Author:

FOR IMMEDIATE RELEASE

Contact: Jenna Smith
Phone: 973.429.2177
Email: Jenna@smithdesign.com

Smith Design Nominated For Best Websites and Mobile Sites for Childhelp Child Abuse Hotline In the 29th Annual Webby Awards

Fans Can Vote Online to Help Smith Design & Childhelp Win Internet’s Top Honor: vote.webbyawards.com

Morristown, New Jersey — April 1,2025 – Smith Design announced today that it has been nominated for Best Website and Mobile Sites for Charitable Organizations/Non-Profit for the Childhelp Child Abuse Hotline in the 29th Annual Webby Awards. Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the leading international awards organization honoring excellence on the Internet. IADAS, which nominates and selects The Webby Award Winners, is comprised of Internet industry experts including Amelia Dimoldenberg, Host & Producer of Chicken Shop Date and Founder of Dimz Inc; Todd Kaplan, Chief Marketing Officer at Kraft Heinz; Jaime Teevan, Chief Scientist at Microsoft; Shannon Sharpe, NFL Hall of Famer and Host of Club Shay Shay & NightCap; Stephan Pretorius, Chief Technology Officer, WPP; Marine Notté, Head of International TV at Hulu; Cara Cusumano, Festival Director of The Tribeca Film Festival; Deborah Archer, President & CEO of the ACLU; Jay Shetty, Host of On Purpose; Ahmir Thompson (Questlove), DJ and Producer; Gerald Youngblood, Chief Marketing Officer, Lenovo; Bob Carrigan, CEO of Audible; Kimberly E. Paige, EVP & CMO of BET; Katie Couric, Journalist; and Quinta Brunson,Writer, Director, and Actor.

“Nominees like Smith Design are setting the standard for innovation and creativity on the Internet,” said Nick Borenstein, General Manager of The Webby Awards. “It is an incredible achievement to be selected among the best from the nearly 13,000 entries we received this year.”

“It was a true privilege to design the new website for the Childhelp Child Abuse Hotline. This vital resource serves as a lifeline for those in need, a tool for advocates, and an educational platform for communities. It was important to us to create a space that felt safe and fostered help, support, and awareness. We made sure to do this by keeping the visual expression hopeful and inclusive. We balanced the light and bright visuals with a UX and language that is trustworthy and reliable.” – Jenna Smith, President, CEO of Smith Design

As a nominee, Smith Design is also eligible to win a Webby People’s Voice Award, which is voted online by fans across the globe. From now until April 17th, Smith Design’s fans can cast their votes at vote.webbyawards.com

Winners will be announced on Tuesday, April 22, 2025, and honored in a star-studded show at Cipriani Wall Street. Winners will have an opportunity to deliver one of The Webby Awards’ famous 5-Word Speeches. Past 5-Word Speeches include: Kim Kardashian’s “Nude Selfies Till I Die”; Prince’s “Everything You Think is True”; Steve Wilhite’s “It’s Pronounced “Jif” not ‘Gif’; NASA’s “Houston We Have A Webby”; and SZA’s “The Internet Scares Me. Thanks.”

About Smith Design: 

Smith Design delivers unbounded creativity with an eye on the bigger picture.  Our team is adaptive and responsive, committed to finding strategic creative solutions that solve challenges and push design in a positive movement forward. By bringing strategic brand clarity and consistency to all design experiences in the digital and physical world, our approach considers holistic visual and verbal solutions that result in wider reach and increased revenues. Smith Design delivers smart strategic results across multiple disciplines, extending consumer touchpoints beyond the shelf.  Our flexible and multi-talented team is agile enough to deliver the small asks and thoughtful enough to tackle large-scale projects. Smith Design embraces a purpose in our work and culture and believes that design is at its best when it is a force for good. We consciously and collectively translate our values into actions for brands that benefit our clients and community. 

Smith Design Childhelp Child Abuse Hotline Credits:
Title of Entry: Childhelp Website
Design Firm: Smith Design
Client: Childhelp Child Abuse Hotline
Creative Director: Jenna Smith
Art Director: Allen Gaoiran
Designer: Marissa Cook
Account Director: Jaime Gold
Production Director: Mark Errichetti

Find The Webby Awards Online:
Website: webbyawards.com
Instagram: @TheWebbyAwards
X: @TheWebbyAwards
Facebook: Facebook.com/TheWebbyAwards
YouTube: youtube.com/thewebbyawards
Tiktok: @thewebbyawards
Linkedin: The Webby Awards

About The Webby Awards:

Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards is the leading international awards organization honoring excellence on the Internet, including Websites and Mobile Sites; Video & Film; Advertising, Media & PR; Apps & Software; Social; Podcasts; AI, Immersive & Games; and Creators. Established in 1996, The Webby Awards received nearly 13,000 entries from all 50 states and over 70 countries worldwide last year. The Webby Awards are presented by the International Academy of Digital Arts and Sciences (IADAS). Sponsors and partners of The Webby Awards include Adobe, WP Engine, LinkedIn, Verizon, Meltwater, KPMG, NAACP, Vox Media, The Wall Street Journal, Deadline, AdAge, TechCrunch, The Hollywood Reporter, Film Independent, The Hustle, Series Mania, VidCon, The Podcast Show, Passionfruit, Embedded, Morning Brew, Creator Economy NYC, Creator Spotlight, AIGA, and The Publish Press.

[Morristown, NJ, September 12] – Smith Design is excited to announce our collaboration with Alfred Vail Elementary School and Levitate Creative Services on a vibrant new mural for Alfred Vail Elementary School’s cafeteria. The mural is designed to infuse the space with creativity, optimism and storytelling, transforming the cafeteria into a dynamic environment where students can find inspiration and joy.

Smith Design is a full-service strategic brand design agency with over 45 years of experience creating breakthrough visual and verbal solutions, from strategy, packaging and identity work to complete omnichannel activations. Smith Design is dedicated to supporting many local organizations. “Since being founded in 1978 by James and Laraine Smith, giving back has always been a fundamental part of our culture, especially within the school community. While Smith Design contributes our time and efforts to various global and local initiatives, schools hold a very special place in our hearts,” explains Jenna Smith, Smith Design President & CEO. 

So, when Alfred Vail Elementary School reached out to Smith Design with a request to create a mural dedicated to the outgoing (2010-2024) principal, Janet Kellman, the Smith Design team was more than excited to take on the project and help bring the mural to life. 

“We had known that discussions about having a mural in the cafeteria had been going on for years, but the project was never implemented. So, we decided that this was the year we had to get it done – specifically because Janet Kellman was retiring and we thought that it would be a great way to make her lasting impression on the school and community. We had seen the mural painted in Morristown at End of Elm and we found out that it was done by Smith Design so we decided to contact them and we are so happy that we did because we had no idea how to go about getting a mural painted in a school and they just helped us step by step get it done,” enthuses Marissa Deysel, Co-President of Alfred Vail Home School Association (HSA). 

Outgoing Principal Janet Kellman wanted to create a magical arena or space in the cafeteria which is very often institutionalized, to soften it, brighten it and make it a very happy place for the students. 

Smith Design President & CEO, Jenna Smith, Senior Designer Becki Murray, Digital Marketing Coordinator Sara Bellog, and Director of Account Management Tim Williams played key roles in managing the mural project from start to finish in collaboration with Alfred Vail HSA Co-Presidents Marissa Deysel and Laura Mileo, as well as outgoing Principal Janet Kellman.

Smith Design was excited to bring our team together for this project. Senior Designer Becki Murray worked with our summer Design Interns to develop a distinctive artistic style for the mural. The collaboration and creativity of the team were crucial in shaping the mural’s unique design.

Becki Murray, Senior Designer, shared, “After our discussions with Alfred Vail and their team, I worked closely with our team to brainstorm and map out the layout of the cafeteria, ensuring the mural would effectively tell Alfred Vail’s story.”

The Smith Design team worked in brainstorm sessions to create a story and initial sketches that incorporated key elements requested by the Alfred Vail team, such as the ‘Kindness Tree,’ ‘Mindful Moments,’ and their school song, among other personalized touches. These elements were intended to make the mural a meaningful addition to the space where students gather. 

Included are some of the initial design sketches that formed the foundation for the mural’s storytelling. The designs were then refined and presented to Alfred Vail for feedback and approval from the HSA.

One of the key challenges the teams faced was working with the expansive space while accommodating various fixed elements, such as doors, windows, light switches, and more which influenced the design, so making sure to keep that in mind when designing was important. 

After incorporating feedback and finalizing the design, the Smith Design team, in collaboration with Levitate Creative Services, brought the mural to life. This vibrant artwork transforms the cafeteria into a space of inspiration and joy, honoring Principal Janet Kellman’s legacy. The mural’s dynamic design and personal touches reflect the school’s spirit, making the cafeteria a bright and uplifting place for students to gather and thrive. 

“I think what this mural represents for the children is themselves. I think that when they are eating lunch or walking through the cafeteria they look up and they think ‘hey that’s me, that’s something that I did, that’s something that I saw, that’s something that I experienced at Alfred Vail and we hope that this has a lasting effect on children attending Alfred Vail for years and years to come,” concludes Marissa Deysel, Co-President of Alfred Vail HSA.

Team members at Smith Design volunteered their time and efforts to painting the Mural: Jenna Smith, Jason Schwerdt, Tricia Trozzi, Melissa Mullin Sadowski, Miles Hoffman, Ben Ake, Brian Greenhalgh, Grace Peluso, Becki Murray, Sara Bellog, Mark Errichetti, Suzanne Trowbridge, Mike Doyle, Rob Vieira, Julianne Brown, Elana Iaciofano, Allen Gaoiran, and Summer 2024 Design Interns Julia Kenny and Rachel Moss. 

“When all these sketches were on paper and we were reviewing ideas for the design, to see it now fully at actual size, standing in the middle of it, it is truly amazing!” exclaims Mark Errichetti, Director of Production

“It went from barren to beautiful in a heartbeat. It is a beautiful symbolic representation of many of the beliefs that we have here at Alfred Vail as well as many of the activities that we participate in. When people walk into the cafeteria, the message I would want them to understand is that Alfred Vail is a wonderful place. Most importantly the kiddos – how can you be unhappy in this environment!” says Janet Kellman, Outgoing Principal.

Smith Design is honored to have contributed to this historic tribute for Outgoing Principal Janet Kellman. We hope this mural adds color, joy, and creativity to the everyday lives of the Alfred Vail Elementary School community and beyond!

As the New York summer heats up, so does the anticipation for the 2024 Summer Fancy Food Show! Filled with new and innovative culinary delights, this annual convention was totally worth the wait. This year, our President and CEO Jenna Smith attended, along with our design interns Rachel and Julia. 

The Javits Convention Center environment was alive with the buzz of thousands of attendees from across the globe. As soon as we entered the lobby, we could see just how enormous this event is and we had a little glimpse into what we would soon experience.

Right upon entering we saw exciting photo opportunities which we took advantage of, from oversized spaghetti and meatballs to a candy wonderland. The playful spirit of these displays added to the vibrant atmosphere.

The first section we visited was the deli pavilion, where we were greeted by a multitude of booths displaying an impressive array of cheeses. Despite the abundance of vendors offering similar products, each one made a distinct effort to distinguish themselves. Memorable highlights included elaborate cheese displays, such as a cake-like structure crafted from brie by the brand Cypress Grove, expansive charcuterie boards from Karoun Dairies, and captivating packaging designs that included bright colors, like from Balfour Farm.

Speaking of eye-catching packaging, as we navigated through the diverse pavilions offering a wide range of products, we noticed that many brands strategically used bright and bold colors to capture consumers’ attention. These vibrant hues emphasized the playful and lively nature of their products, making them noticeable on the shelves and creating an instant visual impact. Some brands that we noticed doing this were Beyond Good, Tari Sauce and Pranzo.

In contrast to the bold and vibrant colors, some brands opted for a simple yet stunning design approach such as Savannah Bee Company and Bellwether Farms. These brands used minimal color, often only incorporating different hues to indicate distinct flavors. This minimalist strategy created a clean and sophisticated look that stood out for its elegance and subtlety. By focusing on simplicity and letting the product speak for itself, these brands conveyed a sense of purity and high quality.

Many brands like Giadzy, Good Hair Day Pasta, and Clipper Tea utilized illustrations that creatively correlated with their brand identities, pushing design boundaries even further. The clever use of illustrations helped to create a strong visual narrative that resonated with the audience, enhancing brand recognition and loyalty. These artistic elements added depth and character to the packaging, making it more engaging and memorable for consumers.

A common theme observed throughout packaging from brands like Mark and Spencer Collection, McSteven’s, and Emmi Group Switzerland Cheese was the use of symmetrical, dainty patterns and illustrations. This design choice imparted an elegant and charming aesthetic to the packaging. The symmetry and delicacy of these patterns created a sense of balance and refinement, making the products visually appealing and sophisticated. The intricate details and fine lines added a delightful and memorable touch of whimsy and charm. 

A lot of brands like Secret Aardvark, Uncle Crumbles Granola, and Be Truffle, incorporated humor into their packaging, which was really exciting to see. This added a playful and engaging element to their products, making them stand out in a crowded marketplace. Clever puns, funny illustrations, and witty slogans were used to create a lighthearted and enjoyable experience for consumers.

Speaking of hilarious, our interns had the opportunity to take some funny photos with mascots and silly hats at Secret Aardvark, Myojo, and more. Check these out! 

Some other fun things brands did included adding interactive elements to their booths, which significantly enhanced the overall experience. One particularly memorable example was Cyril’s Foods, which featured their very own caricature artist. This unique addition attracted a lot of attention and drew people into their booth.

On the topic of fun booths, Melona, The Fine Cheese Co., and the renowned Jelly Belly truly stood out with their intricate designs and clever use of space. These booths were vibrant and inviting, with bright colors that instantly caught the eye. These booths had it all, from interactive displays to immersive environments that encouraged people to linger and explore. The thoughtful integration of various elements created a dynamic and engaging experience, making these booths not just a place to view products, but a brand destination. The combination of visual appeal, interactivity, and comfort ensured that these booths were memorable highlights of the event, leaving a lasting impression on all who visited.

Innovative packaging in unique shapes and containers was truly captivating. A particularly notable example was tins of chocolates designed in the shapes of robots and cars.

We were even lucky enough to see some of our very own work in action! Here are Smith Design’s photography and designs showcased at the FrieslandCampina booth, and our work with Aiya Matcha was also proudly on display.

As our day at the 2024 Summer Fancy Food Show came to an end, we reflected on the incredible journey of discovery and delight it brought us. Every encounter we had at the show displayed the creativity and passion driving the industry forward. A notable insight we gained was how brands utilize their packaging designs to craft mesmerizing booths and captivating displays. From intricate arrangements that mirrored their product aesthetics to innovative uses of materials and space, each booth was a masterclass in visual storytelling and brand identity. It was inspiring to see how these designs not only displayed products but also created immersive experiences that resonated with visitors on a deeper level. This year’s show not only highlighted the latest trends in gourmet food but also fostered connections, inspired new ideas, and emphasized excellence in design and culinary arts. Cheers to a deliciously memorable Summer Fancy Food Show!

Coachella 2024 brand collabs, hottest trends, and creative art installations.  

Few music festivals have the same cultural significance and appeal throughout the world as Coachella. Coachella 2024 captivated viewers with its brilliant mix of artistic creativity, musical competence, and inclusive culture. Arriving at the Coachella Valley grounds in Indio California, guests were taken on a beautiful journey, where the spirit of artistic and musical talent was reflected in every note played and every art installation featured. Starting the week off strong with headliners like Lana Del Ray and Tyler the Creator and brand partnerships with Guess, Poosh, 818 Tequila, Pinterest, and Poppi there is much to learn from this year’s Coachella comeback!  

The Guess House: The Guess house was inspired by the values that the Southern California brand lives by. The founder realized that Guess is headquartered in California and has the Palm Springs desert outside their front door. With this came the brand’s opportunity to rebrand and make a comeback. The Guess brand built a brand compound, just a few steps from the festival itself, comprised of seven houses. Inviting well-known celebrities and influencers to not only stay in the house but promote the brand through each day of the festival.  

Image Source: https://10magazine.com/coachella-the-guess-compound-guess-usa-nicolai-marciano/

818 Outpost: With her Tequila brand 818, the well-known Kendall Jenner captured the attention of people worldwide. The brand quickly blew up thanks to Kendall’s personal influence, but this Coachella pop-up event at 818 Outpost quickly established itself as the place to be. Some of the biggest names on the internet came to 818 Outpost this past weekend, including Pookie and Jett, the famous couple from TikTok that we all know and love. Actor Cory Gamble and actress Cierra Ramirez were also among the guests, as well as many other well-known stars who came to enjoy the sun and promote their favorite tequila brand! 

Image Source: https://t2conline.com/coachella-weekend-at-818-tequilas-outpost/

Camp Poosh: Among these brand collaboration events at Coachella’s opening weekend, there was the most massive event of them all. Camp Poosh was a four-night adult sleep away camp comprised of your favorite influencers and celebrities. Over 700 “Pooshies” attended Camp Poosh including stars like Ariana Madix, Diplo, and Gorillaz. Upon arrival, campers received an extensive welcome kit filled with goodies from partnering brands. Some of these goodies included Lemme gummies, slip silk hair ties and pillowcases, and even the Shark Flex style! Every room was stocked with pink mini fridges and Celsius energy drinks. At Camp Poosh, the celebs enjoyed complementary gifts, work out classes, gourmet food and drinks, and an overall great time.  

Image Source: https://poosh.com/camp-poosh-2024/

Pinterest: Pinterest held a pop up for Coachella’s opening weekend that allowed their users to make their dreams a reality with the innovative manifestation station. This created a space for attendees to experience the Pinterest platform as a reality. Creating Pinterest boards in person was not tangible to consumers before this Coachella exclusive experience.  

Image Source: https://www.brit.co/coachella-pinterest-pop-up/

Poppi: This year Poppi dominated Coachella with their influencer house celebrating the launch of their new lemon-lime flavor! They secured a major partnership with Alix Earl to represent Poppi for the entire weekend, allowing them to outshine other brands. The Poppi craze was the talk of Coachella as the brand focused on just one influencer instead of many and it allowed for a social media takeover. Poppi saw an over 200% spike in their sales just from the one weekend at Coachella and that is a big thanks to Alix Earl with her incredible influence on the world. 

Image Source: IG: @alix_earle

Celsius: Celsius Cosmic desert event was an exclusive event to launch the brand’s new intergalactic flavors! There were hue headliners at this event such as T-Pain, Two Friends, Tik Tok personality and Dj Xandra.

Image Source: https://globalgrind.com/playlist/celsius-coachella-party/item/10

Coachella 2024 launched with some of the largest personalities in music, art, and impact overall. It’s difficult to overlook the enormous art installations that are the focal point of every Instagram picture and social media post when you enter the festival.  There were three large art installations that were designed by London artists. Public Art Company and Goldenvoice created massive and beautiful installations with the art director of the Coachella Festival, Paul Clemente. These initiatives aimed to reunite design alongside music, as these two industries have often drifted apart. Attendees at Coachella viewed the iconic sculpture and have both private and shared experiences with it.   

Image Source: https://www.archpaper.com/2024/04/coachella-debuts-2024-art-installations/

The Do Lab: The Do Lab has had a stage at Coachella since 2004 and continues to wow the crowd with every show produced for the sunny desert festival. Do Lab is creative and different from the other musical sets because it incorporates a light and art show into the performance.  

Image Source: IG: @thedolab

Food Trends: You may have noticed that this year’s Coachella featured a social media takeover of mouthwatering food and vendors in addition to fantastic music and stunning surroundings. There are those who argue that Coachella’s culinary offerings outshine the attraction of the event’s music and artwork. One of the biggest hits at the food festival was the Kazunori, a pop-up with hand rolls and delicious Asian cuisine. Headliner Doja Cat had a burger place pay tribute to one of her older songs and created the Doja Cat Trill Burger. This pop up is created by a rapper, Bun B, who specializes in vegan smash burgers.  

