Studio Spotlight: Smith Design

by Yael Miller on 11/04/2008 | 2 Minute Read

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Smith Design creates strategy-based visual solutions for leading consumer brands. The studio's core competency is brand identity and package design. They provide a wide range of services including strategy & positioning, structural and graphic design, promotional design, sales materials, POP, corporate identity and  interactive design. Their clients include Unilever Foods, Rubbermaid, Hain Celestial Group, DCI Cheese, Discovery/Planet Green,  Johanna Foods, Bartons Chocolates, among others.

I've had the pleasure of knowing the talented and friendly folk at Smith Design. Their work for national brands is class-defining and truly sets the standard for design excellence in consumer branded products.


In response to some comments on this post, I'm adding some facts and background to clarify.

Smith Design has been creating and updating brand identities for long-established brands for over 30 years. Their work has impacted household names like Popsicle, Skippy's peanut butter and Breyer's ice cream. Keeping these identities fresh and relevant is not a simple design challenge. Not too many studios in the US are capable of the strategic and design skills required to satisfy the needs of brands that have been around for decades, with enormous brand equity behind their 'looks'.

From my personal experience, in many cases designing for national brands is much more difficult than small niche brands. There are multiple design considerations to consider when designing for a long-standing brand with limited flexibility. These brands require smaller incremental changes over longer periods of time, versus the cool, new brand that can afford to do something cutting-edge to make an impact.

In spite of this, Smith Design still manages to push the envelope in a change-resistant climate, encouraging their clients to take bolder design steps in the design of their branding and packaging.

Thanks for reading and commenting on the blog - we encourage you to share your opinions!

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