Category: Blog

Unveil the Future: Captivating Visual/UX Web Trends You Can’t Miss

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When it comes to visual aesthetics, a trend can be defined as a style, look, or design approach that gains popularity or widespread adoption for a period of time. These periods are becoming increasingly brief, making it even more crucial to recognize what’s hot—while it’s still hot—and understand how to leverage those trends effectively.

Putting our best foot forward in any design project starts with understanding the competitive landscape. That includes being aware of common aesthetic choices (i.e., trends), but more importantly, understanding why those choices are being made. That “why” often comes from deeper influences such as user experience, interaction patterns, accessibility standards, and evolving audience expectations. We will dig into those factors a bit more below.

Still, visual design direction should not be dictated solely by trendiness. A popular look is not automatically right for a brand. Merit, substance, and quality must come first. The goal is not to mimic “the cool kids”, but to understand what makes them perceived as cool, and then interpret those qualities in a way that is authentic to your brand.

The in-depth research and insights that guided our most recent web design work for Green Giant, Grandma’s Molasses, and Crisco, all of which launched this year, still resonate with many aspects of today’s trends.

Now, let’s dive into the trends…

Crisco brand website development

Minimalism and Clean Design

Minimalism is still having its moment, mostly because users want clarity. With so much competing for attention online, clean, intentional design feels like a breath of fresh air. Avoid being overly stark, think minimal, but with a purpose. Key design principles still apply. The layout, hierarchy, and content are all carefully planned and intentional.

You will usually see this trend show up through:

  • generous amounts of whitespace
  • simple, readable type
  • fewer competing elements on the page
  • clear visual hierarchy that guides the eye

The end result for this minimalistic trend is having pages that load quickly and content that is easier to absorb.

Dark Mode and High-Contrast Themes

Although not everyone is a fan, Dark Mode remains a very popular trend and is an easy way to make a website look sleek.

Here are the benefits of Dark Mode:

  • strong contrast that boosts readability
  • richer colors that pop against darker backgrounds
  • a streamlined, contemporary vibe

Tip: Offering a toggle (light ↔ dark) is a strong UX move that accommodates user preferences. Giving users control over how they view your site is a small touch that goes a long way.

Green Giant Website Design

Bold Typography and Expressive Fonts

Type is doing a lot of heavy lifting these days. Instead of decorative flourishes, brands are leaning into typography to set the tone and deliver personality instantly.

  • oversized headlines, expressive, and creative fonts are tricks that seem to never get old
  • variable fonts (which can change weight/width dynamically) are becoming more common for adaptability

3D Visuals, Animations, and Immersive Elements

The web is getting more dynamic, sometimes in subtle ways, sometimes in totally immersive ones. A little motion can make a site feel alive, but we are also seeing more sites lean into 3D elements, scroll-triggered effects, and interactive elements.

Some hallmarks of this trend are:

  • animations that guide attention
  • 3D models or illustrations used as focal points
  • optimization for a smooth experience

These “user engagement” visuals help create memorable experiences and reinforce quality, but must be done with performance in mind, so they don’t bog down the user’s machine. Use animations/motion where they add meaning, not just for decoration.

Organic Shapes, Asymmetry and Fluid Layouts

There has been a steady shift away from perfectly rigid grids and sharp, rectangular shapes.

You will spot this trend through:

  • curved edges instead of sharp corners
  • sections that overlap or flow into each other
  • a more human, dynamic, and fluid feel, versus overly mechanical layouts

Tip: Asymmetry can draw attention, but make sure the layout still feels balanced, and navigation remains intuitive.

Grids and “Bento Boxes”

Counter to the above is a layout style where content is divided into distinct, modular “boxes” or compartments, much like the sections of a Japanese bento box, where the trend gets its name. Clarity, balance, and modularity are their key features.

  • boxes can vary in size, not limited to just uniform squares
  • different sized blocks working together cohesively
  • size and various configurations of the grid are used to create an overall architecture as well as visual hierarchy

It’s not just decorative. Each box serves a purpose, presenting a specific type of content (text, image, video, link, etc.) It is clean, modern, and makes perfect sense for content heavy experiences.

Customization and Personalization

With AI involved with so much of our digital activity, personalization and adaptive experiences are becoming the norm, even if we do not realize it. Sites are starting to adjust themselves based on how and where people use them.

This shows up through:

  • content recommendations tailored to each visitor
  • navigation that prioritizes what you need most
  • location aware messaging or features
  • layouts that adapt based on user behavior

When done well, personalization feels intuitive, not invasive.

Privacy and Security

With all this customization comes stricter rules and regulations around Privacy and Security. These measures are in place to protect users and control how their information is shared, which is why cookie-consent popups are now appearing everywhere you look.

Accessibility

In order to discuss accessibility trends, it is only fair to start with WCAG 2.1/3.0 standards. While being compliant to these standards reduces the risk of lawsuits, 85% of organizations see accessibility as a competitive edge, with the added benefit that accessible sites improve SEO and conversions.

Meeting these standards, along with adding even more options for users to adjust contrast and point sizes for readability, only makes the experience that much better for the user.

Voice Navigation & Assistive Tech Integration are becoming increasingly popular. With AI assistants like Siri, Alexa, and Google Assistant searching the internet and assisting users, it is key to make sure the sites are developed in a way that they can access information easily and correctly.

Sustainability in Web Design

The internet accounts for about 3.7% of global carbon emissions, rivaling that of the airline industry, and could consume as much as 8% of global electricity by 2030.

To be sustainable, we need to recognize that websites rely on energy-intensive servers and data centers, which often utilize fossil fuels and substantial amounts of water for cooling. The key to reducing the carbon footprint is to minimize the energy required to maintain, operate and consume the site.

  • optimizing code creates a more efficient site, quicker load times, and less bandwidth
  • fewer unnecessary scripts which create less draw from servers
  • mobile-first design that prioritizes essentials
  • green hosting providers have their own initiatives in place to help reduce their carbon footprint

A lighter site is not just greener. It is faster and more user-friendly.

Web design trends are evolving faster than ever, driven by technology, user expectations, and cultural shifts. While it’s tempting to chase what’s popular, the most effective designs balance trend awareness with brand authenticity, usability, and accessibility. Minimalism, dark mode, bold typography, immersive visuals, and adaptive layouts all offer exciting opportunities, but they should serve a purpose beyond just aesthetics. Personalization powered by AI, sustainability considerations, and compliance with accessibility standards are no longer optional; they’re essential for creating inclusive, future-ready experiences. Ultimately, great design isn’t about following trends blindly; it’s about understanding why they resonate and using that insight to craft meaningful, user-focused solutions that stand the test of time.

Together, We Gather.

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In honor of the holiday season, we’re celebrating the connections between cultures, stories, and traditions that make our world richer and more flavorful.

Because we believe that food has the power to bring people together in profound ways, we are donating to World Central Kitchen, supporting its mission to provide nourishing meals to communities in need around the world.

Below, you will find recipes from a few of our team members; small tastes of the many backgrounds and experiences that shape who we are.

Happy Holidays from Smith Design!

Becki’s Polish Chruściki

Ingredients:

  • 5 large egg yolks at room temperature
  • 1 large whole egg at room temperature
  • 1/2 teaspoon salt
  • 1/4 cup confectioners’ sugar plus extra for sprinkling
  • 1/4 cup heavy cream
  • 1 teaspoon vanilla
  • 1 tablespoon rum or brandy
  • 2 cups all-purpose flour
  • 3 cups canola or vegetable oil

Instructions:

  • In the bowl of a stand mixer or in a large bowl with a hand mixer, combine egg yolks, whole egg and salt. Beat at high speed until thick and pale yellow, about 5 minutes.
  • Beat in sugar, cream, vanilla extract and rum. Add flour and beat until dough forms, about 5 minutes.
  • Turn the dough out onto a floured surface. Divide it in half, then cover with plastic wrap and let it rest for at least 20 minutes.
  • Working with half of the dough at a time, roll out to ⅛-inch thickness. Using a pizza cutter or a sharp knife, cut the dough into 2-inch-wide strips.
  • Cut the strips on the diagonal at 4-inch intervals. This results in 2×4 inch rectangles.
  • Make a slit in the center of each strip of dough. Pull one end through the slit to create the traditional twist shape.
  • Heat 2 inches of oil in a large, deep skillet to 350°F.
  • Fry 4 to 6 Chruściki at a time for 1 minute or less per side or until golden brown. Keep an eye on them, they fry quickly! Drain the crisped Chruściki on paper towels.
  • Dust with confectioners’ sugar.  

Elana’s Italian Pizzelle

Ingredients:

  • 6 eggs
  • 2 Tbsp vanilla extract
  • 1 1/2 cups sugar
  • 6 cups flour
  • 4 tsp baking powder
  • 1 cup melted butter, cooled
  • 1 Tbsp anise seeds
  • round rainbow sprinkles

Instructions:

  • In a stand mixer (or with a handheld mixer), beat the eggs, adding the sugar gradually. 
  • Beat the eggs and sugar until smooth. Add the cooled, melted butter and vanilla extract. 
  • Sift the flour and baking powder together, then add them to the eggs and sugar. Stir in the anise seeds and roll the mixture into small balls.
  • Heat up a pizzelle iron. While the iron heats, pour the sprinkles into a small bowl. 
  • Roll the cookie dough balls into the sprinkles so they are coated on the outside. 
  • Place the sprinkled cookie dough into the pizzelle maker and press to cook. Repeat with the remaining dough balls.

Grace’s Sicilian Almond Torrone

Ingredients:

  • 2 sheets wafer paper, cut to fit baking pan
  • 1 cup honey
  • 1 ⅔ cups sugar
  • 3 egg whites, at room temperature
  • 1 pinch salt
  • 1 Tablespoon clear vanilla extract 
  • 1 Tablespoon lemon zest
  • 3 cups nuts, roasted almonds, pistachios, hazelnuts, or pecans

Instructions:

  • Prepare a 9-inch square baking dish (or similar size) by lining it with plastic wrap, ensuring the bottom and sides are fully covered.
  • Cut both sheets of wafer paper to fit the size of the baking dish. Place one sheet of the wafer paper into the bottom of the dish, and set the other piece aside for later.
  • Take the room temperature egg whites and beat them with a dash of salt in a stand mixer until soft peaks form. Keep them in the stand mixer for later.
  • Take a medium to large-sized heavy-bottomed pot, and add the honey and sugar. Stir this mixture on medium heat until it has reached 300ºF.
  • Once the sugar mixture has reached 300ºF, remove from heat and immediately bring it over to the stand mixer.
  • With the mixer on medium-high, stream in about 3 Tablespoons of the hot sugar mixture, let it fully combine with the egg whites, and whip for a few moments
  • before slowly streaming in the remaining sugar mixture.
  • Add in the lemon zest and vanilla extract. Pay close attention to how thick the mixture is getting as it cools. Continue to whip it until the sides of the bowl
  • are cool enough to keep your hand on it for 10 seconds. It takes about 30 seconds to cool down.
  • When this happens, add in the nuts and give it one good mix to combine, then shut it off. If the mixture is getting too thick before the bowl is cool enough to
  • keep your hand on it, add the nuts in and stop mixing at any point. Working quickly, pour the mixture into the prepared baking dish, on top of the wafer paper.
  • Gently spread as evenly as possible. Use a lightly greased spatula to spread the nougat if needed.
  • Top the nougat with the second wafer paper sheet. Gently press everything down tightly and flat, trying to get as flat and level a top as you can – you can
  • use the bottom of a cup to help smooth it out if needed.
  • Let cool at room temperature.
  • When ready, carefully turn the torrone out onto a cutting board. Remove the plastic wrap and use a long serrated knife to cut the torrone into desired sizes.

Melissa’s Pork Tenderloin

Ingredients:

  • 2 pork tenderloins (about 1 1/2 pounds each)
  • 2 tablespoons canola oil
  • Salt and freshly ground pepper

Guava Glaze:

  • 1 cup guava jelly, or apricot jam
  • 1/4 cup Dijon mustard
  • 1/4 cup freshly squeezed orange juice
  • Salt and freshly ground pepper

Orange-Habanero

  • 2 tablespoons canola oil
  • 1 small red onion, finely chopped
  • 4 cloves garlic, finely chopped
  • 1/2 cup fresh lime juice
  • 3 cups freshly squeezed orange juice
  • 1/2 habanero chile, seeded and finely chopped
  • 2 tablespoons chopped fresh cilantro leaves
  • 1 teaspoon cumin seeds
  • Salt and freshly ground pepper

Instructions:

  • Preheat the grill to high.
  • Brush pork with oil, and then season it with salt and pepper. 
  • Set aside a few tablespoons of the Guava Glaze for brushing the cooked pork.
  • Grill the pork tenderloins for 4 to 5 minutes per side, brushing frequently with the Guava Glaze.
  • Remove from the grill, brush again with glaze, and let rest for 10 minutes. Slice into 1/2-inch thick slices, drizzle with the Orange-Habanero Mojo, and serve immediately.

Guava Glaze:

  • Whisk jelly, mustard, and orange juice together in a small bowl.
  • Season, to taste, with salt and pepper.

Orange-Habanero Mojo:

  • Heat oil in a small saucepan over medium-high heat. Add onion and garlic and cook, stirring, until soft, about 5 minutes.
  • Add lime juice, orange juice, and habanero chile and bring to a boil. Cook until reduced by half.
  • Whisk in the cilantro and cumin and season to taste with salt and pepper. Drizzle over pork.

Allen’s Hawaiian Lumpia

Ingredients:

  • 16 oz lumpia wrappers
  • 1 lb ground pork
  • 2 cloves garlic
  • 1 tsp salt
  • 1 tsp black pepper
  • 1 tsp garlic powder
  • 1 tsp shoyu soy sauce
  • 1/2 cup onion
  • 1/2 cup carrots
  • 1/2 cup cabbage
  • 1/2 cup green onions
  • oil for frying
  • flour paste sealer
  • 1/2 tbsp flour
  • 1/2 tbsp water
  • spicy seasoned vinegar sauce
  • 2 tbsp white vinegar
  • 1/4 tsp salt
  • 1/8 tsp pepper
  • 1 clove garlic
  • 1 red Hawaiian chili pepper, optional

Instructions:

  • Prepare vegetables ahead of time.
  • To make the filling, heat a pan over medium heat and drizzle oil into it. Add in the garlic. 
  • Cook for about 30 seconds or until aromatic. Be careful not to burn the garlic.
  • Add in the ground pork and cook until all has turned brown. Drain the oil in a colander.
  • While the meat is draining, reuse the same pan. Drizzle in some oil and add in the vegetables. 
  • Sauté until the vegetables have become slightly tender.
  • Add the meat back into the pan and add in the seasonings: salt, pepper, garlic powder, and shoyu. Mix and cook for one more minute. Then add in the green onions and cook for an additional minute. Take it off the heat and let it cool down to room temperature.
  • Make the flour paste by combining the flour and water in a small bowl. Mix to get a thick paste-like consistency.
  • Assemble the lumpia by separating one sheet of the wrapper. Lay the wrapper on a plate with one corner pointing towards you. Add about 2–3 tbsp of the filling. Take the bottom corner of the wrapper and fold over the filling. Roll tightly until you reach about three-fourths of the way to the top corner. Gently but firmly fold the right and left corners to the middle (it’ll look like an envelope). Tightly roll towards the top, leaving about an inch gap. Apply the paste and roll the rest of the way to seal it off. Repeat this procedure until all of the filling and wrappers have been used.
  • Fill a pan or pot with oil. Heat it to 350ºF and carefully add the wrapped lumpia. Fry until golden brown, about 2–4 minutes.
  • Line a plate with a paper towel to place the fried lumpia on.
  • To make the sauce, combine the vinegar, salt, pepper, garlic, and chili pepper.
  • Serve the lumpia with your choice of dipping sauce.

Rachel’s Potato Latkes

Ingredients:

  • 1 1/2 pounds russet potatoes, peeled 
  • 1/2 medium onion, peeled 
  • 1 large egg, lightly beaten
  • 3 tablespoons all-purpose flour
  • 1 teaspoon salt
  • 1/2 teaspoon baking powder
  • 1/4 teaspoon ground black pepper
  • Vegetable oil

Instructions:

  • Grate the potatoes and onion on the largest holes of a box grater. Alternatively, you can use the grating attachment of a food processor.
  • Place the potato and onion mixture on a lint-free kitchen towel or a large piece of cheesecloth and squeeze out as much liquid as possible.
  • In a large mixing bowl, stir to combine the potato and onion mixture with the egg.
  • Sprinkle the flour, salt, baking powder, and pepper evenly over the potato mixture. Stir it gently to combine well.
  • Meanwhile, fill a large, heavy-bottomed skillet with ¼-inch of oil. Heat it over medium-high heat to 350°F.
  • Working in batches, drop spoonfuls of the latke mixture, between 3 to 4 tablespoons in size, into the hot oil. Press gently with the back of a spoon or spatula to slightly flatten their tops. 
  • Cook for about 3 minutes until golden brown. Flip the latkes and cook for an additional 1 to 3 minutes until golden brown. Adjust the heat as needed to maintain 350°F.
  • Place the latkes on a paper towel-lined plate or a wire rack set over a small, rimmed sheet tray. Repeat with the remaining potato mixture, adjusting the heat as needed.
  • Serve the latkes with sour cream and applesauce, if desired.

Jenna’s Eggplant Caponata

Ingredients:

  • 2 lb eggplant cut into 1 1/2″ cubes
  • 1/2 cup (120g) olive oil plus more as needed
  • 1 teaspoon Diamond Crystal Kosher salt
  • 1/2 teaspoon black pepper
  • 1/4 cup (60g) extra- olive oil
  • 1/3 cup (45g) pignoli nuts
  • 3 ribs celery, chopped
  • 1 large red bell pepper, chopped
  • 1 medium red onion, sliced
  • 1 6-ounce can tomato paste
  • 1 cup (140g) chopped pitted green olives
  • 2 tablespoons (18g) capers, rinsed
  • 1/4 packed cup (42g) raisins, optional
  • 2 tablespoons (26g) sugar
  • 1/4 cup (60g) red wine vinegar
  • 1/4 teaspoon crushed hot red pepper flakes
  • 1/4 cup mince flat-leaf Italian parsley
  • 3 tablespoons mint and/or basil for garnish
  • Salt and pepper to taste

Instructions:

  • Toast the pignoli nuts in a dry pan over medium-low heat for approximately 5 minutes, being careful not to burn. Once toasted, set aside.
  • Heat a large pan to medium heat with extra-virgin olive oil. Add the celery, red onion, and bell pepper and sauté for 5–7 minutes or until softened.
  • Add the tomato paste and continue cooking for another 5 minutes, stirring frequently. If the paste starts to burn, add a few ounces of water to the pan. 
  • Next, add the hot red pepper flakes and cook for 30 seconds.
  • Add the green olives, capers, raisins, sugar, and red wine vinegar. Cook for 5 minutes, allowing the vinegar and sugar to cook through and incorporate.
  • Add the roasted eggplant to the pan and gently mix it all together, being careful not to crush the eggplant. Taste test the acidity and add more sugar or vinegar if required. Season with salt and pepper to taste.
  • When satisfied with the taste, turn off the heat and add the parsley and pignoli nuts. Mix well. Caponata can be eaten right away, but it’s better to refrigerate it overnight so that the flavors meld together. 

Dave’s Swedish Meatballs

Ingredients:

Meatballs:

  • 1/2 sweet onion, finely chopped
  • 1 tsp olive oil
  • 2 lbs ground pork (or beef)
  • 1/2 cup panko breadcrumbs
  • 2 eggs
  • 2 tbs fresh parsley, chopped
  • 1/2 tsp cardamom
  • 1/2 tsp ground nutmeg
  • 1/4 tsp ground all spice
  • 1 tsp garlic powder
  • 1.5 tsp salt
  • 1/4 tsp black pepper

Sauce:

  • 4 tbs butter
  • 3 tbs flour
  • 2 cups beef broth
  • 1 cup heavy cream
  • 1 tbs Worcestershire sauce
  • 1 tsp Dijon mustard
  • Salt + pepper to taste

Instructions

Meatballs:

  • Preheat the oven to 400°F. Line a large baking sheet with parchment paper.
  • Sauté the chopped onion in a little olive oil until just translucent, about 2 minutes.
  • In a large bowl, combine the meatball ingredients with your hands. Form medium-sized balls and place onto the baking sheet.
  • Bake for 20 minutes or until internal meatball temperature registers 160°F.

