The Brief
Smarley is a project management renovation company based in Berlin, Germany and was founded by Sarah, a civil engineer with over ten years of experience in construction management, project control, and lean management.
Smarley define how renovation should feel: calm, structured and beautifully designed. By combining an engineering mindset with a passion for interiors, Smarley help people create homes they truly love, without the overwhelm.
The goal of the rebrand was to create branding that truly reflected their vision, mission, and identity. Smarley needed a full creative suite of company assets, including the logo, typography, and illustrations / icons to use across their online and print collateral.
Old
New
The Solution
I created an abstract brand mark that embodies both sides of Smarley's project management services. The logo mark combines three symbolic elements: floor plans for structure, a pencil for creativity and design, and a measuring tape for engineering precision.
The logo is a bold and energetic but still fits within the industry. It is designed to represent efficiency, creativity and collaboration, all while giving you a sense of what Smarley offers.
I paired the logo with a bright, vibrant colour palette that makes Smarley stand out against their minimalist competitors and speaks to their loud tone of voice. Lastly, I paired their bold Smarley typeface with a more creative hand written type to bring in a sense of approachability and fun to the brand.
Made to stand out
The colour palette was designed to capture attention, stand out from competitors, and bring a sense of fun and excitement to the renovation journey.
The lime green delivers immediate impact with its vibrancy, while the khaki green grounds the palette and adds a contemporary edge. Turquoise and pink serve as accent colours, used sparingly to introduce moments of fun and visual interest.
