Industry
Brand Strategy, Copywriting, Branding, Web Design, Print & Editorial
Beginning with interviews, competitor analysis and market research, we began to define what the ideal audience for Urban Pathways was, what made their approach distinctive and how that benefited their clients. This phase would provide the insights needed for the brand purpose, vision and mission–language that would eventually be folded into public-facing content like website copy, capability statements and brand values.
With the brand strategy phase completed, we moved into crafting a visual identity. Inspired by refraction and the movement of light–and how this mirrors Asher's vision that there is never just one single pathway available to achieve a planning solution, the brand is made up of four key gradients. Each gradient has a displacement map applied to represent the multiple steps within a planning process, while the two light beams act as metaphor for the multiple 'pathways' available to follow and arrive at a planning outcome.