Image Source: https://lamag.com/food/coachella-2024-food-dishes

Coachella 2024 showcased an unparalleled fusion of music, art, and cultural experiences, leaving a lasting impact on attendees and viewers worldwide. From iconic brand collaborations like the Guess house and Kendall Jenner’s 818 Outpost, to innovative pop-up events such as Camp Poosh and Pinterest’s manifestation station, the festival was a hub of creativity and inspiration. The massive art installations, curated by London artists, added another dimension to the festival’s atmosphere, while culinary delights and unique food trends further elevated the overall experience. With each passing year, Coachella continues to push boundaries and set new standards for music festivals, cementing its status as a cultural phenomenon that captivates audiences around the globe. 

[Morristown, NJ, May 31] – Smith Design is thrilled to have worked in collaboration with End of Elm, Morristown Partnership, and Levitate Creative Services to sponsor Morristown’s first public mural bringing color, optimism and art to Morristown, New Jersey.

Smith Design is a full-service strategic brand design agency with over 40 years of experience creating breakthrough visual and verbal solutions, from strategy to packaging and identity work to complete omnichannel activations. We aim to unlock the power of design to create value, build brands, and contribute to a better world. We embrace a purpose in our work and culture and believe that design is at its best when it’s a force for good which is why we make a conscious and collective effort to translate our values into actions that benefit our staff, clients, and community.

Smith Design works to support many organizations locally and was looking for a bigger initiative that could inspire the larger community. “Smith Design has always been committed to supporting creative endeavors and our community at large, whether it be through mentorship and resources for art programs in schools, providing art supplies and lessons to non-profit organizations, or our most recent initiative, bringing a radiant and joyful art installation and experience to the town we call home”. – President, CEO Jenna Smith

Our Executive Assistant & Food Stylist, Grace Peluso has been the lead for our give back initiatives with the help of our Human Resources Director, Suzanne Trowbridge. Grace explained the process of how the Mural came into fruition, “after completing our 40th Anniversary Give Back project, we discussed the possibility of undertaking a larger philanthropic project to create a more significant impact. An idea emerged to showcase the skills and talents of our creative team here at Smith Design by creating a mural in the community. To explore this further, I reached out to Jennifer Wehring from the Morristown Partnership, asking her to keep us in mind if she came across a mural opportunity within the community. Fortunately, Jennifer found a potential project for us. However, our plans were put on hold due to the onset of the COVID-19 pandemic, which led to a temporary shutdown of activities. Once we were able to resume our operations and regain our momentum, Jennifer and I revisited the mural idea. That’s when Paul Haley, owner of End of Elm’s, building came up, and it turned out to be the perfect canvas for our project.”

Jennifer Wehring & Karen Roettger at Morristown Partnership expressed that they are pleased to have brought together the members at End of Elm, Motown Props and Smith Design to collaborate on this public mural. In keeping with the Morristown Partnership’s mission, this space will enhance the community and be enjoyed by all those residing, working, and visiting downtown Morristown. The End of Elm’s building was the perfect place to create the first public mural, given the visible location and their enthusiasm for the arts.

Smith Design’s President & CEO Jenna Smith, and Designer Jessica Murray led the creative process of the design for the Mural. “Keeping in mind the community guidelines, we created a design that portrays the theme of ‘celebration’ visually, derived from interactive shapes and fun bright colors. Our overall inspiration for the mural was fueled by everyday things and a playful mixture of imagination. It is so rewarding to be a part of providing an engaging and optimistic sense of happiness to Morristown!” – Jessica Murray

Our Digital Marketing Coordinator, Sara Bellog assisted in the project management of the mural from start to finish and led the social and PR initiatives in collaboration with the Morristown Partnership & End of Elm.

With alignment on the mood boards and feedback, Illustrator John Thompson created the first design concept which was then built on. Senior Designer, Becki Murray was tapped into the project to help with finalizing the design and colorways. “We explored many options from simple to more complex and landed somewhere in the middle, from there we explored variations of colors that would emote joy and fun. The design we created was feasible enough for everyone to participate in the painting and creative process.” – Becki Murray

Included are some of the initial design concepts that were created and built upon. When looking at the design of the Mural, one of the obstacles that we faced was following the Morristown Guidelines – there could not be any type of designs or words that could potentially reflect meaning behind the art, whether it be about Morristown, political or religious views, etc. The art could also not exhibit any advertising initiatives. With that, we decided to go a more abstract route that generally brought a feeling of creativity, happiness, and color to the town.

Initial Design Concepts:

From there, we aligned on options 1 and 2 and tested out some color ways including bright primary colors and jewel tones.

Ultimately after going back and forth with feedback and perfecting our design and colors, we landed on our final design and color way that is now visible to all of Morristown, located at 140-150 Morris Street on Olyphant Place.

With the help of Levitate Creative Studios, team members at Smith Design volunteered their time and efforts to painting the Mural: Jenna Smith, Jason Schwerdt, Grace Peluso, Melissa Mullin Sadowski, Miles Hoffman, Mike Doyle, Julianne Brown, Becki Murray, Jessica Murray, Sara Bellog, Marissa Cook.

We are honored to be a part of this historic initiative that we hope brings color, joy, creativity, and inspiration to the streets of Morristown.

Smith Design:
Website: www.smithdesign.com
IG: @packagedesign
LinkedIn: https://www.linkedin.com/company/smith-design

Morristown Partnership:
IG: @downtownmorristown
IG/FB: morristownpartnership

End of Elm:
IG/FB: @endofelm

Levitate Creative Studios:
IG: @levitate_creative_services
@interiorista_baileyli
@jas_paints

Interested in getting to know a little bit more about our team here at Smith? We have put together a list of our team’s current favorite TV shows that you might even like too! Check it out.

Team Member: Lauren Millar
TV Show: The Diplomat
Where to Watch: Netflix
Rating: 4/5
Lauren likes the twists of the show and the unconventional roles of the characters. It is a new perspective on the political drama that she rarely sees.

Team Member: Dave Bolton
TV Show: Citadel
Where to Watch: Amazon Prime
Rating: 4/5
Dave likes Citadel because of the Action, Intrigue, and Whodunnit affect that it brings.

Team Member: Marissa Cook
TV Show: Psych
Where to Watch: Amazon Prime
Rating: 5/5
Marissa enjoys Psych because it is an easy watch – keeping you engaged and laughing with a bit of mystery thrown in as you follow along while they solve cases.

Team Member: Grace Peluso
TV Show: The Black List
Where to Watch: Netflix
Rating: 4/5
This show is smart, thrilling and unpredictable which is why it stands out to Grace.

Team Member: Miles Hoffman
TV Show: Yellowjackets
Where to Watch: Showtime
Rating: 5/5
Miles enjoys this show because it is a perfect mix of 90s nostalgia, horror, isolation, dread, comedy and angsty teen drama.

Team Member: Jessica Murray
TV Show: Summer House
Where to Watch: Peacock
Rating: 4/5
Reality tv is Jessica’s guilty pleasure. She feels like she grew up with the characters even though she has only watched the past few years. 2 cast members came together and made a podcast together, (Paige Desorbo & Hannah Berner) which is also her favorite podcast, called Giggly Squad! She would 10/10 would recommend.

Team Member: Julianne Brown
TV Show: Succession Season 4
Where to Watch: HBO Max
Rating: 5/5
Julianne loves the drama, the writing and the character development.

Team Member: Brian Greenhalgh
TV Show: The Mandalorian
Where to Watch: Disney+
Rating: 3/5
“It’s Got Stars and It’s Got Wars. What’s not to like??” – Brian

Team Member: Becki Murray
TV Show: Jury Duty
Where to Watch: Amazon Prime
Rating: 5/5
Becki enjoys the unique comedy, where everyone is in on it except for one civilian.

Team Member: Tricia Trozzi
TV Show: Anything Star Wars on Disney+ Streaming Service
Where to Watch: Disney+
Rating: 4/5
Tricia likes about anything Star Wars (easy answer…)

Team Member: Jaime Gold
TV Show: Park and Recreation
Where to Watch: Peacock
Rating: 5/5
Jaime enjoys the characters, the humor and the uniqueness.

Team Member: Sara Bellog
TV Show: The Company you Keep
Where to Watch: Hulu
Rating: 4/5
Sara liked the suspense, mystery, drama and romance in The Company you Keep. She is excited for the next season to come out!

Written By: Lauren Millar – Director of Strategic Innovation

Momentum was a perfect theme for this year’s WBENC National Conference. For three full days over 4,000 people came together to learn, build relationships, and celebrate the impact of Women-Owned Brands and Champions of Supplier Diversity across a range of industries at the Gaylord Opryland Resort & Convention Center in Nashville, TN. 

As a fellow Women-Owned, WBENC-Certified business, Smith Design was excited to send Lauren Millar, our Director of Strategic Innovation to participate. As the conference kicked off on March 21^h you could feel the excitement and positive energy build. After the keynote address, there was a series of inspiring and insightful Industry Labs. Lauren was able to hear from expert panels on Women in Retail, Maximizing Amazon Sellers’ Opportunities, The Future of Healthcare, and The State of Government Contracting. Lauren said, “There are few overarching themes that came up in each panel that could apply to any brand— educate others on the value of diversity in business, act with purpose, and collaboration is critical.” 

• Educate others on the value of diversity in business: Throughout the conference, we heard from both brand owners and corporate sponsors how important diversity and inclusion are in business. When we create an inclusive environment, and people feel open to expressing their true selves, we leave room for growth, innovation, and new ideas. Diverse businesses and suppliers also tend to be local, so by supporting diverse businesses, you in turn support the local workforce and community. Don’t look at supplier diversity as a one-time value but one that has exponential growth if nurtured and supported.  

• Act with purpose: Regardless of the topic, each panel spoke to having a purpose-driven culture that helped to lead the actions and decisions their corporations take—from Target’s desire to help the whole family discover joy in the everyday, to Johnson & Johnson’s commitment to putting the needs and well-being of the people they serve first and drive towards health equity. While living your purpose is key, you also need to be able to communicate your purpose quickly and concisely to others to rally support and grow fellowship effectively.  

• Collaboration is critical: Throughout the conference, the importance of collaboration and building strong relationships with clients, suppliers, and partners was emphasized. This was highlighted during the Industry Labs discussions where panelists were sharing and celebrating achievements made possible through different collaborations. Who you collaborate with is as important as how. Working with diverse and sustainable partners brings additional value. Merck shared the results of a study they conducted that showed investing in diverse suppliers had a direct positive correlation to increasing life expectancy, decreasing mental distress, and increasing the number of insured children, just to name a few benefits. There is proof that the more we support and spend on diversity initiatives, the greater the long-term effects on reducing gaps in health equity.    

The next two days were focused on networking, discussion, and relationship-building. Over two hundred Corporate Members participated in Meet-and-Greet conversations with attendees. Lauren also explored the Expo Hall, where Corporate Members and Women-Owned Brands had informative and engaging booths. She was able to connect with procurement and supplier diversity teams to ask questions and find out about their latest ESG initiatives. Between the Expo, Women-Own Demo stations, and Wednesday Evening’s #WomenOwned Pop-Up shops, Lauren said, “it was wonderful to see so many truly great brands and meet the women leading them.” Here are just a few Lauren was introduced to at the convention.  

Vitavate is Lori White’s labor of Love. Inspired by the needs of women in her life she developed dietarty supplements that also taste great to help them “Fill their cup first.” Vitavate is a functional Beverage additive that supports HEART health, boost FOCUS and ENERGY– while also providing hydration! vitavate.com 

Jennifer Reynold is the Sauce Goddess herself. She turned her Dad’s family favorite recipe into a finger licking sauce, dip and seasoning company. Their products are only made with real food ingredients – no junk ingredients or flavorings. They even won Best BBQ Rub awards in Texas! 
saucegoddess.com

The Dessert Ladies’ mother daughter duo, Geraldine Keogh and Lindsay Smith, based out of Stirling, NJ, have been making high quality delicious desserts since 2011. Biens have since developed a cult-like following and inspired Geraldine and Lindsay to branch out and bring Biens to a national audience. In the summer of 2020 they opened a factory in Denville, NJ and Biens Chocolate Centerpieces was born. dessertladiesgroup.com and bienscc.com

Posh Pickler was born from co-founder Jenna Pugh’s love for the game. She felt Pickleball enthusiasts lacked gear that was both high-quality and functional, plus stylish and fun. We were lucky enough to get a preview of their initial line prior to the official launch on April 10^th.
poshpickler.com 

During Amy Suzanne’s first pregnancy she faced severe complications that eventually lead her to create Pink Stork. The brand provides clean, sustainable, and effective products for every stage of a woman’s fertility, pregnancy, postpartum, nursing journey and overall health. pinkstork.com

“Networking at this conference versus others had a different energy. There was an overwhelming amount of support, collaboration, and comradery. I experienced first-hand how attendees and corporate sponsors truly wanted to make genuine connections,” stated Lauren. Attendees learned that by working together and leveraging each other’s strengths, we can achieve more than we could on our own. By the last day, as the conference theme promised, Lauren left with so much to share with her colleagues, a deeper understanding of the power of supplier diversity, increased pride in working for a Women-Owned business, and momentum toward building new business relationships for Smith Design!

It’s that time of year again! March is Women’s History Month, and to honor women’s contributions to American history we are excited to bring back our Women in Design series. We shine a light on the trailblazing women in the design industry. You might not know them all by name, but you should know them by their work and influence on the design world as a whole.

Leta Sobierajski

New York City artist, Leta Sobierajski, is a multidisciplinary designer known for her diverse, maximalism art “ranging from conventional identities to brilliantly bizarre compositions.” Her art is unique and uses bold, punchy colors that make it stand out. Her hope is to bring forth “emotion” in people through her art – that it will evoke some type of deeper reaction. Her work can be found at her website.

Sobierajski has loved drawing since she was young. She became interested in art and the creative world, specifically when she was 10 years old, and watched TV animations “Sailor Moon” and “Dragon Ball Z” for the first time. From there she took an interest in drawing animated characters.  For her 12^th birthday, she bought Photoshop and began scanning in her own drawings on the PC. She continued to work on art & design through high school, and from then on became interested in work related to design. Sobierajski studied graphic design at Purchase College and then went on to work as an independent artist in 2013. (Source)

She has been recognized as an Art Directors Club Young Guns 15 recipient, as well as Print Magazine’s New Visual Artist, and has lead discussions at conferences and institutions all over the world including North America, South America, Africa, Asia, Europe, and Australia. She has spoken at many conferences and events internationally, including, more recently, at OFFF Moscow in Moscow, Russia, Adobe Max at their virtual event, AIGA Colorado in Denver, Colorado, By Design Conference in Bratislava, Slovakia, and more. She has also been featured in selected podcasts such as Meet the Creatives (US), Overshare by Working Not Working (US), Workmode (CA) and more. See a full list of recognitions, features, services, and more: Leta’s Profile.

She has collaborated with multiple well-known brands such as Gucci, Adobe, Away, Pantone, Google, Samsung, Trophies, and many more. (See the full list here: Leta’s Profile)

After meeting her husband, Wade Jeffree, on an online dating site, she opened a design studio in 2016 with him, where they worked in collaboration, focusing on a wide range of projects including branding, installation, video, art direction and more. Their work can be found at their website Wade and Leta’s Profile.

Hélène Baum-Owoyele

Afropean illustrator and graphic designer Hélène Baum-Owoyele, who is part French and part German, is based in Berlin. She is known for her colorful & vibrant images that draw inspiration from her environment and personal history. Her diverse background has impacted her art and has helped her to look at things from multiple points of view. Mythology, black culture, art, textiles, books, and nature are also big factors in the influence of her designs.

Baum grew a social media following for her art and has been featured in various mediums including editorial pieces, children’s books, advertising, etc. She has also collaborated/featured with clients at The New York Times, Vox, Penguin Random House, Women Who Do Stuff and more. In 2016 she decided to quit her full-time job and prioritize her art.

When viewing her artwork, it’s obvious that color is a focal point of the pieces. She stresses that “color is the most important element of my work and in general. It has had a huge impact on me mentally and physically. Vibrant colors make me happy and it’s quite an obsession really.” (Hélène Baum-Owoyele, Source).

She has been featured in: The Klean (home portrait), The Klean (artist portrait), Freelance Wisdom, Computer Arts Magazine Issue #276 and Creative Boom.

Check out more of Hélène Baum-Owoyele’s work!: Hélène Baum-Owoyele’s Profile

Sougwen Chung

Internationally renowned multidisciplinary artist Sougwen Chung uses hand and technologically-reproduced marks to explore communications between people and machines. Her work spans from installation to sculpture, still image, drawing, and performance. Chung is the founder and artistic director of Scilicet, a London-based studio exploring human & non-human collaborations, a former researcher at MIT Media Lab, and is a current Artist in Resident at Bell Labs and New Museum of Contemporary Art in New York.  

She has been granted many awards, including, but not limited to, the “Japan Media Art’s Excellence Award in 2016 for her project, ‘Drawing Operations’. Artist in Residence positions at Google, Eyebeam, Japan Media Arts, and Pier 9 Autodesk. In 2014, she was selected as one of the Top 20 New Visual Artists by Print Magazine”(Source).

Her work has been exhibited internationally in the following: the Museum of Contemporary Art in Geneva, The New Museum of Contemporary Art in New York, the NTT Intercommunication Center (ICC) in Tokyo, and The Drawing Center in New York. Her work has been featured in the New Yorker, the BBC, The New York Times, Fast Company, Wired, Endgadget, and USA Today. She is a former TED speaker and has also spoken at many international conferences and events including the WSJ’s Future of Everything Conference in New York, FITC in Tokyo, Cannes Lions in Cannes, and more. (See the full list of exhibitions, awards and conferences & event that Sougwen Chung has been featured at here: Sougwen Chung’s Profile).

While artificial intelligence (AI) has been around for years, it is becoming more popular and powerful in present time, especially in creative fields. As the digital world continues to evolve, AI image generators open up a world of design possibilities including quickly creating artwork to generate beautiful visuals automatically (Graphic Arts Today Article, Exploring the Creative Possibilities of AI Image Generators). As people and designers begin to learn more about and utilize this tool – Soueng Chung has a different approach to how she utilizes AI in her artwork, as a collaboration rather than a tool. “In the conversation of AI, that gets really broad—dystopian, utopian, occasionally fraught with controversy. When people think about AI there is a tendency to ascribe or imagine, considerable agency. Something like an artificial consciousness, however far-reaching that might be. I’m compelled by the human capacity to anthropomorphize our relationship to machines, particularly to robots, and how that can end up being a mirror for how we view ourselves and our own interactions with others. There are didactic models that are encouraged by developments in IoT and voice interfaces. But the collaborative models are more interesting to me. It’s a new stage for examining authorship and agency” (Soueng Chung, Source).

Drawing Operations Duet
Atlas of Emotions, SPATIAL, Mountain View
Curated by Alex Czetwertynski and Kenric McDowell May 6-9 2019

Exquisite Corpus
Art and Humanity, Stavros Niarchos Foundation
Greek National Opera
Athens, Greece

Virtual Ink
Virtual Ink — Solo Show — Gillian Jason Gallery (London, UK)0
7th June – 13th August 2022

The Imitation Game — Special Project Room
THE IMITATION GAME: VISUAL CULTURE IN THE AGE OF ARTIFICIAL INTELLIGENCE
Curated by Bruce Grenville, Senior Curator and Glenn Entis, Guest Curator
MARCH 5, 2022 – OCTOBER 23, 2022

ASSEMBLY LINES
In Search of the Present, Espoo Museum of Modern Art, Finland
Curated by Arja Miller and Ingrid Orman
27.08.2022 – 15.01.2023

Artefact 1
Artefacts Series
19” x 24”
2017

Check out more of Soueng Chung’s work!  Soueng Chung’s Profile

learn more about AI: Design Pickle, The Future of AI Creative Generative Design

Hydration may be key to warding off signs of aging and chronic disease, but today’s upcoming beverage offerings provide a wide array of additional functional benefits. Wellness-aligned ingredients such as adaptogens, matcha, CBD, botanicals, and nootropics are making their way into beverages from enhanced water to cocktail alternatives. These buzz-worthy ingredients claim to lessen stress, boost immune systems, improve your mood, and more, all while delivering great-tasting refreshment.

The double perks of functional benefits plus great taste are boosting the appeal of these beverages and grabbing the attention of the growing number of sober-curious lifestyle seekers. According to Veylinx about half of U.S. individuals who are looking to reduce their alcohol consumption, are making the swap to non-alcoholic beverages to satisfy their needs. Because people tend to drink to feel good it is a natural connection to replace alcoholic beverages with others that feature ingredients that have positive effects on our well-being. 

