The Opportunity
Urban Roots encountered a common organizational challenge: inconsistent messaging about their purpose. Stakeholders described the organization in varying ways—as a youth program, a farm, or a food access initiative. This lack of clarity hindered their ability to communicate effectively and connect with supporters.
Matterlab addressed this opportunity through a comprehensive identity exploration process. The team conducted 20 in-depth conversations, including one-on-one stakeholder interviews and a collaborative Identity Workshop. Through this research, they developed a strategic framework.
The Results
As one Urban Roots leader noted, “You identified core competencies, helped shape the vision and the voice and provided a number of recommendations across the broad spectrum of identity that will help us make the necessary changes and hopefully grow to even greater potential in the future.”
The engagement resulted in a detailed Identity Guide that clarified Urban Roots’ organizational narrative and provided strategic recommendations for future communication and growth. By creating a Visual Identity Scorecard and presenting comprehensive insights to the board of directors, Matterlab helped Urban Roots develop a more coherent approach to storytelling.
