The Project
The Client
The Challenge
Their existing brand didn’t convey the balance of creativity, professionalism, and approachability they wanted to be known for. They needed a refreshed identity that felt slick yet human, giving them a stronger presence against bigger competitors.
The Approach
The project began by analysing competitors and aligning reference points. The new identity centres around a custom logotype—each letter formed from a single continuous line, symbolising the end-to-end journey from idea to build.
Sharp and soft corners keep it friendly yet precise. The warm, flexible colour palette balances professionalism with a creative edge, designed to stand out in a sector that often leans too corporate or cold.
The Results
The new identity helped Smashbox elevate their perceived value, making it easier to win new projects and attract bigger clients.
Notable Features & Highlights
Bespoke logotype with clever line-work telling the brand story
Warm, adaptable colour palette designed for high and low contrast
Visual system that feels confident yet approachable
Clear, consistent structure for digital, and print collateral
My Takeaway
A great reminder that even a simple, thoughtful brand system can shift perception dramatically. Balancing technical and human elements created an identity that resonates with both the studio and their clients.
