Project

urllo Branding & Digital Design

Project

urllo Branding & Digital Design

Client

urllo

Industry

Technology

Services

Every connection matters

Services

urllo – formerly known as EasyRedir – is a leading URL management platform that empowers businesses to take control of their web traffic with ease and precision. Specialising in URL redirect creation, management and analysis, they help organisations ensure seamless user experiences and maintain strong online visibility. They serve over 1,000 clients in 75 countries and manage an astounding 18 billion redirects annually for brands like IKEA, Porsche and Fujifilm. With a reputation for security, reliability and innovation, they enable brands to simplify their digital infrastructure while delivering measurable results.

After a very successful 10 years of innovation and with the launch of a variety of cheap, AI built copy-cat websites which started to gain on market share, the EasyRedir leadership team decided it was time for a bold new chapter that put a focus on the future and once again separated the brand from the competition. Having built a great working relationship with the team since the company’s inception, we were re-enlisted to entirely rebrand EasyRedir – coming up with a new name, brand strategy and proposition, along with a fresh brand identity, website and design system that would transition EasyRedir from small startup into a truly global leader offering enterprise-ready solutions.

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The heartbeat

Turning web woes into wows

The first URL redirection service on the market, EasyRedir was born from a simple idea: to make URL redirection easy for IT and marketing teams. In the beginning they were a small, scrappy team focused on solving a single, overlooked problem. The name made perfect sense, but as they grew, they realised that ‘easy’ wasn’t what their customers valued most about their suite of tools. What their clients needed was a way to ensure every connection was strong, secure and reliable as their business and their digital infrastructure evolved. Not to mention customers as struggled to read ‘redir’.

For the rebranding process, we undertook a comprehensive exploration of the company as a whole to craft a future-facing positioning rooted in a unified purpose, belief and brand responsibility. This included developing a name that moved beyond a descriptive focus on their product to one that was unique, playful and aligned with the new strategic direction.

The new brand direction was grounded in the belief that of the 18+ billion plus connections they protect and cultivate each year, every one matters. We wanted to portray a vibrant, enthusiastic and human-focused brand that cared deeply about tech teams and the complex problem they have to solve for the companies they represent. “Every connection matters” was born through an extensive and highly collaborative process. This ownable brand proposition elevates urllo above their core redirection service, allowing for growth into different products in the future that encompass their new belief and direction.

From there, we engaged in our signature, visual brand world process, translating the strategy into a vibrant and cohesive brand identity that encapsulated the new proposition. Working from the big picture down to the details, we developed a custom-built logotype and a user-friendly brand system. Finally, we brought the brand to life across launch collateral and a refreshed digital presence, ensuring every element resonated with urllo’s vision and values.

Say hello to urllo!

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Collaboration across the pond

One of the biggest challenges for this project should have been the distance between us, but we were able to collaborate seamlessly with both the urllo and the Midtown Mystery teams despite the geographic divide between our studio in the UK and theirs in Calgary, Canada.

Regular video conferences, collaborative project management platforms and an “always open” communication ethos ensured that ideas flowed freely, deadlines were met and challenges were addressed together. This cross-continental partnership not only enriched the project’s creative output but also strengthened our mutual understanding, showcasing the power of international teamwork. Just don’t mention the weather ;)

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A graphic language created from the proposition

Kaleidoscopes form the basis of the new urllo brand identity. These patterns are a metaphor for the brand’s commitment to constant, dynamic change, innovation and the interconnected nature of digital infrastructure.

The diverse patterns formed in a kaleidoscope reflect the multiplicity of solutions and opportunities the company provides its clients and finding the beauty in complexion.

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An all new, user-focused website for urllo

We designed and built a mobile-first, modular website with a core focus on site speed, accessibility and usability, but one that clearly represented the new brand. By prioritising mobile experiences, the design ensures seamless functionality across devices, starting with smaller screens and scaling up. The modular structure promotes flexibility, enabling efficient updates and consistent user experiences.

The result is a dynamic yet streamlined, user-centric website that delivers fast, intuitive and accessible experiences for all users. The move from the previous website is a complete refocus towards clear calls to action and rebalancing the weight of self-serve customers and larger, enterprise organisations.

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Technology insights

Overview

The website was developed using a modern tech stack including Vercel for seamless deployment, Next.js for a fast and scalable frontend, and Sanity CMS for flexible content management. This combination ensures high performance, easy updates, and a smooth user experience. The result is a robust, user-friendly website that effectively supports urllo’s business goals and enhances customer engagement.

Key integrations

Headless / statically generated architecture
Next,js
Sanity CMS

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Testimonials

1/4

WIlliam Richards, CEO & Founder at urllo

“I could not recommend Hatched more. The results speak for themselves – not only has our new brand made an impactful debut, but the process left us feeling entirely confident and secure in the choices we make. We are so proud of the rebrand, it has set us up for future success. Hatched turned what could have been a daunting journey into an exciting and rewarding experience. We are so excited with the outcome and we look forward to continuing this partnership.”

2/4

Matt Hayles, VP, Revenue at urllo

“The Hatched team led us through a complete rebrand with skill and a true spirit of collaboration. They found the beating heart of our organisation and new ways to express our mission that we had never considered. We couldn’t be more thrilled with the final result.”

3/4

Sarah Ellis, VP, Business Development at urllo

“Working with Hatched to launch our new brand has been a transformative experience. From the beginning, their team approached our partnership with transparency, clear communication and a genuine commitment to understanding our goals. They became an extension of our team, collaborating closely with us each step of the way. Their insight and creativity were instrumental in bringing our vision to life, and their approach gave us confidence that we were making informed decisions.”

4/4

WIlliam Richards, CEO & Founder at urllo

“I’ve now hired Hatched for multiple projects over several years through several iterations of my company. It’s become a no-brainer. They continue to build creative, innovative branding and campaigns that deliver results and I love working with them.”

The Results

A decade after first coming to market urllo’s new strategy, branding and website forms a cohesive, future-ready identity that embodies their purpose and vision while standing out in a competitive market. The new name and brand world helps to establish a strong emotional connection with their audience, moving beyond a functional focus to emphasise their role as a leader in connection and URL management and in supporting and celebrating tech teams all around the world.

The new website reinforces this transformation, offering an accessible, fast and intuitive user experience that aligns perfectly with the new brand.

With nothing but fantastic, positive feedback from some of their largest enterprise clients and other leaders in the Calgary business and tech space, the new strategy, branding and digital presence, position urllo as a bold, innovative and customer-centric company ready to drive growth and build and protect lasting connections.