Urban is a leading provider of mobile massage, beauty and wellness treatments within the UK.
The problem
I joined Urban as their in-house graphic designer at a time when brand consistency was fractured. Urban had only just undergone a light brand refresh at the time, exploring a more minimalist and unified visual direction aligned with its ‘innocent’ archetype, and was keen to see how their new guidelines could be further honed and implemented across all of the brand’s digital and print touch points.
The solution
Working in close collaboration with team members across the wider Creative, Marketing and Product departments, my role involved owning and developing Urban’s brand guidelines, and delivering visual directions across all evergreen and seasonal campaigns and asset creation. I helped Urban become a consistent, sophisticated and exciting brand over a three and a half year period, improving customer engagement and conversion rates.
Deliverables
Art direction, Brand design, Brand guidelines, Brand strategy, Digital design, Editorial design, Email design, Icon design, Illustration, Infographics, Out of home design, Presentation design, Social media design, Style guide development, Templating, UI (web & app) design.
Creative campaign ideas and visual design solutions, across the board, reconnect with Urban’s brand guidelines and tone of voice: expressing the human-centric values of an innocent brand whose tagline is ‘city life, with a human touch.’
“After Jessie took ownership of our Meta creative, we saw an almost doubling of conversion rates.”
— Alice Harbourne, Head of Brand & Creative at Urban
