URBAN
Urban was created as a new furniture and home design brand for a younger audience, built around a simple idea: contemporary design and style should feel accessible, not exclusive.
I shaped the brand from its earliest stages as Art Director, working on the strategic direction and naming through to the logo, visual identity and launch. The result was a bold, fashion-inspired brand built around the idea of Design for Less.
Building the Brand
Defining the Creative Direction
From Identity to Launch
Creating Urban meant defining a brand with no existing visual language to build on. The starting point was the audience and positioning: younger, design-conscious customers looking for contemporary furniture without
the premium price tag.
The name and Design for Less positioning were developed together with a copywriter as part of the creative thinking process.
From there, the visual identity took shape through the logo, typography, color palette, graphic elements and imagery, creating a distinctive identity that could work consistently across every expression of the new brand.
Rather than following the conventions of traditional furniture advertising, the creative direction borrowed from fashion and editorial design. Bold compositions, confident typography, expressive imagery and a strong use of color gave the brand a younger, more energetic attitude.
That balance became an important part of Urban’s character: stylish and design-led, while still feeling approachable and true to the promise of Design for Less.
The identity was designed from the beginning to work beyond the logo and into a full brand world.
For the launch, the visual language expanded across advertising, digital, social, print, outdoor and in-store communication, adapting to very different formats while maintaining the same recognizable attitude.
Creating the campaign alongside the identity also meant that the brand was built with real applications in mind from day one. The launch established not only how Urban looked, but how the brand could communicate consistently as it continued to grow.