Sauce:

  • On medium-high heat, melt the butter in a pan and add the flour. Continuously whisk until the rue turns brown.
  • Slowly add and whisk in the broth and then the heavy cream.
  • Next, mix in the Worcestershire and Dijon and bring everything to a boil. Lower the heat to a simmer and cook until the sauce thickens, stirring occasionally. Season with salt and pepper to taste.
  • Add the cooked meatballs to the pan and continue to simmer for another few minutes, drizzling them with the sauce.

Brian’s Poutine

Ingredients:

  • 3 or 4 large russet potatoes
  • 2 tablespoons extra-virgin olive oil
  • 1 teaspoon sea salt
  • 1 1/2 teaspoons dried thyme
  • Freshly cracked black pepper

Gravy

  • 4 tablespoons (½ stick) unsalted butter
  • 1/4 cup all-purpose flour
  • 3/4 teaspoon garlic powder
  • 1/2 teaspoon onion powder
  • 1 cup chicken broth
  • 1 cup beef broth
  • 1 1/2 teaspoons Worcestershire sauce
  • 1 beef bouillon cube
  • 1 teaspoon unfiltered apple cider vinegar

For serving:

  • 10 ounces white cheddar cheese curds, at room temperature
  • Minced fresh parsley

Instructions:

  • Make the fries. Place the batons in a large bowl and cover them with cold water.
  • Let soak for at least 30 minutes, up to 24 hours for crispier fries.
  • Preheat the oven to 425°F. Line 2 large rimmed baking sheets with parchment paper.
  • Spread the potatoes out onto large, clean kitchen towels. Dry them off as best as possible.
  • Place the potatoes on the prepared baking sheets, drizzle with the olive oil, sprinkle with the thyme and salt, and add black pepper to taste.
  • Toss to coat evenly, then spread out the potatoes into a single layer.
  • Bake for 10 minutes, then toss the fries and rotate the pans, swapping the one on the top for the one on the bottom. Increase the oven to 450°F and bake the fries for 10 minutes more. Toss the fries and swap the pans from top to bottom again. Turn on the broiler and cook the fries until they begin to brown and crisp, about five more minutes. Continue to toss and broil until the fries reach the desired doneness. Season with salt and pepper.
  • Meanwhile, make the gravy. In a large saucepan set over medium heat, melt the butter. Sprinkle the flour over the butter and cook, stirring constantly, until golden brown, about 2 minutes. Stir in the garlic powder and onion powder. Slowly add the chicken and beef broth.
  • Increase the heat to medium-high and bring to a boil, stirring often. Reduce the heat to low and simmer until thickened. Stir in the Worcestershire, beef bouillon, and vinegar. Season with salt and pepper.
  • To assemble the poutine, divide the fries among four plates. Sprinkle the fries with the cheese curds, drizzle on the gravy, and garnish with parsley.
  • Serve immediately.

Miles’ Cheese Stuffed Meatballs

Ingredients:

  • 10 oz ground pork
  • 20 oz ground beef
  • 2 eggs
  • 1/4 cup grated Parmesan cheese
  • 1 tbs Italian seasoning
  • Salt and pepper
  • 3 cheese string sticks

Instructions:

  • Preheat the oven to 375F.
  • In a large bowl, mix together the pork, beef, egg, Parmesan cheese and seasonings.
  • Cut the string cheese into small pieces.
  • Take a small handful of the meat mixture and place a piece of the string cheese inside.
  • Form the meat around the cheese into a ball shape.
  • Place the meatballs on a baking sheet lined with foil and cook for 15–20 minutes until the meat is cooked through and the cheese has melted.
  • This recipe makes approximately 24 meatballs.

Mark’s Italian Antipasto

Ingredients:

  • 1 loaf of ciabatta bread
  • 1 cup marinated artichoke hearts, roughly chopped
  • 3/4 cup favorite kind of olives, sliced
  • 3/4 cup roasted red bell pepper, diced
  • 1/3 cup pepperoncini, sliced
  • 8 to 10 pepperoni slices, divided
  • 8 to 10 salami slices, divided
  • 10 to 15 slices provolone cheese, divided
  • 2 tbsp grated Parmesan
  • 1 tbsp olive oil

Instructions:

  • Preheat the oven to 400 degrees.
  • Place the ciabatta bread on a baking sheet.
  • Using a paring knife, score about a one-inch border around the top of the bread.
  • Remove the crust from inside the border and a little bit more of the bread underneath.
  • In a mixing bowl, combine the artichokes, olives, roasted bell pepper, and pepperoncini.
  • Take some of the provolone slices and line the bottom of the bread loaf until covered overlapping as necessary to fit.
  • Arrange some of the salami slices on top of the provolone, followed by some of the pepperoni slices.
  • Take half the antipasto mixture and spread it in an even layer on top of the pepperoni slices.
  • Repeat step three layering followed by step four.
  • Sprinkle the Parmesan cheese on top of the antipasto mixture. Brush the edges of the bread with olive oil.
  • Cover the bread with foil and bake for about 30 minutes or until the cheese has melted.
  • Cool before slicing and serving.

Adobe MAX 2025: Creativity Evolved – The Intersection of Artistry and Technology

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Adobe MAX 2025 underscored a central truth: artificial intelligence is transforming creative work — not by replacing it, but by expanding what’s possible. The overarching theme was clear throughout the keynotes and sessions: AI is a partner in the process, enabling faster workflows, more connected collaboration, and entirely new ways to visualize ideas.
For our team, the experience was both inspiring and grounding. The tools may be evolving at a rapid pace, but the creative spark — the part that connects vision, intuition, and craft — remains unmistakably human.

Elana’s Take: A Thoughtful Evolution

This year’s keynote positioned AI as a support system for creativity rather than a substitute for it. Adobe’s rapid development of Firefly — now fully integrated within Photoshop and enhanced with third-party app compatibility — demonstrates how technology can amplify ideation and collaboration.


Firefly Boards, in particular, stood out as a meaningful innovation. The shared digital workspace encourages teams to ideate, iterate, and refine in real time, bridging the gap between brainstorming and execution. It’s a glimpse at how creative processes can become more dynamic without losing their human nuance.


Still, the conversation around AI sparked necessary tension. Some designers celebrated its limitless potential, while others questioned its implications. That balance — curiosity and caution — feels essential to how our industry moves forward.

Miles’ Take: Tools that Empower

As a first-time attendee, I found the experience both overwhelming and exhilarating. Adobe delivered a mix of innovation and practicality — from the headline-grabbing generative features to a range of “quality-of-life” updates that genuinely improve daily workflows.

Features such as “Name All Layers,” MotionMap animation in Illustrator, and Project TurnStyle for perspective shifting are redefining what’s possible within a single software suite. These are not gimmicks; they’re efficiency upgrades that allow more time for actual design thinking.

Even more impressive are tools like the AI Assistant, which can visually analyze work and offer creative recommendations. Combined with generative upscaling, color harmonization, and dynamic lighting adjustments, designers can now refine and elevate work that once required complex manual adjustments or reshoots.

Shared Insights

Across the sessions and demos, a few key lessons emerged:

  • Collaboration is evolving. Tools like Firefly Boards bring co-creation into the heart of the digital workspace.
  • Prompting is a skill. The quality of AI results depends on creative clarity — specificity matters more than ever.
  • Experimentation remains vital. Many of the best results came from unexpected outcomes, reminding us that play and discovery still drive creativity.
  • Human direction is irreplaceable. Even the most advanced features require the designer’s taste, judgment, and narrative vision to succeed.

Closing Reflection

Adobe MAX 2025 made one thing clear: the future of creativity isn’t automated — it’s augmented. As technology continues to evolve, so too must our curiosity and adaptability. These tools are here to help us work smarter, iterate faster, and bring ideas to life with more precision and imagination than ever before.


The craft remains human. The tools are simply catching up.

Turning Up the Heat: How “Spice Culture” Is Redefining Flavor and Brand Collabs in 2026

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Spice isn’t just a flavor; it’s a cultural force. Over the last decade, heat has evolved from a fringe fascination to a defining characteristic of modern food culture. As consumers chase bolder, more layered flavor experiences, brands find new and unexpected ways to bottle that energy. 

From Cult Favorite to Collaboration Powerhouse

Few brands embody this evolution like Frank’s RedHot. What began as a pantry staple has transformed into an icon of crave culture and a symbol of familiarity, fandom and flavor. 

In recent years, Frank’s has proven that strategic collaborations can amplify equity on both sides. The BLACK LABEL® Bacon with Frank’s RedHot, Farm Rich Frank’s RedHot Stuffed Buffalo Crunchers, SpaghettiOs Frank’s RedHot, and Goldfish Frank’s RedHot partnerships each leveraged the brand’s cult following to infuse new energy and buzz into beloved household names.

Smith Design helped bring two of these partnerships to life: BLACK LABEL® Bacon with Frank’s RedHot and Farm Rich Frank’s RedHot Stuffed Buffalo Crunchers. The packaging captures the playful spirit and bold attitude consumers expect from both brands. Each collaboration merges everyday comfort with heat-driven excitement, creating products that feel familiar yet turned up a notch. Consumers are buying into a shared cultural moment built around boldness, fun, and nostalgia.

The Rise of Regional Heats

While established brands ride the wave of co-branded spice, a new generation of products is shaping the next era of “smart heat.” Emerging names like Tari Hot Sauce, inspired by Peruvian culinary traditions, showcase the vibrancy of regional peppers such as aji amarillo — bringing nuanced, citrusy brightness rather than pure fire.

Similarly, Hoboken Farms’ Calabrian Chili Marinara brings buttery, sweet heat to a comfort classic.  Spice is no longer reserved for snacks or condiments but has become a staple in sauces, spreads, and meals.

These products speak to a broader trend: heat as a marker of sophistication. Today’s consumer wants flavor that feels crafted, not chaotic. Products with depth, balance, and a sense of story behind every bite will win with consumers in 2026. 

Sweet Heat

The “sweet heat” movement continues to sizzle as consumers crave more dynamic flavor experiences and brands find creative ways to deliver balance and bite in one irresistible pour. What began with the hot honey craze has evolved into a full-fledged flavor category, expanding into syrups, sauces, and snacks that combine indulgent sweetness with a kick of spice.

One of the newest standouts in this space is Maple Grove Farms’ Hot Maple Syrup, a just-released product that turns classic comfort into a bold flavor adventure.

Working with Maple Grove Farms, Smith Design developed packaging that reflects this balance, blending the warmth of maple tradition with a modern, fiery twist. The design brings the product’s duality to life, pairing heritage and edge in a way that mirrors its rich sweetness and subtle chili kick.

This launch embodies a defining flavor trend for 2026: sweet heat as a bridge between indulgence and intensity. It’s not about overpowering spice, but about contrast, how warmth and sweetness can coexist in ways that feel elevated, sensory, and new.

The Design Opportunity in “Heat”

For brands and designers alike, heat is more than a sensory trend, it’s a visual and emotional language. Red, orange, and smoky hues evoke intensity and warmth, while typography and texture can telegraph authenticity and craft. Successful “spice branding” balances attitude with accessibility: leaning into energy without alienating mainstream audiences.

As the category grows, co-branding and limited editions have become key storytelling tools. When done well, these collaborations extend the shelf life of excitement and tap into audiences eager for something familiar but turned up a notch.

What’s Next for Heat in 2026

Looking ahead, the conversation around heat will continue to evolve. Expect more emphasis on regional authenticity, sweet-heat pairings, and cross-category experimentation — from spicy honeys and chili oils to heat-infused snacks, condiments, and even beverages.

The brands winning in this space understand that heat isn’t just about Scoville units — it’s about emotion, culture, and experience. In 2026, spice is less about pain and more about personality.

It’s Popular. It’s Polarizing. It’s Pumpkin.

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’Tis the season of the Great Pumpkin, and with it comes the onslaught of Pumpkin Spice everything. Although the media, social and otherwise, love to poke fun at the plethora of products out there – consumers look forward to it and embrace it wholeheartedly.

Spice maker McCormick recently conducted a survey about seasonal spice mixes used at home – their Pumpkin Pie Spice Mix came in as the “top seasonal flavor consumers look forward to the most throughout the year.” According to the McCormick Proprietary Consumer Survey for 2025, 72% of respondents use pumpkin pie spice at least once a week.

Melt In Your Mouth Pumpkin!

Packaged goods companies fill our shelves with an ever-growing array of pumpkin-spiced products to make it convenient for all to get in on the fall flavor fun. Smith Design has partnered with several clients to bring their brands into this flavor trend. We very recently worked with Hershey on Pumpkin Spice Latte Nuggets, embracing the warmth of fall with a rich, spice-toned color palette, custom illustrations, and in-house photography. The result is a cozy, craveable package that signals fall at first glance and stands out in the seasonal candy aisle.​

Pumpkin Goes Nuts!

We also created seasonal packaging for Planters, and this year, you can enjoy both the design and the satisfying crunch of Pumpkin Spice Almonds. If the season really grabs you, also look for Planters Apple Cider Donut Cashews to fully fall into fall flavors. Smith Design has established a successful seasonal look for Planters offerings with bold graphics, illustration, and in-house photography to tempt your snack buds. There are holiday mixes as well to warm your winter, like Festive Fancifuls, but let’s not rush things!

Planter's Pumpkin Spice Almonds and Planter's Apple Cider Donut. Seasonal packaging design.

From the Great Pumpkin comes the Greek Pumpkin

The yogurt aisle is always representing with the latest flavor trends and the most up-to-date seasonal tastes. Our work with Hain Celestial Group includes the launch of several limited-edition yogurt SKUs for The Greek Gods, including Pumpkin Spice. The packs have fun, illustrative flavor cues and photography to enhance the special seasonal attraction of this SKU to their main line of delicious yogurts.

The Greek Gods Greek Yogurt Pumpkin Spice. Seasonal fall packaging design.

Listen, whatever you may feel about Pumpkin season, don’t let it pass untasted. Frankly, we are here for it. If your brand is looking for tasty and trendy design launches, Smith Design is ready with a skilled team known for strategic thought leadership, stunning graphics, impactful illustrations, and delicious photography that sells. Put down that Pumpkin Margarita and give us a call!

References

https://www.thepioneerwoman.com/just-for-fun/a65898827/pumpkin-spice-popularity-survey-2025

Evolving Without Alienating: What 2024–2025 Rebrands Are Teaching Heritage Brands

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Over the past year, we have seen a wave of brand redesigns, some honoring equities while others completely abandoning them. As a design agency that partners with category-leading heritage brands, our take is simple: treat equities as irreplaceable assets, not creative constraints. 

Respecting Memory While Refreshing Meaning

  • Pepsi’s identity refresh channeled 1990s visual memory, returning to a bolder wordmark locked inside the globe, with a darker palette and black accents to elevate Zero Sugar. It’s a case study in nostalgia with intent – contemporary, but instantly “Pepsi.” 
  • Jell-O leaned into a retro-playful packaging system and jiggle-forward visuals, trading clinical cues for joyful appetite appeal. Jell-O is an excellent example of a heritage brand made current by amplifying, not erasing.
  • Dial evolved its identity by honoring core brand equities while expanding beyond cleanliness to build emotional and sensory connections. In collaboration with Smith Design, the brand introduced modernized illustrations, streamlined packaging, and distinct subline expressions that transform its heritage into a foundation for fresh, relevant storytelling.

Why these landed: each began with an audit of non-negotiable equities (shapes, colors, wordmarks, pack architecture) and then used those as springboards. Heritage was a tool to increase recognition and warmth, not the strategy itself.

Breaking the Bond with Loyalists

  • Cracker Barrel attempted a modernized logo and store refresh that muted hallmark cues (the “old country store” feel). Customer backlash resulted in a swift halt of the rollout and reinstating the original logo, a lesson in how deeply an experience and brand mark are intertwined for legacy brands. 
  • Jaguar in a bold push toward electrification, rolled out a campaign centered on the tagline “Copy Nothing”, featuring a new minimalist logotype and sleek visuals. Fans and critics accused Jaguar of abandoning its storied heritage, claiming the company “killed a British icon.”

What went wrong: backlash isn’t just about logos; it’s about signals towards a bigger change that will affect the core of what consumers know and love about a brand.  When the new expression seems to disinvite your base, consumers start to recognize what may be changing at a deeper level, leaving the new visual strategy to take the brunt of the negativity for the bigger organizational change. 

Our Philosophy for Heritage Leaders

We design with two truths in mind:

  1. Equities are capital. You don’t delete assets that took decades to accrue; you reinvest in them.
  2. Growth requires stretch. New, younger audiences need fresher codes to see themselves in the brand. The backlash received by some brands should not deter heritage brands from making necessary updates; mindful reimagination will make sure you are evolving to meet those new consumer needs.

 The job is to hold the line on what must endure and evolve what can invite.

How We Do It (and what you can expect)

  • Equity Map & Hierarchy. We inventory distinctive assets (color, iconography, pack silhouettes, taglines). Then we tier them: Keep / Evolve / Explore.
  • We purposely use dual-audience testing. We test current users and next-gen prospects separately first and then together, so we can see where preferences diverge rather than averaging them into something not rooted in strong support. 
  • Scenario design, not one-offs. We prototype territories:
    • Conserve: tight evolution, maximum continuity.
    • Bridge: bolder motion with protected core equities.
    • Breakthrough: novelty option pressure-tested for stretch.
  • Decision by “Equity + Effect.” We combine recognition/fit metrics with persuasion and “would try/buy” lift. The winning route protects recognition and grows relevance.

When current vs. new consumers don’t agree…this is the hard part, and it happens. How do we continue forward without abandonment?

  • Find the overlap first. Identify assets both groups rate as “makes it feel like the brand.” Those become untouchables.
  • Localize the novelty. Concentrate change where your base is least sensitive and keep primary marks, core colors, and hero pack elements consistent.
  • Stagger the leap. If the breakthrough route wins with prospects but alarms loyalists, roadmap it: launch the Bridge system now, pre-wire the “why,” and schedule feature releases toward the bolder behaviors once familiarity builds.
  • Narrate the change. Use brand storytelling to frame evolution as a return to purpose, not a departure. Communicate how the launch narrative connects the past to the future in human terms.

Great redesigns don’t choose between heritage and modernity; they translate heritage into modernity. When you honor what people already love, you earn the right to show them what they’ll love next.

References

Pepsi Logo: https://www.printmag.com/branding-identity-design/the-new-pepsi-logo-proves-the-mass-appeal-of-nostalgic-rebrands/

Jello Logo: https://logos-world.net/bright-rebranding-of-the-jell-o-logo/

Breakfast Is the New Frontier for CPG Innovation

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Morning food is getting a major makeover.

Breakfast has emerged as one of the most dynamic innovation zones in the CPG landscape.
Shifts in consumer habits, heightened focus on wellness, and a craving for convenience have turned the morning meal into a canvas for experimentation and an opportunity for growth for CPG companies.

A Category Reawakened

With more people working from home or adopting flexible schedules post-pandemic, breakfast has moved from a rushed necessity to a daily ritual consumers are eager to personalize, enhance, and optimize.

Add to this the rise of functional foods, growing demand for clean-label ingredients, and a desire for flavor exploration, and it becomes clear: the traditional cereal aisle is no longer enough.

Trends Driving the Breakfast Boom

Consumers want more from their first meal, giving rise to notable trends across the category. A few trends exhibiting tenacity right now include:

1. Functional Nutrition

Consumers want breakfast with benefits: energy, focus, satiety, and gut support. Brands like Taika (adaptogenic lattes) and MUSH (probiotic-rich oats) lead the charge by embedding function into formats people already know and love.

2. Protein Priorities

Breakfast has become the protein anchor of the day. Brands like Farm Rich are turning familiar formats into high-performance food without sacrificing taste. Smith Design recently worked with both brands to capture innovations in breakfast. Farm Rich’s High Protein Cinnamon French Toast Sticks, Loaded Hash Brown Bites, Bacon Breakfast Roll Ups, and Sausage Stuffed Biscuits offer the delight and familiarity of indulgent breakfast foods in a portable format that packs a protein punch. Smith created the logo for Farm Rich, redesigned the packaging, and shot the food photography.

3. Plant-Based

With demand for plant-forward meals increasing, breakfast is an ideal entry point. PB2’s Apple Cinnamon Muffin Mix combines the benefits of added protein that’s all plant-based. Smith Design worked with PB2 on the label design and food photography for this innovative morning mix.

4. Snackification of the Morning Meal

Today’s breakfast might be eaten in the car, at a desk, or mid-Zoom. This shift has opened doors for portable, resealable, microwaveable formats. Smith Design leveled up the package design and photography for Eggland’s Best Sous Vide Egg Bites, which go from frozen to fabulous in minutes and are easy to bring on the go.