Smith Design has partnered with several functional benefit brands and aided them in creating visual identities and package designs that will stand out to consumers in this growing market. Celldration’s enhanced alkaline pH balanced enhanced water was designed to appeal to active lifestyle consumers. Muse’s adaptogen-infused drinks are intended for alcohol-free craft cocktail lovers. We also worked with Citrus World to launch Blüm, a unique mix of functional botanicals and juice that provided enhanced refreshment to consumers. 

It probably goes without saying, but Smith Design is full of creatives. In our Smith Spotlight blog series, we’re highlighting the talent of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.

This month’s Smith Spotlight features the great Highland Bagpiper, Julianne Brown. Juli has been with Smith Design for 1 year and 9 months and is currently a Senior Designer. She was excited to get the chance to tell us about how she stays creative outside the office as she has been bagpiping for 34 years.

Written by Julianne Brown

I was first inspired to start bagpiping because I loved the sound all my life. A few years ago when my mom transferred Super 8 home movies to digital, we found a mysterious short clip in the mix. It was a movie of the exterior of a pub’s front door, probably in NJ by the look of it, and a large pipe band quickly exiting single file into the back of a large double cab van. The last 3 people were not pipers – but my parents carrying me as a toddler. Someone came by and shut the back doors and the van sped off—the end. When asked, my mother didn’t remember anything about the home movie. I don’t know what happened in the van, but I like to think it was my awakening to a musical passion. 

My family is not terribly musical, and my parents were a little lost on how to help me further my love of the music. They bought me a set of imported Pakistani bagpipes from a local music store, thinking that I would learn by ear. I later learned that this was a bad plan. When I took the bagpipe to a professional bagpipe instructor for evaluation of the instrument’s quality, he let me know it was good for two things: either displaying over the fireplace, or in it. 

I was not able to learn to play it until going away to college in Brooklyn. I received a new instrument as a gift from my parents and I began learning with the New York University Pipes & Drums Pipe Band. I have spent more years in the band than not, and I have some long-time friends that still play in the band. As one of their Pipe Sergeants, I help teach the band and run practices and performances on a volunteer basis. The band plays music for NYU’s graduations, visiting scholars and dignitaries, the opening of new NYU buildings and other celebrations. The band also marches every year in the NYC Tartan Day Parade and has participated in the Macy’s Thanksgiving Day Parade. I have played on the stages of many New York venues during NYU Graduations with the pipe band: Carnegie Hall, Madison Square Garden Arena and Theater, Radio City Music Hall, David Geffen Hall at Lincoln Center, and Yankee Stadium (old and new) — to drop a few names. In May 2022, I was excited to play in the procession which preceded Taylor Swift and the platform party to the stage at Yankee Stadium for Commencement exercises. That’s the one time Taylor got to hear my music for a change (no, sadly I don’t have a photo of me with Taylor). 

Eventually I started to take lessons with solo instructors and compete in the amateur grades at the highland games as well. I continually study solo music with a private instructor who teaches me music for competitions and specific idioms including music for Highland Dancing. My instructor is Donald Lindsay of Albany, NY. Donald was the second American to win the Silver Medal for Piobaireachd in 1986. I look forward to my lessons with him for his unparalleled knowledge and uniquely American teaching style as well as thoughtful perspectives on music and culture. We meet for lessons via FaceTime and sometimes at workshops and the highland games. 

Much of the music I play commemorates people, events, or tells a story of some kind. My instructor always like to tell me the story behind the tunes and then we find a way to relate what it means to me as a 21^st Century person through my expression of the music. I like to find different and under-rated music to play for competitions, to let people hear something less often heard that might be lurking in an old dusty manuscript in the back of a bookshelf at Edinburgh Castle. I dust it off and give it new meaning and expression.  

In September 2022, I won 1^st place in Grade 2 Piobaireachd event at Capital District Scottish Games with the debut of a tune I had been studying since August 2020. It is a tune about a plucky heroine of the Jacobite rebellion time period in Scotland called “Lady Margaret MacDonald’s Salute” and it looks like this: 

I’ll listen to recordings of piping music and the singing of it called “canterrach” or ‘mouth music whenever possible and then I sing it to learn it initially. Some of the music, the most ancient (think “Outlander” time period) and original bagpipe music is an idiom called “Piobaireachd” or “Ceol Mor” – the great music. Some tunes are up to 28 minutes long and it may take some time to learn. Bagpipers do not read music while performing, so there is a LOT of music crammed into my brain. 

File this under “Did that just happen?”: Playing a few tunes for Sam Hughan at a publicity event for “Outlander”  

Some of my favorite places to play are at fundraisers and pro-bono events, like the Relay for Life Cancer Walk, and the Big Band fundraiser for S.A.M.H (Scottish Association for Mental Health) in Glasgow during the Worlds Pipe Band Championships week, and kid’s school music demonstrations. People are appreciative of my unusual role in helping give back. Many times, people will tell me about what the music means to them and their memories of people, and sometimes they have no words but tears. I also like kid’s funny questions about the instrument and their reactions the first time hearing it. It never gets old. The highland games and the World Pipe Band Championships are favorites as well for more than obvious reasons. 

My husband and I at the Relay for Life Luminaria Ceremony, Morris County, NJ (Image courtesy of Zoomus Marketing, LLC)

Big Band fundraiser for S.A.M.H (Scottish Association for Mental Health) in Glasgow, Scotland (I am standing behind the Mayor of Glasgow, center.) (Photo courtesy of The National Piping Center, Piping Live!/City of Glasgow/S.A.M.H.)

Coming up with new ideas is a very different process than my creative process at work. Sometimes I make music videos to listen and critique my playing and for virtual competitions. I enjoy various feeds of Piping and Gaelic music, Gaelic singing, pipe bands, world percussion like Samba and steel drum, as well as many other genres of music including opera, European classical, indie, punk and various metals. Sometimes a friend will say “I dare you to make a video of this song,” and I’ll tell them “Game on”. I covered the Tetris Theme (21K views) and ‘Soon May the Wellerman Come’ (35K views) and put them on YouTube. With the help of my husband, who is a former professional musician, I recorded tracks at home in my basement and foyer. It is far from perfect, and it was a fun learning experience to create these arrangements and record them. Many pipers from around the world viewed these videos and contacted me to ask for copies of the sheet music, so I let people download the files from Google drive. 

Throughout my 34 years of playing the bagpipes, I have gained a great amount of knowledge. Some of the best advice that I have received is to not be fearful of dabbling if you think that you have a good idea – just bust it out, and that validation and perfection are sweet addictions; remain motivated by purpose not comparison.

At Smith Design, giving back is at the heart of our actions. It was an honor this year to be a part of incredible causes and campaigns that provide support to those in need and advocate for progress on important issues. We are proud to share our 2022 year in review of giving back.

International Women’s Day

International Women’s Day is a global celebration of the achievements of women, as well as a call to action for challenging gender inequality. #BreakTheBias was this year’s campaign theme, “calling out bias, smashing stereotypes, breaking inequality, and rejecting discrimination.” We participated in the movement to #BreakTheBias with our own social media campaign to encourage others to stand with us. As a certified WBE and WSOB business, where our culture is rooted in mentoring and supporting women and minorities to encourage confidence and instill the tools to succeed, we are proud to have been a part of this initiative. https://www.internationalwomensday.com/

Homewarming Kits

Every house deserves to feel like a home. Each year Volunteers of America helps hundreds of their clients find permanent housing, and each of these clients could use a Homewarming Kit to begin their new lives. We’re proud to have partnered with the organization this past year to help donate to their Homewarming Kits, helping clients get a fresh start as they begin their new chapters. https://www.voa.org/

Breast Cancer Awareness Month

For Breast Cancer Awareness Month, Smith Design teamed up with the United Breast Cancer Foundation. We are proud to have been able to participate in their donation drive to support their mission of making a positive difference in the lives of those affected by breast cancer. Our studio also wore pink on the last day of the donations to show our support for those fighting breast cancer. https://www.ubcf.org/

Adopt the Spot

Throughout the year, the Smith Design team has been working together to bring some life to our “adopt-a-spot” at Burnham Park in Morristown. An “adopt-a-spot” is a publicly owned property around Morristown that needs some “tender loving care”. From planting, weekly clean ups, and watering, our goal is to work towards making a difference environmentally and bring smiles to park visitors and those who drive by.

American Red Cross Clothing Donation

“American Red Cross has contributed millions to the global Red Cross network to help alleviate suffering. This support allows teams on the ground to provide lifesaving aid – like food, shelter, water, medical care, and mental health support – to the millions displaced within Ukraine and throughout neighboring countries.” Smith Design came together to help American Red Cross’s initiative and donated 20 bags of clothing including women’s, men’s, and children’s pieces in support of Ukraine. https://www.redcross.org/about-us/our-work/international-services/ukraine-crisis.html

Goryeb Children’s Hospital

Throughout the year, Smith Design has built a close partnership with the Goryeb Children’s Hospital. “Goryeb Children’s Hospital, part of Atlantic Health System, is a state-designated, nonprofit, children’s hospital providing state-of-the-art health care for children from birth through age 21 in a healing, family-centered environment”. We are humbled to have been able to participate in multiple initiatives to help make a difference in the children’s everyday lives. Over the summer, we put together and donated gift bags filled with art goodies for the children. These bags included coloring books, colored pencils, and an abundance of other art supplies specific for each age group to enjoy.

In October, we stuffed Trick-or-treat bags with spooky arts and crafts, fun toys, tasty treats and more to spread Halloween cheer.

Most recently, we participated in the Goryeb Children’s Hospital toy drive where we had the opportunity to help bring some holiday magic to the children. We donated over 100 toys ranging between all age groups. Atlantic Health held a networking and gift-wrapping event where they wrapped all gifts to then be delivered to the children at the hospital. Not only did we have a blast picking out toys, but we are so grateful to have had the opportunity to be a part of this experience and bring some joy during the holiday season.

We have strived to push kindness and caring forward through these give back initiatives. We look forward to continuing to support these and other great causes in 2023. Here’s to another year of compassion, optimism, altruism, and teamwork!

“The Creative Types test is an exploration of the many faces of the creative personality. Based in psychology research, the test assesses your basic habits and tendencies—how you think, how you act, how you see the world—to help you better understand who you are as a creative.”

We shared the 15 question test with our Smith Design team, for anyone interested in finding out what their creative type might be. Check out their results!

Jenna, President & CEO

Driven, focused, and dedicated to the creative process, the MAKER has mastered the art of manifesting ideas and visions in three-dimensional form. Society greatly benefits from the work of maker types, who develop the systems, structures, tools, and innovations that the rest of us rely on.

Jessica, Designer

The world is a place of beauty and magic in the eyes of a DREAMER. Where others see facts and figures, you see symbols, metaphors, and hidden meanings. You’re deeply emotional and intuitive, with a vivid imagination— the quintessential idealist and romantic. The inner world is always where you’ve felt most at home.

Mark, Director of Production

The INNOVATOR sees everything through the lens of possibilities and progress, problems and solutions. You feel the most yourself when you’re using your intellectual and creative powers to solve problems and dream up new and improved ways of doing things.

Juli, Senior Designer

Emotional, passion-driven, and full of ideas, the VISIONARY combines a vivid imagination with a desire for practical solutions. Your introspective and intuitive nature is balanced by a keen interest in the world around you and a desire to contribute to society.

Becki, Designer

There’s no telling where the impassioned creative quest and endless curiosity of the ADVENTURER may lead. Fueled by high energy levels and boundless enthusiasm, you’re easily inspired—and more than willing to follow your fascinations wherever they take you.

Miles, Associate Design Director

The PRODUCER is the quintessential “doer” of all the creative types. People-oriented, analytical, pragmatic, and dynamic, you have a highly creative nature that’s balanced by a grounded realism and “get it done” attitude. In your eyes, an idea has real value only when it’s turned into something that others can enjoy and benefit from.

Lauren, Director of Strategic Innovation

You feel the most yourself when you’re using your intellectual and creative powers to solve problems and dream up new and improved ways of doing things. Your attention is largely focused on the world around you, and you’re constantly probing its structures and systems to find ways to push things forward.

Tricia, Production Manager

One of the hardest workers of all the types, the MAKER is almost always busy solving problems, making headway on personally meaningful goals, and completing projects. There are few things that bring you more satisfaction than applying your brain power to crafting things and making progress in any form.

Melissa, Senior Director of Creative

Charismatic and expressive, you love sharing your ideas and visions with others and creating community around shared values and ideals. Your greatest gift? The ability to see the spark of potential in everything and everyone, and to inspire others to see it, too. You’re able to guide people toward an invisible horizon with a rare generosity of spirit and strength of conviction.

Brian, Production Designer

You’re naturally drawn to express your inner world through literary pursuits, music, and the visual arts. Think of yourself as the “magical realist” of the creative types: like the literary masters of that genre, you naturally infuse your everyday life with the beauty and wonder of the imagination.

Jaime, Director of Account Management

You’re a natural risk-taker, with an insatiable desire to expand boundaries and explore uncharted territories. You’re not one to do things the way they’ve always been done. You thrive when working in service of large-scale change and progress, and your talents equip you well for roles that allow you to experiment and play with ideas.

Sara, Digital Marketing and Communications Coordinator

You live in a world of infinite possibilities, preferring to see things not as they are but as they could be. You know that life is limited only by the boundaries of your own beliefs, and you’re driven to push the limits of, well, everything. Emotional, passion-driven, and full of ideas, the VISIONARY combines a vivid imagination with a desire for practical solutions.

Suzanne, Human Resources Director

Highly goal-oriented and results-driven, you pursue your desired outcomes with a laser-like focus. You derive great pride and satisfaction from your ability to implement ideas, and you find joy in the process of creation with all its ups and downs. A natural organizer with an ability to motivate and inspire others, you gravitate to collaborative and leadership roles.

Marissa, Junior Designer

The INNOVATOR sees everything through the lens of possibilities and progress, problems and solutions. Change may be scary for most people, but for you, it’s fuel for your creative fire. A pioneer and trailblazer, you’re here on this planet to light the way into the future, helping the rest of us learn to adapt and thrive in times of rapid and unpredictable change.

“While there’s probably one core type that best describes you, you may change types at different points in your life and career, or even at different stages of the creative process. As a creative, you have a little bit of all eight Types inside you.”

Swipe through the full descriptions of each creative type below.

Interested in finding out which creative type you are? Take the quiz here!

On October 20, Dave Bolton and Melissa Sadowski attended the Dieline conference at the Market Line in NYC.

While they had the chance to speak to many industry leaders and sit in on presentations that spoke about successful branding and creativity, the main overarching theme of the event was promoting sustainability in packaging and design.

The stats are dire. Over 91% of plastics are not recycled. When plastic is recycled, more harmful chemicals are produced, polluting our environment further. 70% of our clothing is made of plastic materials. Plastic has driven hyper-consumption and we have polluted our planet with it. It’s in our water, our breastmilk, everywhere.

CPG brands can no longer afford to create non-sustainable packaging. As creatives, we have the power to influence change, innovate new solutions, and challenge our clients. Business is the tool of change, not ethical consumers, not government. “It is always inspiring to see how other agencies are using design strategy to help build their clients’ brands”, adds Dave. “Design plays a critical role in establishing the consumer relationship and influencing future behavior.”

Dieline founder, Andrew Gibbs (pictured below with Dave and Melissa), kicked off the conference presenting sustainable packaging trends:

• Beautiful Refills (i.e. dove)
• Start-Up Sustainable (solid cosmetics)
• Bio-Based Everything (paper fiber, compostable packaging)
• Powder To the People (removing water from products to save on shipping and fuel)

Sian Sutherland discussed how the new resource plasticfree.org can be a tool for change in the industry. Feel free to join the movement and learn more at plasticfree.org.

Brandi Parker, Head of Sustainability at Pearlfisher, and a former colleague of Melissa’s, spoke about finding the joy in sustainability. Cynicism doesn’t change the world. People need to take action. The pandemic proved that people can change their behavior. We can use the recession as an opportunity to shift mindsets. We need to stop making and perpetuating pretty trash. We, as creative professionals, can rewrite the sustainability brief to include joy, optimism and sharing, and design things well from the beginning.

In addition to sharing their agency work creating category redefining brands, Katie Levy and Mike McVicar – Co founders & Creative Directors of Gander (authors of “Kiss the Ground”) encouraged us to replace our lawns with meadows. Follow their project @makemeadows. Meadows are our best hope to curtail global warming. They use less gasoline, water, money and time and actively help draw out carbon from the atmosphere and store it underground, thereby cooling the planet!

Madison Utendahl – founder of Utendahl creative, the first all-female, black-owned agency explained her agency’s approach to creative: 1) Change the rules, 2) Be rebels with a cause, then 3) Rest, recover, create. She believes rest leads to great work. Utendahl implemented five weeks of mandatory company-wide time off per year. She also shared some surprising stats about the creative agency landscape including that only 29% of Creative directors are women, and after hearing that only 3% of creative agencies are women owned, Melissa expressed, “I am proud to say I work at Smith Design, a second generation women owned design agency.” Additionally, only 3% of graphic designers are people of color, and <1% of agencies are owned by people of color. By employing only women and being black-owned, Utendahl has a unique perspective in the creative industry.

Melissa and Dave had a noteworthy time attending this year’s Dieline Conference 2022. They are now empowered to help lead the charge to save our planet, influencing peers and our clients to make more sustainable choices and advocating for more planet-friendly ideas from the beginning of every design brief. Making sustainability “cool” is a lofty goal, but one we need to embrace for future generations. As speakers Sanuk Kim and Antonia Lazar from Collins said, “Design is not what we make… design is what we make possible.”

Smith Design has been Awarded a Gold Ecovadis Score & Renewed as a Certified Women-Owned Business! 

Following our recent reevaluation, we are excited to share that we have been awarded an Ecovadis score of 69/100, putting us in the 94th percentile and a Gold Rating. Sustainability has long been a core value at Smith Design. As brand and packaging designers, we feel a unique responsibility to be accountable for our own footprint and to be actively engaged in and committed to advancing sustainability in the packaging industry as a whole, and to be a resource in guiding our clients to do the same.  

We are also renewed as a certified Women-Owned Business with the following certifications: WBENC (WBE1801683), WOSB (WOSB211871), NJ WBE (A0163-53). Our culture is rooted in mentoring and supporting women and minorities to encourage confidence and instill the tools to succeed. We realize our collective strengths make the table better and when we help one another rise, we all shine.  

If your company has interest in partnering with Diverse/WBENC and Ecovadis Certified suppliers, please feel free to reach out to us for more information.

Companies are looking for unique ways to resonate with consumers and keep their brands relevant. Limited edition offerings and packaging stimulates appeal, renews anticipation, and increases desirability. By employing this strategy, brands can tap into consumer’s emotions surrounding a time of year, nostalgic scent, a charity, or a need for exclusivity. These offerings and designs solidify a long-term connection with customers by keeping the brand alive, fresh and memorable, while also delivers the potential to drive incremental sales and introduce their products to new consumers.

We took a look at some of the current limited-edition offerings and designs.

 McDonald’s Halloween Pails

McDonald’s iconic Halloween pails are back on October 18^th. The McDonald’s pail was first seen back in 1986. While they vanished for a while, the iconic trio – McBoo, McPunk’n and McGoblin made their way back to participating restaurants until October 31^st. McDonald’s even gave some insight into how customers can reuse their pails for a spooky fit accessory, music mashups, pail planters, and more.

Planter’s Limited Edition

The Planter’s brand team asked Smith Design to create some craveable packaging for the 2022 season. We developed the name and graphics for a new limited-edition selection of flavored nuts called Festive Fancifuls – with a wreathful of compelling appetite appeal. We also redesigned the holiday canisters with the reinvigorated Planter’s brand look and macro activated images of the amazing variety of snacks inside. Both lines will be adding a bit of seasonal celebration to shelves near you.

