new business and realize it is time to consolidate all your messaging around one idea, or transitioning from a scrappy startup for visionaries to a sustainable business for the mainstream, reach out to learn more.

I got to know Erik originally through his work at Moleskine and have followed his career to Greenhouse. He’s one of those quietly brilliant, universally respected, clear-sighted creatives who builds a team and moves the needle on the business wherever he goes. Kind and supremely talented, a great colleague-friend, a person of vision, kindness, and understated yet breathtaking effectiveness.
— Amy Whitaker - Assistant Professor, NYU & Author of Art Thinking