The Breakfast Opportunity

For CPG brands, breakfast offers a unique intersection of habit, health, and hedonism. It’s a chance to build brand loyalty in a new category through daily rituals, capture self-space in multiple grocery aisles, and drive category disruption without the need to educate consumers from scratch about their brand.

The Visual Legacy of the Tour de France

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With Smith Design-ed Products

First held in 1903, the Tour has become one of the most prestigious events in sports, captivating fans with its dramatic mountain climbs, high-speed sprints, and iconic landscapes. It’s a grueling, multi-week stage race that blends athleticism with tradition.

But beyond the peloton lies a fascinating visual language: the jerseys themselves. From the famed maillot jaune to the green, polka dot, and white jerseys, each color tells a story—honoring the race’s history, celebrating standout performances, and adding a layer of symbolism to every pedal stroke. Whether you’re new to the Tour or a longtime fan, understanding the origins of these jerseys offers a richer appreciation for the spectacle and strategy of the race.

Yellow Jersey (Maillot Jaune) – Overall Leader

  • Introduced: 1919
  • Significance: Worn by the rider with the lowest overall time (General Classification).
  • Why Yellow?: It matched the yellow newsprint of L’Auto, the race’s original organizing newspaper.
  • Fun Fact: Eugène Christophe was the first to wear it. At the time, it was controversial because riders felt it made them too easy to target.

Green Jersey (Maillot Vert) – Points Leader

  • Introduced: 1953 (50th anniversary of the Tour)
  • Significance: Awarded to the best sprinter based on points from stage finishes and intermediate sprints.
  • Why Green?: It was originally sponsored by a lawn mower company, hence the green color.
  • Fun Fact: Points are weighted toward flat stages to favor sprinters.

Polka Dot Jersey (Maillot à Pois Rouges) – King of the Mountains

  • Introduced: 1975
  • Significance: Given to the best climber, based on points earned on categorized climbs.
  • Why Polka Dots?: A chocolate sponsor (Chocolat Poulain) used red polka dots in its branding.
  • Fun Fact: Climbs are categorized by difficulty, with more points available on the hardest ones.

White Jersey (Maillot Blanc) – Best Young Rider

  • Introduced: 1975 (discontinued in 1989, revived in 2000)
  • Significance: Awarded to the best rider under 25 in the General Classification.
  • Why White?: It represents youth and potential—a clean slate.
  • Fun Fact: Many eventual Tour winners started out by winning the white jersey early in their careers.

And while history, tradition, and pure athletic prowess are the center points of this epic endurance event, let’s not forget the calories. It takes a fair amount of them to fuel such continued exertion. As an amateur competitive cyclist, I can tell you that certain foods are more suited to sustaining the energy needed to climb the Alps. Even better, I discovered I can support caloric intake for an endurance ride, pulling only from Smith Design client projects.

Here’s how I would set my menu:

Night before:

While the science of “carb-loading” has shifted, a pasta meal is still a great idea, as long as it’s a healthy balance of macronutrients. I’d choose Buitoni Chicken Parmesan Ravioli.

Breakfast:

Cream of Wheat will top off your carbs in the morning. I like to stir in some Skippy Creamy Protein Peanut Butter for extra satiation.

On the Bike:

The pros have support cars and domestiques to fetch their snacks, but amateurs? We need to cram our pockets full of goodies. Single-serve packets are easily stashed in cycling jerseys, and small bites are best for snacking on the go. I’d reach for:

Skippy P.B. Bites, Planters Trail Mix, and Entenmann’s Big Chunk cookies.

Electrolytes in your water bottle are an absolute must. Did you know you can make your own by combining a little Maple Grove Farms Maple Syrup and pinch of salt?

After it’s all over, don’t forget to show your bike some love. Towel it off using Bona’s All Purpose Cleaner (Lavender scent, of course) and a microfiber cleaning cloth.

The Tour de France airs from Saturday, July 5th, through Sunday, July 27th, and the Tour de Femmes airs from July 26th to August 3rd.

Summer Fancy Food Show 2025

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This year’s SFA Summer Fancy Food Show was stocked with delicious treats, hot new products, and over 2,500 innovative, beautifully designed, eye-catching booths. Four of Smith Design’s own were able to attend: Senior Client & Business Growth Development Manager, Jill Weible, and our three summer interns, Hannah, Jocelyn, and Nicole.  

THE ADVENTURE BEGINS  

We started the day by meeting up at the front of the Javits Center! Jill briefed us on our game plan and, after picking up our own special name badges, we headed to the first floor ready to stuff our tote bags full of samples to bring back to the office! With over five thousand booths to go visit, we made sure to bring our best walking shoes and prepared to fill our brains (and bellies) with a whole lot of food knowledge.  

Booth by booth, we were able to see so many different foods, snacks, drinks, and desserts! Some have been around for decades, centuries even; others were brand new, fresh takes on treats we had never seen before! By talking with the diverse group of exhibitors, we were able to learn about new technologies, flavor combinations, business collaborations, and find out what is, or will be, trending now! 

A SPICY KICK 

There was no shortage of heat at SFA’s Summer Fancy Food Show, and we’re not just referring to the weather. Spice was one of the most popular trends among this year’s exhibitors. After prior Fancy Food Shows helped launch Mike’s Hot Honey into the stratosphere, hot honey was an incredibly popular ingredient in various products, especially marinara sauce.  

Speaking of Spice, our friends at Hoboken Farms launched a spicy, new sauce flavor – Butter & Calabrian Chili Marinara. We spent some time at their truck-themed booth watching their Yo-Yo master perform and sampling the new sauce cooked up by Brad.  

Our taste buds were on fire all day after trying everything from Saharan Hot Pecans at Althea Farms, Rondele Mango Habanero Cheese at Lactalis, the adorably designed Noodletown Sesame Noodles with Chili Crisp at Acecook, and Maazah’s fresh Cilantro Chutney sauce.  

ALTERNATIVES FOR EVERYONE 

If one thing was clear at this year’s show, it’s that the food industry is in the midst of an accommodating age. We tried a huge variety of alternative products, some highlights being The Ultimate Artichoke’s artichoke burgers, Natural Heaven’s heart of palm pasta, Prime Shrimp’s shrimp burger, and Bezi Labeneh’s tangy cream cheese alternative. We even sampled protein sprinkles at Sprinkle Bites, which was one of the most innovative products we tried at the show.   

In addition to offering different ingredients and regionally-inspired flavors, many of the alternative products were also created to accommodate health and dietary preferences. These packages were sprinkled with claims of being high in protein and fiber and low in fats, sugar, and carbs.  

Continuing on with the health theme, another major trend we noticed at Fancy Food was the abundance of products highlighting the inclusion of prebiotics. Visiting “Rotten Candy”, a new brand that ironically produces healthier alternatives to classic gummy candies, felt like stepping into a mad scientist’s laboratory with their neon, nostalgic illustrations. We sampled their unbelievable gummy candies that also happened to be packed with prebiotics and offer 60% less sugar than leading gummy brands.  

EASE & CONVENIENCE 

One of our favorite micro-trends we observed was convenient, on-the-go packaging. We also saw lots of individually packaged snacks with portioned servings. Lotte’s Coolish Frozen Desserts came in squeezable pouches, bringing all the fun of ice cream, without the drippy mess.   

Many brands introduced new products offering a gourmet flavor experience at home. King Arthur Baking Company was serving fresh, hot biscuits straight from the oven with strawberry rhubarb jam and melted butter using their Buttermilk Biscuit Flour Blend. We also enjoyed visiting House of Scones, sampling their delicious scones and seeing Smith Design’s polished branding and package designs on display. These brands and their standout products offered a thoughtful cooking and eating experience, in addition to their delicious taste. 

RAINBOW OR REFINED? 

Rather than sticking to a particular brand color, many brands have been leaning into the rainbow aesthetic. These brands remain anchored by their wordmarks and logos, with different rainbow shades for every flavor. Curious Elixirs, Joe Tea and Pepero were standout booths because of their punchy, multi-colored packaging. 

Monochromatic color schemes could be equally effective for some brands. We loved Melona’s icy blue booth, tricked out with neon signs and colorful stickers, which perfectly complemented their Taiyaki Ice Cream sandwiches. Artikaas leaned into the “cheesy” theme, their tables and barstool cushions adorned with their clever cheese wheel designs. Maazah’s soothing, green-tiled booth felt like an oasis in the chaos of the Javits Center. Their chutneys and lentil dips were tasty paired with a full charcuterie spread. 

Highlights:
– Visiting our clients and seeing their fabulous booths and new product innovations
– Learning the stories behind products – Josephine’s Cookies, history of Twinings
– Westgold VR headset – we could almost taste the grass!
– Ornate tinned fish
– Sprawling charcuterie spreads
– Easting samples 😉

There was so much to see and do at the show. We learned so much and will cherish this experience forever. We were able to see how much work goes in behind the scenes to get the products we use and eat every day to the shelves and left the center inspired and ready to apply our newfound knowledge in our work.  

After a long day at Fancy Food, we made our way back to New Jersey with overflowing totes, satisfied appetites, packed camera rolls, and even a brand-new pizza board. Here’s to another great year at SFA’s Summer Fancy Food Show! 

Designing Relevance: Keeping Brand Mascots Alive and Impactful

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In an era of fragmented attention and fast-moving trends, brand mascots can no longer rely on nostalgia alone but must be actively designed for relevance. Driven by shifts in consumer behavior, digital marketing strategies, and the rise of parasocial relationships in online culture, they have evolved dramatically from static product icons to dynamic social media personalities.

As influencer culture grew in popularity, marketers recognized the value of authentic content and forming emotional connections with their audience. A mascot helps a brand cut through the noise, standing out using humor, sarcasm, or irreverence while still being “on brand.” Even better, because they’re not real people, mascots are flexible digital assets that can respond to trends quickly and don’t need costly influencer contracts. They become nimble, multi-platform brand representatives capable of driving engagement, merchandising, and emotional connection.

Mr. Peanut and The Jolly Green Giant

Smith Design worked with some long-standing mascots, notably Mr. Peanut and the Jolly Green Giant, helping to evolve their presence on packaging and social media.

We created the cobranded visual identity and shot the food photography for the Mr. Peanut × Miller High Life Bar Nut Mix, a campy and clever collaboration between two century-old brands that appealed to Millennials and Gen Xers who appreciate retro-kitsch, especially regarding their favorite snacks.

In creating content for Green Giant’s social media, Smith Design focused on posts that allow the Giant to participate in social media trends while retaining his strong, silent persona. One trending post jumped on the “looking for a man” trend and proved one of the brand’s most popular posts. Audiences recognized the trend and appreciated the nod to pop culture.

A Tomato is Born: Designing a Character That Works

Today’s mascots have human-like quirks, backstories, and even relatable drama. Think Duo, Duolingo’s sassy owl, known for chaotic shenanigans like sending threatening reminders to keep up with learning streaks, flirting with celebrities, dancing in public, and office antics.

Smith Design embraced the opportunity to create character-focused, relatable, organic social media content for sauce company Hoboken Farms. The brand had no pre-existing mascot in this case, but Smith made a band of unofficial mascots to breathe fresh air into their social media content.

Consequently, a quartet of anthropomorphized Roma tomatoes have become “regulars” on the brand’s social media feed. They’ve gone dancing for New Year’s Eve, announced grocery store partnerships, and even graduated college. As 3D animated representatives, they’re easygoing and adaptable to the task.

And when Smith creatively pivoted them to participate in the popular AI “action figure” trend, they spawned personalities of their own, complete with signature accessories representing each of Hoboken Farms’ four varieties of sauce. Tammy, Tommy, Johnny, and Isabella Tomato are now a part of the sauce’um Hoboken Farms gang, and we’re excited to see what they do next!

If you’re looking to give your brand a representative, an enhanced voice, or even a little extra charisma, let’s chat. At Smith Design, we have vast experience in working with heritage brand mascots as well as inventing fresh, new characters that truly stand out. Whether you’re envisioning a cheeky character, a clever sidekick, or a mascot with undeniable swagger, we’re here to help your brand make a lasting impression. Let’s create something that gets noticed and keeps people talking.

Brands Are Crafting Connections With Hispanic-Inspired Flavor

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Record Growth of the U.S. Hispanic Population will transform both CPG Brand Offerings and Marketing Strategy

According to the U.S. Census Bureau data, the Hispanic population, which is expanding at a faster rate than non-Latino population in the U.S., is expected to grow to 26.9% by 2060. Hispanics’ flavorful and multicultural cuisine preferences continue to have more influence on the American food landscape. The exposure to more Hispanic cuisine in the U.S. opens exciting avenues for CPG brands to showcase authentic cuisine and flavors while reaching a broad consumer base. Let’s explore how brands can leverage culinary heritage and innovation to resonate with Hispanic audiences and beyond. 

Food Traditions Create Meaningful Connections 

Many brands are leaning into authenticity to build stronger relationships with Hispanic consumers. Food often plays a central role in family traditions, cultural celebrations, and everyday moments of comfort. These experiences help create lasting emotional connections, making certain flavors and brands feel deeply familiar and meaningful across generations. This is where culturally rooted branding becomes especially powerful by honoring heritage while resonating with modern consumers.

The Holanda Case Study: Cultural Authenticity with Broad Appeal

One standout example of culturally rooted branding is Holanda, a beloved Mexican ice cream and novelty brand that recently partnered with Walmart for an exclusive U.S. launch aimed at appealing to a broad Hispanic consumer base. Holanda relied solely on packaging, without advertising support, to capture attention in Walmart’s freezer aisle.

Holanda teamed up with Smith Design to create the packaging. Familiar brand elements were thoughtfully adapted for the U.S. market. Smith Design enhanced the Holanda logo with brighter colors and a distinctive outer shape to maximize shelf impact. Spanish was used as the primary language on the packaging, with English in a secondary role, reinforcing the brand’s cultural authenticity and honoring its Mexican heritage.

This approach helped Holanda form a meaningful connection with Hispanic shoppers, including those who may not have grown up with the brand but recognize and value its roots in Mexico. At the same time, the packaging intrigued non-Hispanic consumers looking to explore authentic international flavors.

Holanda’s packaging strategy demonstrates how effective design can convey tradition and cultural relevance while remaining accessible. By emphasizing its origins and maintaining core brand elements, Holanda celebrates cultural pride and authenticity while resonating with a diverse U.S. audience. The brand’s success underscores the power of intentional design and heritage-driven storytelling. Find out where to get Holanda Novelties, click here!

Celebrating Hispanic Flavors in Different Channels

Adding flavors and spices can enhance foods and attract consumers who love more vibrant and tangier Hispanic-influenced flavors. 

In the snacking channel, Hormel Foods has recently launched two new Mexican-inspired additions to its CORN NUTS® brand: Mexican-Style Street Corn and Loaded Taco. Packed with crunchy goodness and popping with flavor, these snacks appeal to consumers seeking bold, crave-able tastes. Smith Design created vibrant packaging that not only catches the eye but amplifies the excitement behind the products. Read more about these products, check out Innovation at its Crunchiest featuring CORN NUTS®.

The beloved Tajin® Brand seasoning has truly taken off as a flavor enhancer and is now trending as a margarita rimmer. Tajin® has also collaborated with several brands, including condiments like Hellmann’s Chili Lime Mayonnaise Dressing and breakfast items such as Pop-Tarts with Tajin seasoning and fruity Chamoy sauce. There seem to be no limits to which channels can offer more spice and Hispanic-influenced flavor!

A Flavorful Future for CPG Brands

The integration of Hispanic cuisine and flavors in the U.S. reflects a cultural journey that will continue to enrich America’s culinary landscape. With products that honor heritage, offer authentic flavors, and appeal to diverse tastes, brands have an exciting opportunity to resonate with a growing Hispanic population and a broader market. For CPG companies, the path forward is clear: embrace the diversity within Hispanic cuisine, create products that celebrate tradition, and invite all consumers to experience the depth of Hispanic flavors. By aligning with consumer interests and honoring cultural significance, brands can build lasting connections and unlock a world of flavor possibilities across a wide variety of channels.

Adultifying Juice

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The trend of “adultifying” juice—transforming traditional juice beverages into sophisticated, health-focused, or functional drinks tailored for adult consumers—has been gaining momentum.

This momentum is reflected in recent product innovations across beverage companies, from Coca-Cola to Califia Farms, and is spurred by the younger generations, particularly Gen Z, who are reshaping beverage consumption in the following key ways:

  • Prioritizing health and wellness by choosing functional beverages with added benefits like gut health support (prebiotics, probiotics), immune-boosting ingredients, and adaptogens.
  • Favoring clean-label drinks with natural ingredients over traditional sodas or artificially flavored options.
  • Reaching for bold, exotic, and unexpected flavor combinations, such as yuzu, dragon fruit, and hibiscus.
  • Appreciating cultural and global influences, like matcha, turmeric, and botanicals.

These headwinds have been affecting the broader beverage industry and the orange juice subset, compounded by increased competition from alternative drinks and a general decline in traditional breakfast habits.

In response, Florida’s Natural, the citrus-focused and farmer-owned co-operative, is exploring a new product line that aligns with these evolving consumer tastes and trends.

Meet Bold Blends, a unique mix of vibrant and exotic flavors, like pineapple with dragon fruit and mango with habanero pepper.

Smith Design was engaged to rejuvenate Florida’s Natural’s brand appeal and address the shifting market dynamics to ensure long-term sustainability via this new product line. To do this, Smith created a design that departed from their core line with a rich, green label and vibrant and dynamic fruit imagery.  

The label design cues excitement and refreshment, hooking the consumer with a medley of unexpected flavors.

Flavors that could easily be used in a cocktail or mocktail, making Bold Blends especially appealing to the “make it your way” younger generation.

With Cinco de Mayo approaching, we offer this Spicy Mango Habanero Margarita recipe featuring Florida’s Natural Bold Blends. Raise a glass to reimagined flavor!

BOLD and Spicy Mango Habanero Margarita

Ingredients (Serves 1)

  • 2 oz tequila (silver or reposado)
  • 1 oz fresh lime juice
  • 1 oz Bold Blends Lemonade with Mango and Habanero
  • ½ oz triple sec (or Cointreau)
  • Tajín or chili powder + salt (for the rim)
  • Ice
  • Lime wedge or mango slice (for garnish)

Instructions

  1. Prepare the Rim: Run a lime wedge around the rim of your glass and dip it in a mix of Tajín and salt.
  2. Mix It Up: Add tequila, Bold Blends, triple sec, and ice. Shake well for about 15-20 seconds.
  3. Strain & Serve: Strain into your prepared glass filled with fresh ice.
  4. Garnish & Enjoy: Top with a lime wedge or a mango slice for extra flair.

Smith Design Nominated For 29th Annual Webby Awards

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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.

The Intersection of Design and Data-Driven Well-Being

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People are increasingly taking back control of their wellness by embracing new technologies like at-home DNA tests. These tests offer personalized insights and cutting-edge solutions for health management.

DNA testing allows individuals to tailor their diet, fitness, and even skincare routines to their genetic makeup. Some people are even turning to at-home genetic testing to determine if they might be good candidates for GLP-1 medications like Ozempic and Wegovy, which are widely used for weight management and metabolic health. Certain genetic markers related to metabolism, insulin sensitivity, and appetite regulation may influence how well someone responds to GLP-1 receptor agonists (Forbes).

Companies are marketing these advancements as tools for empowerment, promising a more data-driven, individualized approach to well-being that moves beyond traditional one-size-fits-all solutions. They are also making access easier, including our clients at DNA Complete who provides the only at-home test that decodes 100% of your DNA.

ProPhase Labs asked Smith Design to provide a secure structural design, brand identity, and packaging graphics that was secure, intuitive, and informative. The design struck a balance between science, wellness, and luxury. The bulls-eye graphic connotes accuracy while also drawing attention to the double-helix logo and test claims.

While the science is still evolving, and most doctors emphasize that genetic testing alone isn’t enough to determine eligibility for the candidacy of certain medications, the impact extends beyond healthcare and into industries like food, fashion, and overall wellness.

Food companies are creating products and tailoring packaging specifically for health goals, creating packaging that highlights DNA-personalized benefits, metabolic health support, and GLP-1-friendly formulations, like Nestlé’s Vital Pursuit. Brands are marketing “Ozempic-friendly” snacks and protein bars with higher fiber and protein content to cater to consumers using GLP-1 medications, like Danone’s YoPro. Some fast food chains are even getting into the game, offering GLP-1 Support Menus, like Smoothie King.

