Speculative work completed at TOKY Branding + Design
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.
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.
This “next step” motif was then implemented throughout the brand materials.
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.
Henry Ford’s first manufacturing plants
NASA’s Lunar Sample Receiving Laboratory
General Motors Design Dome
National Museum of African American History and Culture