- Brand Strategy
- Brand Architecture
- Brand Identity
- Brand Guidelines
- Rollout
Urbex is a wholly owned subsidiary of the national property and construction company BMD Group.
Repositioning for a different audience
As a developer of residential homes Urbex needed to distance itself as a brand from BMD. The strategy we worked on focused on positioning them as a company that was in touch with both consumers and communities, and moved them away from a 'construction' culture towards innovation and sustainability.
The identity itself was designed around the idea of a solid reliable brandmark with 'A Twist of Innovation', which ultimately balanced the needs of the two audiences.
3-tiered brand architecture system
As well as the identity we worked closely with Urbex to understand insights from potential residents and to create a brand architecture system, individual brand strategies, names and identities for the broader portfolio of residential properties.