Chamberlain Coffee: Sweet Otter Cake Batter Blend

Renowned YouTube star, Emma Chamberlain, owner of Chamberlain coffee, announced the launch of her limited edition flavor this past week. In celebration of the coffee brand’s second anniversary, they released a cake batter-flavored blend to celebrate and show appreciation for their customers

Cinnamon Toast Crunch Sugar Cookie Toast Crunch

Cinnamon Toast Crunch brought one of its fan favorites, seasonal limited edition flavor back to shelf for customers to enjoy! The Sugar Cookie Toast Crunch cereal is available for limited time during the holiday seasons to make morning (afternoons and late-night snacks too!) a bit more festive.

Too Face Limited Edition Pumpkin Spice Palette

Too Faced is known for their seasonal limited edition drops. This year’s, is a Pumpkin Spice collection featuring an eyeshadow palette and lip products in festive colors and scents. From colors named Spiced Terracotta Red and smells of Pumpkin Spice Latte, these products will give you all the fall feels.

Nike Valentine’s 2023 Drop

While we know it’s early to be thinking about Valentine’s Day, Nike has already launched their limited-edition Valentine’s Day Dunk Lows sneakers that will be available for purchase. It is a reimagined version of their classic sneaker style.

Pop-Tarts Limited Edition Collaboration with Tajin

Pop-Tarts partnered up with Tajin to create a “Crazy Bueno” limited edition flavor featuring Tajin’s Clasico Seasoning and new Fruit Chamoy Hot Sauce that they paired with some of Pop-Tarts iconic flavors like Frosted Strawberry, Frosted Wild Berry, and Peach Cobbler.

Glamlite and Scooby-Doo Limited Edition Collaboration

Just in time for Halloween, the Glamlite and Scooby-Doo limited edition line is here. Featuring spooky colored makeup palettes, lip, and eye products. The brand had some fun with the naming of their products using inspiration from famous Scooby-Doo phrases such as the “Ruh Roh Raggy Palette”.

Glossier and Swiss Miss Limited Edition Collaboration  

The Glossier and Swiss Miss Limited Edition Collaboration captures that “first-sip” moment. With its hints of rich cocoa, vanilla, and sugar strands, with a sheer, chestnut-brown tint it gives all the snow day feels.

It probably goes without saying, but Smith Design is full of creatives. In our Smith Spotlight blog series, we’re highlighting the talent of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.

This month’s Smith Spotlight features the Salsa dancing queen, Melissa Mullin Sadowski. Melissa has been with Smith Design for 12 years and is currently our Senior Director of Creative. She was excited to get the chance to tell us about how she stays creative outside the office as she has taken up the art of dance.

Written by Melissa Mullin Sadowski

About 6 years ago, I discovered the joy of social dancing. A friend convinced me to try Salsa dance lessons. I reluctantly agreed, thinking I didn’t really have time for them. But it turns out that the Salsa class ignited in me a passion for dancing and performing that had lain dormant since my musical theater days in high school. In time, I realized that this activity improved my mood, my focus, my physical fitness and allowed me to socialize with people I would never have met otherwise, and who enjoyed dancing as much as I do. I made room in my busy schedule to learn this new skill. I was hooked.

Once I mastered the basics, I decided to learn a routine and perform it in a showcase, which was kind of like “Dancing with the Stars,” but with no actual stars and no harsh judgements. The costumes were beautiful and the other performers were very talented. That first showcase experience made me want to improve and perform more routines in front of an audience.

My dance teacher, Brandis Bolomey Riba of Brandis Dance Theatre, and her husband, Jorge Riba are both amazing at teaching all styles of social dance, and Brandis is a genius choreographer. She has created six routines for me, including a basic Salsa, a Bachata, a three-person Salsa, a three-person Cha Cha, a three-person Merengue and a combination East Coast Swing/Polka! See below for YouTube links to some of those dances. Currently we are working on a Latin Hustle routine. Some of the steps in the routine are inspired by Saturday Night Fever and various Hustle competitions on YouTube. Much like in my design work, the internet is a source of inspiration. I share some steps I like and Brandis changes them up to fit the routine and expands upon them to make our own creation. Crafting the performance costumes also allows for creative expression as we try to match the outfit with the look of the dance and the sound of the music.

Dancing is a wonderful activity with so many health benefits for the body and mind. It’s hard work to remember all the moves and stay on beat with the music. I met my Latin dance partner, Oscar Montalvo, in my Salsa class. He is proof that dancing is the best activity to ward off aging. 79 years young, he can tear it up with me on the dance floor for hours. Often the Salsa band starts at 10:30pm, so it’s a good thing he is a night owl like me.

I try to encourage more people to get out on the dance floor. So far, I have not convinced my husband to make time to learn to dance, however, my 15-year-old son is interested in learning to Salsa!

Don’t have regrets, learn to dance today!

See more video of Melissa’s dancing below.

The results are in! We’re proud to announce that Smith Design has been awarded 4  GDUSA Awards in the Health + Wellness Design category. We’re fortunate to work in partnership with our clients at Aiya Matcha, Thomas Foods International, and Henkel to bring compelling designs to life across products and web. Take a look at some of the winning designs below.

Due to popular social media’s such as Instagram and TikTok, there are new trends every day. We took a look at what trends are being talked about in the last few weeks.   

Corn Boy

The number one trend right now is the one and only, “Corn Boy.” Tariq, 7 years old, became famous overnight thanks to an interview with the Instagram series “Recess Therapy”, an Instagram account featuring its host Julian Shapiro-Barnum quizzing little kids with fun and creative questions. (Today Show Source) This specific interview with Tariq was all about corn! As Tariq was enjoying some corn on the cob, he was asked questions about the corn – in which his answers were well thought out, creative and passionate to say the least. He talked about his passion for corn, describing its physical features, how it tastes, and overall, how awesome corn is, as he expresses that he “can’t imagine a more beautiful thing.” After “Recess Therapy’s” video went viral with almost 2 million hits, the video was showing up across platforms – especially on TikTok when user @schmoyoho posted a remix of “its corn” that has blown up with almost 9.3 million likes, 71k comments, and 949k shares. Now not only is everyone singing the “corn song” but the opportunities for Tariq, “The Corn Boy” are endless, as he has been named South Dakota’s official ‘corn-bassador’, has a cameo to connect him to his fans for shoutouts and customized videos (Cameo), has been featured on The Late Show with Stephen Colbert and more! (More about Corn Kid)

Katie Gregson-Macleod’s Overnight Viral Single

Like Tariq, the Corn Boy, Katie Gregson-Macleod experienced her own rapid rise to fame. Katie Gregson-Macleod, a student studying history at the University of Edinburgh, wrote a song called “Complex” with no intentions to release it, but after posting it to TikTok became an overnight star.  The original post currently has 7.4 million views and 20.5k videos on TikTok have been made to her song in just a little over one month. After she released her single, she signed a deal with the British arm of Columbia Records. (More about Katie Gregson-Macleod)

Pumpkin Spice Season

With fall right around the corner, on September 1^st, Pumpkin Spice Starbucks drinks were back and better than ever. TikTok and Instagram were flooded with videos of die-hard Pumpkin Spice lovers getting their hands on their first drink of the fall season, captioning their posts “’tis the season! #pumpkinspice #pumpkinseason.” Others took a fun twist and made videos about the fact that even though it was still 80 degrees out – fall was here and there was no stopping the Pumpkin Spice obsessions.

Harry Styles is Bald?

Harry Styles is not only trending right now because of his festive concert filling all of New York City with funky & sparkly outfits. But TikTok fans have started a rumor about their theory that Harry Styles is bald and wearing a wig!? Fan are posting images of Styles from angles that looks like his hair is flying off, suggesting that the singer is wearing a wig. TikTok and Instagram captions such as “there’s no way that he is bald…right” and “bald or not we love you Harry!” are taking over the social media feeds.

Harry Styles Spitting on Chris Pine

Speaking of Harry Styles, he recently attended the Venice Film Festival for the premier of Don’t Worry Darling, a thriller directed by Olivia Wilde. A video went viral of Harry Styles walking into the theatre to find his seat next to Chris Pine and when he bends down to sit – he spits on Chris’s lap. Viewers have been analyzing the video for hours trying to come up with a scenario for why this might have happened. Styles, being aware of the video, made recent comments and jokes about the viral video at his concert saying, “It’s very wonderful to be back in New York, I just popped very quickly to Venice to spit on Chris Pine.”

2022 US Open Tennis

This past week held the 142^nd edition US Open at the USTA Billie Jean King National Tennis Center in New York City. This was the hot spot for celebrities these past few weeks as we saw many familiar faces attending to watch the best of the best in the tennis world.  From stars such as Jon Bon Jovi, Anne Hathaway, Stan Smith, Andy Cohen, Kendall Jenner, Anna Wintour and more. Videos of top tennis moments, celebrity attendances, potential friendship and rumored flings, fashion, recreating celebrity looks, rating food from the venue, and more flooded the social media platforms. More information about the 2022 US Open in review can be found at their website and all the trends can be found on Instagram and TikTok using hashtags such as #usopen #usopentennis #tennisusopen.  

New York Fashion Week 2023

The US Open was not the only thing celebrities were attending these past few weeks; New York Fashion Week was a popular event gaining a lot of attention – but unlike previous years, it was less about celebrities and more about influencers who were invited to the event and their take on fashion. This year’s New York Fashion Week was filled with TikTok and Instagram influencers, some with a background in fashion and some not. There was a lot of controversy about this from the media and other TikTokers themselves. Being that New York Fashion Week is known for its luxury designers and their collections to set the trends for the season ahead, the fashion that is worn to the events by influencers and celebrities is just as important. The big talk on TikTok is the fact that many “influencers” invited sat front row at fashion shows and events wearing brands like Shien and Amazon that are known as fast fashion brands – the total opposite of luxury, as well as Revolve which is available to the public and less exclusive.

On a more positive note, the representation of people of all races, body-types, and levels of disability being represented at New York Fashion Week was held to a higher standard this year. In particular, Runway of Dreams Foundation, a non-profit organization working towards a future of inclusion, acceptance, and opportunity in the fashion industry had its own show featured in New York Fashion Week, promoting that everyone is equally as worthy enough to walk the runaway with confidence.  

Website Redesign Case Study

Challenge: The omnichannel experience has never been more important in building a compelling brand world and securing consumer loyalty. We partnered with Eggland’s Best to create a website for Born Free, a brand that offers free range and pasture raised eggs that respect the hens and the environment. The site needed to reflect the new brand positioning “True Freedom”, appeal to a new audience and function as an enticing lifestyle destination.

It probably goes without saying, but Smith Design is full of creatives. In our Smith Spotlight blog series, we’re highlighting the talent of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.

Our ninth Smith Spotlight features our resident FanGirl, Tricia Trozzi, who has a lot of stuff. A. Lot. Of. Stuff.

Tricia has been a pop culture fan and collector for essentially her whole life. She can recall being around 5 years old and her parents buying her some Winnie-the-Pooh plush toys, pajamas, and bedroom accessories. Although those items are long gone, the desire to possess items on things that interest her has remained. Tricia was 12 when Star Wars: A New Hope was originally released in movie theaters, and that was a life-changing event. All allowance money and Christmas lists were used to acquire the original classic Kenner Toys action figures and vehicles. Being an only child allowed her to use a spare bedroom as a storage and display area. Her mother was a doll collector, while her father used his fix-it skills to repair any broken toy.

In the early 1980s, Tricia started seriously collecting on additional fandoms. This was the beginning of the affliction she calls “MHD – Multiple Hobby Disorder.” More and more fandoms and collections have been added over the years. While she sometimes misses the simplicity that comes from being interested in only one thing, her tendency to passionately like a topic and want to possess souvenirs and extensive knowledge of that topic is far too ingrained. Many hours are spent reading books and researching the internet for more information on her hobbies.

Beginning in early 1983, Tricia took her fandom of all aspects of the character Little Orphan Annie — the Harold Gray comic strip, radio show, Broadway musical, and various movie adaptations — to the next level by working on a paper Fan Club Magazine called “Annie People” for 16 years. Through this Fan Club, Tricia interviewed many performers, attended productions of the show all over the country, reviewed merchandise, and researched history and details about the various aspects of Little Orphan Annie. She was very proud of the work she contributed to the Annie People Fan Club and all the fun experiences she had. Parts of her Annie collection have been loaned for six public displays and she was featured in a nationally syndicated Associated Press article as well as in four New Jersey newspapers.

The complete 1983-1999 90-issue run of the “Annie People” newsletter can be found on the web.

Also in the 1980s, Tricia discovered classic Hollywood movies, especially The Wizard of Oz (1939). From there, she delved into the entire world of Oz, not realizing this was a 40-book series stretching back to 1900. While a first edition of The Wonderful Wizard of Oz is out of her price range, Tricia has assembled a “respectable” set of the 14 novels by original author L. Frank Baum amongst hundreds of other more modern items. A member of The International Wizard of Oz Club for over 30 years, Tricia was an active member of its East Coast Convention Crew throughout the ‘90s and early 2000s, and joined in their online community.

In the 1990s, Star Wars began to take off again, and so did Tricia’s collection. Star Wars is definitely her largest collection in terms of item count and also how much space it takes up. During the Prequel movie era, she grew a real Padawan braid and got into Jedi cosplay. She also takes pride in having attended every Star Wars Celebration Convention that has been held in the USA.

While Annie, Oz, and Star Wars are definitely Tricia’s main collections, her Multiple Hobby Disorder extends to an eclectic mix of other topics. In the 1990s, the syndicated TV action-adventure shows Hercules: The Legendary Journeys and Xena: Warrior Princess caught Tricia’s eye, and initially she tried to resist buying stuff on them. But it was no use, and eventually four shelves and five storage boxes were filled with the faux-Ancient Greek characters, and she went to their fan conventions for years. Her interest in The Wizard of Oz spun off to following other aspects of Judy Garland’s storied career, with an extensive assortment of vinyl LPs and DVDs. The Beatles and The Looney Tunes cartoons were also actively collected on during the ‘90s. Currently, there are various Disney properties in her mix, as well as Harry Potter/The Wizarding World. Professional sports are represented by her ardent fandom for the NHL’s New York Rangers, the NBA’s New York Knicks, and the WNBA’s New York Liberty (Season Ticket Holder since 2009).

Tricia does admit there have been around five “minor” collections that she has completely sold off, at a loss, on eBay. While sad to part with them, it was a way to send the items off to other collectors, while clearing a bit of display/storage space for newer acquisitions. Never having collected for possible financial gain, Tricia finds it unfortunate that “how much is it worth in dollars” is such a prevalent attitude nowadays. Her advice to any collector is to collect what you love, and if it rises in value later, that’s great. If not, it’s more important that you appreciate the item and what it means to you. She gives the example of her childhood 1978 Kenner Toys X-Wing Vehicle, which she custom-repainted because she felt it was inaccurate as manufactured. That has completely destroyed its value as a collectible on the secondary market, but Tricia would rather have hers than a NRFB (Never Removed From Box) X-Wing.

Tricia has inherited her parents’ house, which she has now turned into her own Collector Land. While other collectors choose to keep their collections segregated into different rooms or areas, Tricia doesn’t mind that one collection spills into another. “My fandoms live together within my heart, so I don’t mind they live together throughout the house,” she says. “I actually think it’s kind of funny to have Little Orphan Annie next to Dorothy Gale next to Darth Vader.”

Tricia has been a Production Manager at Smith Design for over 28 years. She graduated with a BA in Art/Graphic Design from Montclair State (when it was still a college back in 1989) and always knew that her detail-oriented perfectionism was best-suited to Production tasks. Through Smith’s industry connections, Tricia was able to attend the New York Toy Fair and Licensing Shows for many years, which were great opportunities to see new merchandise and come home with some unique swag.

Whenever she reaches retirement from Smith Design, Tricia plans to spend her time slowly distributing her collections to other collectors. As the current caretaker of these items, she feels a strong responsibility to ensure that it all goes to other people who will appreciate these items as she has. But in the meantime, she’s still buying!

Meet our Summer Interns Jamie and Ethan! Throughout the summer we have seen them grow as designers into wise and intelligent professional individuals. They had the chance to dive into many categories within the design world including social designs, marketing materials, client work and more. While we are sad to see them go, we are excited for their next adventure! We know that they will continue to “stand tall” with confidence and stand out, no matter where their future takes them.

We have learned so much about Jamie and Ethan and were excited to hear about some of their favorite experiences here this summer.

Meet Jamie Loverdi:

What school are you attending?

I am a senior at Pratt Institute in Brooklyn, NY, graduating in Fall of 2022.

Major?

I am a Communications Design major with a focus on Graphic Design. I am also a double minor in History of Art and Design & Psychology.

What got you into this field?

I have been drawing my whole life really, beginning art classes when I was in first grade, followed by a technical high school to continue to study art and design. When I started at Pratt I was actually an illustration major. My first year at Pratt consisted of “foundation” classes which taught the fundamentals of art and design and exposed me to various new mediums, practices, and programs. As the year went on I found myself gravitating to more graphic-based projects and decided to switch to a Graphic Design focus during my sophomore year. 

Do you have any favorite hobbies?

I draw pretty frequently and occasionally paint (mostly in the summer when I can paint outside). I love the beach and spend as much of my summers there as possible. Recently, I got into reading so I have been doing that pretty often. I also have more recently gotten into cooking. 

Favorite Food?

Chicken Française is definitely my go-to!

Coolest place you’ve been and why?

Definitely Greece. I went this past June with my best friend and absolutely loved it. It offers so much. If you’re looking for a cultural experience, there’s amazing art, architecture, and history. It also has the most beautiful beaches I’ve ever been to, great food, and lots of shopping for a more relaxed time. We visited the Acropolis while we were there, which was definitely one of the coolest experiences. I really love to travel. So far, other than Greece, I have been to England, France, and Spain. I went on all of those trips with my best friend, which was such a great experience. I also have trips planned to Hungary, Austria, and Czech Republic coming up next year. Next on my list to plan is Croatia. 

Favorite thing about interning at Smith Design? 

I really enjoyed the variety of work that I have gotten to do. I have been exposed to so much and worked on so many types of projects, which has been really fun. It has allowed me to learn so much over a relatively short period of time. One of my favorite projects was a client project where we had the opportunity to design a few different concepts and even got to present them in a mock client meeting. It was really great to experience the process first hand from the start of receiving a brief, designing, collaborating, and presenting. 

Challenge you faced at Smith Design and what was the outcome? 

I think the biggest challenge has been balancing the timelines of due dates. I have been working on multiple things a day, with varying due dates. Often the turnaround time of completing a  project is pretty quick, so it has definitely been an adjustment to what I am used to. This has turned out to be a good thing, as it has taught me a lot and really helped me with my time management. 

Fun trick or tip you learned at Smith Design? 

One of the designers, Jess, taught me a trick in Illustrator to recolor artwork that I have not been able to stop using. It allows you to change specific colors in a selection, alter the placement of colors with a palette, and generate new color palettes. It is so helpful in so many different scenarios and saves so much time. 

Meet Ethan Wolfsberg:

What school are you attending?  

I am a senior at the Fashion Institute of Technology.

Major?

I am a Packaging Design major.

What got you into this field or major?

I took a graphic design class in high school and just fell in love with design. I ended up looking into FIT since it’s a SUNY school and I’m from upstate NY, and at FIT I discovered their Packaging Design Department.

Do you have any favorite hobbies?  

My favorite hobby is probably starting new hobbies. Playing the guitar, embroidering, writing poetry, Tai Chi, skateboarding, and more. I just enjoy trying out new things whenever I can. 

Favorite Food?

Nothing beats a good baguette with some olive oil and vinegar. 

Coolest place you’ve been and why?  

I think the coolest place I’ve been was Meow Wolf’s “House of Eternal Return” in Sante Fe, New Mexico. It’s a wild immersive art experience where you enter this house and as you go through you’re transported to this surreal world. Each section is made up of art and design of a bunch of creative people. Going through the experience was very inspiring to me, and was a large influence for me to go into a creative field.

Fun fact about you? 

I’ve read/listened to 15 books over the course of this summer!

Favorite thing about interning at Smith Design?  

It is a very welcoming atmosphere and just about every day I was getting to work on something new and gain a variety of experience, from packaging design to branding, to social media, motion graphics, and marketing. 

Favorite project worked on while interning?  

It was super cool to get to work with big brands that I had known for so long. Getting to see behind the curtain and potentially have an impact with the brands that I’ve known all my life was a really fulfilling feeling.

Challenge you faced at Smith Design and what was the outcome?  

