SMG
Shaping the future of connected commerce.
A vibrant, kinetic and adaptable new brand identity for the global pioneers of connected commerce.
Sector
Professional Services
What we did
Discovery & Definition
- Consultation
- Audits
- Workshops
- Brand strategy
- Brand blueprint
- Brand architecture
- Digital strategy
Design Development
- Creative concepts
- Brand identity system
- Messaging and tone of voice
- Digital design, UI and UX
Delivery
- Brand guidelines
- Brand toolkits
- Front end development
- Motion design and video
- Brand guideline training
- CMS training
- Brand guidelines
Context
SMG is a rapidly expanding global business in the increasingly crowded industry of retail media. It’s a major player with an impressive reputation, an ambitious global growth plan and an amazing culture. SMG needed to build a brand identity that reflected all of this and that could, importantly, travel across continents.
Solution
SMG uses data, analysis and insight to forge meaningful connections between brands, retailers and their customers. It’s the heart of what SMG does and, naturally, forms the heart of our brand identity solution too: a kinetic, lively identity built on the idea of connections. Our strategic process helped to distil an exciting new external proposition for SMG – Extraordinary adventures, expertly led – which in turn inspired our adventurous visual language.
The process of working with Baxter & Bailey was flawless. They took the time to understand us and developed an identity that has simply blown the socks off everyone who has seen it. I cannot tell you how many compliments I have received regarding their work, internally and externally. We absolutely love the end result and we loved the journey to get there too.
Digital impact
With a completely fresh website build, we were able to totally transform SMG's online presence – translating the personality of the brand into movement, interaction and flexibility. As well as being fun to use, the new site is also a performance-focused, accessible and SEO-friendly powerhouse that hit high marks from day one.
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Impact
It’s not often we can report that a client loved their new brand identity so completely that they commissioned a bespoke suit with their new logo tailored into the design. But that’s exactly what SMG co-founder Matt Lee did, proudly wearing his unique SMG three-piece suit all over the world. And with SMG’s confident expansion into north America, their bespoke, expertly tailored new identity is helping this dynamic business to look that part, too.
From start to finish, Baxter and Bailey got us. The perfect mix of challenge and creativity, they kept us brave, pulled us together and delivered a brand we couldn’t be more proud of.
Special Thanks
Special thanks to Sam, Katie, Emma, Gina, Lee, Matt… in fact, thanks to the entire SMG crew, all 200 of you (and counting). It’s been a long and enjoyable journey since our first SMG project 11 years ago, and it’s one we’re thrilled to be on with this wonderful team.