URBAN LAB is a company we’ve watched grow and expand since its beginning. Having outgrown it’s local small business roots, we helped bring the brand up to a professional standard.
URBAN LAB
Oct 2021
Brand Strategy & Identity
Social Media Content Creation & Strategy
Stationary Design
Website Design
Operations Consulting
Up until this project, URBAN LAB was using the old method of coming up with a logo and design that looked cool, and sticking with it. While that worked for a few years, rapid growth meant that it was time to take a deeper look into the brand’s image. By going deep into the brands identity and image, as well as that of the founders, new visual motifs arose that had ties to what that brand meant, and what it is striving to be.
The process began by breaking down the company to its smallest chunks. This started at the purpose of what they are doing including their What, How, and Why. Expanding on that was figuring out their vision for their future at various milestones. The rest of this phase of the project was developing the brand’s values, target market, and personality.
All of the information gathered during this phase was then translated visually into the brand’s color scheme, typography, logo, and graphic elements. The logo for example is a mix of the hardworking and collaborative "beehive" environment and the "sunrise" which is derived from the brand's forward-thinking nature. With these guidelines ready as the foundation for the brand image, brand stationary and signage, social media content, as well as a website were created seamlessly.
After figuring out the Brand Identity and Strategy, the largest part of URBAN LAB’s rebrand was its new website.
The site met the needs of the business by providing information on services, products and the company, while also exuding the brand’s new visual style.
One of the key features of the design is a contact form that is effortless to use, while providing rich information to the staff so they know exactly how to meet the client’s needs.
The decision to undertake a comprehensive rebrand meant revamping every facet of the business. This included print material and signage, which were redesigned to reflect the new branding, ensuring consistency across all physical locations.
The overhaul extended to staff and partner training on the new brand message, updating internal documents and templates, revising email signatures, and ensuring that presentations and pitch decks reflected the renewed brand vision. This attention to detail ensured brand consistency down to the smallest detail, projecting a unified brand image that resonates with customers.
Social media also underwent a transformation. Beyond profile pictures or headers, content strategies, graphic styles, and interaction methods were revised to align with the new brand image and optimize community engagement. One of the campaigns we created, "The Cool Printing School" resonated so well that the founders are now guest lecturing physical classes under the same name.
At MIMPACT Studio, we specialize in Operations Consulting with a focus on optimizing and digitizing traditional processes. We did this for URBAN LAB by integrating their operations into ClickUp. This powerful project management tool now serves as the central hub for their workflow, delivering efficiency and clarity across tasks. Importantly, it has significantly improved communication among team members regarding the status of different orders. The platform's transparency and real-time updates facilitate effective delegation, ensuring that every team member is aware of their responsibilities and deadlines.
In addition to setting up ClickUp, we recognized the need to eliminate outdated paper order forms. To address this, we developed an intuitive online price calculator that not only streamlines quoting. This allows the team to provide clients with accurate pricing information quickly and place orders with ease. Our approach has not only modernized our client's business practices but also provided a scalable foundation for growth.
By leveraging ClickUp alongside custom digital tools like the online price calculator, we've unlocked new levels of productivity and customer satisfaction for our client's garment printing business.
