Upsight

INTRO

Leading an enterprise B2B company through rebranding after a merger and driving product strategy, enterprise sales and stabilization of the business increasing key KPIs for major mobile games and a platform that supported over 25,000 apps and 700M MAU.

Leading an enterprise B2B company through rebranding after a merger and driving product strategy, enterprise sales and stabilization of the business increasing key KPIs for major mobile games and a platform that supported over 25,000 apps and 700M MAU.

My Role

Creative direction and brand design

User experience and UI design

Advertising creative and strategy

Sales and pitch development

Rebrand and naming strategy

Event and conference design

Client/Context

Upsight

Year

2013-2015

Category

Mobile Marketing & Analytics Platform

The Setup

Double the Challenge, Twice the Fun

In 2013, I joined Playhaven as Creative Director, leading design for a mobile marketing platform focused on player acquisition, engagement, and monetization for games. On my first day, my boss delivered unexpected news: "We’re merging with Kontagent—your job just got a lot bigger."

Over 2 years, I led the rebranding and renaming of the company to Upsight, merging two vastly different product experiences (and teams), pitching to dozens of new customers, and supporting multi-million-dollar accounts for existing clients.

My team's responsibilities extended to UI/UX, brand, ad creative, sales support, product strategy and web design.

The Setup

Double the Challenge, Twice the Fun

In 2013, I joined Playhaven as Creative Director, leading design for a mobile marketing platform focused on player acquisition, engagement, and monetization for games. On my first day, my boss delivered unexpected news: "We’re merging with Kontagent—your job just got a lot bigger."

Over 2 years, I led the rebranding and renaming of the company to Upsight, merging two vastly different product experiences (and teams), pitching to dozens of new customers, and supporting multi-million-dollar accounts for existing clients.

My team's responsibilities extended to UI/UX, brand, ad creative, sales support, product strategy and web design.

The Setup

Double the Challenge, Twice the Fun

In 2013, I joined Playhaven as Creative Director, leading design for a mobile marketing platform focused on player acquisition, engagement, and monetization for games. On my first day, my boss delivered unexpected news: "We’re merging with Kontagent—your job just got a lot bigger."

Over 2 years, I led the rebranding and renaming of the company to Upsight, merging two vastly different product experiences (and teams), pitching to dozens of new customers, and supporting multi-million-dollar accounts for existing clients.

My team's responsibilities extended to UI/UX, brand, ad creative, sales support, product strategy and web design.

Kontagent + Playhaven and Upsight Logos
Kontagent + Playhaven and Upsight Logos

Kontagent Playhaven cobrand and rebrand to Upsight

Shawn is one of my favorite people I've worked with over the course of my career. It's refreshing as a marketer to work with a creative director who can not only translate your off-the-wall ideas into beautiful designs, but who can also add tremendous value in creating marketing and branding campaigns. It was an amazing experience working with Shawn to build the Upsight brand from end-to-end. He's one of those unique people who can see beyond what you're asking for and completely over deliver...and wow is he fast! Shawn was a huge asset to our team.

- Laura Perez, Marketing Director, Upsight

Shawn is one of my favorite people I've worked with over the course of my career. It's refreshing as a marketer to work with a creative director who can not only translate your off-the-wall ideas into beautiful designs, but who can also add tremendous value in creating marketing and branding campaigns. It was an amazing experience working with Shawn to build the Upsight brand from end-to-end. He's one of those unique people who can see beyond what you're asking for and completely over deliver...and wow is he fast! Shawn was a huge asset to our team.

- Laura Perez, Marketing Director, Upsight

Shawn is one of my favorite people I've worked with over the course of my career. It's refreshing as a marketer to work with a creative director who can not only translate your off-the-wall ideas into beautiful designs, but who can also add tremendous value in creating marketing and branding campaigns. It was an amazing experience working with Shawn to build the Upsight brand from end-to-end. He's one of those unique people who can see beyond what you're asking for and completely over deliver...and wow is he fast! Shawn was a huge asset to our team.

- Laura Perez, Marketing Director, Upsight

Rebranding in Real-time

Setting the tone for success

When the merger happened, Playhaven supported over 20,000 games and 176+ million monthly active users, generating 400 billion in-game events collectively between Kontagent and Playhaven. We quickly designed a co-branded logo, produced whitepapers for trade shows and created slide decks to equip sales teams.

We did our homework: conducting interviews, competitive research, and testing colors, messaging, and visual treatments. At one point, we were literally working under the placeholder name Newco as we aligned with executives and refined the direction.

Competive landscape, color and early Newco exploration artifacts

Up and to the right

After all the rigorous testing and naming, the winning idea started from an engineer. He pointed out that our customers all wanted their metrics to go up and to the right, so why not call the company Upright? That name didn’t quite work, but in a serendipitous typo, we stumbled upon Upsight, a word that means having a deep understanding of something and applying that insight to a broader context. It was perfect.

