Smithii
A new spectrum of data virtuosos
Smithii is the hands-on co-pilot that turns a company's data into tangible KPIs and insights. We ran workshops that led to a strong narrative, a funky visual style and a distinctive name. The wavelike element in the brand refers to the unique sight of the mantis shrimp that inspired the name.
The story behind the work
What was the challenge?
Smithii turns any company's data into tangible KPIs and insights. With the right tools and processes, the team helps clients grow more efficiently and gives them a consistent, crystal clear overview of their figures. Thanks to effective automation and guidance of brain power, Smithii also saves its customers countless hours of repetitive tasks. Smithii wanted that same clarity for its own brand. It needed insight into who it is, and a digital platform that is as easy to manoeuvre as its partnerships.
What choices did we make?
We started with a couple of workshops. They gave us a strong narrative, a funky visual style and a distinctive name. The name comes from the mantis shrimp Gonodactylus Smithii, a creature with optimal polarised vision for super sight. That sight also shaped the look of the brand. The wavelike movement in the logo and the graphic element refers to it. The wavelengths add a playful touch. Combined with cheerful colours, they keep the brand miles away from an overly corporate look. We extend the element subtly across the various applications, so it keeps coming back in small ways.
What did we create?
We developed the narrative, the visual style and the name for Smithii, together with a logo and a graphic element built around a wavelike movement. We also created a digital platform. A scroll through the site is refreshing and encourages an initial exploratory chat. It lights the path from curious visitor to customer. The platform is as easy to manoeuvre as Smithii's partnerships, and the graphic element returns across the different applications.