Position Urban Partners - formerly known as Retail Holdings - for the next generation of customers, re-aligning the brand name, story and visual identity with one they can relate to.
Using qualitative stakeholder research, internal brand perception was investigated to identify the character and story of the company. From this, a new name was chosen. The visual identity was crafted from archetype research. It was determined the company's character reflected Patriarch and Visionary in balance.
The resulting brand and visual identity balanced the heritage of the organisation, with its future aspirations.