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SMITH ASSEMBLY

Designed for human and cultural connection

Challenge: Smith Assembly needed a global brand identity that could resonate with a diverse community of designers and design teams across cultures and backgrounds.

‍Approach: We developed brand strategy, visual identity, and a flexible design system grounded in collaboration, craft, and human connection.

‍Result: Launched in 2020, the brand earned B Corporation certification and supported rapid growth, anchored by a strong identity built around shared creativity and connection.

Our Work: Brand Strategy | Naming | Creative Direction | Visual Identity | Website Design | Graphic Design

Brand Strategy

Smith Assembly needed a global identity that would resonate with a diverse community of designers and design teams. Our approach centered on amplifying the core values of collaboration and connection, aiming to create a brand that would speak to individuals across cultures and backgrounds.

Naming

Our approach to naming Smith Assembly was rooted in the brand’s core values of collaboration, creativity, and human connection. We sought a name that felt inclusive, grounded, and globally resonant—something that would reflect the collective nature of the work while feeling both approachable and enduring. “Smith Assembly” evokes the craft of building together, honoring the transformative power of shared creativity across cultures.

Visual Identity

Smith Assembly’s visual identity uses vibrant colors, connected shapes and graphic elements, and inclusive imagery to reflect the community’s diverse energy, collaborative spirit, and welcoming environment.

Visual Design

We brought Smith Assembly’s brand to life with visual design rooted in warmth, clarity, and global connection, expressing its collaborative spirit while delivering consistency and impact across every touchpoint.

Website Design

The website reflects the same core values of collaboration and inclusivity that infuse its brand strategy and visual identity. Recognizing the global reach of its user base, the website strives to offer an accessible and welcoming experience for individuals of all backgrounds and cultures.