Upset is a Swiss design studio redefining how brands communicate through content-driven design rooted in culture and critical thinking. Since 2019, we’ve built visual identities, brand strategies, and design systems for cultural institutions, independent brands, and individuals who value clarity over convention. We simplify the complex, shape distinct narratives, and create work with lasting presence.
We believe that design, development, and production aren’t isolated processes. These disciplines are connected from the first idea to the final detail — united throughout every step of our projects.
Founded by David Lüthi and Mirko Leuenberger after a decade of collaboration, Upset works across strategy, art, and design from its Zurich base. Our practice is typographically precise, conceptually sharp, and made to endure — from brand positioning and identity systems to editorial design and digital experiences. We work closely with clients, creating authentic connections that foster meaningful relationships with audiences. Depending on a project's scope, we collaborate with a flexible network of specialists — making us scalable, agile, and able to assemble bespoke teams where needed.
