Smith Garson
Smith Garson is a government affairs company specializing in navigating the complexities of public policy, advocacy, and stakeholder engagement.
Challenge
Smith Garson’s previous branding no longer resonated with its evolving leadership vision and market positioning. The challenge was to create a cohesive and modern brand identity that reflected the company’s renewed purpose while maintaining its reputation for professionalism and credibility.
Objective
To rebrand Smith Garson with a new visual and verbal identity that communicates the company’s evolution under new leadership. This included developing a new logo, tagline, and a comprehensive brand book to ensure consistency across all touchpoints.
Our Approach
1. Discovery and Strategy:
- Conducted in-depth consultations with Smith Garson’s leadership to understand their vision, values, and strategic goals.
- Analyzed industry trends and competitor branding to identify opportunities for differentiation.
- Defined key brand attributes: professional, forward-thinking, and authoritative.
2. Design and Development:
- Logo Design: Created a modern and clean logo that embodies Smith Garson’s professionalism and adaptability. The new logo features a bold typeface and a sophisticated icon inspired by principles of clarity and structure.
- Tagline Creation: Developed the tagline, “Where Insight Meets Influence,” to succinctly convey the company’s mission to drive meaningful change through its government affairs expertise.
- Brand Book: Compiled a comprehensive brand book detailing guidelines for logo usage, color palette, typography, imagery, and tone of voice. This ensured all branding elements could be applied consistently across digital and print platforms.
3. Implementation Support:
- Provided templates and resources for key deliverables, including business cards, letterheads, and presentation decks.
- Delivered training sessions to internal teams on applying the new brand identity effectively.
Results
- Enhanced Brand Recognition: The new logo and tagline have received positive feedback from stakeholders, reinforcing Smith Garson’s position as a leader in government affairs.
- Consistency Across Channels: The brand book has enabled the company to maintain a unified presence across its “universe,” including its website, social media, and client communications.
- Increased Team Alignment: The rebranding process inspired confidence and alignment among employees, who now have a clear understanding of the company’s refreshed identity and mission.
The rebranding of Smith Garson exemplifies the power of a well-executed brand transformation. By aligning the visual and verbal identity with the company’s new leadership vision, Smith Garson is poised for continued success in the ever-evolving landscape of government affairs.
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
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