UPRIGHT

In this next chapter of their business, Fund That Flip sought to redefine real estate investing by emphasizing human impact, integrity, and upward mobility. The goal is to move away from the commodified, media-driven image of “flipping” and instead highlight community investment and personal empowerment. The name had to resonate emotionally with diverse investor archetypes by embodying qualities like confidence, humility, and progress. The overarching essence we sought to channel was “the freedom of upward motion,” (informed by incredible positioning work done by The Nucleus Group) with a name that used real, evocative language to express purpose, values, and forward momentum. In our client’s words: “Upright not only speaks to the broadening breadth of services and products we provide, but is also a name that truly inspires customers.”