Brand Refresh
Urbandi makes furniture the hard way—in America, from real wood, with real craftsmanship. No shortcuts, no veneers, no pretending. But while the product had grit, the brand lacked a unified voice to match its edge and ambition.
We stepped in to bring it all together—balancing Urbandi’s raw, hands-on craftsmanship with a sharper, more modern identity. The goal: a brand that feels as solid and intentional as the pieces themselves.
We carved out a positioning that celebrates honesty in materials and process, then built a voice and visual direction that could carry that story across every touchpoint—from website to showroom. The result is a brand that feels grounded but elevated, rugged but refined.
Key Deliverables:
Brand strategy & positioning
Brand identity direction
Mission, vision & purpose
Brand anthem (manifesto)
Voice, tone & messaging system
Website copy & mockups
Creative Direction/Design: Kate Parks
ACD/Copywriter: Kathleen Goodwin
Strategy: Bridget Babcock
