Urban Land Institute

Building fresh branding for the leading global real estate and land use organization

Urban Land Institute (ULI)—the oldest and largest network of cross-disciplinary real estate and land use experts in the world—tapped Spring13 to create global branding that reflects the innovation and energy of ULI and its mission.

ULI and its members are committed to shaping the future of the built world. Spring13 channeled that spirit and dedication to develop a new umbrella brand campaign that would resonate across ULI’s broad international member audience.

In concepting ULI’s new brand, Spring13 Executive Creative Director and Founder Bronwen Kennedy drew from her extensive global travel and cross-cultural marketing experience to integrate harmonious elements with universal appeal. For Bronwen, this global branding project was the culmination of her passions for multi-cultural branding, creativity and strategy, resulting in a complex, modular creative solution that works for multiple locations and divisions around the world.

Spring13 debuted the new global face of ULI in a banner brand video at a major conference, highlighted by original animation, scripting, and voiceover production. From there, an updated website, social media videos and a global brand style guide was created. One particularly fun treatment is the animation of the logo, which brings the shapes in the logo to life to construct a dynamic visual landscape in a nod to ULI’s purpose. The new branding has been widely embraced by ULI and its members, and the as the look and feel continues to roll out to other executions.

Most recently, Spring13 was thrilled to add another dimension to the partnership with ULI, optimizing a high-touch, audience-tailored conference acquisition campaign. The result? Response rates were boosted, and event attendance increased. Now, Spring13 is looking forward to whatever’s next as this relationship builds.

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