Challenge: Establish Smith Assembly as a credible, differentiated consultancy in the human-centered innovation space. The challenge was to articulate a clear point of view around inclusive, equitable, and participatory design while creating a brand system that could resonate with mission-driven organizations, institutions, and leaders across sectors.
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Approach: Nebulous partnered with Smith Assembly to shape brand strategy and creative direction from the ground up, translating their human-centered, participatory approach into a clear and confident brand. The work emphasized collaboration, learning, and long-term impact, with a warm, accessible visual system that reflected their belief in building better solutions alongside communities and stakeholders.

Contributors:
‍David Sperry — Brand Strategy, Creative Direction
Anthony Wiktor — Visual Design
Sarah Berends — Copy & Messaging
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Result:
- Established a clear and differentiated position in the human-centered innovation space
- Delivered a brand identity and messaging system aligned to Smith Assembly’s values and methodology
- Earned B Corporation certification at launch
- Created a scalable brand foundation supporting consulting, workshops, and long-term client partnerships
- Positioned Smith Assembly as a trusted partner for inclusive, equitable, and sustainable innovation