Urban Brand Redesign
Jessie Cohen
Urban
A leading provider of mobile massage and beauty treatments within the UK – bringing therapeutic wellness to the city through empathetic design.
The challenge
I joined Urban as their in-house graphic designer at a time when brand consistency was fractured. Urban had only just undergone a light brand refresh at the time, exploring a more minimalist and unified visual direction aligned with its ‘innocent’ archetype, and was keen to see how their new guidelines could be further honed and implemented across all of the brand’s digital and print touch points.
The solution
Working in close collaboration with team members across the wider Creative, Marketing and Product departments, my role involved owning and developing Urban’s brand guidelines, and delivering visual directions across all evergreen and seasonal campaigns and asset creation. I helped Urban become a consistent, sophisticated and exciting brand over a three and a half year period, improving customer engagement and conversion rates.
Hero image supplied by the brand
Scope
Art direction, Brand design, Brand guidelines, Brand strategy, Digital design, Editorial design, Email design, Icon design, Illustration, Infographics, Out of home design, Presentation design, Social media design, Style guide development, Templating, Web & app (UI) design
Creative campaign ideas and visual design solutions reconnect with Urban’s brand guidelines and tone of voice: expressing the human-centric values of an innocent brand whose tagline is ‘city life, with a human touch.’
Design takeaways
Design ownership. From monthly ‘brand tracker’ updates to leading design thinking workshops with other teams, I took initiative to contribute to fostering trust and understanding of the key role that visual brand design plays.
Design consistency. I took a fractured brand with many visual styles and components, and helped create visual harmony and alignment without sacrificing the brand’s essence and ethos.
A friendly and whimsical illustration style supported Urban’s B2B therapist-facing brand, adding a human touch to various comms, from their onboarding journey onwards
Photography credits. Beauty images – Darren Skene. Lifestyle images – Jennifer Moyes. Gift card and sports massage treatment images – Jessie Cohen.
Let’s work together
If you have a similar project you’d love a new design perspective on, get in touch with me at hello@chromakane.com – I look forward to finding out about your brand’s story.
hello@chromakane.com © 2011—2026
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Posted May 13, 2026
Redesigned brand for Urban to enhance visual consistency and engagement over three years.
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