Smartsource Branding

SmartSource offers comprehensive coordination, installation, and execution of AV and IT services for companies and conferences nationally with top-tier customer service. They believe that that all businesses should have access to the best technology solutions to boost optimum performance.

Services
Branding/Brand Identity, Print, Motion Graphics, Creative Direction

Additional Design
Zach Amato, Sarah Oster

The Problem

There was a disconnect between the top-tier technology services SmartSource was providing to businesses (for offices, trade shows, and events) and the branding/visual communications.

The Solution

Messaging shifted to frame SmartSource as the experienced, high-quality facilitator for a business’s success – the common theme being connection. The refreshed branding sought to capture the essence of the multi-dimensional services provided in the name of connecting and impacting audiences.

The creative strategy visually told the story of SmartSource providing the technology rentals that connected people for success.

An extensive set of brand guidelines was developed to highlight the updated story and messaging as well as the new visual system made to illustrate it. The goal was to provide the client with standards for logo use, typography, graphics, tone, photo style, etc. to establish a consistent look and feel synonymous with SmartSource.

The market photography focused on the relationship between the tech rental products and the impact they have in-use at events, office spaces, and more. The colorization brought a lively, energetic aesthetic that spoke to the diverse and active range of businesses SmartSource serves.

The color and typography choices aimed to strike a balance between contemporary/professional and engaging/approachable.

Iconography and graphics captured the concept of connection and impact through the use of simple, kinetic line art and directional elements.

In-application, the end-result is vibrant and rich, allowing for ample diversification of designs as the brand evolves and takes shape. There is a level of expert professionalism to appeal to their clients while painting the picture of what is possible with SmartSource’s services.