We’re a team of writers, strategists, and designers with capital markets expertise.
FOUNDED IN SAN FRANCISCO
HEADQUARTERED IN THE PACIFIC NORTHWEST
FOUNDER & SENIOR EDITOR
Ed Flores
Ed started his finance career in 2006 as an Investment Counselor at Fisher Investments. As an Investment Counselor, he managed relationships with up to 160 clients and assets under management totaling $150+ million. In 2007, Ed was given unique recognition for retaining all of his clients throughout a full calendar year, and he was also recognized twice as Investment Counselor of the Year for excellence across metrics such as retention, additions, referrals, and quality of contact.
In 2009, Ed was promoted to serve as a Client Correspondence Specialist, which Ken Fisher referred to in 2010 as one of the most important roles in the firm. In this role, Ed drafted written correspondence for Investment Counselors, Vice Presidents of Sales, Management, and for Ken Fisher directly. Ed helped create, manage, and distribute written content for the firm—a process that always required special care, research, and professional handling.
In 2012, Ed left Fisher Investments to launch what is now Upside Creative. Ed graduated Cum Laude from Vanderbilt University in 2004, with a BA in Economics and English.
CREATIVE DIRECTOR
Jamaica Flores
Jamaica's role at Upside Creative allows her to work directly with clients to focus on corporate branding, logos, and conceptual design for websites and publications.
Jamaica started her career as a graphic designer at POPSUGAR in San Francisco, CA, where she was responsible for helping the company become the #1 independent media and technology company for women, reaching over 105 million unique monthly readers. In addition to numerous redesigns for the brand, she designed successful co-branded concepts with partners like Target, Neiman Marcus, Levi’s, Gap, QVC, and Marc Jacobs.
From POPSUGAR, Jamaica moved to Stella & Dot Family Brands, where she served as Senior Designer and Associate Art Director, managing all photoshoots, event production, and web development.
SENIOR DESIGNER
Katya Lum
Katya brings a deep and varied design background to Upside Creative, with 20 years of experience allowing her to find unique solutions to a broad array of challenges.
She has been featured in Print Magazine, AIGA, and her work has appeared in multiple design books. Some of her recent positions include Art Director at a leading NYC photography studio and Design Leader at an architecture firm where she was in charge of a full company rebrand.
She strives to create design that's both beautiful and practical, and above all else, she believes design must be effective. To that end she likes to attack design challenges at every level, from strategic concepts to complex productions.
LEAD DESIGNER
Katelyn Peterson
Katelyn brings top-tier design to the newsletters, quarterly reviews, marketing decks, email campaigns, and all other forms of content that Upside Creative produces for clients and prospects. Remember — your readers will judge a piece of content first and foremost by how it looks, so make it beautiful!
Katelyn graduated with distinction from California College of the Arts with a BFA in Graphic Design, and after graduation she was hired by Jennifer Morla (of award-winning design studio, Morla Design) to work for Mark & Graham.
From there, Katelyn worked for Vanderbyl Design (award-winning design studio run by Michael Vanderbyl) as a senior designer. She focused on print, web, and identity/branding.
MARKETING DIRECTOR
Matt Wilson
Matt brings over 15 years of results-driven, growth marketing experience and leadership to Upside Creative. Matt has been both strategic and hands-on in his work across the tech and fintech sectors. Now, he oversees the end-to-end execution of marketing campaigns driving customer acquisition, engagement, and revenue growth for Upside Creative’s clients.
Matt’s role for Upside’s clients is to build campaigns consisting of paid advertising, events, content, SEO/SEM tactics, and lifecycle marketing. Upside clients can expect technical implementation of CRM, email marketing, automation, and analysis tools, along with a/b tests and clear, easy-to-understand reporting and analysis.
Matt graduated from the University of Virginia with a B.A. in Classics.
