Our challenge was to design an strategy that clarified the messaging, and a brand identity that visually communicated their organizational structure. In Urban Field’s innovative approach to operate as a DAO (Decentralized Autonomous Organization) but in real life, each member maintains their own business entity while working together under the Urban Field umbrella. This decentralized model ensures transparency, collective decision-making, and community-centricity.

We’ve been very interested in how to represent new organizational structures, or as they are called in Spain NER’s (Nuevo Estilo de Relaciones). These structures prioritize self-management and non-hierarchical models, or sometimes called flat organizations. Here, we experimented with a horizontal scroll, to give the user a hint, this is not your usual Urban Design team, they are experts each with over 20 years under their belts, ready to roll their sleeves and be committed and playful.