Renovation Smarts for Urban Residents

Urban Renewal

Cities worldwide have become the center of a revolution in culture, lifestyle, and the economy, drawing residents to neighborhoods that had fallen into disrepair. In Israel’s cities, the government has sought to incentivize owners to fortify older buildings and invest in neglected residences by allowing them to sell valuable new permits to expand their buildings. The program has inspired hundreds of thousands of property owners and co-op boards to renovate their buildings, enhancing their most valuable asset and improving their quality of life.

Renovation Jungle

The path to renewal, however, is unclear. Between lawyers, planners, red tape, and builders, navigating the renovation process is confusing and intimidating for residents. Tama Fix was an app that sought to help residents understand the value of their properties and connect them with the right professionals and building experts. But it needed to differentiate and position itself in a crowded field of service providers and urban renewal information groups.

City Smart

We realized that the new brand needed to focus on empowering residents as the catalysts of the renewal process. City dwellers are the ones who “live” the city and want to change their surroundings. 

“City Smart” would be the essence of the new brand — an ability to see the future potential of of their properties and neighborhoods, to band together, and use new tools to realize their vision. A new name — CitySquare — was adopted to evoke a place of public interaction, and to convey how the urban experience has become personalized.

Building Blocks

City Square’s visual language is built on staggered block outlines that are always changing shape. This communicates the idea that residents are building up their lives and reshaping the face of their neighborhoods. A green line element symbolizes how City Square helps guide residents to urban and lifestyle renewal.