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Urban Ladder strengthens brand identity to win new distribution channels

26-October-2016
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Urban Ladder strengthens brand identity to win new distribution channels

Furniture brand Urban Ladder has recreated the brand’s identity with a new logo and tagline – ‘Let’s Create’. It symbolises the process of creating a beautiful home with Urban Ladder, a process of collaborative creation. It is also opening up new distribution channels to reach out to new customers.

Urban Ladder products are now available on online marketplaces Amazon and Flipkart, and the brand will also open up experience centres in the next 3-6 months.

Ashish Goel, CEO & Co-founder, Urban Ladder, said, “In the past we have feared dilution of brand Urban Ladder on other distribution channels, which are not controlled and owned by us. But all the work on distinctive product design and an excellent customer experience will now ensure that the brand experience will be very consistent across different platforms. Today it is easy for our customers to walk into a friend’s home and identify an Urban Ladder product from a distance. That is the level of coherence and consistency we want the brand to have. Our new brand identity and brand purpose will help us achieve that across many new platforms and touch points.”

The new logo depicts the four walls of an empty room brimming with possibilities. Orange is the colour of creativity and joy. The blend of bright hues capture the energy and passion that accompanies the act of creation. The logo encourages every individual to bring out the artist in them, hoping to inspire customers to create something new every time they look at the logo.

The new brand identity also reflects the philosophy that will define the brand’s strategy going forward. Sanjay Gupta, Chief Marketing Officer, Urban Ladder, said, “You’ll see us live this philosophy in many ways. Our new lines of products will reflect the changing sensibilities. We will launch new experiences and technologies that let every individual play designer. Also, a new look and voice that reflects our renewed purpose.”

The new logo and brand identity has been developed in-house by Urban Ladder’s Creative and Brand Team.

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