Urban Teacher
An identity grounded in teachers’ realities.
Services
Brand Strategy
Brand Identity
Brand Activation
Industry
Education
Urban Teacher is an educator platform built by Urban School, designed around how teachers work, communicate, and navigate digital tools. Our partnership began at an early stage of the platform’s rollout and continues as it grows from early adopters into a broader educator network.
The Opportunity
In a crowded EdTech landscape, clarity is what earns attention.
EdTech platforms often blend into each other. They rely on familiar colours, illustrations, and uplifting language. Teachers are pragmatic: they don’t adopt platforms because of trends or awards, but because the platform respects their lived realities. Teachers respond not to novelty or polish, but to whether a platform understands their realities.
Urban Teacher needed to launch with a distinct identity and signal to educators that this platform was built differently.
An Identity Shaped by Educators’ Voices
Real life conversations, large-scale surveys, category audits, and a close review of the parent brand shaped the system.
The visual identity feels contemporary and recognisable without relying on the familiar tropes of EdTech. A dinstict violet anchors the system with stability, while a precise neon green introduces energy and immediacy. The typography is read easily across the moments teachers actually use the platform—on their phones, in the middle of the day, without friction.The system also sits in thoughtful relation to its parent brand, Urban School. The two identities share underlying structural clarity, while Urban Teacher maintains its own visual voice suited to a community-driven platform.
The Narrative System
The way Urban Teacher speaks matters as much as how it looks.. The tone is direct and contemporary, aligned with how educators naturally share information. It supports everything from microcopy and onboarding guidance to editorial content and public-facing communication. This consistency allows the platform to speak with coherence as it expands, giving teachers a sense of place rather than a sequence of disconnected messages.
When teachers recognise themselves in a product, it naturally earns a place in their day.
Ongoing research into digital behaviour, linguistic needs and content preferences informs how the platform communicates, how new users are onboarded and how outreach is structured.. Urban Teacher continues to evolve, and our work evolves with it. The systems we have developed together give the platform a consistent presence as it grows and ensures that every new touchpoint reinforces its purpose and strengthens its relationship with educators.
"Branding that changed how we think about the platform itself."
Urban School Leadership Team
