Urban Blueprint, a start-up co-living brand based in Stevenage, aimed to launch with a portfolio of nine properties in a competitive market. To position themselves effectively, we conducted a thorough competitor analysis to identify opportunities for differentiation. This analysis revealed that existing competitors primarily had medium-sized, locally focused portfolios supported by strong social proof.
Recognizing Urban Blueprint’s ambition to eventually expand beyond Stevenage, we understood that their brand identity needed to be versatile enough to resonate both locally and nationwide.
Urban Blueprint’s unique selling point from the outset was the premium quality of their properties. Partnering with Hedgehog Studios, they ensured a high standard of interior design, providing tenants with an elevated living experience that stood out from competitors.
Using these insights, we developed a cohesive visual identity system to shape the design language for key marketing materials, including the website, business cards, and flyers.
In addition, we collaborated with a professional copywriter to establish a consistent tone of voice for the brand. This tone built on the narrative created during the initial consultation and provided clear guidelines for Urban Blueprint’s communications with customers.
The final deliverable was a comprehensive brand identity guideline for Urban Blueprint, which would serve as a foundation for all future marketing and product initiatives.
This project was completed on behalf of Hedgehog Studios.