Smart Design
Brand Identity Refresh

In 1980, Smart Design pioneered the practice of design that puts people first with a foundation in product design and development. Today, their expertise is applied to evolving technologies and multi-channel experiences. We were tasked with designing a new brand identity for Smart Design expressing their capabilities with as much heart and human centered thinking that goes into their work.


Partnered with the Smart Design leadership and design team to lead their internal rebrand. 


Partner: Richard Whitehall
Designers: Luther Young III, Yodai Yasunaga
Illustration: Spencer Gabor


Creative Direction
Art Direction
Logo design
Typography & Layout
Iconography system
Color palette development