Topside Design

One of the questions we get asked often is - what is the story behind the man with the umbrella?

This idea of the man with the umbrella was inspired by a study about human behavior.

One of the concepts that jumped out at us was that people are unlikely to see something if you put it above their head.

It’s simple to see what is right in front of you, or what you are focusing on – but it takes extra attention to detail to look where others may not.

From then on, we determined to look where others didn’t, see what others might have missed, and create opportunities where there were none before.