Branding is evolving even as you read this
So what’s the smart play this week? Leverage AI? Bring in a fractional strategist? Outsource specialty projects? Equip your in-house team to do more? Put your trust in experienced professionals? Work with young rising stars before their reputation is fully established?
Yes. Yes to all that.
We believe that successful branding in 2026 calls for people who do what we do to live up to two simple values every day:
Be flexible. Work in every mode that makes sense. Engineer strategy, teams and systems to serve the actual needs of the brand. Stay curious and nimble.
Shouldn’t a creative agency be able to adapt to your dynamic, rather than ask you to conform to their expectations?
Be all-in. The name Over and Up is a promise of movement – of hearts, minds and needles. We won’t take on a project unless we believe it will help your business or your cause.
Being all-in means serving brands we believe in. It means only saying true things. It means owning our mistakes. It means bringing energy. And it means being accountable for performance.
Yes, we have youth and experience on our side. And we don’t mind bragging a little bit about our credentials if you ask.
But we’d rather talk about where your brand is headed.
The team
Luke Braswell
Development
A modern creative perspective shaped by design, video, storytelling, and digital content. With experience serving both for-profit and nonprofit organizations, Luke helps develop brands by clarifying their values, goals, personality, and visual direction so people can understand and connect with them. Whether it’s website content, campaigns, logos, or documentary-style video, he keeps the story tied back to what matters most, the brand.
JD Graffam
User Experience
Deep experience in digital strategy, user experience, business thinking, and web-based brand expression these are what JD is best at. He has helped build and grow digital products, guide online experiences, and develop clear usable systems for brands. His strength is making sure a brand does not just look strong, but works well in the real world, especially online, where every interaction shapes perception.
Trace Hallowell
Strategy
More than thirty years of experience in advertising, branding, and creative strategy shape a perspective rooted in both wisdom and originality. Trace has been featured in books, magazines, and college textbooks for is work branding companies. He brings big-picture brand thinking, sharp creative instincts, and the ability to shape ideas that are meaningful, memorable, and built to last.