Supplements companies now offer DNA-personalized supplements, formulating vitamins and nutrients based on genetic predispositions. Brands like Rootine and Persona Nutrition use genetic testing to create custom supplement regimens that promise optimized health and longevity.

Apps like Noom, MyFitnessPal, and ZOE incorporate AI-driven, DNA-based, and microbiome-focused nutrition plans.

Wearable companies like WHOOP and Oura are integrating genetic and metabolic health insights to provide hyper-personalized fitness and recovery recommendations.

High-end wellness brands like GENEU, Allél, and Orogold now offer genetic-based skincare, as do. They also provide “metabolic reset” programs designed to align with GLP-1 medication regimens.

The growing intersection of genetics, healthcare, and personalized wellness presents a significant opportunity for innovation—especially in the realm of graphic design communications. As more consumers seek data-driven health solutions, brands have the chance to develop clear, engaging, and visually compelling ways to communicate complex medical and genetic information. From intuitive packaging that highlights personalized nutrition benefits to dynamic app interfaces that track genetic and metabolic insights, effective design can enhance user understanding and engagement.

Infographics, interactive dashboards, and sleek branding will play a crucial role in making these tools more accessible and appealing. As this space evolves, those who can bridge science with strong visual storytelling will be able to shape the future of personalized health.

Integration of AI as Part of the Creative Process

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Whether you’re a designer or a brand marketer, this blog offers insights that can help you harness the power of Visual Generative AI. Maximize agility with faster turnaround times and cost efficiency with “GenAI”.

AI has rapidly evolved from a niche area in computer science into a transformative force across various industries, particularly graphic design. Visual GenAI enables machines to perceive, interpret, and act on visual data similarly to how humans do, but the implications of this technology extend far beyond mere image recognition.

GenAI – New Developments

The recent conversations surrounding GenAI focus on developments in AI image synthesis such as Firefly, Runway, DALL-E, Midjourney, and Flux, which have accelerated automated creativity. 

The integration of GenAI in graphic design has evolved from basic automation tools to sophisticated generative systems, significantly impacting the creative process by streamlining repetitive tasks, generating design ideas, and enhancing image manipulation, allowing designers to focus more on conceptualization and high-level decision-making. 

The future of AI in graphic design likely includes even more advanced customization, personalized design experiences, and the ability to seamlessly integrate diverse data sources into visual outputs, further blurring the lines between design and data analysis.

Guess Which Images Are Made With AI?

Stay tuned for the answer revealed further down in the blog…

GenAI – Governance

In mid-October Smith Design sent three representatives to the Adobe MAX 2024 conference in Miami Florida. They returned with a wealth of new knowledge, including how Adobe is paving the way for GenAI governance by implementing content credentials and using only permitted content. Adobe takes responsible innovation in the age of GenAI very seriously. Their leadership positioning and commitment to thoughtful AI innovation is an example for other GenAI development models. A diverse Adobe AI Ethics Review Board oversees training, testing, and the review process to ensure accountability, responsibility, and transparency. Click here to learn more about our learnings from the Adobe Max conference: https://smithdesign.com/blog/adobe-max-2024-recap/

With an everchanging landscape, the GenAI risk and governance stakeholders in different organizations will need to diligently oversee the responsible use of GenAI by mitigating potential biases, security threats, and ensuring safety and ethical practices.  

Drive Efficiency and Enhance the Creative Process Using AI as a Tool

As we are weeks away from entering the last year of Q1 in the 21st Century, several key trends converge to reshape the industry. Advancements in machine learning, natural language processing, and computer vision are driving these trends, making AI more accessible and powerful than ever before. Designers who embrace these technologies will equip themselves to meet the demands of an increasingly digital and personalized world in the 21st century Q2 and beyond.

Think of the process of using AI as spit balling ideas, image swipe sessions, or post-it sketch storms with your team, during the beginning phase of design. How might you use AI to generate ideas, or use it in your workflow? 

You can use AI to:

  1. Enhanced Creative & Visual Briefs: Generate unique design concepts that designers may not have considered. AI can assist designers in providing fresh perspectives to spark creativity.
  2. Efficiency and Speed: Quickly generate designs or concepts, significantly reducing turnaround times. This speed can be crucial in meeting tight deadlines.
  3. Customization: Tailor designs based on specific prompts, enabling a high degree of personalization.
  4. Cost-Effectiveness: Streamline the design process, especially for preliminary concepts and prototypes, making it more affordable than traditional research methods.
  5. Exploration of Styles: Mimic various artistic styles and genres, allowing designers to experiment with different looks and feel without needing to master each style individually. AI programs enhance efficiency and creativity by quickly generating ideas and automating repetitive tasks. It can also help with style references, material reference, consumer types, objects, materials, conveying idea/context, design language,  packaging types, photography language, etc.
  6. Consistency: Maintain design consistency across various projects by adhering to predefined style guidelines and parameters.
  7. Accessibility: For those without advanced design skills, or the ability to verbally communicate their vision, AI tools can provide a way to create professional-looking designs with minimal expertise.
  8. Data-Driven Insights: Analyze trends and patterns to inform design decisions.
  9. Experimentation: Assist in testing and iterating on multiple design concepts quickly, helping designers find the best solution without extensive manual effort.
  10. Support for Collaboration: Facilitate collaborations by providing a shared platform where team members can generate and refine design ideas together.

And now for the answers!

Conclusion

As AI continues to advance, its impact on graphic design and marketing will only grow. By integrating these technologies into their workflows, designers can unlock new levels of creativity and efficiency. The future is bright for those willing to embrace the possibilities that AI brings to the table.

Want to learn more about how to successfully navigate using AI as a tool for inspiration and efficiency? Fill out the form below to be one of the first to receive our more extensive white paper that is in development. Please add that you are interested in the GenAI white paper.

Smith Design also offers Educational Seminars where we host webinars and live or streamed events on trending topics. Please fill out the form to connect and to learn more. 

Bold Chaos Packaging Trend Is Turning Heads

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In today’s world of retail, consumers crave uniqueness, surprise, and a touch of rebellion – and the latest packaging trend, aptly called “chaos packaging,” brings all these elements to the forefront. Chaos packaging, a phenomenon that continues to gain traction on TikTok and recently spotlighted by The Wall Street Journal, embraces an unorthodox approach by selling products in containers that are unconventional to their category. Think tampons packaged in what looks like ice cream containers or water in tallboy cans traditionally used for beer. This outlandish packaging taps into our curiosity and challenges the norms of what packaging “should” be, prompting many to wonder: How far will this trend go, and what could be next?

Small Startups Disrupt the Shelves

The chaos packaging trend began with small startup brands that, due to limited budgets, needed to stand out against larger competitors. Without funds for extensive advertising, these companies had one primary promotional tool – their packaging. Rather than using conventional packaging that might get lost on shelf, they adopted surprising, playful forms, and in many cases, they used stock packaging to keep costs down. By placing their products in non-standard containers, these brands caught the eye of consumers in a shockingly fresh and economical way.

Influencers Fuel the Chaos Packaging Craze

Social media influencers continue to play a significant role in amplifying chaos packaging. This past summer, the Vacation brand sunscreen went viral. This sunscreen packaged in a whipped cream container really whipped up a frenzy of social posts!

Another standout example comes from Moschino, a perfume brand beloved by influencers. The perfume’s outer box appears plain, but inside, the bottle resembles a surface cleaner’s trigger spray bottle – an unexpected twist that shocks and delights.

A Mini Bit of Nostalgia

The Moschino perfume’s packaging may remind Gen Z and Gen Alpha of the “mini-brand” and “unpacking” trends that flooded YouTube in the past decade. Videos of unboxing surprise toys, mystery eggs, and miniatures sparked fascination and surprise, a sentiment chaos packaging now revives. In a news segment about chaos packaging that recently aired on a Philadelphia station, one of the news anchors stated that the Moschino brand is like the answer to Gen Z growing up. Brands actually become mini-brands!

What’s Next for Packaging Trends?

With chaos packaging capturing attention, the natural question is: What’s next? The idea of a “surprise element” in packaging has deep roots in consumer culture, from cereal box toys to Happy Meal surprises. As brands look for the next big thing, candy and personal care sectors may continue to experiment with innovative shapes and formats, perhaps pushing the boundaries further than ever.

Consider the rising trend of using tackle boxes for candy storage or the popularity of unusual shapes and vessels in beauty stores like Sephora and Ulta. As a medium, packaging is transforming into an experience itself, inviting consumers to interact, play, and share their finds with friends and followers.

Sustainability Meets Chaos: A New Frontier

As brands push the envelope with chaos packaging, sustainability remains a crucial priority for all packaged goods. Both CPG companies and packaging manufacturers are researching and innovating with eco-friendly packaging options. 

An example of sustainable packaging innovation is the in-mold labeling (IML) technology for plastic containers. With the IML manufacturing process, the labels are fused to the containers, allowing for easier recyclability because the packaging is a single material. Yogurt cups, primarily made with IML packaging, could inspire chaos packaging in unexpected categories. Imagine beauty products such as face masks or an exfoliator sold in yogurt containers! IML yogurt cups can also be used as packaging for foods in the snacking category, from dried fruits and nuts to chips and dips.

Aluminum is perhaps the most sustainable material on earth as it is highly recyclable. A current trend we observed is water being packaged in aluminum cans. As previously mentioned, Liquid Death water is pretty disruptive as it looks like beer in an aluminum tall boy can. Another fun example of water being packaged in cans is Bored & Thirsty water which has a plethora of wild designs with one consistent simple and clean logo. These designs allow the consumer to make a statement as they enjoy their water!

The future and evolution of packaging, if not chaotic, then certainly fun and sustainable

The chaos packaging trend signals a shift in consumer expectations, with brands redefining traditional forms. As brands innovate, there’s no telling how far they’ll take this trend and how packaging will evolve. Consumer packaging will continue to be a canvas for creativity, tapping into consumers’ love for surprise, fun, and perhaps even a bit of nostalgia – all while adapting to a more sustainable world.

Looking for ideas for your brand’s packaging?

You have come to the right place for inspiration, creativity, and brand strategy!

At Smith Design, we continue to research and immerse ourselves in trends and solutions across different categories. We’d love to hear from you!

Please fill out the form below with your contact information, and we will schedule a consultation.

Brew a Cup of Joy this Holiday Season

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This holiday season, we’re sharing recipes crafted to inspire moments of mindfulness and joy. Below, you’ll find six drinks that encourage you to take a moment to pause, be present, and enjoy the simple act of creating and savoring something special. They’re designed to brighten and bring warmth to your winter days.

If you feel especially joyful, mix one up, and tag us on social using #smithholiday. We’ll return the favor and repost!

In the spirit of giving, this year, we supported Reach Out and Read, a Morristown organization that provides books to children in need. We donated 300 copies of Zaza’s Perfect Pie, a delightful picture book by our Director of Digital Creative, Elana Iaciofano. Complete with recipes, activities, and crayons, it’s a fun way for kids to dive into Zaza’s pizza-filled adventures.

Additionally, we’ve made a financial contribution to NAMI, the National Alliance on Mental Illness, to support their important work in mental health advocacy and education.

Here’s to moments that warm the heart and brighten the season!

Uplifting Hot Chocolate

Serves 1

Ingredients:

  • 1 cup milk of choice
  • 2 Tbsp unsweetened cocoa powder
  • 1 Tbsp granulated sugar
  • 1/4 tsp vanilla extract
  • Whipped cream and marshmallows 

Method:

Place milk, cocoa powder, and sugar in a small saucepan. Heat over medium-low heat, whisking frequently, until warm (but not boiling). 

Stir in vanilla extract.

Serve with whipped cream and marshmallows.

Relaxing Tart Cherry Milk

Serves 1

Ingredients:

  • 1 cup almond or coconut milk
  • 1/4 cup tart cherry juice
  • 2 tsp honey
  • Sprinkle of rose petals (culinary grade)

Method:

In a small pot over low heat, warm the almond or coconut milk and tart cherry juice. 

Once simmering, remove from the heat and whisk in honey.

Optional: use a frother for foam.

Pour into mug and garnish with a sprinkle of rose petals.

Soothing Hot Toddy

Serves 1

Ingredients:

  • 3/4 cup water
  • 1 1/2 ounces whiskey
  • 2 tsp honey
  • 2 tsp lemon juice
  • Lemon slice
  • Cinnamon stick

Method:

Heat water to a simmer and pour into a mug.

Add the whiskey, lemon juice, and honey. Stir.

Garnish with a lemon slice and a cinnamon stick and serve hot!

Spicy Ginger Tea

Serves 1

Ingredients:

  • 1 inch piece of fresh ginger, cut into smaller pieces
  • 1 cup water
  • 1 tsp honey
  • Lemon slices and crystalized ginger

Method:

In a small saucepan, bring the water and sliced ginger to a simmer for 5 minutes. 

Remove from the heat and remove the ginger (or leave it in for extra zing!) and pour into a mug.

Stir in a teaspoon of honey and add a lemon slice and a piece of crystalized ginger. 

Fearless London Fog Latte

Serves 1

Ingredients:

  • 1 cup water
  • 1 Earl Grey tea bag  
  • 1  tsp honey 
  • 1/4 tsp vanilla extract  
  • 1/2 cup milk of choice
  • Optional: 1/2 tsp dried lavender (culinary grade)

Method:

Boil water. Add the tea bag and dried lavender and steep.

Bring milk to a simmer in a small pan over medium-low heat, whisking to froth.

Strain tea into mug and stir in the honey and vanilla. Top with frothed milk.

Brave Brew Mocha

Serves 1

Ingredients:

  • 1/4 cup brewed strong coffee
  • 6 oz milk of choice
  • 2 Tbsp chocolate chips
  • Whipped cream and chocolate powder for serving

Method:

Heat the milk in a small pot over medium-low heat until simmering. 

Add the chocolate chips and whisk until melted. 

Optional: use a frother for foam.

Pour the milk over the coffee. 

Garnish with whipped cream and a sprinkle of chocolate powder.

Adobe Max 2024 Recap

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Left: Entering the Keynote; Right: Creative Park Art installation with Melissa and Becki

Adobe Max is far from your typical conference experience—it’s a dynamic fusion of revival, interactive experimentation, and cutting-edge creative learning. From the very first beat that thumped through the Opening Keynote, I was captivated, eyes lit with anticipation, and fully immersed in what Adobe had curated for us. The wealth of content was immense, and my coworkers and I did our best to divide and conquer, eager to return with a treasure trove of insights. Processing it all seemed overwhelming, and with the tendency to lose momentum post-event, I seized the chance to write a recap post. But where to begin? Naturally, with the electrifying Keynote that set the tone for the entire event.

We were welcomed into the giant auditorium by Adobe Big Wigs and “Evangelists” expounding and expanding on the new developments in programming, peppered with a few early “sneaks” to get us pumped up. They wowed us with Adobe Firefly updates to image, design, vector, and even video models, demonstrating a photo-to-video tutorial that literally drew ooohs and ahhhs from the crowd.

And while all this was dazzling, they stressed Adobe’s mission to use AI to further bridge the digital divide, not widen it. It’s a tool for creativity, NOT a replacement for it. To support this, they insist that Firefly uses only Adobe licensed and public domain content. Creators have the choice to tag content as “not allowed” for AI testing and they have initiated a Content Authenticity Initiative with Content Credentials, a type of metadata that can be added to images to increase creator transparency.

The sessions I attended struck a perfect balance between being both informative and inspiring. Since my strength lies in Photoshop, I made the most of the advanced compositing courses, which introduced me to new, more efficient workflows. My favorite session was led by Julieanne Kost, where she shared her personal process for crafting surreal photo composites—a real eye-opener.

On the other hand, I felt the need to brush up on Illustrator (pun intended), so I zeroed in on hands-on lab sessions where I could immediately apply what I learned and hopefully commit it to memory. Working on the computer alongside the instructor made a huge difference, and the Adobe teaching assistants were incredibly helpful for anyone feeling lost. My favorite Illustrator class was led by branding designer-turned-internet-sensation James Barnard. He showed us how he stays sharp with new features while giving us a glimpse into his growing online community, where he posts educational how-to videos. Naturally, I hit “follow” right away.

Cey Adams’s work for The Beastie Boys

While inspirational sessions abounded, my favorite by far was Cey Adams’s. More like a guided conversation than a lecture, he recounted his four-decade career as a graffiti artist turned graphic designer and founding creative director at Def Jam Records. My musical soft spot is for bands and artists like the Beastie Boys, Run DMC, and The Notorious B.I.G., so I was positively giddy with delight upon hearing his stories, while also inspired by his passion and artistic evolution.

Left: Creative Park Flamingos; Right: Melissa, Aaron Draplin, Me, and Becki

The Creative Park felt like being a kid in a candy store. If I could have cloned myself a dozen times to run around while simultaneously snapping up fun stickers and patches, taking selfies with Aaron Draplin, chugging expertly crafted free cappuccinos, and exploring all the program-specific computer stations, I absolutely would have. Instead, I tried to pace myself through the aisles and maintain a respectable professionalism. I proudly snagged my 25-year Adobe button, and walked away with no less than 40 stickers, 3 patches, 4 notebooks, 3 t-shirts, a pair of earrings, and a book. I even entered a raffle for a Trek Madone Project 1 collab with Pantone—sadly, I didn’t win, but I spent more time than necessary oogling that gorgeous bike.

Some of the excellent merch we acquired and a glimpse of that fancy bike I fell in love with.

Adobe Sneaks is a must-see event for anyone interested in the latest breakthroughs in technology and creative tools. This year’s showcase was packed with exciting innovations, unveiling cutting-edge features that push the boundaries of what’s possible in design, programming, and creativity. It’s a glimpse into the future of digital experiences, offering attendees a sneak peek at Adobe’s most advanced developments.

Of course, nothing could top the excitement of the BASH. As someone usually in bed by 9:30 p.m., I worried I wouldn’t have the energy to make it to T-Pain’s performance. I couldn’t have been more wrong. The atmosphere was electric—wandering between food stations that felt more like gourmet pop-ups (including a tiny Fiat overflowing with gelato), beneath palm trees glowing with vibrant lights (because, of course, this is Miami), and sipping prosecco, I was completely swept up in the night. Inflatable flamingos floated through the scene, adding a playful touch. By the time T-Pain hit the stage, it was the perfect finale to a surreal evening.

Having a blast at the BASH!

While by the end of three days, I was tired from pounding the Miami Beach Convention Center pavement, I was also creatively refreshed and inspired, and most importantly, motivated to keep learning.

How Pioneering Brands Can Leverage National Days

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Why Brands Should Leverage National Days

National Days present a unique opportunity for brands to generate buzz and capture attention. With the right strategy, these observances can help your brand stand out, reach new audiences, and boost engagement. This blog will walk you through maximizing your brand’s potential by promoting relevant National Days and positioning your brand as a leader in its category.

Why National Days Matter for Your Brand

Lately it seems that there’s an established National Day for almost everything, including some very bizarre days such as National Fruitcake Toss Day and National Take a Walk in the Park Day. Social media has been a significant force behind the rise of celebrating National Days because of the ease of sharing and commenting, aided by specific hashtags and their relatable content. 

Because of this, celebrating National Days relevant to your business is an excellent way to attract attention and drive engagement. They serve as pre-built, highly shareable content opportunities for brands. Whether launching a product, announcing a new initiative, or simply engaging with your audience, aligning your message with a National Day can amplify your reach.

For instance, National Hot Dog Day, celebrated on the third Wednesday in July, is the perfect moment to promote your hot dog brand. But how do you stand out when every other hot dog brand does the same? The key lies in creative storytelling and building anticipation.

How to use Creative Storytelling to Capitalize on National Days

1. Create a Multi-Phase Social Media Campaign around the National Day

To rise above the noise, think beyond just posting once on the official National Day. Instead, create a multi-phase campaign that builds excitement before, during, and after the event. 

Pre-Day Teasers: Start by teasing your National Day campaign in the days leading up to the event. For example, as a hot dog brand, you could share a pre-post promising a fun surprise on National Hot Dog Day. This teaser post drives suspense and anticipation among your followers, who will be eager to see what’s coming. Posting a survey beforehand and revealing the results on your National Day is a fun way to collect comments and keep discussions going. 

Exclusive Reveal: On the big day, reveal something exclusive, such as a new product, a unique promotion, or an interactive social media challenge. The goal is to offer something that ties into the day and position your brand as the leader in its niche.