One challenge I faced was how much quicker the pace here is compared to a project at school where you might be working on a project all by yourself for weeks. In the professional world working with a team, the timelines are much quicker. In the end I think I’ve been able to become much more capable in a team setting, and am able to keep myself more organized!

Fun trick or tip you learned at Smith Design? 

I’ve learned a ton of Illustrator and Photoshop techniques that I’m sure are not as exciting to other people as they are to me. For example if you hold option and click on a linked file in Illustrator, it opens the linked file. Who knew?!

We all saw the rise of TikTok in the Covid “quarantine era” as influencers such as Addison Rae, Charli D’Amelio, Bryce Hall and more were quickly rising to fame. They were posting dances to trending songs such as Supalonely by Benee, Savage by Megan Thee Stallion, dancing in slow motion with Timothée Chalamet to Play Date by Melanie Martinez and other viral songs. Other users were getting into shape with the Chloe Ting workouts and challenges, watching quick recipe videos, entertained by macro shots of all sorts of things showing every small detail, listening to ASMR videos with high-definition sounds, and more.

The quick rise of TikTok’s popularity caused many other social media sites to decline in overall consumer use – stirring some rivalry, specifically between Instagram and TikTok.

Instagram, known for its aesthetic feeds, sharing pictures with family, friends and followers, began making some controversial changes in hopes to try and keep up with its competitors. The biggest update being its “reels” feature; a video feature, very similar to TikTok’s. Changing the platform’s algorithm, included showing content from people outside the user’s circle of friends and followers, also created some buzz.

When Instagram introduced reels, many users were posting their TikTok’s, or reposting humorous TikTok’s right to their Instagram. Each video included the TikTok logo that is seen on all TikTok recorded videos. Instagram, not liking the idea of promoting their competitor, began to flag these videos and shadowban* users as a way to cancel out this unwanted cross-platform marketing.

* Shadowban definition: the act of hiding or restricting a user’s content without informing the user that it’s happening. This typically occurs when a user has violated Instagram’s community guidelines — or the content is otherwise deemed inappropriate. If you’re shadowbanned, your content won’t appear on anyone’s feed, Explore, or hashtag pages unless they already follow you (Hubspot).

Like many, Kylie Jenner and Kim Kardashian are not fans of the changes being made to Instagram and spoke out about it to their combined following of 686 million Instagram users. The sisters reposted an Instagram post created by Tati Bruening (@illumitati) that read “Make Instagram Instagram Again. Stop trying to be TikTok I just want to see cute photos of my friends. Sincerely, Everyone.” With Bruening’s (@illumitati) caption for her post stating, “I’m starting a movement. Let’s bring back the old Instagram, share this to your stories and sign my petition. (NYPost)”

Overall, consumers have spoken out about their frustration with Instagram’s updates and have acknowledged that each platform offers a different entertainment experience, which is something that is desired across multiple social platforms. One place to go to watch longer videos like YouTube, a place to view pictures of friends and followers like Instagram, a platform to view short “snip-it” videos like TikTok and now we have other social media networks like Be Real making an entrance offering a whole different perspective of the social media side.

With the ever-evolving social world, it is important, especially for businesses, to stay on top of the relevancy of each social media platform and what they need to succeed, as well as staying current with trends. This is something we make sure to do here at Smith Design, especially when working with our clients.

Picture this: you are sitting pool side as the sun beams down, warming your skin, as you listen to your favorite summer songs. You think about how sipping on an ice-cold cocktail would make this moment unbeatable.

Our cocktail recipes are the perfect way to celebrate summer right! These recipes were curated by our in-house recipe developer and the mouth-watering photos were shot by our in-house photographer. Easy enough to make, with less than five steps – for all the self-proclaimed bar tenders out there.

Ginger Lemon Twist

Ingredients:

• 1 Lemon quartered and remove any seeds
• Leaves from 1 medium sized bunch of mint
• 4 Cups of cold water
• 1 oz. Ginger syrup
• 2 tbsps. Sugar
• 2 to 4 oz. Vodka
• Ice Cubes
  Lemon slices to garnish

Steps:

Step 1: Squeeze the juice of 1 lemon into a pitcher with 2 cups of water, honey, some ice, and half of the mint leaves.
Step 2: Strain the lemonade and add the remaining 4 cups of water.
Step 3: Stir in the vodka and ginger syrup.
Step 4: Serve with ice and garnish with the remaining mint leaves and lemon slices.

Spiked Matcha Latte

Ingredients:

• 1 1/2 Cup of water
• 1 tsp. Aiya Matcha powder
• 2 1/2 oz. Bourbon
• 1/4 Cup unsweetened almond milk

Steps:

Step 1: In a cocktail shaker, add water, Aiya Matcha powder, bourbon and a handful of ice.
Step 2: Shake until well chilled and the matcha is dissolved.
Step 3: Strain through a fine-mesh strainer, dividing between 2 ice-filled glasses.
Step 4: Top with Almond milk, stir and serve.

Elderberry Mocktail

Ingredients:

• 1 1/2 oz. Elderberry syrup
• 2 oz. Pomegranate juice
• 3 oz. Fresh squeezed orange
• 3 tbsp. Eggland’s Best Liquid Egg Whites
• Seltzer

Steps:

Step 1: Place the elderberry syrup, orange juice, pomegranate juice and Eggland’s Best Liquid Egg Whites in a cocktail shaker.
Step 2: Fill the shaker with ice and shake for 30 seconds until cold.
Step 3: Strain the drink into a glass and top with the seltzer.

Ginger Mango Fizz

Ingredients:

• 2 oz. Fresh mango puree
• 0.5 oz. Lemon juice
• 2 oz. Whiskey
• 3 oz. Ginger beer
• Ice

Steps:

Step 1: In a cocktail shaker, add the mango puree, lemon juice, whiskey and some ice cubes.
Step 2: Shake well.
Step 3: Strain into a glass and add a splash of ginger beer.
Step 4: Garnish with edible flowers, serve & enjoy!

Peachberry Smoothie

Ingredients:

• 1 Cup of frozen raspberries
• 1 Cup frozen peaches
• 2 tbsp. Simple syrup
• 2 Cups lemon flavored seltzer
• 2 Cups crushed ice
• Juice of half a lemon

Steps:

Step 1: In a blender, add the raspberries, 1 tbsp of the simple syrup, 1 cup of sparkling water, half of the lemon juice and 1 cup of crushed ice.
Step 2: Blend all the ingredients and set aside in a bowl.
Step 3: Rinse blender and add peaches, 1 tbsp of the simple syrup, 1 cup of sparkling water, half of the lemon juice and 1 cup of crushed ice.
Step 4: Blend all the ingredients and put the mixture into a. bowl
Step 5: Place bowls in the freezer for 30 or 60 minutes. Scrape the mixtures with a fork and freeze again. Repeat the process one or two times more during the hour.
Step 6: In a tall glass layer the slushie mixture alternating the flavor. Ready to serve. Enjoy!

The Deciding Punch

Ingredients:

• 1 1/2 Cups Clontarf Irish Whiskey
• 8 Cups Apple cider
• 750 ml Bottle of dry hard cider
• 36 oz. Goslings Ginger Beer
• Juice of one lemon
• Several dashes orange bitters
• 1 Orange (sliced into rounds)
• 3 or 4 Cinnamon sticks
• 1 Apple (sliced thin)

Steps:

Step 1: Combine the ciders, ginger beer, whiskey, lemon juice, and bitters in a large punch bowl or pitcher.
Step 2: Stir to combine.
Step 3: Top with orange slices and cinnamon sticks.
Step 4: Ladle into ice-filled punch glasses and garnish with a slice of apple.

It probably goes without saying, but Smith Design is full of creatives. In our Smith Spotlight blog series, we’re highlighting the talent of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.

Our eighth Smith Spotlight features our talented Marissa Cook, showing off her beautiful stationery and florist skills.

Marissa is not new to the world of stationery and floral design; she has been working with flowers since 2018 and started designing stationery in college around 2019. A friend of hers was starting their own floral design business and needed an extra set of hands, and Marissa was eager to have a creative job – so, she was quickly introduced to the floral industry. While Marissa knew nothing about flowers, she was excited for the new challenge and eager to be on her feet while learning something new and creative. Through this opportunity, she learned a lot about floral care when it came to preparation and conditioning, industry standards, designing and arranging and even how to “break the rules” in that realm, while learning how to develop her own unique style. She slowly began to familiarize herself with all of the facets and tasks that go into events and weddings.

She was also interested in figuring out a way to get involved using her own set of skills. There were a few things that led Marissa to a place where she felt confident enough to label this work as a “business,” but most of it was a desire to make beautiful things that told a story and that held meaning to people. Another part of it was that she had a love for seeing things come to fruition and to a state of physical completion. Starting with an idea, massaging out details, and after a lot of changes, printing it and sending it off to a client, was what excited and satisfied her, and kept her motivated to create more.

When it comes to Marissa’s creative process when working with a client, it is pretty straight forward. For example, if a client is coming to her for a wedding suite, she likes to start out by hearing what they envision their day to be like, which she finds helpful in not only gauging what is most important to them, but also helps to paint the picture of what the story and experience of what the day is going to be like for their guests. From there, color palettes, pieces that they want to include, and any other details that may be applicable are discussed. Then the designing starts. While stationery may seem like it is just the font and the order of which the names read on the paper, it is much more than this, such as the type of paper used, the combination of textures, the envelope liner, colors used and more. All details play a big part in the story telling of the suite. Once the designs are approved by the client, letterpress plates are ordered, and she gets printing. From there we move onto assembly and curating the nuanced details that add to the entirety of the completed design.

Since there are so many steps, we wondered how long the entire process took from start to finish. She expressed that typically she likes to reserve about 3 months to design and produce the invitation suite, allowing time to talk to the client, design, get their input and feedback and then begin the printing and assembly process. The printing and assembly process itself can range anywhere from one to eight days depending on the quantity and complexity.

Similar to Marissa’s process of working on wedding suites and fine art stationery, her floral freelancing includes a good amount of time. Her time is broken into two parts; the prep work and the day of work. When she is hired to work an event, she works with a team and their prep work usually starts on Tuesdays. The timeline of work can then be gauged based on when the event is and how much work needs to happen. It is always important to be conscientious of the timeline since flowers are perishable products. Things like conditioning and prepping hard goods (candles, hurricanes, tapers, and any cleaning that needs to happen), take place early on in the week if possible. Then, during the rest of the week, she designs what she can in the studio, so there is less to do on the day of the event except for placing, fixing, and making sure everything looks its best. Things like installations or arches need to happen mostly on site since they are designed onto pieces that are part of the venue or are not easily transportable. Some weeks can be 60-hour work weeks, and most wedding days are eight-to-ten-hour days in order to pack everything up, bring it to the venue, set up and install, and of course break down when it is all done.

It can be super easy to get stuck within one look or feel when designing, so it is important to keep coming up with new and creative ideas. Marissa finds that being away from her phone and computer screens helps her a lot when trying to get into a creative mind set. Getting out of her own head and work allows her to gain new perspectives that help inspire and gain insight into the things and people around her.  She also really enjoys being inspired by artists and paintings from the renaissance period, so circling back to some classics always helps.

Marissa has been lucky enough to work with clients who have found out about her services through word of mouth, social media, and her website. She also has pages on The Knot and Wedding Wire. (The Knott & Wedding Wire)

Being that Marissa was once new to this experience, she has learned a lot through her time working, learning, and creating. She learned that you will never really know it all, and that’s what she really enjoys about it. She has learned two entirely new skills, letter pressing and floral design. But on top of the obvious, she continues to learn how to push herself as an artist/designer and how to make her products and end results better based on her standards. Her best piece of advice is if you have the desire and motivation, you can do it, and the only person stopping you is you. You, yourself are also your own worst critic, so give yourself a break – which she knows is cliché, but through her own experience knows that it is 100% true!

She loves being able to be a part of the totality of the project, while having her hand on every detail and telling a story that carries so much sentimentality.

Her work in the world of fine art stationery and floral design has impacted her time at Smith Design in many ways. Between her floral freelancing and launching a small business over the course of the past few years, she feels that it has benefited her on multiple fronts and continues to do so. From working directly with clients, to problem solving skills and learning how to take a step away to gain a different perspective on the design – it’s an on-going skill to be able to learn and grow from experiences and allow them to help shape you to be even better for the next project. Things like learning how to critique her own work, and paying attention to the finer details while also being cognoscente in how the small things affect the bigger picture, are a few things that help her every day at Smith Design. She continues to learn daily and feels that all of  these skills combined can only impact her design projects in a positive way.

Check out more at Marissa’s East Birch Studios Instagram and website.

How National Brands can Capitalize on the New Value Channel Shopper

While the face of physical shopping had already been going through years of transformation with the continued growth of e-commerce and convenience, the pandemic only accelerated that shift. While many retailers announce store closures and bankruptcy, one channel is experiencing growth and success – dollar channel.

Rising unemployment, financial uncertainty and inflation have driven both low-income families and higher-income consumers alike to consider dollar store offerings. The pandemic effected many types of consumers, making the shopper more diverse and giving them a new need to be “frugal.”  Additionally, shoppers have been staying closer to home due to the pandemic and rising gas prices, and retailers in the dollar channel have benefited from being in closer proximity to their consumers (75% of the American population live within 5 miles of a Dollar General location).

These trends influenced Dollar General to open both 1102 stores in 2022, and 1000 of their new Popshelf concept stores by 2025.  Popshelf offers accessories, decor, cosmetics, and household supplies from $5 or less as opposed to the $1 model.

Our clients at B&G Foods, Rich Products, Citrus World, and Henkel have recognized that their brands, typically targeting traditional grocery models and middle and high-income households, may want to consider adapting to fit into the dollar channel model.  On the flip side, there may be value brands within the companies’ portfolio that have a new found audience through the new value channel shopper.  

In-person conferences and events are back and better than ever and our Smith Design team has been taking advantage of every event that we can. Most recently, Smith Design had the opportunity to attend the 2022 FounderMade Discovery Show at Spring Studios in New York. We met with some large companies such as TikTok, Honey, Athleta, as well as some up-and-coming emerging brands that are eager to take the industry by storm with new and innovative products. We had a great time immersing ourselves in current trends, tasting the new creative snacks and drinks, and connecting with inspiring Founders and CEO’s on their stories behind each brand…all while taking tons of pictures and videos to capture each moment!  

From beauty, health, wellness and fitness to food and beverage, in both the D2C and CPG space, FounderMade had something for everyone. While all brands had different missions and innovative ideas, there were trends that remained consistent throughout the event. 

When it came to package design, we noticed some reoccurring trends being used.  Many companies were very minimalistic when it came to the designs for their packaging and displays. Keeping within a color palette of 1-4 colors or a majority of the packaging being black or white. Any other art or patterns within the designs were kept rather simple.  

Some brand were taking advantage of neutral pastels, and earth/jewel toned color palettes, utilizing the warmer colored greens, purples, and pinks to convey the values they represent.

On the opposite side of the spectrum, we had brands with bright, colorful, and fun package designs and displays that stood out. Utilizing funky patterns and bold color combinations that brought forward a different type of brand personality and overall vibe.  

While there were many differences in the package and display designs – most of the brands had the same value and mission of being sustainably friendly and checking the box for all things natural and cruelty free. When speaking to many Founders, CEO’s, and members of the brand’s teams, it was exciting to experience their passion and determination to create products that are beautiful on the inside and out. Products with natural ingredients and eco-friendly packaging that not only benefit the consumer using it, but also the environment. Specific claims that were widely seen included all natural, paraben free, sulfate free, cruelty free, plastic free, vegan, and zero waste. 

As far as the displays go, you never knew what to expect! There was a gelato Keurig maker, an indoor food truck display handing out mocktails, matching bright pink jumpsuits, a wheel to spin and win a free full size beauty product, and a wall of upscale purses that were actually lunch boxes.

And for the samples, we tried everything from baby food and gelato to pizza sauce and wines, the variety was endless. In the personal care space, we were able to test out deodorants, moisturizers, and makeup products.

It was such a hands-on experience, while also having the best time connecting with brands to learn about their stories and products and getting to see the many different trends. We cannot wait until the next event!  

In person conferences and events are back and better than ever! Our summer interns, Jamie and Ethan, had the opportunity to attend the 2022 Summer Fancy Food Show last week, one of the largest U.S. shows devoted exclusively to specialty foods and beverages. They got to meet with some of our clients, immerse themselves in current trends, take a ton of pictures and videos and enjoy some tasty treats!

We gained insights about some of the trends that both Jamie and Ethan saw, as well as some of their favorite packaging and coolest experiences.

Many companies took it above and beyond, not only showing off their product and packaging – but having a display that created an entire experience for attendees. Some included fun cutouts and banners and others built out an entire mini store, had food trucks, chefs cooking and more – there was even an entire wall of cheese built into one display! Pictured below are some of our interns’ most memorable displays and experiences.

Many brands were utilizing characters within their packaging design and displays – more than you would have expected – creating a type of personalization and sense of lightheartedness to the brands.

Some packaging incorporated the product into their design, which was a really fun twist! One of our interns’ favorites was the grandma with the product showing through her sunglasses.

There were bright colors and fun patterns, bringing us back to the Y2k era, which many brands are now using for inspiration. Interested in learning more? Check out more information in our “The Y2k Comeback” blog.

Detailed line work, sketches and rather simplistic designs were some other trends that we saw being integrated into packaging.

There were also a lot of “pouch-based” packaging structures, rather than your typical box or bag.

Many brands were using humorous and rebellious tone of voice on their packaging and displays, that were very eye catching and often made you look twice!

There were many products that revolved around ingredient substitutions. A few brands featured “vegetarian seafood” – our interns got to take a picture with the fish mascot for one of them, called Current Tuna. Additionally, there was a brand of pasta made from seaweed and even plant-based ice cream!

Speaking of plant-based, being that this has been an ongoing trend that is seen among influencers and foodies on social media, featured vendors at large events like Coachella, and more, there were a lot of plant-based products that were being showcased.

Flower infused drinks were also popular throughout the show and stood out to our interns, with its natural flavors and beautiful floral packaging. Flavors such as Royal Chrysanthemum and Blue Lotus were featured drinks to try.

Matcha was another big trend seen at the show, which has been a growing trend since influencers on TikTok started substituting their coffee for the healthier matcha tea option.  

We also had the privilege of stopping by some of our clients’ booths. We were able to say hello to our friends at Aiya Matcha, Prana Gourmet Foods, Fratelli Beretta, and Friesland Campina.

But the best part was by far all of the samples that our interns were able to try. From cheeses to teas, coffees, lemonades and juices, a variety of chocolates and candies and even some weird samples as well – one of the weirdest being a full shot glass of olive oil to drink.

The amount of creative packaging, branding, displays, and tasty treats featured at the Fancy Food Show was overwhelming – in the best way possible! We are so excited that events like these are back up and running and that we have the opportunity to immerse ourselves in trends, explore what other companies and brands are doing, and meet face to face with some of our clients.

Written By: Julianne Brown – Senior Designer

Have you viewed a product online or in person and thought, “What is the Origin Story of this product?” For some shoppers, that thought has never occurred; as if the product is, and has always been, as it exists. However, a rising demographic of consumers prefers more information when it comes to their buying choices. While supply chains have become baroque, convoluted, and complicated, consumer appetite for information about the origins of products is greater than ever before. Information is key, and the role of consumer goods packaging is constantly evolving to include new opportunities for companies to help shoppers make choices based on what is important to them. A rise in “Conscious Consumerism,” driven by the information age, as well as social, economic, and scientific discovery, is making marketplaces smaller yet more difficult to navigate all at once.  

The pandemic continues to change the world, including altering shopping behaviors as consumers shift priorities. Many customers are enjoying more options and opportunities to research and digest product information online. Transparency expectations are higher for e-commerce than in-store since there are more tools and features to search/filter/compare as well as validate accurate product information and certifications. For example, a shopper may seek information about allergens and use online filters for this purpose. Shopping based on a specific health/diet criteria may be easier online versus in-store when a choice is based on certifications.  

The Importance of Certifications

As shoppers become more aware of business practices and what is represented by certifications such as Fair Trade, Cruelty Free, B Corp, “Free From” and OEKO-TEX® Standards, they understand more of the stories behind the products they purchase and can leverage their purchasing power to support ideas that are important to them. Worker treatment, livestock treatment, material sourcing, manufacturing method details, company culture and backstory, are increasingly important to consumers and are illuminating the “Origin Stories” of the products they purchase.

