Brand Narrative and Identity Development

In recognition of their 25th anniversary, Urban Crossroads partnered with The Brand Amp to establish a new path forward through the development of their brand narrative and a revitalization of their brand identity. With the brand narrative defining Urban Crossroads’ uniquely positioned story and establishing them as a premium firm within the urban planning and development space, the evolutionary vision of the brand identity became clear. Starting with the abbreviated brand name UXR, we crafted a modern, technical logomark that utilizes visual storytelling through bespoke letterforms, and a subtle, right-facing arrow that conveys the idea of constant progression and innovation. In addition, we created secondary logomarks for their three divisions – Air, Noise, and Transportation – and applied a sensory-inspired color palette for clear differentiation and recognition of each. For the primary color palette, we preserved their original primary gold hue that embodies prestige and energy, and strategically selected a darker blue that symbolizes strength and trustworthiness to compliment the gold. The brand typography was also modified with a bolder, yet refined typeface. The new brand elements were then defined in a comprehensive brand style guide, and applied to existing corporate templates and marketing materials.