TribLive Media, publisher of the venerable Pittsburgh Tribune + Review, was looking expand beyond their traditional print audience and capture the lucrative but digitally engaged professional millennials of Pittsburgh. Knowing a new type of content would be needed they created Upgruv, a content aggregator website with well-curated but abridged versions of trending news and lifestyle content. At launch Upgruv would have no brand and no awareness. Upgruv needed to hit the market with a bold yet communicative launch campaign.