Post National Day Follow-ups: Leverage the National Day after it ends. One way to follow up is to make a tongue-in-cheek joke about the National Day. It’s even OK to be silly if it fits your brand voice, that is! For example:

Image: A hot dog lounging on a beach chair, wearing sunglasses, with an umbrella drink in hand.
Caption: “Yesterday we were the main event 🌭, today we’re just relishing the memories. 😎🍹#ChillinAfterTheGrill #HotDogVacationMode #StillSizzlingInOurHearts”

Pro Tip: Remember to post relevant hashtags on each social post for greater audience reach and visibility. 

2. Choose a Worthy Cause

Consumers appreciate when brands support worthy causes. When choosing a cause, it’s important to align with it authentically and meaningfully. Brand transparency is a fantastic way to do this. 

You can share images of your employees in support of the cause, or if permissible, employee stories that relate to it. If that is not accessible, partnering with an expert or influencer is an alternative. Repost or create educational content about it and be accountable for your support. If you plan to host a fundraiser or donate your time to a cause, follow up with photos and provide updates on fundraising results.

3. Go All Out with Experiential Marketing

Experiential marketing allows customers to interact with your brand in real life. These brand experiences not only capture attention but also create memorable moments that can be shared widely on social media.

A great example of this is Ghirardelli®’s celebration of National Peppermint Bark Day. On December 1st, 2023, the brand launched a life-sized snow globe installation at Hudson Yards in New York City. Visitors could step inside the snow globe for a holiday-themed photo op, and were treated to free Peppermint Bark Squares and hot cocoa. 

Brand Marketers can couple a branded photo-op, like the Ghirardelli snow globe, with a unique hashtag and encourage participants to share photos and their experience with your brand on social media that’s easily searchable and reusable. The “chain reaction” of activity on social channels provides a treasure trove of user-generated content.

Additional samples, coupons, or prizes can go to participants who post and tag their event experience on social media.

4. Special Edition Product Launches That Align with National Days

Another effective way to leverage National Days is by launching or promoting a special edition product tied explicitly to the occasion. Planters® recently did this to great effect with the launch of their Special Reserve Peanuts, which was timed perfectly for National Peanut Day on September 13th, 2024. The Special Reserve Peanuts, designed for peanut aficionados, were released in limited-edition, hand-cooked batches. Smith Design collaborated with the Planters brand to create the premium packaging and collector’s edition box which added an exclusive feel, elevating the product and making the day special for their audience.

Smith Design also designed the Hormel® Pepperoni Party Confetti packaging which released on September 20th, 2024, which of course was National Pepperoni Pizza Day! Along with the release of the new product, Hormel ran a special sweepstakes for fans to declare their intent to take PTO (Pepperoni Time Off) on National Pepperoni Day. The grand prize is a Pepperoni Pizza vacation to either New York City or Chicago during National Pizza Month in October. Pizza fans were also encouraged to share their PTO news on social media using hashtag #PepperoniTimeOff to increase their chances of winning.

Key Takeaways for a Successful National Day Campaign

Whether you choose to have some social media fun with a National Day, support a worthy cause, or plan a unique experience, remember to:

  1. Plan Ahead: Build your content strategy well in advance. Planning is crucial to ensure your brand owns the day and stands out.
  2. Use a Storytelling Approach: Use teasers and pre-announcements to build excitement leading up to the day, reveals on the day of, and follow up with relatable content.
  3. Use Hashtags to Effect: Remember to use the proper hashtags of your National Day so they can be easily found and shared. Consider coupling that with a unique to your brand hashtag that can be searched to find posts by your audience.
  4. Analyze the Results: Have a look back at your efforts. Did they pay off in either engagement or brand awareness? 

By strategically leveraging National Days, you can attract new leads, drive engagement, and position your brand as a leader in its category. Whether through experiential marketing, product launches, worthy cause support, or creative social media campaigns, these observances provide an ideal platform to promote your brand in a way that feels timely, relevant, and impactful.

Smith Design Unveils Inspiring Mural for Alfred Vail Elementary School

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[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.

Smith Design X Alfred Vail Mural Video

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!

Summer Fancy Food Show 2024

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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

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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. 

 

Adobe Max 2023

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Two of our team members, Melissa Mullin Sadowski and Becki Murray had the opportunity to attend Adobe Max 2023 in Los Angeles this past month. They returned energized and inspired by the innovative advancements Adobe showcased, providing invaluable insights to enhance our workflow and unleash creative potential.

We were excited to hear about their learnings and experience when they returned.

“I was so grateful for the opportunity to experience first-hand all the incredible innovations Adobe has made, and is developing, in the products we use every day for our work. Each session I attended contained illuminating insights to help improve our workflow and allow us to spend more time focusing on creative ideas vs. execution. Some also featured inspiring designers and artists who shared their creative process and best practices. I came away from this conference energized, inspired and filled with new ideas and processes.” – Melissa Mullin Sadowski

“I had an amazing time at Adobe Max and am so thankful to have had the opportunity to go and experience it in person. It was so awesome to see first hand all the new initiatives and program updates they have made that we can begin to incorporate to our work to produce even better work, more efficiently than before. The sessions provided even further insights, which were taught by experienced and respected creatives who shared their knowledge of the adobe programs, as well as their personal creative processes. Overall, the conference was extremely inspiring, motivating and informative”. – Becki Murray

The first day opened with a Keynote that shared recent trends in our industry, highlighted the increasing presence of artificial intelligence (AI), and announced new and exciting updates to Adobe’s multiple software programs. The Keynote focused on how AI is a valuable ally in elevating the creative process, rather than replacing it. It also gave a sneak peek into some of the sessions available throughout the week.

Adobe is at the forefront of integrating AI into our workflow. Photoshop’s new Generative Fill tool, powered by AI and Firefly, creates fresh content within your images based on text prompts. Illustrator offers the Generative Text to Vector feature, where AI and Firefly generate live vector illustrations from text prompts. Additionally, Retype in Illustrator enables you to transform outlined type back into live copy, and find out what font is being used, even if it is outlined. For quick and versatile color options, there’s Generative Recolor. Adobe Premiere’s editing tools have also evolved, providing automatic transcription in 18 languages, enhanced speech enhancement for noise removal, and more.

Additionally, Adobe Express (a web application similar to Canva), offers pre-designed templates, firefly AI integration, and social management tools — including direct post to TikTok. These developments represent the harmonious marriage of AI and creative professionals, improving both efficiency and creativity.

Adobe Max’s Creative Park was a spacious area subdivided into distinct neighborhoods, each dedicated to specific creative practices. These neighborhoods encompassed Graphic Design, Photoshop, 3D Design, and Video Production, offering a diverse and immersive experience for attendees. Every neighborhood within Creative Park was thoughtfully color-coded and designed to foster community and connection. Each featured a central gathering spot where attendees could meet, network, and share ideas. They also hosted a range of speakers, vendors, and numerous engaging activities, like game shows, TikTok video uploads, Fresco portraits and even visits with puppies — providing a vibrant hub for creativity, learning, and inspiration.

Melissa and Becki attended the Inspirational keynote on the second day of the conference. The event opened with the privilege of listening to renowned designer Aaron Draplin set the stage with an engaging journey through his artwork and storied career. Karen X Cheng delved into the algorithm, sharing her strategies for staying motivated and preserving her creative spirit, even in the face of advancing technology. Walker Noble shared a selection of inspirational quotes and spoke about his personal career growth in art production, adding depth to the discussions. Finally, we had the opportunity to hear from producer Oak Felder, who provided a glimpse into the intricate process of dissecting and constructing songs, including his process of creating Alessia Cara’s “Scars to Your Beautiful” hit song. These presentations offered a diverse and enriching range of motivational themes.

Melissa and Becki even had the chance to meet Aaron Draplin in the creative park. He originally had a session that Becki had signed up for, but it was pulled when he was added to the Inspirational keynote. Having the chance to meet Aaron Draplin in person allowed Becki to still get a more personalized experience with him. They also had the chance to shop at his extensive merch booth, which Becki took full advantage of.

Becki and Melissa also did some shopping in the Graphic Design section and picked up free pins commemorating how many years they have been using Adobe products (10 for Becki, and 30 for Melissa!). They were also able to select a design and color scheme and have a free t-shirt screen-printed on site with the help of Hit+Run Screen Printing.

Next up, they had the much-anticipated Adobe Sneaks, easily one of the highlights of the entire week. Hosted by the well-known Adam Devine, this segment unveiled sneak peeks into the exciting projects and programs Adobe is currently developing. To make the experience even more enjoyable, they were greeted with delicious drinks, popcorn, and candy before entering the theater, setting the stage for an immersive journey into the world of upcoming innovations. They were introduced to new features such as Project Fast Fill, Project Draw & Delight, Project Neo, Project Scene Change, Project Primrose (where they saw a dress change colors, patterns and even animate with just a tap!), Project Stardust and more!

Link to watch Sneaks and for more info:

Sneaks: https://www.adobe.com/max/2023/sessions/max-sneaks-gs3.html

Inspiration Keynote: https://www.adobe.com/max/2023/sessions/inspiration-keynote-gs2.html

Opening Keynote: https://www.adobe.com/max/2023/sessions/opening-keynote-gs1.html

To wrap up this exciting evening, immediately following Sneaks, attendees were directed to the Max Bash – a massive party that celebrated all the latest announcements. The bash was a fusion of creative installations and an array of delicious foods and drinks from various companies and food trucks, including ‘Cherlatto’, Cher’s play on Gelato, and a large installation of Honey Bears. Rev Run from Run DMC took the stage, getting the crowd pumped up with a stellar performance. The night was infused with interactive activities, such as a themed car wash experience, adding an extra layer of excitement and creativity to the festivities.

All throughout the week, Melissa and Becki attended lots of inspiring and educational sessions. They were able to select and fill their day with specific learnings and practices they wanted to expand their knowledge on. The sessions ranged from what’s new in each Adobe program, how to tips to improve workflow and creative processes, and inspirational stories from other creatives. They divided and conquered these sessions to be able to maximize the information they would be bringing back to share with the team at Smith.

Melissa and Becki’s experience at Adobe Max 2023 was nothing short of extraordinary. From inspirational keynote speakers to immersive sessions, sneak peeks into innovative tools, and creative neighborhoods at the Creative Park, it was a week filled with knowledge, creativity, and inspiration. The event not only showcased Adobe’s commitment to enhancing the creative process but also the endless possibilities for creative professionals in today’s ever-evolving digital landscape. The Max Bash, interactive activities, and the chance to meet like-minded creatives made it an unforgettable experience. As they returned to share their newfound insights, it was evident that the Adobe Max journey had left them invigorated and ready to push creative boundaries in their work. The knowledge they brought back from this transformative event is sure to have a lasting impact on our team’s creative endeavors and best practices.

2023 Summer Fancy Food Show

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Summer is finally here, which means the Fancy Food Show has once again returned to New York! Director of Account Management, Dave Bolton, and our summer intern, John, had an amazing time at the show, identifying and analyzing design trends across all types of food and drink. 

Upon stepping foot on the show floor, Dave and John were immediately intrigued and amazed by some of the products on display – and not because of their designs. The Fancy Food Show does pride itself in highlighting the newest innovations in all things food, so in reality, bold ideas like sprayable soy sauce and edible birthday candles felt right at home. If anything, it was a great reminder for Dave and John to expect the unexpected as they explored the rest of the convention. 

Speaking of the unexpected, some up-and-coming brands found common ground through a traditionally uncommon concept — exploding heads! Utilizing black-and-white imagery alongside handmade elements, these brands could easily show that their snacks were bursting with flavor — literally. As Dave put it, “The creative energy and excitement spills over into form and flavor – and compelling design. A feast for your tastebuds, a feast for your eyes, a feast for your mind.”  

In contrast, we observed that most brands had latched onto minimalism, which is arguably the most prominent standing design trend over the last decade in both new and established brands alike. In trading excess for simplification, many companies had chosen to utilize a single pop of color on a white background to differentiate flavors, in some cases, to give complete focus to their flavorful food photography. 

Alongside this, we also noticed an uptick in flavored products — that is to say, base “ingredients” such as olive oil and siracha that were given a unique additive that one might have previously mixed into it on their own.

Confectioneries tended to follow a similarly simplistic path, opting to utilize that same color-to-flavor connection, but with the smart inclusion of unique textural elements to give their treats a refreshing edge amongst the competition. 

While some detractors of minimalism might argue that it’s been stretched thin by overuse, there’s still plenty of fun to be had with the style. At first glance, these packages may seem to be for some kind of luxury soap, but upon closer inspection, you’ll be quick to learn that something really fishy is going on. It’s difficult to position tinned fish as an item of grandeur, but seafood company La Narval has successfully done so through beautifully bold color schemes and simplified nautical shapes. “In some cases,” John remarked, “smaller brands held the biggest presence at the show thanks to their innovative design work,” and this is no better example of that at play. 

Out of all the food categories featured throughout the show, cheese absolutely had the most floor presence, and some brands also heavily associated their identity with animal imagery to increasingly memorable degrees. From the expected cow to the unorthodox crocodile, it was a gouda showing from all.

Calabro also acts as an excellent example of an established brand moving away from their expected packaging in order to turn heads in a crowded market, a trend witnessed in ways both big and small. Dave sees such a move as a way to “celebrate (a brand’s) heritage and earned respect, while transforming who they are to a modern marketplace.” In this instance, the usage of a solid color backdrop and striking illustrated buffalo ensures they maintain modern interest without forgoing their brand identity.  

Of course, big design changes aren’t truly necessary to impress, as it’s often the smallest attention to detail that combine to make a memorable design. Therefore, these companies have chosen to define themselves via an oft-neglected aspect of their packaging – the lid. Not only do these textured tops help them stand out against the competition, but they open the possibility for these jars to be reused in a craftier context.

We were also fortunate enough to run into a few familiar faces, including Food Network star Giada De Laurentiis and two of our long-time clients, Aiya Matcha and Friesland Campina (in the aptly nicknamed Lower Cheese Side).

At the end of the show, Dave and John left with a bountiful supply of new insights and ideas — and also a bountiful supply of tasty samples. John felt that it was “truly an incredible opportunity to step foot into so many realms of design,” and we look forward to seeing how these brands continue to innovate in the future. 

Smith Design Morristown Mural

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[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

Our Team’s Favorite TV Shows

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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!

WBENC National Convention 2023

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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 21h 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 10th.
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!

 

Women in Design

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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 12th 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)

Away X Pantone
Gucci Acqua Di Fiori
Compliments Project: The Book
Django Django: First Light
Google Pixel 2 Wallpapers BTS
Google Pixel 2 Wallpapers
Trophies
Adobe x Wade and Leta: Bringing the Memphis Movement to life!

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).

Life, Death, and Barbecue Sauce
2021, mixed media, watercolour & vector art
Client: Eater
Zalando Magazines 2013 – 2014
Design Systems with Your Most Vulnerable Users in Mind
2021, vector art & ink
Client: Harvard Business Review
Purish
2018
Client: Purish
Wonderful World, Beautiful Music
2019, digital / vector art
Client: Scoop Magazine
Sacred Space
2017 – 2019, watercolour

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

The Continued Growth of Functional Beverages

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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. 

Smith Spotlight #11

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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). 

Some of the NYU band and I are on the warning track at Yankee Stadium.
Taylor Swift in the dugout at the graduation procession at Yankee Stadium.
Warming up in the Radio City Rockettes Dressing room.
NYU Pipes and Drums at Yankee Stadium for the Commencement exercises on May 18, 2022.
(There is also video on NYU’s channel.)
Photo by: James H. Felder

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. 

Piping Workshop at the Celtic Hall in Colonie, NY. Donald Lindsay is second from the right.

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 21st 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 1st 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: 

(Image from Piobaireachd in time: Technology and transmission © Dr. William Donaldson Published by pipes|drums, 2006-’07) 

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”  

Performing with the Orchestra of St. Lukes playing ‘Not the Messiah’ written by Eric Idle and John DuPrez of Broadway’s ‘Spamalot’

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. 

Video of “The Wellerman” on YouTube

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.

2022 Year in Review of Giving Back

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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!

Smith Design’s Creative Types

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“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!

Dieline Conference 2022

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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)
Dave, Andrew Gibbs & Melissa

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.

Sian Sutherland

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.

Brandi Parker, Sarah & Melissa

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.

Madison Utendahl

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 Gold!

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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.

Limited Edition Products

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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

halloween pails

McDonald’s iconic Halloween pails are back on October 18th. 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 31st. 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.

SMITH SPOTLIGHT #10

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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.

Three person Cha Cha – Jorge, Melissa and Oscar

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.

Oscar and Melissa

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!

Melissa and her Uncle Luis Hiram dancing in Puerto Rico

I like to think that my late Puerto Rican grandmother would be proud of my Latin dancing skills. I have been told that not being a dancer was one of her only regrets in life.

Don’t have regrets, learn to dance today!

See more video of Melissa’s dancing below.

GDUSA Health + Wellness Awards 2022

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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.

Aiya Match: Aiya Matcha Organic Packaging
Thomas Foods International: Thomas Foods Health & Wellness Social Posts
Henkel: Purex Liquid Laundry Packaging
Henkel: Dial Eco Friendly Packaging

Current Trends on Social

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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)

@schmoyoho

intro song for any meal/snack with corn 🌽 – from iconic interview on @doingthings

♬ It’s Corn – Tariq & The Gregory Brothers & Recess Therapy

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)

@katiegregsonmacleod

here’s my saviour complex song #fyp #originalsong #singersongwriter

♬ complex (demo) – Katie Gregson-MacLeod

Pumpkin Spice Season

With fall right around the corner, on September 1st, 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.

@darcymcqueenyyy

iced chai with pumpkin cold foam is the best👏🏼🍁🎃 #starbucks #pumpkinspice #starbucksfalldrinks #icedchaiwithpumpkinfoam #fyp #fallseason #pumpkinseason #halloween

♬ Haha nice – Jack

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.

https://www.tiktok.com/@allthelovesoph/video/7118030725852499205?is_from_webapp=v1&item_id=7118030725852499205

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.”

@popbase

#harrystyles addresses viral #chrispine ‘spit’ moment from the venicefilmfestival. #fyp #foryou #popculture #film #venezia79 #dontworrydarling #dwd

♬ original sound – Pop Base

2022 US Open Tennis

This past week held the 142nd 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.  

@thehungryfoodie

A great day of eats at the @usopen 🍕🎾 #ad #usopen #ratingfood #sliders #usopen2022 #tennis #tennistiktok #usopentennis

♬ original sound – Kelsie Flaim

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.

@spillsesh

#influencers #newyorkfashionweek #nyfw#fashionweek

♬ original sound – Spill Sesh

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.  

@calliegullickson

What an incredible show @runwayofdreams empowering individuals with disabilities with confidence & self expression through fashion and beauty inclusion 👏

♬ September – Earth, Wind & Fire

Cracking The Premium Egg Shopper

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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.

Smith Spotlight #9

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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!

Celebrating our Summer Interns

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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?!

Instagram Shadowbans Influencers

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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.

https://www.tiktok.com/@addisonre/video/6799739082160327941

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.

Instagram Reels: New feature from Facebook aimed to create competition with TikTok.

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)”

Tati Bruening Instagram Post

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.

Summer Cocktail Recipes

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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.

Smith Spotlight #8

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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.

whisperandbrook.com

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.

Dollar Channel Opportunities 2022

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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.  

https://footwearnews.com/2022/business/retail/store-openings-outpace-closures-dollar-general-1203309600/
https://www.reuters.com/business/retail-consumer/dollar-general-raises-annual-sales-forecast-2022-05-26/

2022 FounderMade Discovery Show

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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!  

FounderMade Discovery Show at Spring Studios, New York

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.  

Tiny Organics, beia beauty, My Dad’s Sauce, Savor beauty, Better & Better, Urban Suds, Teleties, Flow Water

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.

ESW Beauty, cleo.coco, Gryph & Ivyrose, Rind Snacks, Goodsam

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.  

Pulp Culture, Mai Vino, Bev, One Fun Splatz Hand Soap, Higher Education Skincare, Drink Sanzo

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. 

cleo.coco, Goodsam, Higher Education Skincare, Gryph & Ivyrose, ESW Beauty,

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.

  

Solato, Bev, My Dad’s Sauce, Modern Picnic, Higher Education Skincare,

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.

cart.com, wayflyer, Mai Vino

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!  

Fancy Food Show

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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.

Transparency in Market Place: Origin Stories

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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).

The Y2K Comeback

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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.  

Credit: Bennifer 2.0, The film Hot Chicks

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.

Bernie’s in Brooklyn

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.  

Good 4 U by Olivia Rodrigo & Paramore | Break Up with Your Girlfriend & NSync

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.  