We had already developed dozens of strong visual treatments, refining our messaging and design language with leaders across the company. Applying it to existing concepts was quick. We reviewed with the executive team daily and everything fell into place when the right name met the right design.

Upsight was born, and everyone loved it.

Brand treatment explorations, logo concepts and final Upsight approved logo and colors

Merging Two Product Platforms

Combining Superpowers

How do you merge two fully operational platform products—each with its own UI/UX patterns, codebase, SDKs, and data integrations - without making it feel like a patchwork solution? Just like our branding efforts, our goal was to ensure that Upsight felt and operated like a unified product suite, not two systems stitched together.

We took a strategic approach, similar to how third-party blogs and websites maintain consistency: we started with a unified global header navigation for a quick and seamless rollout. From there, we systematically updated, prototyped, and refined each major feature—combining overlapping patterns, transitioning to a state-based overlay system, and standardizing typefaces, colors, and design tokens along the way.

To the untrained eye, the platform merge was seamless. Behind the scenes, some clever SDK work—offering a modular "bundle only what you need" approach—ensured a smooth transition. Within a year, all customers had successfully migrated to the new system, right on schedule.

By this point, Upsight powered over 25,000 active apps, 700 million monthly active users, and 500 billion monthly events. The platform had stabilized, but it was clear: a refresh was on the horizon.

Merged global header navigation with updated Kontagent and Playhaven features available

A Refreshed Experience

A year after the merger, we had launched the new brand, merged products, migrated customers, and resumed selling to new clients. But one thing was clear—while the rebrand and platform were solid, they needed a fresh new flavor.

We embarked on a holistic, end-to-end refresh dubbed Project Orange Juice, covering everything from the app platform and SDK to the website and brand identity. Customers loved our signature orange, but other elements were starting to feel outdated.

This time, we had more creative and technical freedom. We built a new UI framework from the ground up, leveraging atomic design principles, refined product positioning, and a code-first design approach to maintain a scalable design system.

But this wasn’t just a product refresh—it was a full-scale brand evolution. The design and marketing teams executed:

  • New video content,

  • Multiple marketing whitepapers,

  • Direct HubSpot integrations,

  • Revamped sales PowerPoint decks, and

  • A full suite of paid media campaign assets.

To top it off, we made a bold statement by hosting a GDC event at San Francisco City Hall—cementing our position as a leader in the industry.

The snippet of the refreshed Upsight experience code-named "Orange Julius" based on atomic design principles

v1 of the homepage to the v2 concept homepage "OJ"

Bespoke Strategy and Creative Support

Taking customer success seriously

Many customers simply signed up integrated the SDK and started deploying features. Top clients including ABC News, Activision, Bandai Namco, Disney, EA, Glu Mobile, Grindr, Pokémon, Tango, Ubisoft, Viacom, WB - sought our expertise to increase IAP revenue and Daily Active Users (DAUs).

This often took many forms:

  • Developing concept prototypes to visualize potential solutions

  • Creating presentations to help customer success managers

  • Running pilot programs to test new engagement strategies

  • Producing paid media creative to optimize campaign performance

See the Deep Dive


Custom slide decks, experience proposals and bespoke ad creative deployed for various clients

My Takeaways

Understand the Medium You’re Designing For

My team didn’t just build websites and integrations—we developed a useful design system because I encouraged them to learn functional code. Understanding the technical side made collaboration with platform engineers and complex systems smoother, allowing us to speak the same language and stay closely connected to the working product.

Focus on the Business

Many of our clients had in-house creative teams, so why did they turn to Upsight? The key was our deep understanding of their business. We didn’t just deliver creative assets—we recommended data-driven mobile strategies that directly aligned with their goals. The real creativity wasn’t just in the visuals—it was in the strategy.

The Power of Flexibility

One of Upsight’s most successful products was DataMine, a SQL editing product. Was it easy to use? Sure. But what truly set it apart wasn’t just a sleek UI—it was its flexibility. By allowing customers to find insights they hadn’t anticipated while still providing deep interaction with their data, we created a tool that was both powerful and indispensable.

PROJECT DEEP-DIVES

Driving DAU and IAP revenue increases for top-tier mobile clients

Driving DAU and IAP revenue increases for top-tier mobile clients

Driving DAU and IAP revenue increases for top-tier mobile clients

Contact

Send me an email or schedule a session via Calendly or ADPList.
Happy to help with your next project.

shawn@borsky.co

Email Copied

Contact

Send me an email or schedule a session via Calendly or ADPList.
Happy to help with your next project.

shawn@borsky.co

Email Copied