Brand By Boudica

SMARTY SOCIAL

Connecting people with innovations

SMARTY SOCIAL

Connecting people with innovations

WHAT WE DID TOGETHER

Brand strategy

Brand guidelines

Brand voice

Brand application and materials

Brand identity and sub brands

Messaging and copywriting

Website UX

Office styling

Smarty Social is a social media agency like no other. This culture-driven organisation has carved out a beautiful niche in the health innovation space – focusing on how life-improving devices and concepts are brought to their audiences.

Celebrating its 10th year in business, founder Jami Eidsvold wanted to reshape the brand for the next 10 – pulling together the experiences and learnings, the skills and culture, and opportunities and client base into a future-proof brand that truly reflected her vision.

This brand partnership was a delight – putting the leadership team’s heads together to articulate and align the brand vision, creative and positioning [LIKE, SHARE, COMMENT].

THE CHALLENGE

Reframing and honouring the brand

Culture is a huge part of this organisation. You need only spend a little time with Jami to witness her generous, open and unique leadership style. This really sits at the heart of the business and is something the whole team gets behind – known as the Smarty Way. This had worked so well, and it was down to us to uncover that secret sauce, to articulate and make sense of what made Smarty special, for it to sustain the next 10 years. The values were so deeply ingrained – it was clear to us from the start that their identity was not truly reflective of these qualities and principles. This was the main challenge – honouring what had worked for the past 10 years, combined with a compelling vision for their next chapter – and creating something uniquely theirs. The identity and voice needed to strategically align with the position they had worked so hard to create (and it wasn’t what you’d expect from a social agency in the health innovation space, that’s for sure!)

THE CHALLENGE

Reframing and honouring the brand

THE RESEARCH

Holding up a mirror

To understand the business, we interviewed a number of leadership and team members, viewed many testimonials from clients and pored over many notebooks. The alignment was crystal clear from the very beginning. And this was the common theme we found throughout the discovery phase – all the elements were there, working and working well together – we had to connect the dots and piece it together in a new way.

THE RESEARCH

Holding up a mirror

THE STRATEGY

Connecting the dots

There was a core strength in the organisation that kept coming up – and that was collaboration, that connection the team felt and how they worked. This passed on how they worked with their clients. This passed on to how their clients engaged with their customers. Connection sat at the core of everything. And so we wanted an identity that could freshly illustrate this concept – not just an evolution of their current branding but a truer representation of their culture at Smarty. This led to developing the core brand pillars, tightening their beloved values, the creative brief and making sense of their offers: The 3 dots, representing the social iconography for conversation on devices, became the 3 core pillars, 3 value sets, 3 offers and the invitation to connect.

THE STRATEGY

Connecting the dots

THE OFFERS

Bringing data to the forefront

One thing we uncovered was how an aspect of their work was data-driven, so much so that a subset of offerings had emerged that sat across every project and client work. We decided to bring this front and centre – to work as a differentiator and confidence/trust booster for their work. Always placed first – it’s the first port of call for campaigns, strategies and problem solving, and now sits in pride of place in their offers: Smarty Intel.

THE OFFERS

Bringing data to the forefront

“When you build a brand that is so deeply personal, you can’t often see it and know how to express it. The process we went through with Lauren and her team uncovered it and allowed me to see it.”

Jami Eidsvold
Founder, Smarty Social Media

Join the unignorables

Photography by Paul Tait