The challenge was to  create a name and logo for a Brokerage firm.

When partners Upen Patel and Dhruv Narang, veterans in trading stocks, wanted to start a brokerage company of their own, they had just one motive - to generate profits for investors regardless of the vagaries of the market.

While creating various options, we stumbled upon something intresting. We realized that the first letters of their names, when put together forms UPDN. The name perfectly captures how the market behaves; UP and DOWN. Turn th elogo upside down and it remains the same. we extended the idea to create collaterlas too.