Choosing products with Fair Trade certification included on packaging or in online product descriptions is one way for consumers to choose products which are brought to market in a sustainable way. Fair Trade standards are a combination of social, economic and environmental criteria that support the sustainable development of small producer organizations and agricultural workers. Gender equality, child labor and environmental justice standards are some of the additional issues under the Fair-Trade umbrella. Overall, supply chain poverty reduction strategies like “Fair Trade” have proven effective in easing the pressure on workers to further the environmental destruction of natural lands, stabilizing areas economically and raising standards of community wellness. 

An animal welfare certification that shoppers look for on beauty product packaging is the Cruelty-Free certification which simply means that a product and its ingredients weren’t tested on animals. “Beauty without Bunnies” is a free database by PETA that provides information about which companies do and do not utilize animal testing in their process. The online app “Bunny Free” allows shoppers to search for companies by name and indicates whether or not they test on animals (source).

The Certified Vegan logo is easily recognizable to consumers interested in animal-free products and helps vegans to shop without constantly consulting ingredient lists. This includes insect and bee products like honey and skins and fur of animals. Additionally, this certification helps companies acknowledge the growing vegan market, as well as bringing the term ‘Vegan’—and the lifestyle it represents—into the mainstream. 

If you ever wondered why some beer or wine is Certified Vegan, it is because the clarification process of fining these beverages typically uses isinglass, a substance derived from sturgeon fish bladder. 

One of the most recent packaging certifications to hit consumer goods markets is the Carbon Neutral Certified claim. This certification represents an organization’s commitment to decarbonization, and the neutralization of remaining carbon impact via environmental projects. Recognized by Amazon as a search filter to help customers shop for over 75,000 sustainable products in the U.S. and Europe, the certification standards are based on the internationally recognized standard PAS 2060 or the Carbon Neutral Protocol. 

The first beer to bear the Carbon Neutral Certified claim is Colorado-born Fat Tire from New Belgium Brewing.

Many certifications are created in response to specific updated perceptions about ecology and earth stewardship. An example of transparency driving industry change, the seafood industry now has a growing number of certifications for global, as well as local seafoods. Examples are MSC Certified (Marine Stewardship Council) and 100% Mercury Tested. 

One food brand also offering consumer interaction with tracking information is Portland Oregon-based seafood company Fishpeople®. Website visitors who enter their product’s code at fishpeopleseafood.com can access details in the form of a story similar to this: “The Albacore Tuna in your pouch took a long swim across the Pacific Ocean to be pole caught by one of two Fishing Vessels (F/V). The F/V Valor III is captained by Dan Glissendorf and he docks the fish in Newport. The F/V Sundancer is a new business by two young brothers – Mike & Tim Quandt. Mike is the fisherman and Tim is a refrigeration expert, together they set the standard for quality Albacore.” (reported in source) This level of granular information engages shoppers on a personal level and helps brands differentiate via their transparency. 

Fishpeople®, a certified B-Corp, is fueled by a dedication to sustaining fishing communities, stewarding ocean resources and nourishing you. “We envision a seafood industry that rewards the many instead of the few. We source from environmentally responsible fisheries, support independent fishermen, and are dedicated to providing exceptional quality” (source).

Written By: Jenna Smith – President, CEO of Smith Design

It’s not just Bennifer 2.0 that are giving us all the Y2K feels.  From fashion to toys, the biggest trends of the early 2000’s are making a big comeback.  Over the past year – thanks to TikTok and the industry’s knack for nostalgia – micro miniskirts, low-rise jeans, Tamagotchi, and Bratz Dolls are all trending big time on social media. We are here to wrap up some of the highlights, at least from our perspective, since let’s be honest, not all retro trends should be re-lived.  

As a teen of the mid to late 90’s growing up in suburban Jersey, many meet-ups consisted of several hours hanging out at diners and chain restaurants (most notably Houlihan’s, Applebee’s, and Chili’s).  To my welcomed surprise, chefs in New York are finding a newfound audience for the charm of the chain-restaurant aesthetic.  One such example is Bernie’s in Brooklyn where the interior design and menu are curated with a heavy influence from chain restaurant nostalgia.

Like with any trend that makes a comeback, having a newfound twist on what is familiar makes it more engaging and perfect for TikTok enthusiasts. 

Just as we saw the espresso martini rise to popularity over the past couple of years, the Dirty Shirley, a spiked take on a classic nostalgic drink, is one such item that has become the popular NYC drink of the spring and summer.  The soft bright pink hue brings up memories of the pastel pinks that made a strong entrance during the turn of the millennium thanks to the signature color of Juicy Couture track suits, made popular by Paris Hilton. 

Speaking of which, Hilton recently collaborated with Kim Kardashian for a range of velour tracksuits for her clothing brand Skims.

On the opposite end of the fashion spectrum is a re-emerged trend for eclectic hipster aesthetic renamed “indie sleaze”. It is influenced by grunge but when accented with trendy accessories, creates all its own vibe. I question my ability to stay on top of the trends when American Apparel is dubbed “vintage”. 

It is also apparently clear how many fashion houses, celebrities, and musicians are paying tribute to the gone-by era of that music culture. The nostalgia of the Y2K music has inspired recent albums released by artists like Olivia Rodrigo and Ariana Grande, who had some strong references to the aughts classics (Good 4 U by Rodrigo = Paramore, while Grande’s Break Up with Your Girlfriend = NSync). Sampling music is nothing new, but YouTubers and TikToker’s using their platforms to call out the artists by playing samples over each other in order to show the lack of originality is quite a more frequent occurrence.  

As a package designer who loves a good relaunch of our favorite junk foods, how can I not mention the comeback of Frosted Grape Pop-Tart and Dunkaroos?  Frosted Grape Pop Tarts were brought back after it being a top flavor of fans, or as the brand refers to it “Pop-Tarts G.O.A.T. – Grape-ist Of All Time.” As many CPG brands try to figure out the best way to capitalize on TikTok and viral trends to attract a new Gen-Z demographic, the product launched is being backed by a digital campaign to “frost” your hair grape (purple) and to post your look with hashtag #Y2GrapeEntry for the first 50 fans to get a year supply of the grape frosted breakfast of champions as well as a “Y2Grape Time Capsule” filled with nostalgic Y2K gifts which includes throwback butterfly hair clips, juicy grape lip gloss, a purple purse, and the list goes on.  

Y2K aesthetics in general will have an overall visual influence on everything from technology, think flip phones and Hello Kitty phone covers, to beauty and functional beverage packaging, channeling color schemes that include holographic and rad pastels.  

My angst teenage years were several years before Y2K but that does not mean I can’t love and leave trends from all decades. For me, I’ll take the “indie sleaze”, Dunkaroos, and curated onion blossom at a Brooklyn restaurant reimagined as a suburban Houlihan’s, but you can leave the velour, low-rise jeans and NSync back where they belong.  

Written By: Melissa Sadowski – Senior Director of Creative

Typefaces are emotive and can create a positive emotional connection between a brand and a consumer. Choosing the right font to communicate your message is like picking out the perfect outfit for an important party. The fonts we are seeing utilized this year are dressed to impress. They are flowing and in motion, fun and cheeky, ownable and sophisticated, and some are also focused on inclusivity and legibility.

3D Morph Motion: This typography is developed for impact while in motion—where so many brands now play—but also to stand alone in an engaging way. Designers experiment with a key letterform or a whole word animated to create the desired effect. Some typestyles will flow and morph into different fonts entirely, allowing for limitless possibilities.

That 70s Font: These throwback fonts remind us of simpler, pre-pandemic times. They are nostalgic, comforting and guaranteed to put a smile on your face. Inspired by 70s typestyles, these designs have a stylish groove in their character.

Custom Lettering: More and more companies today desire custom typefaces for their branding so that their identity is uniquely their own. Ownability can be achieved by using custom drawn letters, handwriting, manipulating existing fonts, and/or by adding illustrative elements into the type design. Designers often don’t want to be shackled to the typefaces that they can just type out. However, many font houses do not allow their fonts to be manipulated within the terms of their general licenses. Designers must navigate these waters carefully when customizing lettering by double checking their font licenses or drawing letterforms from scratch.

Art Nouveau Flow: These modern fonts have elegant thick and thin strokes and hint at a cursive-like connectivity, without sacrificing legibility. They are a reaction against our overly digitalized world. Useful for communicating luxurious and high quality branding, these typefaces are oozing with sleek sophistication.

Rounded Edges: These approachable fonts are not just for kids branding anymore. A softened edge to each character delivers honesty and openness to any message. They are friendly and joyful in their expression.

Inclusive to All: This trend toward increased legibility is here to stay. We have a diverse and aging population in the U.S., and with that comes a priority on accessibility in branding and messaging, both online and in store. These fonts are simple and bold, typically sans serif, and most importantly, easy to read.

Typestyles and trends are ever-evolving. The amount of fonts designers have to choose from these days is staggering. These trends in typography are just the starting point for designing this year’s best-dressed brand.

Consumer demand for more natural, free-form and preventative cures has been steadily on the rise. It has evolved alongside the mammoth and multifaceted wellness industry, which informs how consumers shop for everything from food to fitness classes to primary care. When designing for this new landscape, striking the balance between trust and efficacy is essential. Functional ingredients like elderberry, probiotics and even superfoods can shift the narrative from one of treatment to one of prevention. These products empower consumers to take control of their own health and wellness, rather than simply reacting to problems. When approaching design, we consider broader cultural trends and consumer sentiments alongside strategic brand goals. Design is critical in communicating key information, inspiring trust and reinforcing brand promise – at shelf, in hand and in the cupboard.

Last month one of our designers, Becki Murray, attended her alma mater, Kutztown University. They hosted the Communication Design’s 15th annual Designathon, where she got the opportunity to work with three out of 20+ groups of students as their art director on Non-Profit work. She participated in her own Designathon back in 2017.

KUCD’s Designathon is a 12-hour marathon, which used to be a 24-hour marathon when Becki attended school. They have since learned that they are able to produce just as amazing work in 18 hours, and now down to 12. During these 12 hours, students were tasked with the challenge to design for nonprofit organizations with their groups. This ranged from designing and executing logos, merchandise, branding toolkits and more.

From 9am to 9pm, Becki worked with three groups on their designs for three separate organizations; The Kutztown University’s homecoming logo, Trekking With Kirk and Amos Lemon Burkhart Foundation.

While working to design something for the Kutztown homecoming logo is straight forward, Trekking with Kirk and Amos Lemon Burkhart Foundation have a story behind them.

Trekking with Kirk is a non-profit organization that was founded by Jeri Humm Fakete in 2020 to honor her son, Kirk M Fakete who passed away in 2019. When Kirk passed away, he left behind over 50 pairs of unique and interesting socks – it was his favorite accessory. Now, with their website they donate 100% of their purchase proceeds towards annual sock drives as well as provide funding for organizations involved in homeless services, rehabilitation and treatment programs, and policy advocacy. The students at Kutztown were challenged with the task to execute a brand toolkit.

The Amos Lemon Burkhart Foundation is a traveling art exhibit and online gallery to promote the legacy of artist Amos Lemon Burkhart who tragically passed away. He was a driven young artist who had created hundreds of paintings, works on paper, digital art, and animations. The foundation helps bring “conversation and awareness about creativity, mental illness and addiction in order to help young artists stay alive and make art”. They work to provide annual college scholarships to high school art students through the Berks County Community Foundation, provide annual scholarships to college art students who have struggled to overcome problems through the Montserrat College of Art, support treatment of young adults Caron treatment and recovery center, create other programs and support other causes aligned with our mission. Additionally, 100% of all proceeds from sales of original artwork, limited edition prints, and other merchandise are distributed to foundation grantees. The students at Kutztown were challenged with the task to design stickers for their merchandise shop.

Becki worked with the students through their design processes, guiding them with her design and work experience that she has gained from attending Kutztown University and working at Smith Design. From reviewing the brief, to working on sketches and thumbnails to the execution and then finally presenting their work to the client – the teams were super busy all day. See their final results here!

Becki feels honored for the chance to have been able to go back and work with students with the same passion in art and design that she has. She liked being able to share her “real world” knowledge with the students and help them make connections about what they were doing that day and how it can be connected to what they might be doing in their design field of work and career. Another perk was being able to combine the fun and excitement of design with helping others. She remembers learning a lot when she participated in Designathon as a student. Specifically, being able to work with real clients for the first time and having to take all their ideas and thoughts and curate them into a piece that they would like and in return help them grow. She feels that she has really grown as a designer throughout the years as she now feels knowledgeable to be able to now give art direction, help student decode a brief or thoughts from a client, as well as also help them present their work in a professional manner.

If you didn’t already know, the two weekend Coachella Valley Music and Arts Festival marked its return to Indio, California this past weekend. With some of the hottest trends in art, fashion and food, most exclusive parties and brand activation events, Coachella is known to be the spot for celebrities and influencers.  

Many brands work with celebrities and influencers to promote their products throughout the weekend. They do this through brand endorsements, brand activation events, and through many other marketing/branding tactics. There were a lot of unique ideas this year taking into account the latest trends.

REVOLVE, known as one of the best Coachella activations to this day, has created its own REVOLVE festival. Exclusive to only influencers with an invite, it attracts a wide variety of influencers, celebrities, models, and artists. Not only does REVOLVE create picture perfect events for these influencers and celebrities to mingle and take pictures, but the company teamed up with social media influencers to showcase the clothing that is sold on its platforms. Anyone with a TikTok knows all about REVOLVE Fest, as it took up most of the platform’s feed for the entire weekend, showing off outfits, REVOLVE VIP events, gifting suites and more.

American Express had a pop up shop providing sweet treats, wellness activities like a crystal bar, tarot card and astrology readings as well as healing acupressure ear seeding. The lounge also had hydration stations, charging stations and a cash bar. They partnered with Billie Eilish and Conan Gray to create limited edition merch that was sold online at their Amex Artist Shop, as well as at the event in the American Express Lounge. There was one catch, only American Express cardholders and three friends, were VIP into the lounge and shopping events; not only promoting their services but creating a sense of exclusivity that everyone craves, especially at Coachella.

Harry Styles had a pop-up near the main entrance of the festival promoting his beauty brand “Pleasing by Harry Styles.” He sold merch and also showcased his products by providing a nail polish bar experience that offered free manicures to his fans. Fans picked their color of choice from the four-piece set that is being sold online. Nail artist Britney Tokyo, who painted the famous fruit and flowers on Harry Styles’ nails for a performance in 2019, was there among other manicurists working inside the pop-up to bring Styles’ vision to life.

Celebrating their 10^th year of being the official vodka of Coachella, Absolut Vodka took it to the next level with their metaverse pop-up, Absolut.Land: a three-floor installation with activities designed to reflect the brand’s history, while driving hype in the real world and the metaverse (Marketing Dive & Marketing Mag). Inside the 3-floor installation was an Anti-Gravity Dance Floor for guests to “flow” from floor to floor; The Absolut Bar where guests could mix virtual cocktails and chat with other avatars, and gift NFT wearables; The Museum Gallery, a tribute to Absolut’s history of iconic art; The Rainbow Rave, a dance party powered by pride that features disco-inspired dance floor; and much more! With the idea to merge the physical and digital worlds, Absolut also had a pop-up location at Coachella and is said to have had an experience where attendees can interact with their digital equivalents.

Lay’s chips headed to Coachella for the first time with its Lay’s FRESH 4D immersive tasting experience at its exclusive Lay’s Potadomes installations and its multi-sensorial Lay’s lounge. Potadomes in the Coachella campground offered a reservation only, four-course tasting experience – serving chips that were served less than 24 hours after they were made. Inside the Lay’s Potadomes, attendees could find a Lay’s Crunch Studios; transforming the Lay’s chip crunch into a hip-hop beat, Lay’s Golden Glow; a space where Lay’s radiating rings were displayed with lighting and electronic music to “feel the energy of Lay’s, and Lay’s Flavor Pop; pairing the brands bold flavors with pop music – to give chip fans the whole 4D experience (Frito Lay North America).

Speaking of a 4D tasting experience – let’s talk food.

While Coachella has always been big into music, arts and fashion – food has taken over within the past few years. Now Coachella not only has a music lineup, but a food lineup as well, with attendees eager to get their hands on overpriced snacks and meals. But that’s not all. Over the past few years, plant-based foods have been inching their way into the food industry, becoming the newest trend, especially with celebrities and influencers. Since Coachella is the place for the hottest and most up-and-coming trends, it partook in hosting more meat and dairy free food vendor options than ever before. 60 percent of all food vendors offered plant-based dishes; twice as many as offered at the 2019 Coachella Festival (Emily Wilson). Some of the best and most talked about plant-based option vendors were Slutty Vegan, serving burgers and fries; Craig’s Vegan Ice Cream; Cena Vegan, offering plant-based burritos; Sweetfin, with their plant-based poke bowls; MANEATINGPLANT serving up noodles and veggies; Backyard Bowls with revolutionary healthy concept bowls; and many more renowned plant-based vendors that are worth trying and definitely not something you can find in the metaverse!

Something you may be able to find more of in the metaverse is the artistic and architectural installations that Coachella goers could view and interact with throughout the festival grounds. These creative installations were full of colors and shapes with the aim to bring more urbanity to the desert. Attendees saw a Balloon Chain sculpture created to look like it was floating in the sky, sculptures of dogs in different positions filled with plants “to underscore the power of nature,” and many more, all to bring color and excitement to the desert grounds. For influencers and celebrities, these beautiful pieces of art helped to create interesting and successful backgrounds for their branded social media posts.

It probably goes without saying, but Smith Design is full of creatives. In our new Smith Spotlight blog series, we’re highlighting the talent of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.

Our seventh Smith Spotlight features our talented Ken Kiger, showing off his incredible woodworking skills.

Ken was inspired to get into Woodworking when he was younger from his dad and his uncle. His Father worked in Forest Management and his uncle worked as a contractor and had a thorough wood shop with access to an abundance of different species of lumber and tools that he had the freedom to work with. His uncle would teach him a lot of different techniques and how to use each of the tools. He learned so much that when he began his middle school wood shop class, he was the star of the class! From there, he continued with his woodworking as a hobby and really enjoyed the freedom to be creative as well as working with his hands. It became a form of relaxation for him.

In middle school, one of his first projects was to create a book holder. Anyone who has ever taken a wood shop class, probably has some recollection of this as it was the staple wood shop project to build! He still remembers having to punch his name in the wood with stencils and his teacher having to help him.  

Ken then joined a Balsa Wood racing club which challenged members with the task of designing and constructing cars with strict requirements. They needed to build a car that would not only pick up the most speed, but also be strong enough to safely contain a CO2 cartridge throughout multiple races. With this came a lot of problem solving – which Ken really enjoyed when it came to art, design and woodworking. These skills would lay the foundation for many of Ken’s creations to come.

One of his favorite pieces of art that he has created was a keychain for his Nannan. He made it out of Walnut wood and cut it out to look like the word “Nan”, which she absolutely adored. He also created a unique keychain of a tiny cutting board, using different wood types and patterns which replicated a larger cutting board that he had previously crafted for his mom.

He went to college at Kutztown University, where he majored in communication design. However, he did take some elective classes on 3-D design programs and wood working. A really cool project that he was tasked to design was a wooden spoon, with the only directions of it having to look unique and contain some type of pattern. He explained his process of making the spoon, which started with sketching his general idea as a starting point. As he continued working on the spoon, he enjoyed the idea of carving with no rhythm or reason – just whatever flowed and felt good. He used chisel marks to create textures and precise details to create a uniqueness to the simplicity of a spoon. One of his favorite parts of working with wood was that every piece was different and offered unique characteristics, so being able to utilize these learnings and natural tendencies of different types of wood was exciting. When creating his spoon, if he found a uniqueness to the wood like a knot, he would work with the knot as a guide to his design. He was always aware and observant of the different traits of the wood as it created individuality in his art pieces.

