UpSurge Baltimore is the ecosystem builder for Baltimore Tech. They’re building a thriving tech ecosystem for innovators, founders, and talent, by strengthening its culture and connectivity and mobilizing regional and national assets around Baltimore startups.
This project started with a bold idea: to reimagine what a thriving tech ecosystem in Baltimore could look like and then build it from the ground up.
The founding team at UpSurge Baltimore came to Points North with a vision to spark connection, collaboration, and momentum in the city’s startup scene. We were first tasked with developing a logo and landing page, but over the span of a few years, our partnership grew into something much deeper. Together, we evolved the UpSurge brand with compelling storytelling, stronger visuals, a fully responsive website, and a communications style that brought energy and clarity to their mission.
One early breakthrough came during a brand workshop when we asked, “If UpSurge Baltimore walked into a bar, how would you describe them?” That simple question helped unlock the brand’s personality—professional but human, driven but welcoming. As the team shaped UpSurge’s unique “Equitech” vision, we helped them ground that big idea in language and design that felt real, relatable, and actionable. They weren’t just promoting startups; they were challenging assumptions and building a new kind of tech community from the inside out.
To tell Baltimore’s story, we looked beyond the usual skyline. We created custom illustrations of scenes that aren’t always front and center—Druid Hill Park, Domino Sugar, Penn Station, iconic rowhomes—capturing the full personality of the city. Strong photography and inclusive language helped highlight the people doing the work. No stock images, no generic messaging—just the real people and stories fueling Baltimore’s tech renaissance. We brought warmth and energy to everything from brand collateral and swag to pitch decks and social storytelling.
From logo to launch, we helped UpSurge shape a brand that people wanted to root for—and be a part of. Our work has included brand identity, messaging, custom illustrations, impact reports, swag, social content, and a vibrant website that reflects the beating heart of the Equitech movement. As CEO Kory Bailey put it:
“The brand Points North created for UpSurge really helped us establish a foundation of collaboration and trust with our stakeholders from Day 1.”
At Points North, we believe good design can change the world. Helping UpSurge amplify their message and mission through intentional, inclusive creative has been a meaningful part of our own story. As they scale their work in partnership with the Greater Baltimore Committee, we’re proud to know the brand we built together is helping power a movement—one founder, one idea, one breakthrough at a time.
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