Urban Us – Client´s Feedback & Choice

Dear All,

thanks again for your outstanding work in the urban.us project! Responding to your awesome designs – Urban.Us took their decision very serious but hurried up to let you know their feedback and client´s choice:

Bildschirmfoto 2013-09-25 um 13.16.12

Making a serious decision

I am the first person to roll my eyes when I hear things like “this was an incredibly hard and close decision”. And so first apologies, because I have to say, this was an incredibly hard and close decision.

If you just rolled your eyes, feel free to ahead to see who won. Else, here is a bit more background on what I did to make a decision:


When the submission process ended, I created a shortlist of about 30 designs. I grouped them into similar areas like mazes or hand/skylines. There were some interesting trends and then the preference came down to execution. Then I looked at how people responded to feedback, since I need to work with the winner to make some changes and do some additional design work. And this left me with about 10 designs.

Of these 10, I presented these to a diverse group of designers, investors, founders – the types of stakeholders who will be part of urban.us. And what I found were some pretty clear splits around designs. But I also found some interesting comments about initial reactions. People who had not see the brief or feedback were saying things like – “reminds me of a lab” or “feels like a university”.

And so looking at my own shortlist and the feedback, I realized we were going to exclude some very smart work – 8-bit, hand/skyline, face and mazes. Really lots of very smart, minimal references. But in the end, I’ve settled on a late submission from Oxelot, which placed 13th in the community voting


Some of the feedback included thinking that felt like a university or quite dependable company. And I think this fits quite well. The people doing the innovation are the startups. Urban.Us needs to be a reliable partner to make this happen. Obviously the brand will only be as good as our efforts to delivery on this promise, but it helps that people react to the the logo in this way already. I am going to work with Oxelot on some refinements and we’ll share the end results.

Thank you again for the submissions and the ratings and the comments. As much as I love seeing the ideas, the feedback drove some great updates and I think helped to guide many great results.”  Shaun Abrahamson

About the author

avatar As a jovoto creative himself and with more than 12 years of experience in concept and design – Jesko is now supporting the community as a project guide and community manager. His goal is to create the best online work experience for creatives, ever.


  • avatar

    Thank you very much for sharing your thoughts! And a big congrats to oxelot! Wish you all the best with urban.us! :D

    Tuesday October 15th, 2013 12:52 PM
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    Great feedback.. Interesting to read how the final logo was selected.. Congrats Jorge.. :) )

    Tuesday October 15th, 2013 01:03 PM
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    what a great news!!! Congrats again Jorge!!!

    Tuesday October 15th, 2013 02:00 PM
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    Hey Jorge congrats from Holland. Great job.

    Tuesday October 15th, 2013 09:59 PM
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    Wednesday October 16th, 2013 06:00 PM
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    Thank you all!

    Tuesday October 22nd, 2013 09:17 PM
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    Congrats Jorge !

    Wednesday October 23rd, 2013 07:26 PM
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    Congrats Jorge! :-) ))

    Tuesday November 5th, 2013 03:36 PM
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    What a great and insightful feedback! I like the thought that you as the client will have to work hand in hand with the designer and that this also influenced your decision … I bet you two get on very well together. ;)

    Friday November 22nd, 2013 09:40 PM
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