Brief: Sometimes the universe sends you what you need. Even when you don’t know you need it. An industry colleague referred Adam Maccora to me in the early stages of setting up his subdivision consultancy. He needed a business name, tagline, web content + more. A business was born: URBO, taken from the Esperanto word meaning “city” (Esperanto is a constructed auxiliary international language). A tagline and website followed. The kicker in the tale? I’ve turned the tables and become an URBO client, with Adam guiding us through our own little subdivision project.