Branding and website

Rebranding one of Gloucestershire’s largest commercial waste and construction companies

Smiths New Main brand

Smiths are one of Gloucestershire’s largest commercial waste and construction companies employing over 500 staff, and highly regarded across the county as a trusted family business renowned for delivering on promise.

To mark their 40th anniversary, the Directors approached us for support with their brand positioning and proposition to protect future business sustainability – evolving the brand to reflect a new era destined for their biggest success yet.

Mindful of their already positive perceived value and proudly possessed heritage, we actioned a brand discovery journey that immersed in the world of Smiths – connecting with its key stakeholders, culture, customer experience and competitive edge, to identify the sweet spot in which the evolved brand would build upon.

We didn’t need to reinvent the wheel. Instead we put into carefully articulated words what Smiths does well – is known and trusted for.

Smiths icon creation
Smiths icon creation image 2
Smiths Chevron concept 2

The visual identity, inspired by the proposition, features ‘chevrons of strength’. Four simplified chevron lines presented in a clean, bold and timeless style – characteristics identified during the workshop – representing the Smiths family unit, and two-tone colour scheme handing down from one generation to the next. Each graphic leaning to give an energy of forward progression with increasing momentum and impact.

Animated GIF

‘Excellence in waste and construction for generations to come’ perfectly captures the Smiths vision. Championing industry best practice that benefits future family generations – the families of Smiths, its partners, customers and communities.

The Smiths mission – their everyday existence and motivation – is clearly built on trust, proficiency and stability. This led us to the mission, succinctly captured in its strapline ‘As good as our word, as strong as our name’.

Both vision and mission are strong and differentiated in the market. Supporting Smiths with its brand positioning and ensuring its value proposition is clear for all to understand.

Smiths new website mobile view
Smiths website visuals_mobile

A full brand proposition suite and online identity was formed, including vision, mission, strapline, visual identity, website and roll out comms assets.

Smiths meet the team website mobile graphic
Smiths contact us page

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