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First Round

@firstrounduc

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A one-day showcase of original presentations made to clients showing initial design explorations for logo, identity, and branding projects. By @ucllc
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New York, May 8, 2026 — Coming to us from Costa Rica to close the day Alfredo Enciso @alfredoenciso from @pupila.co shared their first round for Fedefut Guatemala. As with all of Pupila’s first rounds, they only showed one possible design direction that was approved with little to no changes — a recurring occurrence across Pupila’s history too. Part of the success of their winning ratio is how well-reasoned every design decision is and how it’s supported by solid research and immersion not just about the client but the industry and culture it lives in. In this case, given Pupila’s love for fútbol and their understanding of the role the sport plays for fans in South America, they were able to quickly and efficiently capture the best way to visualize the quetzal — Guatemala’s national bird — and translate its importance to the team and its fans. As is always also the case with Pupila, the seriousness of the project doesn’t mean you can’t have fun and take things ever so lightly, which in this case allowed them to soar as high as the quetzal — which, granted, is not super high but mighty enough for the small bird. — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Up next, Talia Cotton @taliasaccount from @cottondesigninc introduced coding into every direction provided for the podcast Everything is Waves while raising the question “hey client, how crazy are you willing to go witht his?”. Diving into each of the five directions presented they include, logo, typography, color, imagery, real-life applications such as posters and YourTube thumbnails. In this process they seek to show as much as they can to really get a sense of what they respond to. To see what lands… After the various directions are shared they inlcude a summary that leads to an in-depth conversation with the client. In this particular case the discussion led to a mega Frankenstein outcome that took distinct elements from each of the concepts to create a new outcome. This lead to the creation of a code-heavy asset generator that the client could use at any given moment. So, remember that coding is a wonderful tool that can help you guide your client into new and different solutions. — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Coming back from break Andy Chen @andychendesign and Waqas Jawaid @vicki__jawaid from @isometricstudio first shared the challenges faced in terms of city ordinances that informed their work for National Black Theater. So many restraints and considerations needed to be accounted for that there was a considerable learning curve before even diving into the project. But once they had a handle on the details they dove into options for their client. First exploring the external marquee options for the building alongside some secondary signage they proceed to show alternatives for internal signage. These included design alternatives that explored various materials and mounting mechanisms noting that sometimes you start with your least favorite so as t build up to the one that you really want, the one that pushes the client the farthest. An additional suggestion they provided was to include what they think they want, as sometimes you can show how it does not work and use that to your advantage. An important message they shared is that at the end of the day design is a business but that does not mean it has to lose its soul or meaning. — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — For Nadia Lung @nadia.lung from @combo__co the work is never just design, it is all that leads up to it including research, strategy, and voice. As they did for ALDO Shoes they always start by recapping the Brand Strategy, Brand Platform Idea, Tone of Voice, and Art Direction developed prior to the first round presentation. It is clear that there is a foundational alignment before diving into the creative. Each creative direction presented starts with a written introduction and is followed by key brand assets as a cohesive overview to show the system holistically and not get bogged down by the details at this stage. From there they shift the focus to various applications with each direction developing its own design personality. And through a summary they are able to zoom out and get a true feel of what the expression direction is all about, it’s the moment where it all clicks and a brand world is formed. This page pressure-tests the idea across different moments and contexts and shows the client the full potential. — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Robert Milam @robertmilam from @modestworks provided the audience with a slew of key points as he dove into his work for Atlético Dallas. Here are a few: - We are all trying to come up with a good idea to represent the task we have been given and we need to convince the client. - In that process we need to get clients on board and willing to get uncomfortable. - Each idea is first shared through a simple written-out concept; no mood boards or anything that can steer the outcome visually without having nailed the main idea first. - All the work included comes from a single strategic point-of-view aiming to find that which resonates with the client; it is less about concept A vs concept B. - They find client feedback makes the work better. Period. Often they know better; sometimes they don’t, and sometimes they are quite simply, right. - They work until the last possible minute before the presentation. - Everyone loves a flag! — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Leigh Chandler @faoleigh and Emily Cristoforis @eskee9 from @sistermary.nyc first shared that their client Genesse made it clear that something big needed to be done or the business might cease to exist. And so, with all the research behind them and a clear strategy they went back to their client with their first round presentation where they start by recapping the thinking that’s come before, and reminding everyone of the fundamentals of the brand, so that we’re evaluating the design work through the lens of what’s right for the brand. The setup leads to a Brand Purpose and Brand World Idea and Design Principles. Each route presented is accompanied by a graph charting the percentage match of each Design Principle as they explore different hierarchies. In the end a summary shows the four routes with two slight variables for each. One big lesson they took from during this project is how important it is for brands to be able to sell in the refreshed brand and packaging to retailers, to get them