Pop-Tarts G.O.A.T. – Grape-ist Of All Time.

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.  

Credit: Orange Blossom Body Oil, Watermelon Hair Care, Love is in the Air, Henry Mantecas Packaging, Colour Pop “It’s Hue and Me”, Addison Rae Happy Af Product, BelliWelli Product, Colour Pop Let’s Roll

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.  

Trends in Typography

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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.

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Credit: Mellon Foundation, Lunari, Nope, Stop The Hate

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.

Credit: Shuga Foot, Good Stuff, Love is in The Air, EZZ Drinks, Phils Finest, Byte Bars

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.

Credit: Tokyo, Your Smith, Ripple Plant Milk, Mango, Presence of Mind, Ottila

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.

Credit: Ginger, Wander, Knickey, Brush, Magnolia Bakery ,Cora

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.

Credit: Kind , Cobbler SemiBold, The Giraffe House, Swiff Spray, Silk Milk, Plump, Networked Culture

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.

Credit: Plant Based Eggs, Glimer – It’s Your Turn, Accessible Legible, Onboarding Text Effect, The Valuable 500,

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.

Designing for Health

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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.

Kutztown University 15th Annual Designathon

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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.

Kutztown University Instagram

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.

Photography credited to Trekking with Kirk

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.

Art work credited to The Amos Lemon Burkhart Foundation

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.

Coachella 2022: Insight into the Hottest Trends

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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.

REVOLVE Fest

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.

American Express
Billie Eilish Merch
Conon Gray Merch

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.

Harry Styles Pop-Up
Britney Tokyo’s famous “fruit and flowers” nails on Harry Styles

Celebrating their 10th 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.

Absolut Vodka Coachella Pop-Up
Absolut.Land Bar
Absolut.Land
Absolut.Land
Fashion Wearables
Absolut.Land in the Metaverse

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).

Lay’s Pop-Up Lounge
Lay’s Potadome’s

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!

Cena Vegan
Craig’s Vegan
MANEATINGPLANT
Slutty Vegan
Sweetfin
Backyard Bowls

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.

Coachella Architectural Installations

SMITH SPOTLIGHT #7

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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!

GDUSA Awards 2022

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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.

Florida’s Natural: Grower’s Pride
Citrus World: Blum Botanical Blends
Henkel: Purex Crystals

GDUSA People to Watch 2022: Jenna Smith

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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!

https://gdusa.com/peopletowatch2022/jenna-smith

Women in Design: Deborah Sussman

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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.

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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”.  

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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.

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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:

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WOMEN IN DESIGN: TRACY MA

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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!

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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.

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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!

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Women in Design: April Greiman

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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”.

The modern poster for MOMA, 1988.
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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.

“Hand Holding a Bowl of Rice”, a mural in Koreatown, Los Angeles, CA.
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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.

Greiman & Odgers. WET Magazine, Sept/Oct, cover, 1971.
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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. 

Women in Design: Sylvia Harris

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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.

Virginia native Sylvia Harris was a strategist, educator, and graphic designer. Harris attended Virginia Commonwealth University, where she graduated with a BFA in Communication Art and Design and an undergraduate focus in film and photography. After college, Sylvia moved to Boston where she discovered graphic design as a career path. She felt that there was still more for her to learn about the art world and design and decided to attend Yale School of Art where she graduated with an MFA.

Harris’ experience as a Black woman during the desegregation in the 1960s instilled in her a strong belief in social justice and a calling to help others that were disenfranchised by social systems.

Harris established Sylvia Harris LLC, a design and strategy company with a focus with on using design to solve problems for civic agencies, universities, and hospitals.

Notably, Harris was the creative director behind the design of the 2000 Census for the United States Census Bureau. With the goal to increase participation, especially among under-represented populations, she had the opportunity to study how and what design could do to get more citizens engaged.

Source: https://segd.org/2021-segd-fellow-sylvia-harris
Source: https://osarcia011.wixsite.com/pioneerwomen/sylvia-harris

Among her may accomplishments, Harris worked with New-York Presbyterian and the Columbia Medical Center as an independent project leader creating information master plans for the hospital designed to improve communication with patients.

Source: https://www.aiga.org/

In April of 2014, Harris was awarded AIGA’s highest honor and most distinguished award, the AIGA Medal. Sylvia Harris will always be remembered as a pioneer of vital inspiration to the field of social design. After her untimely death, the AIGA (American Institute of Graphic Arts) established the Sylvia Harris Citizen Design Award to honor her dedication to the field of social impact design.

Black Owned Businesses

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It’s probably no surprise that one of our favorite pastimes here at Smith is discovering new brands and sharing the products, design, and people who inspire us. In honor of Black History Month, we’re sharing a handful of our favorite Black Owned brands and businesses. If somehow you make it to the end of the list without scooping up what these brands have to offer, we’ve also rounded up some resources on other ways you can support Black businesses in your community and beyond. Happy browsing!  

Uncle Bobbie’s Coffee & Books

“Uncle Bobbie’s Coffee & Books is a Coffee Shop and Bookstore located in the heart of the Germantown section of Philadelphia. Founded by Marc Lamont Hill in 2017, Uncle Bobbie’s was created to provide underserved communities with access to books and a space where everyone feels valued. In addition to their specially curated book selection, they also serve high quality coffee, food products and other items like apparel and children’s games. They are also a community space, that holds free author talks, and dozens of other events including weekly story time for kids and back to school drives.”

GOODEE

Founded by designers and entrepreneurs Bryon and Dexter Peart, GOODEE “leads the way in curating a marketplace that brings together the values of good design, good people, and good purpose. Offering essential homewares and lifestyle products for better living. GOODEE believes conscious commerce has the power to transform the world and seek to empower both creators and consumers to create change by championing community, transparency, and sustainability.”

Miles and Milan

Shennel Fuller, Founder and CEO of unisex kid’s brand Miles and Milan, developed a brand that provides key basics and fashion items that are playful, effortless, and current. A perfect in-between that supports Fuller’s minimalistic yet fashion thoughtful aesthetic, she wanted to create a brand that grows with your child.

Bevel

Tristan Walker, founder and CEO of Walker and Company’s mission is to make health and beauty simple for people of color. He launched Bevel, the first and only head to toe grooming brand crafter for Black men, customized with ingredients for customers skin and textured hair. Bevel also donates a portion of their sales to Walmart to support Anti-Recidivism legislation, continuing education, and job training for returning citizens.

PARTAKE Foods

Denise Woodard, Founder and CEO of Partake created the company when her daughter was diagnosed with multiple food allergies. Partake offers a selection of delicious allergy friendly foods that those with and without food restriction can enjoy and share with confidence. She shines awareness on food allergies and their effects on 1 in every 13 children across the country. Black children especially are at significantly higher risk of developing these allergies. Partake also partners with organizations like No Kid Hungry to provide access to the food, education and advocacy these families deserve.

As a Black & Asian American woman, Denise is passionate about raising awareness of Black and female entrepreneurship and increasing opportunities for underrepresented people seeking careers in the food and beverage industry. In 2020, Denise founded Black Futures in Food & Beverage, an annual fellowship program that mentors HBCU students and helps them secure internships and jobs at the program’s end.

Hue Noir

Using color, science and technology Hue Noir develops innovative, everyday makeup solutions ideal for customers with nuanced skin tones ranging from fair to deep. Hue Noir strives to give women more choices and better options for achieving their desired look. For instance, their True Hues Flawless Finish Foundation product is available in 25 true-to-skin-color shades.

Jam + Rico

Owner of Jam + Rico, Lisette Scott created the company to dive deeper into her love of design and the Caribbean. Both of her grandparents were immigrants from islands of Jamaica and Puerto Rico and she has always been curious about their upbringing and traditions. Once she got older she was able to travel to both of her grandparents home islands where she found her love of her heritage grow even stronger. She designs to bring herself closer to the cultural connection of her ancestors. Looking at the bright and beautiful design of her products, you can get an idea of where her inspiration comes from.

Coco and Breezy

Coco and Breezy is a designer optical glasses and sunglasses brand that was founded by twin designers Corianna and Brianna Dotson. Growing up in Minnesota, the sisters were bullied for their color. Through this hardship, they found their love and passion for sunglasses by how they felt when they put on their glasses, they became their alter egos. Today, their designs are renowned for their style and have been featured in major publications like Vogue and Harper’s Bazaar. – MSNBC

Unsun Cosmetics

Unsun Cosmetics was founded by Katonya Breaux after she was frustrated by the lack of options within the world of clean sunscreen products for women of color. The brand was created to provide clean, no-residue options that were kind to the person using it as well as the environment its being used in.

A Dozen Cousins

Growing up Ibraheem Basir’s kitchen was full of Creole, Caribbean, and Latin American cooking. As he got older, he saw the importance of eating naturally but hated how hard it was to find convenient foods that were both healthy and authentic. He started A Dozen Cousins so that it would be easier to enjoy authentic cultural recipes made with wholesome ingredients. All of A Dozen Cousins recipes are inspired by traditional Black and Latino recipes. They also have a give back initiative of providing an annual grant and volunteer support to non-profit organizations that are working to eliminate socio-economic health disparities in the US.

Salone Monet

Salone Monet launched her brand of color-inclusive nude shoes when she realized a need for color equity in the footwear space. The line has been worn by Beyonce Knowles, Gabrielle Union, Keke Palmer and many others.

Unwrp

Founded by designer Ashley L. Fouyolle, Unwrp is one of “the most popular, Instagram-worthy, luxury gift wrapping companies”. A one-stop-shop for all your gifting needs, Unwrp offers products including wrapping paper, fabric wraps, greeting cards and home goods designed by talented artists around the world. Unwrp’s mission is to “create quality gifting goods that are produced with ethical and environment values.”

BLK & BOLD

Pernell and Rod, founders of BLK & BOLD created the brand with the idea that they could make a change. Their idea of giving young people the tools to “live their best lives and overcome familiar unfortunate circumstances by turning a daily ritual, enjoying a cup of coffee & tea, into a means of giving back.” The company pledges 5% of its profits to initiatives aligned with sustaining youth programming, enhancing workforce development, and eradicating youth homelessness.

BLK MKT Vintage

“MLK MKT Vintage is a Brooklyn, NY-based antique/vintage concept shop, specializing in collectibles, cast-offs and curiosities”. Founders Jannah Handy and Kiyanna Stewart founded the brand with over fifteen years of combined collecting and picking experience. Their collection includes vintage literature, vinyl records, clothing, art, houseware/décor, furniture and many other goods. “By centering Black cultural artifacts via thoughtful curation and varying modes of accessibility, we’re communicating very explicitly to Black folks that ‘not only do we see you, but we love you as well. You’re worthy. What you’ve created is worthy. You are important here.”  

There are so many ways to support Black owned businesses including the ones listed here: reshare their products on social platforms, purchase something for yourself, a family member or friend, write a review, seek out Black owned businesses near you to support and tell your friends about, and so much more.

For additional information on how to find and support Black owned businesses near you, check out the resources below:

https://www.supportblackowned.com/ – Easily find Black Owned Business in your area!

Brush up on your Black history and engage in important topics past and present with this round up of podcasts:

https://www.thehandbook.com/10-podcasts-to-educate-yourself-with-this-black-history-month/

Designing for the Planet: Sustainable Packaging

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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.  

How CPG Brands are Making the Most of TikTok

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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! 

@420doggface208

♬ Dreams (2004 Remaster) – Fleetwood Mac

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. 

@redbull

Gives you wings. Literally. 👐 Red Bull Skydive Team #givesyouwings

♬ original sound – Red Bull

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! 

Source: https://bangenergy.com/blog/its-the-bang-energy-tiktok-takeover/

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. 

Source: https://www.budlight.com/

Inclusive Beauty: Building Brands For All

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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:

“Beauty is an inherently emotional category, and beauty brands have the potential to connect with their communities in a powerful way. The beauty industry, for better or worse, helps to form ideals of what is considered beautiful. As a consumer, our relationship to beauty can be deeply psychological, emotional, and personal”  

– Alicia Yoon.

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.

SMITH SPOTLIGHT #6

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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.

Giving Back and Looking Forward

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Giving back is an important part of our culture at Smith Design. We believe that design is at its best when it’s a force for good, and we make a conscious effort to translate these values into actions that benefit our team, our clients and our community. As we look back on the past year, we are proud to have donated time, funds and resources to a variety of organizations near and dear to our hearts. From our Thanksgiving Coat and Clothing Drive, to our Holiday Toy Drive to a food pantry donation of over 200lbs of goods, we are thrilled to have been able to make a small but meaningful impact on our community.

Each year at the holidays, Smith Design makes a contribution on behalf of our colleagues, friends and community to organizations that are working hard to make the world a better place. This year, we were proud to support Save the Children, DreamYard Project, Earth Justice and the Innocence Project.

In the spirit of gratitude, our creative team also created a series of graphics to promote positivity and express what gratitude and generosity looks like to them. Take a look at the designs below and here’s a bright year ahead!

Last Minute Gift Guide: Brands That Give Back

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Last minute gift shopping? Check out these 12 brands that give back!

T’is the season for giving! Finding meaningful gift for everyone special in your life is no easy feat. Luckily, we’ve got a round up of 12 great brands that can make your last-minute gifting a little extra special. Not only will you love these brands and their products but each of these humbling companies have unique ways that they give back. Just by doing a little holiday shopping you can help work towards making a difference in the world. Check out these brands that #giveback to find the perfect gifts for the holiday season!

1. State Bags

For every purchase, State Bags supports American children and families in need. Their giving initiatives include donating fully packed backpacks at signature “Bag Drop” rallies and fueling #WhatDoWeTellTheKids activations and special projects with partner charities and schools.

The #WhatDoWeTellTheKids initiative was first launched in 2016 to bring attention to important social issues and help to spark and guide what are often seen as difficult conversations with kids. Topics have included, #BlackLivesMatter, damaging language directed at LGBTQ and disabled communities, the Flint water crisis and the national anthem protests. You can check out more of their initiatives – and their stylish bags on their website.

2. The Tote Project

The Tote Project was founded by two best friends with a passion for creating a brand that gives back. They started their journey to create a tote bag company that empowers survivors of human trafficking around the world. Now, they have spread awareness to hundreds of people through speaking engagements, social media, press and online resources. They have donated $40,680 and counting to empower survivors and those at risk of sex trafficking. On top of that, all of their products support and empower the people who make them – they work closely with their fair-trade partners to ensure that their supply chain is free of human trafficking and child labor.

3. MABLE

MABLE is a company creating beautiful products made from sustainable materials that prevent plastic waste from harming the environment. MABLE works with communities and educators to help spread awareness on the importance of making sustainable choices and will donate a toothbrush for very one purchased!

4. FAZL

Fazl’s backstory is the root of their love. Founders Mike and Vanessa met in North India while on a trip volunteering at orphanages. In 2015, they moved to from Canada to a tiny Himalayan single-road village so that they could serve orphanage children long term. Fazl all started when Vanessa held up a pair of handmade socks and had the idea of not only supporting the children, but also the women who make these beautiful products. From there, Fazl was started. Their mission is to give back to the orphanages and to provide Himachali women a safe place to express their creativity and earn fair wages. Now they employ over 500 different artisans and are growing every day. Every time you purchase something from Fazl, you provide food, shelter, education, and clothing to orphaned and impoverished children in India. They also dedicate 50% of their net profits to this cause. While they are excited for what is to come and adding new products and patterns, they know that the “main legacy of FAZL lies with the women who create these socks.”

5. Ivory Ella

Ivory Ella takes pride in their knowledge and love of elephants. Elephants are some of the most relatable creatures in the world, with a complex consciousness and capability for strong emotions. The ivory trade, coupled with accelerating habitat and range loss, has put the elephant population at risk. Ivory Ella is trying to change that. Working alongside their partners at Save the Elephants, they have donated over $2 million to Save the Elephants and other charitable organizations. They have 400+ elephants tracked across the wilds of Africa using GPS Collar Technology and have over 65 employees and 18 schools working to support their mission.

They also donate to and partner with other organizations such as Young Survival Coalition, Pollinator Partnership, Earth Day, Reef Restoration Foundation and more. And you can help too! They encourage their customers to shop responsibly with companies that promote sustainability, and use their voice on social media platforms to stay informed and spread the word on the importance of protecting vulnerable species and giving back. Ivory Ella donates 10% if all profits to these organizations, so every purchase you make from is already making a difference.

6. Cuddle and Kind

Cuddle and Kind was started by parents of three young children who were shocked to learn the true statistics of childhood hunger. 6 million primary school-aged children attend classes hungry every day. 45% of deaths in children under five are caused by poor nutrition –that’s 3.1 million children each year. Devastated by these numbers, Cuddle and Kind’s founders wanted to do something to make a change. For every doll purchased, 10 meals are provided to children in need around the world through their respected giving partners, including World Food Program USA School Meals Program, Children’s Hunger Fund, Orphanages in Haiti and Breakfast Club of Canada.  By providing nutritious school meals, these organizations give students the energy to learn and play. Plus, providing nutritious meals is considered one of the most effective ways to empower children to break out of the cycle of poverty, providing additional incentives for attendance and for families to send their children to school.

More than just an adorable gift for the little ones in your life, these dolls provide the opportunity to help kids all around the world. So far, the dolls that customers have purchased have helped Cuddle & Kind donate meals to kids in 66 countries.

7. Hand in Hand

When Hand in Hand started their business in 2011, millions of children were dying each year from water-related illnesses that could be prevented with washing hands alone. Hand in Hand decided to create a soap and program to help save lives with their Buy One, Give Back program. They have since donated 13.8 million bars of soap, 120k gallons of water and have served 23 countries to date. They have partnered with Eco Soap Bank and My Neighbors Children to help install and repair clean water wells and to recycle and distribute leftover hand soap. In addition to their Buy One, Give Back initiative, a portion of every purchase directly supports their global mission to provide communities access to soap, clean water and hygiene education.  

Sustainability is also important to Hand in Hand. They are one of the first brands to use infinitely recyclable aluminum in their packaging and are currently developing a bottle pump that is recyclable as well. All of their products are 100% vegan and never derived from or tested on animals. They also refuse to use palm oil in order to protect rainforest ecosystems and endangered species from deforestation and destruction.

8. Handbands of Hope

Handbands for Hope gives back by putting smiles on faces. For every item sold, a headband is donated to a child with an illness. They also want to be a part of the solution, so each year during their Headband Together Week, they donate 10% of their sales to a charitable organization working to cure childhood illnesses. They also have a program called “Headband Hero” where each quarter they choose a child battling illness to be their Headband Hero. For 24-48 hours, 20% of their online sales will go to the child’s family for use towards their medical bills. A donation of headbands will be sent to their hospital of treatment as well. Headbands for Hope also hosts and annual Give Gala. Unlike other Galas, which are focused on raising money through high prices tickets and silent auctions, attendees of the Give Gala come offering a service, gift or talent to children with cancer and other life-threatening conditions. Some examples include photography lessons, use of beach house property, tickets to sporting events, personal styling and more.

9. Conscious Step  

Need a comfy sweatshirt that helps save dogs or a pair of socks that plant trees? Look no further, Conscious Step has what you need! Every purchase from Conscious Step supports one of their 17 partner organizations and the communities they serve. These include Habitat for Humanity, Action Against Hunger, Malaria No More, St. Jude Children’s Research Hospital, Oceana, Best Friends – Save them all, The Trevor Project and many more. To date, they have donated $506,719. They also pride themselves in their effort to keep their manufacturing sustainable and transparent. Their socks are made from clean, organic cotton by empowered producers in safe and fair working conditions. They are certified in Global Organic Textile Standard, Fairtrade Cotton, Certified Vegan and 1% for the Planet!

10. FIGS

Need a gift for the healthcare hero in your life? FIGS is a healthcare apparel and lifestyle brand that celebrates, empowers, and serves current and future generations of healthcare professionals. Threads for Threads put an initiative in place where for every set of scrubs sold, they donate a set to healthcare professionals who work in resource-poor countries and lack the proper uniform to do their jobs safely. They have also partnered with amazing organizations and humans who have helped them deliver their scrubs and donate their time, expertise, and care. They have partnered with 60 organizations and donated to 35 countries while making a ton of memories along the way.

11. Rescue Dog Wines

Rescue Dog Wines’ goal is to not only produce world-class award-winning wines from locally sourced, certified green sustainable grapes but to also bring awareness to, celebrate and provide financial support to the rescue dog movement. 50% of their profits go to support rescue dogs and charity organizations as well as local SPCAs (Society for the Prevention of Cruelty to Animals). They also volunteer their time, and personally foster dogs as well!

