At that time the company was mainly dedicated to engineering and maintenance services for public facilities such as gardens, motorways, sports centres, etc. Therefore, talking about the concept of “city” was key.

We were looking for a name with rich content or semantic path that could be used in communication for a long period of time. That is why we preferred to choose a name that was evocative, as opposed to a descriptive one that always more restrictive. The Latin word urbs, urbis was used in Rome to refer to the city physically, the built space and the infrastructures. It is a classic and evocative name, which transmits quality and prestige.

Another important concept to communicate was the importance of the human group, the employees. We chose the circle, which is the symbol of belonging, of the family. According to an ancient Etruscan tradition, a deep circular furrow with the plough was drawn around the land where a city was to be built. And according to the legend of the foundation of Rome, Romulus and Remus would have carried out this ritual and drawn the circle, which was called an orbis. Later, this word, which is, by the way, linked in its origin to urbs, came to designate the sphere and, finally, the terrestrial globe: the orb.

Red speaks of passion, of commitment. And the typography, of humanized professionalism.

To tell the story of the brand, we wanted to give a face to the team and give visibility to the work they do, in which they are involved professionally and with passion. An important insight was the concept of “the invisible jobs”, those that we only realise exist and how important they are when we notice that they fail: health, justice, maintenance, public safety, etc… They are not seen, they do not make noise, but they are there allowing everything to work, just like our heart. We do not notice their beating in our daily lives, we are not aware of it and we do not perceive it, but it is what allows us to stay alive.

Thus, we established the parallelism and the claim “The invisible heartbeat of your city” emerged.

There is a silent pulse, an invisible heartbeat that, while constant, we do not perceive; a kind of engine that we are barely aware of working; a perfect machinery that drives each beat, that regulates each of our movements; a constant work and a perfect rhythm that we do not see, we do not feel, but that makes life possible, takes care of us and supports us.

Welcome to Urbia Services, the invisible heartbeat of your city.

For the communication we asked photographer Dani Cardona for a series of portraits of the house staff. We wanted them to be the protagonists, to make them visible, to dignify and elevate their contribution. The images were accompanied by copies telling the type of work the employee in question did and how it affected our daily lives, with the aim of, on the one hand, connecting the brand with the end user, but also, so that the workers themselves would be aware of the importance of their work in people’s daily lives.