Frank Saul didn’t just inherit a legacy—he transformed it. As a fourth-generation real estate developer, Saul stepped away from his family’s empire to tackle one of America’s most pressing challenges: the middle-income housing crisis. With Saul Urban, he set out to redefine how real estate serves communities, starting with a bold $30M fund and an ambitious plan to triple that investment.

But the journey wasn’t without obstacles. Saul Urban needed to carve out its own identity—leveraging Frank’s storied past while stepping beyond it. The firm had to communicate an innovative offering, attract sophisticated investors, and project the scale of a major player in the industry.

Through a Mission, Vision & Values exercise, we repositioned the company as more than just a construction firm—it became a fully integrated real estate powerhouse with a mission to revitalize communities through adaptive reuse strategies. At its core, Saul Urban’s brand became about transformation: breathing new life into forgotten spaces to create homes—not housing—for America’s workforce. The narrative, a distinguished family heritage of improving our nation’s communities and people’s lives, targeted family offices—investors too small for Wall Street but too complex for local entrepreneurs.

The visual identity needed to capture Saul Urban’s bold ambitions while remaining true to its mission. To achieve this, the logo was refreshed with a clean, minimalist design, and a visually compelling website was created to tell their story. High-impact imagery highlighted marquee projects and celebrated the vibrancy of middle-market cities. Dynamic storytelling incorporated a timeline of Frank Saul’s achievements, enriched with personal anecdotes that underscored his mission-driven approach. Additionally, video content showcased the beauty of revitalized spaces, fostering an emotional connection with investors.

The redesigned website became more than just a digital presence—it was an investment tool. It seamlessly integrated into presentations, helping Saul Urban communicate its vision and attract capital. The result? A brand that projected confidence, scale, and purpose. With every project, they’re proving that real estate can be transformative—not just profitable.