12. Love your Melon

Love your Melon was founded by two friends who wanted to start a business with meaningful and positive social impact. With a goal to improve the lives of children battling cancer, it began with a simple idea of putting a hat on every child battling cancer in America.

Their goal was to give back 45,000 hats, one for every child battling cancer in America. To date, they have given over 8.3 million dollars to fight against pediatric cancer and over 200,000 hats to children battling cancer. 50% of net profits from the sale of all products are given to organizations around the world that lead the fight against pediatric cancer. They also give back by providing relief for children through creating unforgettable adventures. They have the opportunity to take children battling cancer on unique therapeutic adventures tailored specifically to their interests.

They also have a “request a hat” program, giving friends and families the opportunity to surprise a child battling cancer with a Love your Melon Hat in hopes to provide smiles and support during difficult times. Not only that, but with their “send a smile” initiative, you can make a child’s day by sending them words of encouragement and well wishes in a Superhero Card that will be personally delivered to them.

GDUSA GRAPHIC DESIGN AWARDS 2021

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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 Celebrates Giving Back

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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!

Using Video to Boost E-Comm Performance

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The holiday season is upon us and major retailers are betting big on omnichannel retail. As giants like Wal Mart, Target and Amazon gear up to handle forthcoming surge in online shopping, brands should also be taking stock of their online experience. Investing in your brand’s digital content and e-comm experience may seem like only a small piece of the marketing equation, but it can be a critical one.

In particular, video content has been proven to boost sales and improve conversion. When it comes to giving shoppers a close to IRL experience, video can’t be beat. From detailed product information to FAQs and tutorials to recipes and inspiration, video content builds shopper engagement and drives trial. 

building out ZeroWater’s online experience with custom product wireframes and how-to videos

Why might this be? First of all, audiences already love watching videos. According to a report from Hyperfine Media, 1/3 of online activity is spent watching videos*. From YouTube to TikTok to Reels, we are primed to engage with the format. Secondly, videos provide a convenient and engaging platform to quickly share product information, answer common questions and close any gaps between consideration and purchase. Per a survey conducted by Builder Fly, 77% of consumers say they’ve been convinced to buy a product or service by watching a video and 69% say they prefer to watch a video to learn about a product or service.   

  • A custom e-comm video created for PB2

When PB2 was looking to boost their Amazon presence, we created a custom sizzle video to educate and entertain, highlighting product attributes, nutritional benefits and recipe ideas. For Eggland’s Best, our redesigned pack included a QR code linked to the brand’s YouTube channel, which features recipes developed, styled and shot by our in-house team.  

The Takeaway: People love watching videos and are primed to engage with the format. As omnichannel and e-comm sales become increasingly critical for brand health, video content is an easy and effective way to build trust, attract shoppers and drive sales. 

Interested in learning more about our video and e-comm capabilities? Get in touch! 

*source: https://www.builderfly.com/5-reasons-ecommerce-product-videos-will-increase-sales/

Press Play! Smith Design Employees Share Songs that Motivate them

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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!

Smith Spotlight #5

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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 9th, 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

The DL on QR: And Why They are Here to Stay

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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 3rd 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. 

Hands using smart phone scan QR code on smart menu online to select food in restaurant

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.  

Concept of using smartphones to scan QR codes to make payments or earn points in restaurants. Using technology in the food business

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!

The Upside of the Internet: Mental Health Day Guest Post

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How Social Media Can Actually Improve Your Mental Health

Gabrielle Ferrara, MSW, LSW

So, if you’re reading this article, I’m going to assume you are on the Internet. You came across this piece of writing with an interesting title, and you want to click on it and read it, but your to-do list is barking in your ears. You think about how much time you’ve been spending on social media and the Internet recently, and you wonder if it’s impacting your sanity. And if your experience has been anything like mine, for the past 10-15 years you have been inundated with warning messages about how the growth of the Internet is one of the worst things that has ever happened to both our individual and collective mental health.

Somewhere between the Slender Man commotion and the chaos of the Tide Pod Challenge, the Internet started getting a bad rap and was seen as a very toxic place to be, especially for young people. Parents, teachers, therapists, and other influential adults galore were bombarded with messaging that kids and teens should not be on the Internet, as there was no telling what they might find on there.

Now, here’s the thing: I don’t think the Internet is a fabulous place full of rainbows and butterflies. There is some dark and dangerous stuff out there. But as a mental health professional myself, I feel the need to jump to the Internet’s defense for a minute here, and explore some of the wonderful things that the Internet and social media have done for our mental health.

Here’s a little therapy tidbit for you (ahem – free therapy right here, folks!). It’s called a “dialectical statement.” In other words, two seemingly conflicting facts can be true at the same time, and these statements are separated by the word “and” instead of “but.”

So: The Internet can be a dark, twisty place that should be used mindfully, and it can be an incredibly uniting, validating, and healing place for those struggling with their mental health.

Let’s talk about it.

I’ve tried to condense the mental health benefits of the Internet/social media into three succinct points that I believe are worth discussing:

1) You can find free psychoeducation from licensed therapists/mental health professionals.

It’s no secret that many mental health professionals have joined the social media world lately, sharing their experiences and expertise about the topics they know best.

A few things I want to mention at this juncture before moving forward:

Social media is never, ever a replacement for therapy. Following a therapist on Instagram or TikTok does not constitute a therapeutic relationship. Therapists should never be providing you therapeutic services via social media sites/DMs (nor should you expect them to). Many therapists will have some sort of disclaimer on their page that says something to this effect. It is our ethical duty to keep these social media pages safe, and to simply provide education, awareness, and advocacy information. Consequently, we (therapists like myself) cannot respond to DMs, provide specific advice/feedback, or have personal conversations with you on social media. I am a therapist, but I am not your therapist.

Phew! Okay, now that I got that out of the way…

Mental health professionals having a growing presence on social media is, in my opinion, one of the best things that has happened in recent years for overall mental health awareness/advocacy. Now more than ever, people can find truthful, validated, and simplified information about mental health, mental illnesses, available treatment, and more! These posts can be a powerful tool to start important conversations around mental health and stigma reduction.

2) You can find resources, support groups, and warmlines/hotlines to help you manage your mental health.

For many people in this country, receiving formal mental health support/therapy is not possible due to limitations in accessibility, whether it be financial, geographical, or just logistical. There is a huge demand for therapists right now and finding one that has available appointments is no easy task.

Thankfully, there are viable, accessible alternatives that can provide individuals with support and resources. Online support groups are available for nearly every mental health condition and demographic you can imagine, and many of them are completely free of charge. There are also various hotlines and “warmlines” with volunteers that are available to provide free, 24/7 support to those experiencing a mental health concern. The benefits of these types of online resources are unquantifiable, especially during the COVID-19 pandemic, as people can access mental health support from the safety and comfort of their own homes.

A few resources that are worth noting (this is by no means an exhaustive list; like I said, there is a support group or online community for nearly every mental health struggle that exists!)

Crisis Text Line: Go to https://www.crisistextline.org/ or text “HOME” to 741-741 to be connected with a Crisis Counselor. This resource is available 24/7.

Suicide Prevention Lifeline: Go to https://suicidepreventionlifeline.org/ to chat with a crisis volunteer or call 1-800-273-8255. This resource is available 24/7.

NAMI (National Alliance on Mental Illness) Warmlines: Go to https://www.nami.org/NAMI/media/NAMI-Media/BlogImageArchive/2020/NAMI-National-HelpLine-WarmLine-Directory-3-11-20.pdf to find information about a Warmline!

3)You can see that you are not alone.

I’m going to get a little personal here so I can adequately represent this last point. In addition to being a therapist myself, I am also proudly a human being that also sees a therapist! That’s right, therapists go to therapy too. And therapists struggle with their mental health. I was diagnosed with OCD nearly ten years ago. In the beginning of my journey with OCD, I felt incredibly alone. I felt like I was the only one who experienced the thoughts, the confusion, and the emotional pain associated with the disorder. I felt lost.

Cue social media! A few years ago, I discovered the OCD community on social media. I found hundreds of accounts created by people just like me – human beings with a brain that tries to bully them sometimes. I immediately felt at home; I knew that I had found my people. And most importantly, I realized that I wasn’t alone. I would never wish OCD on anybody, but it is always such a relief to be able to log onto social media on a particularly difficult day and be surrounded by other people who understand exactly how I’m feeling.

So, there you have it! Straight from the mouth of a licensed therapist – social media can actually be good for you sometimes.

The Internet is not always a healthy, supportive, or validating place, and for that reason, I advise you to always use it with caution. Take social media breaks when needed, unfollow accounts that are not helpful, and remain vigilant about interacting with strangers online. That said – wonderful things can happen online as well. Look at it this way: we all have the Internet, and we all have mental health. We might as well make something beautiful out of that, right?

Gabrielle Ferrara is a licensed therapist and mental health advocate based in New Jersey. You can follow her on instagram @therapist_who_sees_a_therapist or on Linked In: https://www.linkedin.com/in/gabrielle-ferrara-lsw-784367143/

Smith Awarded GSA Schedule Contract

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Smith Design Awarded General Services Administration (GSA) Schedule Contract 

We are pleased to announce that Smith Design is now a Professional Services Schedule Contract holder, awarded by the General Services Administration. The GSA acts as the procurement arm of the federal government, offering government agencies at the local, state and national level the opportunity to engage with approved suppliers on various products and services.  

 This marks the latest development in the continued expansion of our in-house capabilities, service offerings and industry experience. Smith Design has been fortunate to work on a diverse and rewarding range of projects in the private and non-profit sectors. Now, we are thrilled to offer our brand identity, graphic design, brand strategy, digital, social, and web-based marketing services to the public sector.

As a certified woman-owned small business (WBENC) and an Ecovadis-rated supplier with a score in the 90th percentile, we are proud to be a partner that can also help government organizations reach their goals of engaging more diverse and sustainable suppliers. We look forward to our forthcoming collaborations and to engaging with a new network of partners and providers.

Further information on our agency and services can be found via the GSA platform (contract number 47QRAA21D0073).  We operate under the Special Item Numbers (SINs) 541 430 – Graphic Design Services, 541 511 – Web Based Marketing, and 541 922 – Commercial Photography Services. All contract solicitations posted on the GSA eBuy platform and at the Federal Business Opportunities site for federal agencies, as well as the NYSCR and like platforms for State and Local agencies, can be viewed and pursued by Smith Design.  Or, contact us directly at sean@smithdesign.com

The Logo Queen of TikTok

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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.  

“Doesn’t really seem confident to me, so I capitalized the logo”. No mention of the misspelling of “Tinder,” but Zugay did think to include a tagline so that users could understand exactly how the app works: an arrow pointing left, and the phrase “swipe right.”  
“I wanted to make it look like the words were flying through the air at a very fast speed.”  
“Nothing resembles time or a clock.” So she added a clock. She kept the colors because “they were ok” and chose that font because it reminded her of the TV show Cops.  
“I don’t like the colors, I don’t like the font, I don’t like anything about it.” Was Zugay’s unvarnished assessment of the NASA logo. “I don’t know why they tried to include a bird too, that doesn’t work for me,” referencing the red “swoosh” in the logo. For her redesign, she kept it simple and timeless –  who doesn’t like Comic Sans?   
“I don’t really understand this logo… I needed to simplify it quite a bit.” No further explanation needed.  
A re-brand for the Washington Post, featuring George “Washington” Bush, a fun font and, of course, a few stars for good measure.   
One for all the creatives in the house. Zugay feels she really blew it out of the park with the Adobe logo (Or is it Abode?). 

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.  

The Importance of Handwriting

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Most kids are heading back to school this week, which got us thinking about an “old school” subject: handwriting. While some have said that handwriting will become obsolete or a far second to typing, there are plenty of reasons to teach handwriting, and to instill the value of writing by hand as a practice that goes far beyond the simple transfer of information. Read on and you may just find one more reason to stash the Notes app and pick up a pen.  

As a maker of some of the most iconic stationery and writing implements out there, we weren’t surprised to find that BiC has a wealth of information on the benefits of writing by hand. BiC wants to bring awareness of how important writing is for brain growth. According to BiC, Handwriting 15 Minutes a day can help cognitive development, motor skills, writing skills, and comprehension by engaging these 14 abilities:   

Physical  

  1. Visual Focusing 
  1. Organized Physical Movements  
  1. Spatial Perception   
  1. Hand-Eye Coordination  
  1. Motor Planning 
  1. Tactile Input  
  1. Crossing Midline  

Cognitive  

  1. Mental Attention  
  1. Receptive Language 
  1. Inner Expressive Language  
  1. Memory Recall  
  1. Concentration with Awareness  
  1. Organization  
  1. Integration  

BiC breaks down the fundamentals of handwriting for us through grades. From Kindergarten through 2nd grade, writing can increase brain activity while also leading to better letter perception than typing or viewing text would. From 3rd grade through middle school, continuing to master handwriting fluency helps kids keep up with their brain development. This leads to better academic performance. From high school through college, writing notes is shown to help improve test performance. In adulthood and beyond, writing helps boost memory, even for those whose school days are far behind them.   

Could this be the reason so many teachers have told us to ditch the computer and take notes by hand?  As a matter of fact, yes. Writing by hand improves a person’s ability to retain new information.  

“A 2017 study in the journal Frontiers in Psychology found that brain regions associated with learning are more active when people completed a task by hand, as opposed to on a keyboard. The authors of that study say writing by hand may promote “deep encoding” of new information in ways that keyboard writing does not.” 

This is because, unlike typing, handwriting is a slower process of connecting strokes on paper. You have to really think while writing, which allows you to better grasp the information.  

“When we write a letter of the alphabet, we form it component stroke by component stroke, and that process of production involves pathways in the brain that go near or through parts that manage emotion.” 

Virginia Berninger, professor emerita of education at the University of Washington.

Not only does slowing down to write allow us to absorb more information, it also allows for more elaborate word choices. Because writing gives us time to think through what we are writing, we can think of the most appropriate word for the situation, leading to better self-expression.  

Speaking of better self-expression, according to psychologist there are benefits behind personal, emotion-focused writing that help people to recognize and better understand what they are feeling.  

Taking 15-30 minutes a day writing about your feelings can benefit your physical and mental health.  

For many of us who grew up using computers to write, or have adopted it almost entirely in adulthood, writing by hand can seem slow, old-fashioned and even inefficient. Why pull out a pen and hunt down blank paper when you have a digital notepad in your pocket? But handwriting, like many things from the analog age, can provide a critical counterbalance to our plugged-in lifestyles. 

Let’s get writing again!  

    Recipe Development for Brands

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    Custom recipes are a great way to build brand engagement and connect with customers beyond the shelf. On-pack or off, recipes boost appetite appeal and spark creativity with shoppers and home cooks alike.

    Recipe development can also support brand innovation–particularity when introducing new flavors or formats–by guiding shoppers on how to utilize and enjoy new offerings, making unfamiliar products more enticing and approachable. When B&G launched Cinnadust, a seasoning blend that captures classic taste of Cinnamon Toast Crunch, we set out to deliver a range of recipes that would inspire home cooks to think beyond the cereal aisle.

    A healthy amount of research and planning goes into our recipes to ensure that customers are getting a rewarding culinary experience, and that our client’s product is the star of the show. We find fresh ways to approach each recipe, taking inspiration from trending foods, flavors, cooking techniques and even health and wellness content to ensure our recipes are relevant and attractive to a broad audience. We also create themed and seasonal content for limited-edition products, holidays and brand collaborations.

    As designers, we know that it’s not enough for our recipes to taste good, they have to look good too. All our recipes are taste-tested, styled and captured in our on-site professional kitchen and photo studio.  Whether in-person or remote, having all of our facilities under one roof makes for and efficient, collaborative and cohesive process from start to finish While we work with professional equipment, we make sure that our recipes are home-cook friendly by providing step by step instructions that are approachable and easy to follow.

    While we work with professional equipment, we make sure that our recipes are home-cook friendly by providing step by step instructions that are approachable and easy to follow. From seasonal charcuterie boards and appetizer platters for Fratelli Beretta, to heart-healthy breakfasts for Eggland’s Best and even signature cocktails for Clontarf and Brady’s, we’ve developed recipes for nearly every skill level and occasion.

    Whether sprucing up a back panel, adding value to your ecomm experience, or creating fun and engaging content for social media, custom recipe development is an excellent way to make brands and products shine. Interested in learning more? Get in touch!

    Smith Spotlight #4

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    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

    Raising Standards in the Meat Aisle

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    Across demographics, a growing majority of consumers are seeking out meat and dairy that is better for the planet, the animals, and their own health. The explosion of plant-based alternatives and rise in flexitarian diets has even carnivorous shoppers thinking twice about where their animal products from. Conventional and mass-channel shoppers are keeping their eyes open for messages such as “Grass-Fed,” “Humanely-Raised,” and “No Hormones Added,” a trend that grew exponentially during the 2020 lockdown. In addition, social and environmental responsibility narratives, where companies share their philosophy and practices with respect to the treatment of employees, animals and the planet are becoming more commonplace in both packaging and brand marketing.

     In this new landscape, it’s essential for brands to connect authentically and transparently with their audiences.

    We helped Clayton’s Organic bring their responsible ranching practices and authentic brand narrative to life on-pack and online. Clayton’s Organic is family owned and operated, raising cattle humanely and sustainably in the beautiful open pastures of Australia. Respect for the land, the animals and each other is at the heart of all that they do. Our brand challenge was to convey this point of difference while both elevating and differentiating the brand from other premium meats.

    Our design speaks to the heritage of this family-owned brand, complete with custom illustrations of the family that works the ranch to this day. Photography, type and colorways bring online shoppers into the abundant pastureland, while a revitalized on-pack visual language clearly communicates the key claims and core benefits that matter most to shoppers.

    Interested in learning more about how we’re designing for today’s evolving industries and savvy shoppers? Get in touch!

    Design for the Club Channel

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    Designing CPG brands for the club channel requires a distinct visual strategy that considers not only the brand and product objectives, but also environmental, consumer, and product factors unique to the landscape. 

    Club stores are large, crowded and competitive shopping environments. Both primary and secondary packaging must work hard to capture attention, tell brand stories and communicate key product attributes. Primary packaging should consider how pack structures will be stacked and displayed to ensure design elements function across multiple packs and are appealing from all sides – including the top.

    Secondary packaging such as palettes provide an additional opportunity for billboarding, amplifying key messages and creating a branded environment. If leveraged correctly, outer packaging can also allows brands to create a self-contained point-of-sale experience without the need for additional collateral or structures.      

    Our design for Sundae Creations, a club-exclusive offering from Hershey leveraged both pack and palette design to create an eye-catching and enticing display. Custom photography drives appetite appeal and conversational copy invites shoppers to explore the new offering.

    The Takeaway  

    Club store environments offer singular challenges and opportunities for brands to engage with shoppers. High turnover and frequent club-exclusive innovations call for design that is fresh, compelling and current. Considering the shopper experience and designing for maximum impact and brand clarity will drive awareness and help brands to stand out in a crowded, competitive space.   

    Interested in learning more about our design & strategic capabilities? Get in touch!

    Smith Spotlight #3

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    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. 

    We’re excited to highlight the incredible art of Brian Greenhalgh in our third Spotlight!  

    Brian sells unique apparel and stickers through his online store, ScaryFunny. As the brand name suggests, his art style combines a dark, punk style with a light-hearted sense of humor. Inspired by graffiti artists and Keith Haring, he creates eye-catching pieces that contain hidden meanings and clever twists. His collections include music-related pieces, towns he’s connected to, and other themes of cultural or personal relevance. 

    • A piece inspired by Brian’s dog, Cali

    When he gets an idea for a new illustration, he has to get it on paper and into existence. This drive has led to him having a diverse array of artwork to feature on apparel and stickers.  

    Turning his passion for art into an actual store is something he’s always had on his mind, but he committed to opening his store in December of 2020. He enjoys getting the chance to engage with his customers. He tries to respond to every message and post he sees on social media, and especially loves to see customers post pictures in their gear.  

    He mainly markets his brand and products through social media, but also shares stickers of his art with local businesses. Now that we’re able to be out and about in the world, he plans to kick up his marketing efforts by giving out stickers and fliers. 

    The store has also given him the opportunity to raise money for charity, including creating a special piece to support Prevent Child Abuse America.  

    The advice he’d give to artists pursuing a similar path is to just keep going. He explains that it’s easy to get discouraged, so don’t pressure yourself for perfection.  

    “Just make something fun, and enjoy yourself.” 

