First, we needed the name to be more "standardized" (no pun intended). Urban Standard Development was condensed so it could evolve and encompass their three verticals of business; financing, acquisitions, and development. Branding research determined that evolving their brand identity, rather than completely changing its name, was the optimal decision. Among the other changes were their logo, tag-lines, brand colors, typography, overall art direction and digital. ‍

After canvassing other real estate finance brands in New York City, we decided to take a fresh, creative and illustrative approach to brand this company. The overall outcome was an approachable and memorable brand.