Smithgroup Rebrand

Speculative work completed at TOKY Branding + Design


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In 2016, Smithgroup JJR appointed the TOKY team with the task of delivering a new name, new messaging, new strategy, new logo, new website, and a complete overhaul of their existing materials.

 

 
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Their previous mark was out-of-touch with the innovative and forward-thinking approach of their work for clients. We dropped the JJR, removed unnecessary detail, and offset the the words “SMITH” and “GROUP” to imply a shift towards the future.

 

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This “next step” motif was then implemented throughout the brand materials.

 
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For Smithgroup, this rebrand was a bold step for the company. They wanted to project to their clients — and to the world — that they are an integrated, innovative, and future-forward firm. We harnessed the power of edgy typography and a bright, active yellow to tell that story.

 
 
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NOTABLE WORK

Henry Ford’s first manufacturing plants
NASA’s Lunar Sample Receiving Laboratory
General Motors Design Dome
National Museum of African American History and Culture

FIRM FACTS

+ Founded in 1818 by Sheldon Smith
+ 13 offices with over 1,300 employees
+ Clients are global leaders in a wide range of industries such as in healthcare, higher education and science and technology