How Urban Specialists Reimagined their Brand and Amplified their Impact

A nonprofit’s brand presence must do more than look good—it has to tell a story that moves people to act. For over 20 years, Dallas-based Urban Specialists has been combating senseless violence in urban communities. While the organization’s mission was clear, the internal shift taking place created a disconnect between their work and their online presence. Urban Specialists approached us to develop a powerful brand identity that would resonate internally and externally.

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 Their outdated logo weakened marketing impact and compromised brand recognition.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

• Strategic brand messaging that resonates with the organization’s supporters and new audiences

• A content strategy rooted in their mission of peace, unity, and empowerment

Through our brand messaging workshops, we brought their story to life in a way that would resonate with both long-time supporters and new audiences.

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’ newly streamlined platform resulted in: 

• 10 new strategic partnerships

• A successful membership initiative launch

• A significant increase in member engagement 

  
  

Why This Matters

Community transformation accelerates when nonprofit organizations like Urban Specialists can tell their story effectively. The right brand identity does more than just look good—it amplifies mission impact and creates lanes for deeper involvement.

For Urban Specialists, this brand refresh was about removing barriers between the important work they do and the people who need to know about it. 

Ready to Transform Your Impact?

Does your nonprofit's digital presence need a similar transformation? Let's talk about how LLYP Studios can help.