Smithgroup Rebrand
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.
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