Ken’s grandest project that he built took a combination of his interests and hobbies, His love for playing guitar and his passion for wood working. His father suggested – why not combine them both? After 300 hours of building and learning endless techniques and making of tools, forms, and riggs, as he tackled obstacles, complications, and problem solving, he achieved one of his biggest accomplishments and built his very own wooden guitar. He loved the idea that it was personalized to exactly what he liked in a guitar. He explained that “It was basically like picking out the perfect guitar.” He would look at every guitar out there for purchase and see what he liked and didn’t like as far as details and use that information to customize his dream guitar. As a designer he liked that sleek, clean look, with the addition of unique details and patterns. And similar to his Balsa Wood car designs, Ken was fulfilled by designing for form and function.

After many different projects, especially the 300 hours spent working on his guitar, Ken can definitely say that he has learned a lot through his experience. Patience being one. His uncle always taught him that while you can always remove wood, it is extremely hard to add the wood back. Being careful, patient, and confident with the design process and thinking through the next steps before executing can really help. Also, considering and evaluating the grain and the type of wood the designer is working with ahead of time helps the design process as well.

With that, what kind of advice can Ken give aspiring wood designers?

He stresses not to be afraid to try different things, because a lot of learning comes out of making mistakes. Also, there will be many obstacles along the way, especially when things become complicated but when you have the ability to push through them, it helps to grow. He expressed that in a way, it gives you other perspectives in life, something might look and feel so complicated but if you take one step at a time and break it down into smaller pieces, you can really accomplish anything with hard work and perseverance.

Ken has been a part of the Smith Design team for about 18 years now. He loves being able to work every day in the creative process, being able to express his creativity and problem-solving skills. Even though he is not physically wood working while he is in the studio, he gets that same satisfaction in solving creative problems on an everyday basis and is always looking forward to being challenged with the next task.

See below to view some of Ken’s incredible wood creations!

The results are in! We’re proud to announce that Smith Design has been awarded 3  GDUSA Awards in the American Package Design category. We’re fortunate to work in partnership with our clients at Citrus World, Florida’s Natural and Henkel to bring compelling designs to life across products. Take a look at some of the winning designs below.

As CEO of Smith Design, Jenna Smith plays a primary role in design strategy, account management, and business development. She excels at both design and operations, with a passion for creative problem-solving that inspires her team to create breakthrough visual solutions that succeed in both the physical and virtual marketplace. Jenna has generated successful visual and verbal solutions with companies such as Henkel, Unilever, Sesame Street, Hormel, Hershey, Friesland Campina, Disney, Pfizer, and BIC. Jenna holds an M.S. in Packaging, Identities and Systems Design from Pratt Institute, an MBA from Fairleigh Dickinson University, and a BA in Marketing from Boston University. She has been awarded the NJAD Club 40 under 40 as well as NJBIZ Top 50 Women in Business. She previously served as President of the Art Directors Club of NJ and Treasurer for the New Jersey Packaging Executives Club.

Smith Design is an award-winning full-service brand design agency with over 40 years of expertise in strategic positioning, brand identity, verbal identity, package design and in-store, digital and social, production realization and omnichannel activation. The firm believes that design is at its best when it’s a force for good. Its culture is rooted in caring, and the team makes a conscious and collective effort to translate our values into actions that benefit our staff, our clients, and our community. Smith Design is a WBENC and WOSB certified company with a Silver Ecovadis rating in the 90% percentile and is part of Pledge %1 and Sustainable Packaging Coalition.

Looking forward, are you optimistic about the role of graphic design in business and society?

Yes. The evolution of human behavior in recent months has required finding new, effective ways to build connections and engagement. We have the opportunity to look more closely at the things that bond us, cultivate how we share experiences, how we connect, and how we tell stories visually. By paying attention to the stories we’re telling, we can begin to determine what is actually meaningful during this time of change, giving us a toolkit to make future experiences of work, life, and play compelling in ways we might not have imagined even a few months ago.

Have the challenges of the past two years changed the way you approach your work?

We have explored how to better leverage online collaboration tools that have resulted in greater workflow efficiencies and a seamless remote work experience. We always put a strong emphasis on mental health and work/life balance, but COVID’s impact on global wellness and the economy required additional focus on the importance of flexibility and empathy. Continued evolution to meet new challenges is essential to further growth, and every day we embrace a purpose of providing the opportunity for our employees, our clients, and relationships to progress in meaningful ways.

Check out the GDUSA article below!

Deborah Sussman was an American designer best known for being the powerhouse of Environmental Graphic Design. She was born in Brooklyn in 1931 and years later began her studies in the arts. Her father was a newspaper artist who gave her some of her earliest lessons in drawing. Sussman took classes at the Art Students League in Manhattan and Bard College where she studied acting and painting. Later she attended Chicago’s Institute of Design where she graduated with a degree in graphic design. She got her first job for Charles and Ray Eames at the age of 22, where she worked on seminal exhibits for IBM. Shortly after, Sussman won a Fulbright Scholarship to study at the Hoschschule für Gestaltang, an art and design school in Ulm, Germany.   

Eventually, Sussman opened her own design practice in 1968 and years later, her husband, Paul Prezja, an urban planner and architect, joined her. Some of their projects included designing wayfinding systems for Walt Disney Resorts and interiors for Hasbro, Inc.  She was also the first woman to exhibit in New York’s School of Visual Arts “Master Series” and later won the American Institute of Graphic Arts Medal in 2004. One of the last projects she was involved in was signage for Grand Park, which opened in downtown Los Angeles in 2012.  It included 16-foot-high entrance totems that read “the park for all” in 26 languages. Throughout the years, she gained clients and work that included branding and other projects for companies such as Apple, Disney, Samsung, Southern California Gas, as well as projects with numerous museums, entertainment and sports venues.

Sussman was known for creating the environmental graphics of the 1984 Summer Olympics in Los Angeles. Hot graphic colors, iconic geometries and ephemera materials were fused together to transform the city of Los Angeles. Additionally, she designed the wayfinding and identification system including vehicular and pedestrian wayfinding signs, transportation signs, facility identification signs and graphics to direct spectators from the highway to their designated seats. Rather than the typical red, white and blue color pallet that is normally used, she designed with inspiration “channeling the sun-drenched color palette of Los Angeles and the Pacific Rim”.  

Sussman characterized her work as “supergraphics” being “large-scale, brightly colored designs that shaped the built environment and brought the urban landscape to life often more powerfully than architecture itself”. The idea of supergraphics was not that it was just ‘big’ but that it was ‘bigger’ than the architecture” (Fast Company). One of her supergraphic designs being a giant orange star for the 1984 Olympics Arts Festival in Los Angeles.

While the designer frequently worked in collaboration, she was known to be difficult to work with.  She was said to be intense, not always willing to collaborate and could be arrogant in her passion. She explained in an interview with Designboom in 2013 that “Several people have told me over the years ‘just give them what they want’ with regards to clients, and I can’t bring myself to do it, I have to inspire them, and that can sometimes be a very dangerous attitude to have because you can lose yourself a lot of money”(Los Angeles Times). But fellow coworkers stated that she was always worth the trouble of working with because she brought incredible and distinguished designs to life.

Deborah Sussman unfortunately passed away in 2014 due to Breast Cancer but her memory lives on through her very “large” artwork around the world. Check out some more of the designer’s memorable work below:

It’s Women’s History Month and to honor women’s contributions to American history, we are excited to bring back our Women in Design series! Each week we will shine a light on women trailblazers in the design industry. You might not know them all by name, but definitely by their work and influence on the design world as a whole.

Tracy Ma is known for her playful, unique, characteristic, graphic design work. She takes a different approach than other designers, with an attitude to graphic design as one big joke, even if no one else gets it!

She grew up in Hong Kong and described the city she grew up in as being “very convenient, brightly lit, and there was a very sumptuous pop culture offering”. The 90s Hong Kong signage and aesthetic is something she often goes back to for design reference, it’s nostalgic for her and gives her a sense of comfort.

When Tracy was 8 years old, she moved to Toronto, Canada where she later attended Toronto’s York University and graduated with a Bachelor of Arts degree.

In 2011, she ventured to New York and joined Bloomberg Businessweek magazine’s art department in New York where she worked her way up to deputy creative director. Here she worked on graphic designs focusing on current issues and reworking them through funky ways to appeal to the eye. One of her more popular pieces being “Bitcoin Dreams” where she took an interesting spin on Bitcoin and paired it with a unicorn. Then, in 2016, she decided to leave Businessweek with an interest in expanding her experiences. She moved onto a job at Matter as their creative director and then in 2018 she joined The New York Times. She stands out in her workforce because of her pride and attitude towards job roles.  “She sees value in collaboration, getting the best voices involved and heard, and working towards the goal of designing what hasn’t been done before. As a result, she is considered brave, but in being brave, she’s also now considered a rule breaker” (Source). She is always excited to learn and build on her learnings; she even taught herself motion graphics and how to code, which both help to make her design visions come to life.

Tracy Ma’s designs are like no other, her designs are bold, playful, unique all with a touch of lightheartedness to make people laugh. She can take something boring and turn it into art that is eye popping and engaging. She uses her surroundings for resources and inspiration to create something special. To add some extra fun and joy to her art, she uses hidden “Easter eggs” in a lot of her pieces. Tracy Ma continues to push editorial boundaries. Check out some more of her work below!

It’s Women’s History Month and to honor women’s contributions to American history, we are excited to bring back our Women in Design series! Each week we will shine a light on women trailblazers in the design industry. You might not know them all by name, but definitely by their work and influence on the design world as a whole.

April Greiman is known for being one of the first designers to use computer technology as a design tool. She has over 40 years of experience as a leader in shaping visual culture.

Greiman first studied graphic design at the Kansas City Art Institute and has continued her studies throughout the years at the Allgemeine Kunstgewerbeschule Base in Switzerland, where she was a student of Armin Hofmann and Wolfgang Weingart.  

After studying at Kansas City Art Institute, Greiman worked with the curator of design at the museum of Modern Art in New York City as a freelance designer. A few years later, she picked up and moved out to Los Angeles. There she met photographer Jayme Odgers, and together they designed a famous Cal Arts poster that became an icon of the California New Wave, defined as “an approach to typography that defies strict grid-based arrangement conventions – influenced by Punk and postmodern language theory”.

During 1970s, while “other designers were afraid of digitalization and that the advancement in computer technology would comprise the International Style, Greiman embraced the idea.” She launched her first design studio called April Greiman, Inc, now called Made in Space, where she was influenced by “blends of technology, science, word and image with color and space” and used pixilation and technology errors as parts of the digital art.

Greiman went on to become the head of the design department at the California Institute of the Arts and returned as a student herself, eager to study in greater depth the effects of technology on her own work. After returning to work full time, Greiman purchased her first Macintosh computer and went on to win the Grand Prize in MacWorld’s first Macintosh Masters in Art Competition. Along a multitude of other awards and published in many magazines.

Along with her many awards and publications, Greiman received a Gold Medal for lifetime achievement from the American Institute of Graphics Arts, along with four honorary doctorates from the institutes she has attended. Today Greiman continues her love of graphic design and is recognized as a pioneer in modern design. 

Conversations around sustainability, environmental impact, and eco-friendliness have become more central to brands and their products. Not only is it ethical for companies to consider their environmental impact, it is also necessary to retain consumers’ trust.  

We partner with brands to execute their sustainable efforts on and off pack, from presenting eco-friendly design solutions to communicating efforts through various digital platforms. 

Through our client partnerships, we’ve seen the tactical ways brands bring their sustainability efforts to life through products and packaging.

Dial is providing shoppers a more sustainable option through its launch of its new innovation, Concentrated Refills. These refills use 95% less plastic than a traditional bottle and the carton packaging is made with 100% paper-based materials. The packets are also recyclable through Dial’s partnership with TerraCycle, which helps recycle items that cannot be recycled through the traditional curbside recycling. We partnered with the Dial team to bring this new package design to life, opting for a design that easily communicates key messages and points of difference, but still fits cohesively within the Dial portfolio.

In addition to TerraCycle, Dial has also partnered with sustainability leaders Plastic Bank and Solidaridad, all of whom share the goal of creating a more sustainable future.

Plastic Bank builds recycling ecosystems in coastal communities and reprocesses the materials to be recycled back into the global manufacturing supply chain. This plastic waste collected becomes “Social Plastic” and is reworked into new products and packaging. Dial is eager to move forwards with their plan to have most of their Liquid Hand Soap Refills and Dial Foaming Hand Soap Refills made or manufactured from Social Plastic from Plastic Bank by the end of 2022. Through this collaboration, Dial will help save over 30 million plastic bottles from entering the ocean in 2022.

Dial has also partnered with Solidaridad, which empowers farmers and workers to earn living wages, produce and farm sustainably, and helps ensure the traceability of Dial’s ingredients.  

Click here to read more about Dial’s new sustainability initiatives and product innovations.

In addition to our partnership with Dial, we have had the pleasure of helping other clients design sustainable brand and packaging solutions.

Because it’s Better aims to provide a healthier, more sustainable protein alternative for dog food through their innovative plant-based products. All Free and Clear pure provides a powerful clean through a 99% bio-based detergent, which is gentle on skin and better for the environment. ZeroWater’s EcoFilter helps consumers use fewer plastic bottles by providing unmatched filtration technology straight from the tap. Plus, unlike competitors, its long-lasting filter utilizes no plastic filter shells, also cutting down on waste.

Education is also a central component in sustainability. We’ve partnered with clients to create concise and intelligible communications both on and off pack (via QR codes and digital content) that guide consumers on how to properly recycle packaging.  

With increased environmental focus and research bringing more solutions to the forefront of design, we’re excited to continue to help brands innovate for a healthier future. Recyclable packaging, waste-reducing solutions, safer chemicals in cleaning products – every step towards sustainability is progress. 

Interested in learning more about our experience working with brands on their sustainable packaging solutions? Contact us below and click here to read about our membership in the Sustainable Packaging Coalition.  

Written By: Becki Murray, Designer

As a designer and an avid user of TikTok, I keep an eye on how brands and design interact with the social media space. For those unfamiliar with the app, TikTok works with their own unique algorithm and platform structure. The app suggests videos that you are likely going to enjoy based on your watching history and interaction and allows you to follow specific creators and accounts in a different section of the app.  This unique algorithm may make it difficult for brands to predict who will receive their content, but if they are playing the game right, or just by a stroke of luck, they may blow up! 

Going Viral! For example, Nathan Apodaca posted a video of him skateboarding to his job drinking Ocean Spray juice and listening to Fleetwood Mac. The video had over 10 million likes and the Ocean Spray drinking man became a meme and a trend. The brand acknowledged the video hype and their brand by sending him tons of Juice and a brand new (cranberry colored) truck! 

RedBull is a brand dominating TikTok. They have been making show stopping videos and commercials before TikTok was even a thing. Now they have eye catching thumbnails on their page to grab the viewers’ attention. They utilize their iconic slogan as a hashtag #givesyouwiings for people to use and follow related videos on. They are one of the most followed brands on the platform. 

Working with influencers is an important part of making your way on a platform like TikTok. Bang Energy has been a huge brand pushed by some of the largest TikTok stars from the beginning of the app’s time. Whether it is just product placement in videos or full-on productions about the product, if you have been on TikTok in the last few years I can guarantee you have seen a can or two. They have targeted a young adult audience by connecting their brand to big stars on the app, like members of the Hype House, Bryce Hall, and Sam Pepper. They even have an “influencer program” that influencers can sign up and work with the company in making viral promotional content, with their hashtag always in the video caption! 

Creating buzzy and TikTok review worthy products is another way brands have made an impact on the platform. Food and drink reviews are a big TikTok trend and BudLight is one brand that knows exactly how to leverage this. They have been releasing much-hyped collections of seltzers and hard sodas, and people are eager to get their hands on them to try and review them for their followers. From Hard Soda to Ugly Sweater Seltzers to even a Retro Tye Dye pack, TikTokers are reviewing these products, giving them great (free) press and featuring their fun cans all over the app. 

We had the pleasure of speaking with one of our talented creatives, Allen Gaoiran, to get his perspective on diversity and inclusion in the beauty industry and its implications on branding and packaging.

As part of the AAPI, LGBTQ, and collective design communities, and as a father, Allen feels both the impact and a responsibility for creating a better, more inclusive future through design.

Read on for Allen’s take on where beauty brands are headed, and why inclusive design is more important than ever.

The calls for change and radical accountability brought on by recent events (including Black Lives Matter, defending LGBTQ+ rights and addressing racism and violence against the AAPI community) have opened a much-needed dialogue and given brands and retailers the opportunity to rethink their approaches to diversity and inclusion.

Diversity and inclusion in beauty branding has expanded in the last few years, and it will only continue to get better. Inclusivity in beauty refers to beauty that caters to all individuals regardless of their attributes or identity: gender, age, size, religion, ability, skin tone, skin type and more. The trajectory of this movement is optimistic and there is reason to believe it will soon become a collective norm. In light of this, the creative approach to branding, packaging design and categorization will also be more inclusive, and a new level of personalization will arise.

The shared experiences of the pandemic strengthened our concept of community and brought the idea of mutual support to the forefront of consumers’ minds. People have found unity in diversity. Beauty brands will take the lead in these conversations moving forward, and will be advocates for promoting diversity and new voices. As this continues to gain momentum, understanding the difference between “specialized” & “underserved” consumers will be more important than ever.

Underrepresented voices will be given a seat at the table to ensure their needs are met. Packaging will engage all senses, not just sight, and will take into account a diverse range of physical abilities.  Consumers will look for brands and products that are designed and shared by all.

We are excited to see the strides being made to create products that embrace and represent all communities, ethnicities, expressions of gender and sexuality, physical and developmental abilities and religious observances. Check out the list below to see how beauty and personal care brands are working towards a more diverse and inclusive category:

Degree Deodorant made history by announcing the launch of Degree Inclusive, the world’s first adaptive deodorant. The design, which is still in development but should be hitting the market soon, was conceived specifically to improve the user experience for those with physical impairments or limited vision. The product features a hooked design for one handed usage and magnetic closure on the cap to allow for easier handling. It also includes a braille label and instruction as well as enhanced grip placement and a larger roll-on applicator to cover more surface area per swipe.

Even the virtual world can be inclusive. Venus has partnered with Animal Crossing to create avatars with diverse skin and body features, including vitiligo, tattoos, stretch marks, cellulite and prosthetic limbs.

New beauty brand Superfluid features a diverse range of models with real bodies and real skin types including models with rosacea, psoriasis, wrinkles and stretch marks proudly on display.

Fenty Beauty was a trailblazer in inclusive beauty with a product line that includes 50 shades of foundation and truly represents all skin tones. Following in Fenty’s footsteps are Huda Beauty, who has expanded their Faux Filter foundation line to 39 different shades, and Urban Skin RX, whose mission is “representing and advocating for accessible clinical skincare for diverse skin tones so that we can create a world in which we can all feel beautiful, confident and empowered by the skin we’re in,” according to founder Rachel Roff.

Aesop is known for their minimal, unisex packaging and has been an early adopter of in premium genderless branding.

Ursa Major’s genderless personal care offerings include shaving creams, deodorants, moisturizer, body washes and other products that have unisex packaging and scents for everyone to enjoy such as “cedar and spearmint”, “birch and sunflower”, “geranium and sage” and more!

As of January 2020, all Herbal Essences shampoos and conditioners have tactile differentiations to alleviate confusion and help consumers, especially those with low vision, shower with confidence.

Unilever is eliminating the word “normal” from the packaging of all of its beauty and personal care brands and is also banning excessive editing of models’ photos in order to challenge narrow definitions of beauty.  

Victorialand Beuaty is a champion of accessibility, creating packaging that engages all the senses and provides a premium experience that doesn’t rely on sight. This is accomplished through the CyR.U.S system, a proprietary tactile recognition system comprised of a universal set of raised symbols placed on packaging to facilitate product identification and usage. Every product also includes a QR code feature that users can scan to provide auditory product descriptions and usage instructions. Being a beauty and skincare brand, this is of course all enhanced by the tactile and scent experience of the products themselves which can reveal a lot about each product and its benefits.

These brands, and many others, prove that the only barrier to true inclusivity is unwillingness to change. By prioritizing the needs of all people, beauty and personal care brands can secure their position as a right – not a luxury – in a space where all people feel seen and cared for. We’ll stay on the lookout for brands making strides towards more a more inclusive future and look forward to seeing the industry evolve in years to come.

It probably goes without saying, but Smith Design is full of creatives. In our new Smith Spotlight blog series, we’re highlighting the talent of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.  

