UP is the brand for professional “makers” and “innovators”. We created a team with independent hardware and software engineers ( UP Garage Team ) who want to disrupt the industrial and embedded market with solutions which can bridge the gap between “makers” market and the standard industrial and embedded market. Half of the team comes from the pure industrial electronic market and the other half from the “makers” market. We shared our ideas and our experiences to create something unique: merge in one board the benefits of Intel technology with the benefits of “makers” form factors. UP belongs to Aaeon ( Asus Group ).