Urban Specialists
Disrupting the trends of violence and poverty in urban communities.
Overview
For over 20 years Urban Specialists has been working to change the cultural environment of urban communities by stopping senseless violence and helping individuals reach their fullest potential. While the organization’s mission was clear, the internal shift taking place created a disconnect between their work and their online presence. In need of focused messaging for their new vision, stronger branding, and a better digital marketing strategy, Urban Specialists hired LLYP Studios to help rethink their brand identity that would resonate internally and externally.
Industry
Nonprofit
What We Did
Brand Audit
Market Research
Key Messaging
Brand Identity
Logo Design
Digital Campaign
The Challenge
Internally, Urban Specialists struggled to align brand values and consistent communication. Externally, their disjointed online presence lacked functionality across platforms. Their outdated logo weakened marketing impact and compromised brand recognition. Urban Specialists needed a cohesive brand identity, clear messaging, and a digital presence that accurately reflected their mission and vision.
Our Approach
LLYP Studios partnered with Urban Specialists and used our R.I.S.E. method to develop a creative solution that captured the urgency and heart behind its movement.
We started by listening. Over several weeks, we conducted a comprehensive brand audit. To ensure we were clear on Urban Specialists’ visions and values, we surveyed staff, engaged the organization’s president, and gathered feedback from community members and supporters. These insights helped us understand how the Urban Specialists brand was being perceived. It also enabled us to pinpoint where the message was getting lost.
When it came to Urban Specialists’ brand identity, we knew the logo had to mean something. We designed a logo that reflects Urban Specialists’ key message of equipping leaders through community engagement and real-world training. The double lines in our design represent pathways—connecting communities and facilitating learning. The elevated element signifies growth, with an inner icon representing collaboration. The color system balances trustworthiness with urban energy.
Working side-by-side with their team, we delivered:
A brand identity refresh that aligned with their dynamic, boots-on-the-ground activism
A new tagline and strategic brand messaging that resonates with the organization’s supporters and new audiences
Marketing assets that transferred the vision from digital to print designs and in-person impact
A content strategy rooted in their mission of peace, unity, and empowerment
Encapsulated by their new tagline
"Where ChangeMakers Belong"
The Impact
Through our brand development, Urban Specialists has a new brand identity, messaging, and design elements that we seamlessly integrated into their existing website. Now, Urban Specialist has a streamlined platform that reflects the passion and vision behind their movement.
Within six months of its rebrand, Urban Specialists experienced a visible shift in momentum, including:
Securing new partnerships and deepening trust with key stakeholders
Launching the USC3 program and brand ambassador initiative with renewed clarity and cohesion
Rolling out the Uniteversity initiative with strong community response
Hosting a powerful brand launch event that energized members and elevated organizational morale
Seeing a noticeable uptick in social media engagement and community interaction
