Urban Homes
A calm brand for a student PG search.
Overview
Urban Homes is a concept brand for finding paying guest homes far from home. Its black, light grey and white identity is built around a square UH mark beside a plain two-line wordmark, and it runs from a logo sheet through app screens to a short campaign.
Brief and challenge
The idea needed to feel as dependable as a utility and as warm as a family house. The brand was set up as a sibling to an existing home-services marketplace, so it had to borrow that calm, functional language without looking like a copy of it.
Role and deliverables
We worked on the identity, the interface and the campaign pieces as one system, from the logo and palette through to the screens and the film frames.
- Logo and colour palette
- Student journey and web layout
- Mobile app screens
- Campaign film frames
- Other collaterals
Process
We started with a restrained palette of black, light grey and white, so that photography and the interface could carry the warmth. The app screens repeat one card pattern across search, listings and detail views, set against black presentation slides. The campaign then moves into the real world: a laptop ad that asks students if they are still searching for a PG, and a television news bulletin with a branded lower third.
Outcome
The result is a small, coherent brand world: an identity sheet, a student journey, a run of phone screens and two campaign scenes that all speak in the same voice. It is a concept presentation, and every layer is designed to be lifted into a real product.
