Rebranding project.
HQ: Paris, France.

From a Tool to a Brand
Urbest came to us with a product, not a brand. They had a promising communication tool, but no clear strategic vision for how to compete. The facility management (FM) sector, their target market, was fundamentally fragmented and buried in outdated processes—a chaotic mix of endless email chains and untraceable phone calls. While the Urbest tool had the potential to solve some of these communication issues, the larger strategic challenge was to define what Urbest could, and should, become. The task was to elevate it from a piece of software into a brand that could stand for something meaningful in a complex ecosystem.

Our first step was a deep diagnostic of the market. We engaged directly with the key players: real estate owners, property managers, and service providers. Initially, the goal was to understand how to best position a new communication tool. However, our research uncovered a much larger, more significant opportunity.

Our diagnosis revealed the core problem wasn't merely a lack of communication, but a fundamental lack of integration. The entire facility management process was a disconnected ecosystem where the distinct needs of owners, managers, and service providers created constant operational friction.

This research was the turning point. We saw the potential for Urbest to be far more than a simple communication tool. The real value lay in building a holistic digital ecosystem that could connect all these players and streamline their operations. We presented this vision to the Urbest team: the opportunity wasn't just to improve communication, but to fundamentally simplify facility management.

With this new, ambitious direction established, we built a robust brand strategy to guide every decision. This was about defining what Urbest stands for, who it serves, and why it matters. The strategy was built from the inside out, starting with a core purpose: the belief that technology can revolutionize our work experience to create a better quality of life.

This purpose informed Urbest's role as the (g)local technology partner for real estate owners and managers. Its mission became to simplify property management by integrating a network of verified service providers, modern software, and field expertise into a single, easy-to-use platform. This gave Urbest a distinct and defensible position in the market, transforming it from another software product into a comprehensive solution. The core of the brand strategy was to cultivate a specific perception in the customer's mind: Urbest as "My Personal Troubleshooter." This is a brand that feels almost magical in its ability to make complex problems disappear, wise in the solutions it provides, and grounded enough to be accessible and easy for anyone to use. The entire strategy was distilled into a simple, powerful essence: Simplify Future.

The next step was to translate the strategy into tangible brand assets. We developed a verbal and visual identity that served as a direct execution of Urbest's core principles: smart technology, user-centric design, and streamlined collaboration.

Defining a detailed tone of voice was particularly critical. For a brand needing to communicate with three distinct audiences (from corporate owners to on-the-ground service providers), consistency is paramount. A clearly defined voice—professional yet accessible, analytical but down-to-earth—ensures that every piece of communication, from a web page to an app notification, builds trust and reinforces the core promise of simplicity and reliability. It allows the brand to speak with authority without being intimidating, reflecting its role as an expert partner.

Visually, the identity is clean, modern, and human. The logo, for instance, uses interconnected speech bubble elements not just to cue communication, but to visually represent the seamless ecosystem at the heart of the brand's strategy. The vibrant color palette feels fresh and technological, while the chosen typography reinforces the brand's commitment to clarity and ease of use. Every element was designed to be a direct expression of the "Simplify Future" essence.

Urbest's name and “Simplify Future" tagline signal their purpose. Vibrant colours and geometric logo shapes convey their balanced blend of innovation and structure.

Using a modern font with a geometric appearance suggests sobriety and order. In combination with the brand’s vivid colours and dynamic illustrations, it gives a sense of balance and flexibility.