Urban Acres Real Estate


The Creative Brief

Urban Acres Real Estate is a new group of seasoned REALTORS® with decades of experience in Iowa City and the Corridor. All of the agents are equal owners who share a common vision and a renewed mission to introduce innovative ideas and solutions—whether through technology or transaction processes—in their quest to make buying, selling, or exploring easier. With strategy partner Meld, Creative Mellen helped brand Urban Acres from the ground up. Everything was created—from naming, identity, signage, and a new website—to introduce and build this new brand in the marketplace.

The Strategy

As a member-owned company, Urban Acres provides clients with resources and expertise of their entire team behind every transaction. We created an identity using a continuous line for the skyline shape of both urban and rural elements to reinforce the message of a united group of agents helping clients in all aspects of selling or buying properties in the area. We selected orange as the brand and identity’s color for its uniqueness in the market but also for the approachable, friendly aspect it implies.

While digital messaging was the brand’s main focus, signage was equally important. We created an eye-catching die-cut logo to stand out from the competition’s signs. We also developed a website not seen in the market in terms of its ease of use and modern design. Some of the site’s features include fun, personalized bios, lead-generated listings, quick search tools, and a robust news section that highlights agents and shares tips for its customers.

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