Bridging the gap between comfort and independence
Urban Quarter faced the challenge of clearly defining its brand identity while addressing the needs of a diverse audience—students seeking independence and parents desiring safety and structure for their children. The existing messaging lacked cohesion to emphasise the unique value proposition that set Urban Quarter apart in a competitive market. The brand needed to align all stakeholders, establish a unified core identity, and develop a strong communication strategy to resonate with its audience while maintaining consistency across all platforms.
Creating the ‘Next Best Nest’
KRAFT designsmiths® approached this challenge by conducting an in-depth brand positioning workshop, uncovering the essence of Urban Quarter’s purpose, vision, and values. Guided by the core idea of “The Next Best Nest,” the team positioned Urban Quarter as a space where residents could seamlessly transition from the familiarity of home to the independence of adulthood. Through strategic messaging and creative direction, we highlighted Urban Quarter’s commitment to safety, community, and personal growth. The messaging portrayed Urban Quarter as the comfort zone—offering stability and structure—while positioning the students as the confident zone, bringing energy, individuality, and ambition to the space.
From purpose to promise
KRAFT designsmiths® redefined Urban Quarter’s identity by positioning it as a unique balance of structure and freedom, offering nurturing support alongside opportunities for personal exploration. A clear messaging strategy was developed to connect with both students and parents, presenting Urban Quarter as a safe haven and a dynamic space for growth.
The refreshed visual identity and aligned communication strategies ensured consistency across all platforms, creating a unified brand that resonates with its audience and firmly establishes Urban Quarter as the premier choice for student accommodation.
The confident zone begins here
Urban Quarter now stands out in the competitive accommodation market as a trusted space that prioritises balance: offering students the independence they crave while providing the safety and structure parents value. Enhanced communication strategies have also positioned Urban Quarter as a leader in delivering a premium, community-driven living experience.
With its refreshed positioning, Urban Quarter is well-equipped to expand its reach and influence, not only strengthening its presence among students and parents but also setting a precedent for Twin City’s other assets. The foundation is set for innovative partnerships and growth opportunities that will further enhance Urban Quarter’s role in shaping the next generation’s journey to independence.
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