With each business unit operating under separate identities, Urban Impact lacked a cohesive brand presence, resulting in a small footprint and low brand awareness in the competitive environmental services industry.
During an in-depth strategic planning phase, we worked with the executive team to clarify a strong brand positioning built around a branded house structure. By unifying sub-brands under a clear hierarchy, we ensured a consistent, scalable brand system that reflects Urban Impact’s growth and market leadership.
The result is a refined identity system that includes a memorable icon and a distinctive wordmark, strengthening brand recognition across trucks, uniforms, signage, and marketing materials.
The refreshed brand system is designed to be bold, practical, and scalable, ensuring visibility across trucks, uniforms, signage, and marketing materials. The new logo and brand icon reflect Urban Impact’s commitment to sustainability, innovation, and efficiency.
By strengthening both brand recognition and portfolio strategy, we helped position Urban Impact for continued expansion, reinforcing its leadership in recycling, secure shredding, and waste management solutions.
"Persona helped clarify our brand positioning and portfolio structure. They took our business values and goals and developed brand strategy and visual identity with the capacity to project Urban Impact into the future."
