Urban Vault approached Cope with an ambitious goal: redoing their entire brand, tech & product. What made it a greater challenge was that it was right in the middle of the Covid-19 pandemic, making customer discovery and market chaos in real estate very considerable factors.
We knew the drawing board was important to set up the right momentum for the project and got down to working with the founding team at Urban Vault in understanding their vision for what's ahead, and what their customers found as the most important factors
The new Urban Vault would focus on Startup Studios, Personalized Spaces, and Hyperlocal Storage facilities. The deadline was simple - 4 weeks and the new brand had to reflect from the walls inside the buildings to the entire sales and customer lifecycle.
Industry: Real Estate
Location: Bangalore
Urban Vault is a chain of personalized workspaces across Bangalore & Hyderabad. Their coworking spaces are typically beautifully designed large-format spaces ranging from 10,000 to 100,000 sqft, housed in buildings that promise a balance between privacy and personalization.
"Cope's approach and work on Urban Vault was truly transformational, and not just skin deep. The team cares about getting into the specifics, understanding what the market wants, and building with a level of creativity that is top shelf"
Amalendu Mishra, Founder
Built the brand, tech and product in a 4-week sprint
40% increase in operating procedure efficiency internally
2X improvement in office satisfaction
Coworking vs Personalized working: Urban Vault, unlike traditional coworking spaces, does not provide hot-desks or a coworking model of operation. As a provider of personalized spaces to individual offices, startups and early stage companies, this differentiator was not being adequately reflected across in their brand, company and presence.
Mine vs yours: A personalized workspace is a deeply important one for the dreams of an early stage company, who are typically the customers for Urban Vault. How do you build a brand that is very easily recognizable but does not intrude into the personalized workspaces set up for the customers?
An identity fragility: If the brand uses too bold an identity, it risks elbowing out the actual customers of that building, but if it does not, it risks losing customers to the lack of an identity. Balance, much like a lot of things in life was key here.
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We approached this as a series of 3 sprints. The first, was to work out of the Urban Vault offices, obsessively talk to the customers and build personas around who the company caters to. This follows with building the brand.
The second, was to make the brand reflect across online and offline surfaces. From the coasters in the conference room to the contact button in the website for customers.
The third, was to build internal accounting, CRM and Standard Operating Procedure mini-applications for efficient coordination between Centre Managers and the company, from the coffee beans to the curated events.
Rather than sitting obligingly in a corner like conventional companies in the space, the Urban Vault identity pushes the boundaries on how spaces are used. It’s a window, it’s a pattern, it’s a container for productivity. The pattern is derived out of its repetition provide a distinctive, memorable and cohesive framework for the brand. The brand can be used in dozens of different configurations, creating extensions of the brand while reiterating the core aesthetic.
The website was completely overhauled to provide for immersive tours, technology integrations for quick information dissipation to a visitor, and a completely revamped customer onboarding process to more than double the active pipeline, even during the pandemic.
Internal processes that were executed using spreadsheets were overhauled with no-code tools and applications purpose built for efficient center management.
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