SmartThings
Moving a fast growing startup to a humanistic visual and verbal identity.
Brand design for Samsung's Internet of Things standard, SmartThings.
Logotype
SmartThings Stand-alone logotype.
Logotype
SAMSUNG SmartThings Combination logotype.
E-com
SmartThings E-commerce website
Solution driven
SmartThings solutions throughout the day.
Playful help
SmartThings interactive guide to products.
OOH
SmartThings interactive fixture. The fixtures rolled out in 2,000 stores in the US and the UK, including BestBuy, Home Depot, John Lewis and Dixon’s.
About
When SmartThings went from a successful Kickstarter campaign to a Samsung subsidiary, they had to scale up fast and move to a more humanistic visual and verbal identity. The SmartThings brand ecosystem had grown organically since the company’s founding resulting in inconsistent and scattered brand messaging slowing global scale. To build a good foundation to springboard from, the visual identity and design values were the first to be developed and implemented.
Agency: Your Majesty
My Role: Design and Creative lead.
Your Majesty: Georgios Athanassiadis, Lotte Peters, Kasper Kuijpers, Kristofer Forsell, Olle Larsson, Oyvind Nordbo, Sheldon Lotter, Dodi Raditya, Hugo Wiledal, Florian Root, Denise Pires, Erika Nicks, Daniel Gogov, Viet Hoang, Shiron Boots. Animation: David Schagerstrom. Illustrations: Cléa Dieudonné. Samsung: David Bailey.