re-energized about the brand, and win increased distribution. A lot of work was done after that first round! — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Coming to us from Charleston, SC, Courtney Rowson @courtney.rowson and Amy Pastre @amy_pastre from @stitchdesignco were excited to be on the sharing side instead of the audience as they have done in the past. They first shared that remaining flexible for each client and project is integral to their approach as they meet their client’s needs across various disciplines. Diving into their first round presentation for Marc & Rose it was quickly apparent what a large role developing a cohesive story that brings in history and future intentionality plays, creating a multi-dimensional world instead of a singular solution. Which is why they don’t ask clients to choose a single concept, instead seeking open feedback and dialogue that pulls from everything shared. Summarizing the strategy by listing key attributes leads them to themes and territories. They present these in similar fashion from one to the other while highlighting the details that make them different from each other as well as noting the things that are constant from one execution to the next. — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Brazilian-born Carlos Bocai @carlosbocai from @base_design first explained the depth of research and immersion by the team as they began work on this project for 12 Matcha, from a trip to Japan to client-centric workshops that helped define the strategy and develop the brand name. Finding the essence of the brand is very important and no stone is left unturned. For their first round presentation they start by recapping the process, the goals that have been set, the input they have heard, and where they are in the timeline. From there they share their extensive exploration and what particulars they learned along the way from this phase. This is followed by presenting a direction that answers all of the requirements and learnings — as a firm they usually present a single idea and it is usually approved. It is important to keep in mind how an idea is introduced, this is usually the most important part of the presentation. They build toward that a-ha! moment while also including aspirational ideas that show the client who and what they could become in the future. In summary: Build the first round like it’s the final. Fast forward the future of the brand. — #firstroundNYC #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Coming in from the UK Max Ottignon @maxottignon from @ragged_edge shared their recent work for Granola which followed a slightly different timeline and path than most of their work. Part of this was an extremely short deadline which is why after some initial work and meetings they presented three guiding concepts through seven loose ideas and invited the client to go over them in a meeting that is usually reserved for internal review only, a concept crit. The goal was to focus on the potential of the ideas and not the detailed execution of each. Demonstrating an office-wide flexibility through a messy and chaotic process that kept changing and adjusting, a few things remained steady: At Ragged Edge their concepts are just that, concepts. The look-and-feel is up for grabs, but not the clear single-minded driving idea — a good test is to have the client repeat it back in their own words. He closed with the ethos that guides them: What’s different gets noticed. What’s different gets remembered. What’s different gets chosen. Different pays… no matter the deadline or process. — #firstround #2026 #branding #identity #conference Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Fresh from her flight from Florence, Italy, Miriam Frescura @miriamfresh from @auge_d stated that, culturally, Italians find belonging and connection by sharing experiences and bars are particularly prone to foster both through foosball tables, card games, coffee, aperitivos, and loooong conversations. Two alcoholic beverages, four directions presented where each is explored down to the most minute detail as they seek to be very clear from the start about how each package has to go out into the world — this includes materials, textures, embossing, foil, anything and everything that should be considered and explored. In the process they question where the brand could be now and into the future. Each direction is given a visual summary and then all four are set side-by-side for a comparison. To wrap up, she shared that it is important to distinguish between work that relies on trends or beautiful design elements and work that has a big idea or concept behind it. — #firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — Coming from Montreal, Canada, Ugo Varin LaChapelle @ugo.lachapelle and Léo Breton-Allaire @leoallaire from @caserne presented their work with long-standing client Le Musée des Beaux Arts de Montréal. They shared that within their team every project undergoes three phases: conception of two creative directions, design and development of the chosen concept, and production/delivery. They see their territories and explorations as “creative hypotheses” while approaching typography as a central and foundational component of their work while building from a collection of assets to the full identity language; these are nicely packaged in the end with a full universe recap that includes assets and inspirational imagery in unison. They also provided a warning of sorts: Having to work in French and English always doubles the work, but not the budget. — #firstroundNYC #2026 #branding #identity #conference newyork  Photos by @sofianegron by @firstrounduc
New York, May 8, 2026 — With key words for the title treatment, Emily Oberman @emilyoberman from @pentagramdesign and her team got to work on the design for “ELVIS, A film by Baz Luhrmann”. After collecting a slew of references they presented 10 options that incorporated all the things at various levels — each option named because this particular client with whom they have worked before likes it when they do that. If there is one thing Emily has learned is that in Hollywood they love a thousand options… no way can you show up with just three, let alone a single solution. And not only that, but they show everything in-situ across many, many applications. In this case this included everything from movie posters to set chairs that were then bundled up into a visual summary of options. All in all, the project took seven rounds of revisions! Knowing that entertainment clients just want more, and more, and more whlist clouded in secrecy is good insider information to have. — #firstround #firstroundNYC #2026 #ucllc #branding identity conference newyork Photos by @sofianegron by @firstrounduc

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