We partnered with Urban Standard on the venture to polish their positioning, look, voice, tone, and feel. First, we needed the name to be more "standardized" (no pun intended). Urban Standard Development was condensed so it could evolve and encompass their three verticals of business; financing, acquisitions, and development. Branding research determined that evolving their brand identity, rather than completely changing its name, was the optimal decision. Among the other changes were their logo, tag-lines, brand colors, typography, overall art direction and digital.