Our sixth Smith Spotlight features our adventurous Dave Bolton, showing off his incredible wine knowledge!

Dave’s love for wine started in his last year of college when he needed a few more credits in the earth science category for graduation. He decided to try out Geography of Wine, which he thought was going to be an easy A, but it wound up being extremely hard. There was a 2-hour lecture once a week followed by an hour of tasting. The final included a blind taste test of the wines in which he had to know important information about each one. He was originally going to school for communications and theatre, which is what he graduated with, but once he got out of school, he found himself in the wine industry and absolutely loving it and thriving!  

Dave started out in restaurants, teaching classes, and speaking with representatives to curate the restaurant’s wine list. He eventually ventured off into working at Ohio Valley Wines (a Cincinnati wine distributor) as a sales representative. He travelled and sold wine in the region for 10 years, selling to restaurants, country clubs, hotels, fine wine retailers and more.

Working in the wine industry opened a lot of amazing career and travel opportunities for Dave. He was flown out to California for training where he found himself having beautiful dinners in vineyards and caves. He even went to France! He was one of twelve people chosen from the top salespeople in the US, Canada, and Mexico by the Louis Latour Winery in Beaune, Burgundy to attend seminars about wine, with all expenses paid, including fine dining, wine-cellar tasting, and so much more.

While he was there, the company even wound up paying for him to visit Paris because their idea was that “you couldn’t visit France and not go to Paris!” Talk about perks!

Eventually, Dave discovered a new career path and went into branding, but he never lost his passion for wine. While working in NYC, he also taught classes about wine at NYU and Columbia. It felt natural moving into a career in branding because of his experience in the wine industry. He realized that he had spent so much time creating compelling stories to sell and differentiate different wines that in a way he was already working in branding – the only difference was the product.

Even though Dave has moved away from the industry, wine will always be close to his heart. Selling something that he really loved and believed in, meant that it never felt like a “sales job” to him—it was an opportunity to share his passion. Dave has learned a lot through his experience in the wine industry, but the greatest piece of advice he would give is to “drink it how you like”. While many people think that wine needs to be consumed a certain way depending on the style, Dave’s idea is that at the end of the day, it’s a beverage and it’s meant for you to enjoy however you like. The best way to learn about wine and figure out what works best for you is by drinking it and experimenting. Also, to be adventurous and never hesitate to ask for recommendations from stores, restaurants, or friends — or helpful coworkers.

The results are in! We’re proud to announce that Smith Design has been awarded 4  GDUSA Awards in the graphic design category. We’re fortunate to work in partnership with our clients at Hershey, Asea, and Dial to bring compelling designs to life across products. We are also honored to have been recognized for Art & Sole, an internal campaign to celebrate giving back to those in need. Socks are the #1 most requested items in homeless shelters, and through Art & Sole we were able to donate 900 pairs of socks to those in need, including our local shelters. Read more about Art & Sole and some of our other give back initiatives here!

Smith Design is excited to be participating in Giving Tuesday this year! Giving Tuesday is a global day of action that gives people around the world the opportunity to come together through generosity by sharing acts of kindness and lending their voices, time, money, goods, and advocacy to support communities and causes.

Giving Tuesday was created in 2012 as a day to encourage people to do good and falls on each year on the Tuesday following Thanksgiving.

In honor of Giving Tuesday, we are happy to share two initiatives that we kicked off last month! We had the pleasure of working with Vietnam Veterans of America and One Warm Coat to donate women’s, men’s and children’s clothing, coats, and shoes to those in need.  We have collected 13 bags of clothing and coats, from our staff and community to donate. All donations to Vietnam Veterans of America generate funds to provide and take care of the soldiers and service men and women who take care of our country. Coats donated to One Warm Coat provide free coats to children and adults in need.

We have also partnered with the Goryeb Children’s Hospital, located in Morristown, to donate toys to their pediatric patients who will be spending their holidays in the hospital. The toys were personally selected by the child life specialist based on the children’s wish lists. Atlantic Health’s Emerging Leaders Business Resource Group will be wrapping the gifts and the gifts will be hand delivered with love to the children. We are so honored to be able to be a part of helping to make the holidays a little extra special!

Today, and everyday, we believe that design is at its best when it’s a force for good. Our culture at Smith Design is rooted in caring, and we make a conscious and collective effort to translate our values into actions that benefit our staff, our clients, and our community. We have had the honor of working with the Memory Project, Alex’s Lemonade Stand, Night to Shine, the Market Street Mission, Art & Sole, and many more during our 40 Acts of Kindness initiatives in past years. Now we are proud to add the Goryeb Children’s Hospital, Vietnam Veterans of America, and One Warm Coat to the list of organizations we have had the opportunity of working with for Giving Tuesday. Giving back is such a huge part of Smith Design and we are so excited and determined to continue giving back to our community and helping in any ways that we can!

Music can be huge part of staying focused, motivated, and inspired at work. We asked our Smith Design team what some of their favorite songs are to listen to while working. From mellow tunes that keep us zen to fast-paced songs that get the creativity pumping, read on to find out what songs keep our team motivated from 9-5. We’ve even compiled them into a handy playlist so you can give them a listen yourself – you might find they inspire you as well!!

Eternal Summer by The Strokes

“I first heard this song in the car while running some errands. I was listening to their full album, called The New Abnormal. The simple drum beat and intricate vocals of this song in particular, had me jamming all the way to the post office!” – Amanda, Design

Elephant by Tame Impala

“The upbeat guitar riff really gets me going. The lyrics have nothing to do with motivation, but the tempo always gives me a burst of energy.” – Anthony, Design

Big Bootie Remix 20 by Two Friends (SoundCloud)

“This is a compilation of popular, hype songs. There are tons of versions of this, and they are all about an hour long. They all have huge variety of current to old songs, funny song bites, and keeps you on your toes.”  – Becki, Design

Learn To Fly by The Foo Fighters

“I remember seeing the music video which was hysterical and instantly got me hooked on The Foo Fighters.” – Sean, Business Development

Drive All Night by Bruce Spingsteen

“I love to sing along real loud while working… it gets the blood flowing! First time I heard it was when I brought the Album a long, long time ago. It was my first Springsteen album. It wasn’t until I heard “Drive All Night” live with the E-street Band for the first time in concert until I really discovered the song. Bruce was so passionate and electrifying in his performance that every time I hear it, it takes me back, and I feel it all over again. That energy gets me through any project every time. I know it sounds sappy but it’s so true!” – Grace, Food Styling and Recipe Development  

Cities in the Dust – Extended Version by Siouxsie and the Banshees

“I first heard this song in 1985-86 at The Cellar Door in Richmond, VA” – Tim, Accounts

In Dreams by Tomemitsu

“This is a good example of a song that’s engaging but not distracting – it’s mellow enough that I can work with it on in the background. I think I first heard it in my first apartment in NYC – pretty sure my roommate at the time was playing it – he always had good tunes on.” – Celsae, Strategy

This is what Falling in Love Feels Like by JVKE

“I heard this song on TikTok, if I’m ever subtly dancing at my desk, I’m probably listening to this.” – Jessica, Design

In the Waiting Line by Zero 7

“Atmospheric music like Zero 7 that doesn’t interfere with complex through processes and provides soothing background noise helps me focus.” – Melissa, Design

Start Today by the Gorilla Biscuits

“It’s an upbeat hardcore/punk song about procrastination. I first heard it in the early 1990’s.” – Brian, Production

Gnossiennes by Erik Satie

“It’s quiet and repetitive enough to fall into the background without a sense of beginning or end, which allows for long, continuous play. Though, atmospheric, it brings beauty to the foreground and reminds me of the simple beauty of this world.” – Mike, Production  

Lie in our Graves by Dave Matthews Band

“Relaxing music that makes you smile and not think too much.” – Mark, Production

Chasing Marrakech by ZHU

“This song reminds me of the amazing James Bond movie intro credits, of which, mix stunning visuals along with great audio for dramatic effect. I’d like to think I’m creating equally as impressive visuals whilst I listen.” – Miles, Design

LTJ Bukem & MC Conrad – Anything on that Album

“I don’t design on a daily but when I did it was LTJ Bukem & MC Conrad – anything on that album. Drum and bass & raves were new and influential. Something different than anything I had listened to in rock, metal, grunge, rap, pop. It made me excited to crest something different.”  – Jenna, CEO

My Ordinary Life by The Living Tombstone

“It has a fun bounce to it, and I love the flute sample loop.”- Julianne, Design  

August’s Rhapsody by Various Artists (From the Movie – August Rush)

“This was always the song I listened to before playing any sports games. It’s motivating and makes you feel like you can do anything if you put your mind to it. The different tempo, beats and tones throughout the song take you through an emotional story and makes you feel inspired.” – Sara, Digital Marketing

Check out these songs on our Spotify playlist!

It probably goes without saying, but Smith Design is full of creatives. In our new Smith Spotlight blog series, we’re highlighting the talent of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.

Our fifth Smith Spotlight features our fabulous Jessica Murray, showing off her incredible hand lettering skills!

When Jessica is not working, eating sushi, or being a dog-mom to her puppy, she loves to take the time to express her creativity through her lettering designs.

Unlike many people, Jessica knew exactly what she wanted to do since she was a Sophomore in High School. In class, she would find herself doodling patterns, Zentangling and creating mandalas. She enjoyed finally getting into her design classes and away from the core high school classes. From there, she decided to attend Kean University as a graphic design major and graduated Magna Cum Laude in 2020 from Robert Busch School of Design at the Michael Graves College with a bachelor’s degree of Fine Arts and Graphic Design. She really got into hand lettering her sophomore year of college when she downloaded the app “procreate” which allowed her imagination to grow with the endless design opportunities that the app created. Something that motivated her was being able to see what she started with and then the final product.

As far as where she gets her inspiration, most people just look online for new ideas, but Jess has found that what is most inspiring is something as small as what is right in front of you. She benefits from the environment around her and taking influence from anything and turning it into something of her own. She gets a lot of her motivation from her mid-day Whole Food runs, which Smith Design is lucky to have right next store to us! With the vast range of branding and packaging design influence, the ideas are endless. She likes to take pictures of things in stores to be able to look back on them and get her creative juices flowing.

Sometimes all you need to do is open your eyes, be present and look around and the best inspiration is right there!

When it comes to finding inspiration online though, she loves Pinterest and Behance. She likes to research and see what else is out there and how she can make it her own. She finds hand lettering therapeutic and a lot of the time, her designs come from her doodling without even thinking about it and letting her mind do the work.

Along with creating hand lettering art pieces, she has also designed iPhone cases with her artwork that. She has marketed them in a portfolio project and was even looking to market them on Instagram and start an Etsy shop.

She has learned so much through her journey to get where she is today. Her biggest advice to people is that you learn as you go and to not be afraid to reach out to others for creative help or opportunities, because even if they say no, that’s still better than no answer at all.

She never thought that she would be able to be doing something that she loves for a living.

“If you told me a year ago that I would be doing the things I am doing now, I wouldn’t believe you”.

While she knows the saying is cliché, she feels the quote that applies to her life the most right now is –

“If you do what you love, you’ll never work a day in your life.”

The person that inspired Jess on her creative path was her mom. Her mom also works in a creative atmosphere, working in creative agencies as a senior art director for 20+ years. Jessica explained that she could never see herself doing anything but creative work.

Jessica has been working at Smith Design since September 9^th, 2020. Although she graduated mid-pandemic and during a year filled with unknowns, she is extremely grateful to have the opportunity to do what she loves every day. When asked what her favorite part about working at Smith Design is, she says it’s the people. Everyone at Smith Design welcomes with open arms, is eager to help and teach, which she thinks is extremely important in the designing atmosphere. We’re lucky to have Jess and her many talents as a part of our team, and we’re excited to see where her creative passions take her!

You can find Jessica’s work on her Instagram @artbyjnm and her website https://jessicanatalia.design/play

QR codes have made a major comeback. When QR codes first came on the scene, they seemed destined to be a flash in the pan. They were unreliable and often confusing to navigate, requiring a 3^rd party app and too many steps to get from scan to screen. Enter the global pandemic, when QR codes emerged as an essential tool to communicate in a touchless society. Many businesses transitioned from physical menus and face to face ordering to using QR codes, enabling customers to order right from their phone, no contact necessary. In tandem, smart phone technology evolved to support native scanning, making QR code access seamless right from the camera app.  

While menus may have been where the average consumer tested (or re-tested) the waters with QR codes, the versatile little squares can now be found just about everywhere (even tattoos!) and are proving to be invaluable tools in enhancing brand, product and consumer experiences. 

Companies began putting QR codes on their packaging to promote product transparency and strengthen consumer engagement. With one click of a button, shoppers were able to see important information including ingredients, nutrition facts, potential allergens, and even a product’s environmental footprint, production journey and end-of-life information. To encourage consumer engagement, many companies have begun linking QR codes directly to their brand website, loyalty programs, deals, or social feeds.  

Creating a Connected Pack

When we partnered with Eggland’s best to develop the packaging for their 100% Egg Whites product line, QR codes played a key role in building the brand and product experience both on pack and off. Along with the package design, our in-house recipe developer and food stylist created a collection of custom recipes for the brand, all of which feature healthy ingredients approved by the American Heart Association. Incorporating a QR code into our back of pack design allowed customers to instantly connect with the brand’s YouTube channel to browse for recipe tutorials and inspiration. In this way, QR codes proved an irreplaceable asset in building a seamless and connected omnichannel experience. 

Endless Codes, Endless Possibillites

Collecting data and insights with QR codes is also proving beneficial for companies. It allows brands to monitor purchased goods to help make important business decisions to increase customer satisfaction and loyalty. Information from QR codes on packaging can also be used from a more technical standpoint allowing businesses to be able to identify supply chain inefficiencies, reduce costs and errors and improve product performance leading to an increase in the profit margins. This data is also used to view marketing analytics that can be beneficial to creating a successful future campaigns or strategies.  

From billboards to in-store displays to digital advertisements, many companies have employed QR codes in their brand marketing efforts both on and off-pack. With a single scan, consumers can easily be directed to a brand’s website, social page, or current campaign. 

Last year, Burger King launched the “QR Whopper” giveaway, offering a diversion to their fans stuck at home during quarantine. The popular chain ran 3 TV commercials, each with a floating QR code. If viewers could scan the QR code quick enough, they were brought to Burger King’s web page offering coupons for a free whopper to the first 10,000 scanners with a purchase through the BK App. 

More recently, Skittles launched the “QueeR Codes” campaign, celebrating LGBTQ+ creators during pride month and reprising their gray pack as a tribute to the pride flag, or as they tell it, “the only rainbow that matters” during pride.  

Of course, social media platforms are also jumping on the QR trend by adding custom QR to profiles enabling users to easily follow their favorite accounts. Even Smith Design has one! 

QR codes have taken off as an asset for brands and consumers alike and we feel confident that they are here to stay. AS we continue to build brands that must live and compete in a connected world, embracing trends and advances in technology is pivotal for success.  

Interested in learning more about how we’re designing omnichannel brand experiences that connect and delight? Get in touch!

Emily Zugay has quickly become TikTok’s Logo Queen, gaining more than 12 million views in less than two weeks with her “tasteful” redesigns of famous logos.   

Logo redesigns have been trending on TikTok for a little while. Most often, designers put their own spin on iconic logos and the result is usually in a more modern, sophisticated reimagining. Emily Zugay’s logos are not this. She has, to put it lightly, a style of her own. Zugay’s designs are intentionally and hilariously bad – and people are absolutely loving it.   

“I graduated college with a degree in design and I redesigned some popular logos I think we can all agree are ugly.”  Taking on the likes of Nascar, Starbucks, Tinder, and the Washington Post, Zugay starts her videos by outlining the “faults” in each logo she’s decided to improve on. 

The first logo she tackled was Starbucks. She states that she did not like anything about the logo, doesn’t like the color and doesn’t understand the figure who may be “a president or something.” She decided to redesign it to give off a happier feel, explaining that she “wanted to maintain the integrity of the stars in the original logo” She came up with the following: 

From there, she took on the iconic Apple logo. Explaining to her TikTok fans that there was no symmetry and no words indicating which brand it is – “You just have to guess, so I don’t like that.” 

Her thoughts behind her redesign were that Apple needed a type that was fun and appealing to the youth like herself. Before the Apple logo she had redesigned the H&R Block logo and missed the green block that she took out of it, so decided to incorporate it into the Apple logo.

Her Target logo redesign was unique to say the least, as she left out the “R” in “Target” and ran with it, with absolutely no explanation. To her, the Target logo just didn’t make any sense. She felt that it was outdated and childish and wanted to take inspiration from Kmart’s logo, because she missed it. She chose the darker red with the thought that it was more mature, and a “nicer” font to elevate the design. Including a deer also “just made more sense.” 

Zugay left it up to her viewers to comment on what brands logos they wanted to see redesigned next. With an overwhelming amount of feedback, she continued posting more. Brands noticed and started adding comments asking her to redesign their logos. Now she has growing list of brands looking for her tackle to their logos next: Disney Channel, McDonalds, Red Bull, Hulu, Amazon, Dove, Subway, Xbox, NFL… the list goes on! Check out some more of her redesigns and her creative direction behind them below.  

Perhaps the most surprising fans of Zugay’s redesigns are the brand themselves. Many were happy to go along with the joke and responded by changing the logos in their TikTok profiles to Zugay’s design. Needless to say, TikTokers loved it and have been going crazy in the comments.  Many brands have even reposted Zugay’s TikTok that features their “new” logo. 

If you want some laughs and inspiration, check out more of Emily Zugay’s designs at her TikTok @Emilyzugay.  

It probably goes without saying, but Smith Design is full of creatives. In our New Smith Spotlight blog series, we’re highlighting the talents of our team and their endeavors outside of our studio. Follow along to get to know the people who make Smith Design awesome.  

Our fourth Smith Spotlight features the amazing talent of cake decorating done by Grace Peluso!

Grace started out as an artist and graphic designer. She attended the School of Visual Arts in NYC where she developed a background in sculpting, painting, structure and other mediums that would go on to help her in creating her amazing cakes.  

Her 7-year-old nephew was her inspiration for getting started in cake decorating. She wanted to create memorable moments for the people she loves, while also challenging herself. One of her first big cakes was for her nephew’s birthday. He wanted a race car themed cake and Grace went above and beyond! She created a multi-level cake with raceway tracks, race cars and even fans. Seeing the joy it brought to her nephew, she knew she wanted to bring that excitement to others as well.  

Grace’s first official commission came when a customer of her family’s deli happened to be looking for someone to create a cake for her daughters’ birthday. Grace decided to offer her services and designed a Miley Cyrus themed birthday cake for the little girl. After that, Grace started getting noticed for her cakes and her cake decorating services took off! She started marketing her cakes on Facebook and Instagram, but most of her customers came from word of mouth.  

Not only did Grace learn a lot from her background in art, she also learned a lot from her dad. She describes him as being an artist who always encouraged her to try new things and think outside the box. This advice often comes in handy when Grace sets out to turn her extravagant cake designs into reality.  

Designing one of Grace’s cakes is like trying to solve a puzzle requiring the ability to problem solve, focus, and be quick to figure out ways to overcome challenges. Gravity, weight and humidity can be your worst enemies. It’s important to be aware of both the weight of the cake and the decorations on top of it. Grace has needed to get creative with different types of edible materials to achieve her desired look and keep the cakes standing tall. For many structures and characters, Grace wraps rice crispy treats with fondant and adds flourishes and details with an endless assortment of candies and edible elements. For an elegant finish, Grace will also use fresh flowers to top her cakes.

Grace loves when a client gives her the freedom to use her imagination and create something unique that no one has seen before. Her process begins by gathering information on her client’s likes, interests and inspirations. From there, she begins sketching out ideas, works in any client feedback and gets started on making her vision come to life.

Now Grace has been decorating cakes for over 15 years. She loves to continue challenging herself and encourages others interested in cake decorating to not be afraid and try it out. Her advice is to not be intimidated, start small and use the resources you have to find what works for you. Most importantly, don’t worry about making mistakes, because “even mistakes are delicious!”.  

Today, Grace brings her artistic and culinary talents to the Smith Design team as our in-house food stylist and recipe developer. To check out more of Grace’s incredible cakes, follow her @graziascakes