    To check out Brian’s merch, visit his online store here! scaryfunny 

    Instagram: https://www.instagram.com/deepthghts/  

    LinkedIn: https://www.linkedin.com/in/briangreenhalgh/ 

    Sustainability in Package Design

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    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, but it is also necessary in order to be trusted by their consumers.  

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

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

    The Booming Pet Industry

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    Already a booming category, the sharp rise in pet ownership during the pandemic pushed demand for pet care, products and services to new highs. The American Pet Product Association estimates that Americans spent an astounding $100 billion on their pets in 2020 alone. While pet services like grooming, training, vet care and even insurance are being disrupted by tech-enabled challenger brands, the consumer goods category is also experiencing unprecedented innovation.

    Millennials in particular are leading a new generation of pet owners who view, treat and shop for pets as “part of the family.” This means not only higher spending but also higher standards. Younger pet owners are now more likely to shop for their pets along the same value lines they shop for themselves, prizing attributes like sustainability, transparency and brand purpose.

    “Americans spent an astounding $100 billion on their pets in 2020 alone.”

    American Pet Products Association

    Sustainability in particular is a growing trend in pet care. While pet food has long used animal byproducts, more food and treat companies are now finding inventive ways to upcycle ingredients from the human food chain. Utilizing things like shells, bones and fruit pulp provides added nutrition to pets and helps to cut down on food waste. Beyond upcycling, consumers are beginning to demand greater transparency in ingredient sourcing, especially as it relates to supplier’s environmental practices.  

    In addition to food and treats, we’re seeing pet accessories like leashes, toys and bedding get sustainable makeovers as well, from plastic-free offerings to those using recycled, natural or biodegradable materials. Of course, any conversation around sustainability must also take packaging into account. Innovations in packaging allow brands who opt for greener materials new opportunities to reduce their footprint, especially when paired with ample communication that ensures consumers are educated on how to best recycle packaging when they’re finished with it. 

    When designing brands for pet owners, it’s equally important to be mindful of the new retail landscape. Many premium pet brands that have launched in the past 5 years have done so exclusively online, favoring a DTC model. These digitally native brands offered new standards of experience, convenience and personalization. In the mass channel, the runaway success of sites like Chewy.com have helped traditional brick & mortar shoppers acclimate to online shopping. To keep pace with new and innovative brands, and to ensure success as more pet owners shop primarily though ecommerce, pet brands must ensure that their brand presence and packaging are optimized for the digital experience. 

    In the thriving pet care industry, brands have an unprecedented opportunity to create delightful and innovative experiences. Tapping into the needs and wants of the new consumer and moving quickly to meet them will help brands of all sizes lead the pack. 

    Smith Design Joins the Sustainable Packaging Coalition

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    We are excited to announce that Smith Design is now a member of the Sustainable Packaging Coalition! We are honored to join the ranks of brands, agencies and manufacturers across the supply chain that are committed to finding and implementing more sustainable packaging solutions.

    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 packing industry as a whole. We look forward to continuing our journey towards a greener future, both as an independent business and in partnership with our clients. To learn more about the SPC and its initiatives, click here.

    Designing for the COVID Generation

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    Designing meaningful products and experiences for kids carries unique challenges, and this has never been more true than for “Generation C”, the millions whose early formative years have been defined by living through the pandemic.

    Despite the hardships of the last year, Gen C have proven themselves to be remarkably resilient. Whether it’s getting back up after a skinned knee, learning to read facial expressions under a mask, or even making friends over Zoom, there is no doubt that this cohort will continue to adapt and thrive in the post-pandemic world.

    Throughout the past year and beyond, we’ve partnered with brands to find new ways to create engaging and memorable brand experiences, from custom characters for Dial that make washing up more fun, to an AR experience with Florida’s Naturals that livens up the breakfast table, to a brand world for Softee Dough that encourages endless, device-free imagination.

    As Gen C prepares to re-enter the “normal” world they will do so with a perspective unlike any generation that’s come before them. In this new landscape, brands will have the opportunity to rethink ways to make meaningful connections, whether through online experiences that cater to Gen C’s digital fluency, innovative products that inspire play and creativity, or something new entirely.

    Smith Spotlight #2

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    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 second Smith Spotlight features our fabulous jewelry designer, Becki Murray!  

    Like many of us, Becki had the chance to explore new hobbies during the quarantine of 2020. She began seeing colorful statement jewelry online that she loved, but she felt she could hand make similar pieces of the same quality, for a lower price. She started making a few pieces for herself, and after receiving compliments from her friends and family, she decided to start creating pieces to sell.  

    Her jewelry shop is run through Etsy @thebeckcollection. She advertises her designs through social media and word-of-mouth. The collections feature fun colors, unique shapes and forms, trendy patterns, and seasonal themes.  

    Through running a small business, she has learned to embrace the journey of learning new skills. She aims to continuously improve her processes for the best results, learning new tips and tricks along the way. From planning new ideas to executing the designs to packaging & handling shipping, she has learned the ins and outs of a small business, beyond the creative aspect.  

    Her favorite part of running this business is seeing people wearing her designs. She also enjoys advertising on social media. She likes to create fun promotional campaigns to drive business to her shop.

    Her advice to other creatives starting their own small business would be to do plenty of research. When she first started out, she ordered a bulk shipment of boxes for her jewelry, only for the boxes to be too small with no option for return. She also recommends embracing social media as a powerful tool for marketing your brand and products.  

    Becki has been with Smith Design as a Designer for over 2 years. If you followed our Women in Design series, you’ve seen her colorful portraiture work.  

    You can often spot people sporting thebeckcollection earrings around our studio, and many of us have a print of the above Women in Design poster at our desks. We can’t wait to see what she creates next!  

    Stay tuned for our next Smith Spotlight.  

    thebeckcollection Etsy: etsy.com/shop/thebeckcollection 

    thebeckcollection Instagram: https://www.instagram.com/thebeckcollection/  

    Remote Photoshoots with Smith Design

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    Even as we welcome our clients and collaborators back into the studio, we’re excited to continue to offer the flexibility of remote photoshoots! Over the past year, we’ve honed our process to offer an engaging and attentive experience with our in-house photo team and studio, all without the time or expense of traveling to the set. Check out the below or get in touch to learn more about how we’re bringing the set to you!

    Design for the Omnichannel Experience

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    The post-covid retail landscape will become increasingly integrated, with brands leveraging both the widespread adoption of online shopping as well as a renewed interest in experiential brick & mortar offerings. With more consumers resuming a hybrid online and in-store shopping model, consistency is essential, as is understanding the nuances unique to each platform.

    Design is a key tool in bridging the digital, in-store and at-home experiences that are crucial to brand experience. When approaching creative development, we look to create a universal, extractable elements that can function across platforms to create an engaging brand world.

    Build Trust by Bringing Products to Life

    We’ve all been duped by products showing up differently than advertised. Keeping digital assets in line with the reality of the physical products builds brand trust and gives consumers confidence in purchasing new brands and products online. Luckily, innovations in digital media, such as 3D wireframing, can create a bridge between the physical reality of a product and its digital translation to e-commerce.

    When ZeroWater developed the innovative EcoFilter, they had the opportunity to launch the new product exclusively online before expanding their presence in-store. A combination of photography, video and 3D renderings provided the assets needed for a successful virtual launch. Quality wireframing enabled consumers to get a wholistic, accurate view of the product, helping to build trust and drive purchase intent. Technical videos featuring live product demonstrations ensured a seamless customer journey from discovery to purchase. By unifying the online and in-hand product experience, shoppers were given the tools and the confidence to engage with the brand every step of the way.

    Prioritize Packaging

    Packaging is an anchor for a brand’s story. It is the consumer touchpoint with the highest physical interaction, living on in people’s homes far beyond any marketing campaign. We’ve mentioned the necessity of having compelling digital content, but it’s also essential that the packing experience be just as delightful and, most importantly, consistent to the look and feel of other touch points. A sleek and on-trend digital presence coupled with outdated packaging creates dissonance and can take consumers out of the brand experience. Packaging also serves as a billboard for the brand at shelf and at home; distinctive packaging, especially when disruptive to the category, is a key driver of overall brand recognition and awareness. In addition to primary packaging, shippers and even SIOC (ship in its own container) provide additional opportunities to bridge the gap and create tangible, memorable experiences.  

    Curemaster Reserve was looking to introduce a new, artisanal ham with elevated flavor varieties to the e-commerce space. As this was to be the first Hormel brand to launch exclusively via e-commerce, Smith was asked to create a unique, super-premium packaging and unboxing experience. The unveiling included a custom designed shipping box and inner package. The recipient envelope with grommet fasten detail housed recipes, cooking information and a personalized letter from The Curemaster.

    Within the box, details like the hangtag, a reusable net bag and a custom printed paper wrap added to the overall authenticity of the product while reinforcing the Artisan Mastery positioning.

    Expanding Brand Experience to the Retail Environment

    More people than ever before embraced online shopping during the pandemic, and many will continue to enjoy the added convenience and expanded product selection it affords. That said, consumers will also be looking for enticing brick and mortar experiences that can engage and entertain in ways that digital offerings can’t. Retail activations are one way that brands can capture attention and continue the dialog “IRL”. We’ve partnered with brands including Reese’s and Green Giant to create eye-catching in-store brand activations to compliment digital initiatives and reach new demographics.

    Looking Ahead

    The changes of the last year will have lasting impacts on consumer habits. Expectations for online, in-store and at-home experiences are higher than ever, and brands should be prepared to meet them. Those who embrace and leverage the omnichannel experience will emerge as leaders in the post-pandemic market.

    Check out the video below for more on our omnichannel capabilities. Interested in learning more about how to prepare your brand for the Omnichannel Experience? Let’s talk!

    GDUSA AWARDS 2021

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    The results are in! We’re proud to announce that Smith Design has been awarded 8 GDUSA Awards, including 4 recent wins in the Health & Wellness category and 4 for American Package Design. We’re fortunate to work in partnership with our clients at Skippy, All, Snuggle, Robitussin, Dial and FulFil Nutrition to bring compelling design to life across products doing good for people and planet. Take a look at some of winning designs below. 

    To learn about these projects and more, check out these case studies

    Smith Spotlight #1

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    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 first Smith Spotlight goes to our LEGO Master, Mike Doyle! 

    Mike’s journey to LEGO master began with a family trip to LEGOland. After exploring the park, he began to wonder about the artistic possibilities of LEGO. A quick search online showed him there are many LEGO artists building amazing pieces of art with LEGO, and he became inspired to create artful pieces himself.  

    Through his builds, Mike wanted to elevate LEGO to fine art. Many of his pieces combine grayscale bricks, a stunning contrast to the typical primary colors people tend to associate with LEGO. Inspiration for his builds came from real life structures and settings, and often reflect social & cultural events. 

    What makes his builds unique is their organic nature. Despite the angular mechanics of the bricks, his builds flow with life, even simulating houses falling apart or the flames of an explosion (with no glue involved). The more pieces he built, the larger the pieces became, some getting to be 6 feet high. He has sold prints of his builds all over the world.  

    What Mike Doyle creates with LEGO has the power, mystery, pain, and intrigue that so many try to capture with more accessible forms of media. He creates deep worlds using something so innocent and unassuming that the medium in itself creates a fascinating juxtaposition: innocence with destruction, old and new, imagination versus reality.

    Brooke Shaden, Artist

    His work with LEGO gave him the opportunity to give back to his community. He hosted children’s programs where he led workshops on creating detailed houses with LEGO. At the end of the workshop, the kids put their houses together to create one large neighborhood of unique homes. He also enjoyed speaking about the art at museums and libraries throughout the country. His art has been showcased at museums such as the Morris Museum in New Jersey and the Cincinnati Art Museum.  

    Mike has published 3 LEGO books that feature both his work and work by other artists – Beautiful LEGO, Beautiful LEGO 2 Dark, and Beautiful LEGO Wild. He describes the books as a “celebration of LEGO”, and he was glad to see the joy the books brought others, both for the readers and for the artists featured. These books, described by The Los Angeles Times as “one man’s quest to prove LEGO can be art”, can be purchased here.  

    Through his experience in creating LEGO art, Mike has learned to appreciate “taking the ordinary and making it extraordinary”. He discovered how to change the nature of things into something more. He applies this framework to all of his creative endeavors.  

    Some ask if LEGO brick-building is Art. To me, that is like asking is sculpting with clay, Art. Well… it could potentially be. Anything, absolutely anything can be made into Art in the right hands, even the ‘child’s toy’ LEGO. In the end, bricks are a medium, like oil paint or clay or pixels on a screen. It’s what you do with them that matters.

    Mike Doyle

    Mike has been a Smith Designer for about 5 years. Now a Design Director, he began his career with Smith as a freelancer before joining the team full time. The Smith team often looks to him for guidance in seeing the big picture, and we all appreciate his work ethic, expertise, and wit!  

    Stay tuned for our next Smith Spotlight!

    2020: Giving Back & Looking Forward

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    At Smith Design, giving back is at the heart of our actions. In 2020, it was an honor to be a part of incredible causes and campaigns that provide support to those in need and advocate for progress on important issues. 

    Earlier this year, we partnered with multiple organizations to bring relief to those impacted by COVID-19. Through the #EN95 Campaign, on our social media channels we brought attention to the need for PPE and encouraged donations of masks, money, blood, and food to assist the medical community and their patients.  

    We pulled together as a team to provide support for the responders on the front line of COVID-19. We worked with FLAG, Front Line Appreciation Group, to create Flag Fuel Boxes. These Fuel Boxes provided food and words of encouragement for front line and essential workers. Members of our team and their families purchased and packed these care packages and wrote personal notes for these unsung heroes.  Together, we completed 172 boxes! We can’t thank our frontline workers enough for all that they have done throughout these challenging months.  

    To continue to drive awareness of CDC guidelines and to help #StopTheSpread, our design team created graphic PSAs for the #HelpByDesign campaign. This initiative brings messages of hope during this time of uncertainty throughout lockdowns, restrictions, and social distancing. The campaign is run by the group Known Unknown, a global community of designers. Participating in this campaign helped connect us with designers all over the world and proves the importance of visual communication as a unifying tool in times of crisis. 

    In support of the fight against systemic racism, Smith Design made contributions towards the organizations Black Lives Matter and Color of Change. Through our social media network, we strived to bring attention to these additional organizations that seek to dismantle the injustices and inequalities perpetuated by racism: 

    In honor of Pride Month, Smith Design donated in support of The Trevor Project and The National Queer and Trans Therapists of Color Network. We also promoted other important organizations that support the LGBTQ community:  

    This holiday season, Smith Design proudly supported our troops via Trees for Troops. Our donation of 10 trees meant free farm-grown Christmas Trees were provided to United States Armed Forces members and their families across all branches of the military. Visit treesfortroops.org to learn more about their program that delivers “the spirit of Christmas to military families – one Christmas Tree at a time”.  

    Believe it or not, the #1 requested item in homeless shelters is socks. Knowing this crucial shortage during the winter months ahead, we donated 900 pairs of socks to people in need, including our local shelter.

    Our team was excited to participate in LEGO’s #BuildToGive initiative, a campaign that donates sets of LEGO to children in need for every LEGO ornament shared online with the hashtag. It was a joy to create the ornaments for a good cause, with our teams’ very own LEGO Master leading the way.  

    In a year of uniquely challenging circumstances, we have strived to push kindness and caring forward through these giving back initiatives. We look forward to continuing to support these and other great causes in 2021. Here’s to another year of compassion, optimism, altruism and teamwork!  

    Women In Design – Ray Eames

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    In this blog series, we shine a light on women trailblazers in the design industry – women who have earned a Wikipedia page (or are likely to very soon). You might not know them by name, but definitely by their work and influence on the design world as a whole.    

    Born Bernice Kaiser, Ray Eames, along with her husband Charles, had a prolific career that ran the gamut from furniture design and architecture to filmmaking, textiles, toys, graphics, exhibition design and much more.  Growing up in Sacramento, California, she credits her ability to appreciate and enjoy her surroundings to her parents, who referred to her as Ray Ray. 

    Mentored by renowned painter Hans Hofmann, Ray started out her creative life as a student of abstract expressionist painting in New York City. Sadly, much of her artwork from this period of her life is lost but her influence on the movement pushed appreciation of abstract artwork to the mainstream. She became a founding member of American Abstract Artists, a group that promoted abstract art in a time that major art galleries refused to embrace it. 

    “I never gave up painting, I just changed my palette.”  

     Ray Eames
    Source

    Ray went onto study at the prestigious Cranbrook Academy of Art in Michigan, where she expanded her artistic talents from painting to other medium and met her future creative collaborator and husband, Charles Eames. This powerhouse design duo went onto reshape the world of industrial design.  

    Source

    Ray’s vision was unique in that she possessed an innate ability to understand the connectedness between the form of things and their uses, between the details and the bigger picture. In creative collaboration with Charles, Ray’s innovations in furniture design, architecture, and even toys emphasized quality, form, and function at a reasonable cost.  

    Source

     The Eames House is the culmination of Ray and Charles’ collaborative expertise. The house the couple created is a lasting feat of architecture and design, a personal project of their boundless ingenuity. The structures themselves (a studio and a residence) unobtrusively ease into the surrounding nature of the land. Filled with gifts from friends and family, their home embraced life while emphasizing details – “They anticipated their guests’ needs – whether welcoming visitors at the house with delightful treats or when designing a chair and considering how best to meet the needs of the user ”. As one would expect, the Eames house was always a work in progress that evolved with them and their continuous creativity.   

    Source

    Not surprisingly, Eames did not receive the same accolades as her husband but despite this lack of deserving recognition, her legacy remains as impactful as her husband. Charles, to his credit, strived to ensure she was acknowledged as an equal partner.  

    The Eames’ revised entry in a The New York Times’s photo archive. 

    Ray Eames will be remembered for her ever-evolving innovations within her design – how to best use materials, how to anticipate the needs of the end user, and how details come together to make a whole. Charles probably said it best in the now-famous quote; “Anything I can do, Ray can do better”. 

    This concludes our year of acknowledging women in design through this series, featuring portraits by Becki Murray, a designer on the Smith Design team.

    If you haven’t read them all, we recommend you go back and spend some time with a few of the most inspiring women in the industry. 

    Women In Design – Mary Blair

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    In this blog series, we shine a light on women trailblazers in the design industry – women who have earned a Wikipedia page (or are likely to very soon). You might not know them by name, but definitely by their work and influence on the design world as a whole.   

    Mary Blair was an impactful artist and animator who brought fairytales to life through dreamy concept art and color styling. She introduced Modernism to Disney’s animation studio, helping to create the artistic style for films such as Cinderella, Alice in Wonderland, and Peter Pan. Thanks to Blair, the visuals of these stories resonate across generations.  

    Mary Blair grew up in Texas in the early 1900s before moving to California in the early 20s, where she would attend San Jose State University. During her education, she was recognized as a bright, emerging talent, and was awarded a scholarship to Chouinard Art Institute. Here, she honed her watercolor and color styling skills and met her husband Lee Blair, a fellow artist who would also go on to work at Disney.  

    After graduation, Blair’s talent soared early on in her career. She quickly became known for the unique color styles of her designs, earning the attention of both the art community and animation studios. She became a professional animator at Metro-Goldyn-Mayer. As her distinct style developed, she was welcomed to join the prestigious California Water-Color Society. Her watercolors impressed Walt Disney, and she joined Disney’s animation studios as an art supervisor and color stylist. Walt Disney said that Blair “knew about colors he had never heard of before”.  

    Blair had a major influence on Disney’s animation, but she faced challenges in her efforts. Despite having the respect of Walt Disney, her other supervisors were quick to dismiss her work as overly abstract and too colorful. In a time where animation studios were dominated by men, she had to fight to push through her ideas, disregarding jealous resentment from her male colleagues. Her determination led to the modernization of the studio’s art style, and her imagination is present in many of Disney’s most iconic films of the time. Her concept art set the foundation for the style that has become associated with a sense of comfortable nostalgia to people who grew up with these classics on their screens. 

    In addition to her accomplishments at professional animation studios, Blair was also a successful freelance designer. She illustrated several Little Golden Books with beautiful, whimsical drawings.  

    While she was freelancing, Walt Disney reached out to her again, asking if she would help design a new attraction that would eventually find fame at Disneyland, “It’s a Small World”. She also created stunning murals that are showcased throughout Disney’s parks.  

    Mary Blair’s innovative influence on animation is undeniable. The worlds she designed through her artwork made children believe in magic, while bringing modern art to the screen. She was posthumously honored for her effect on the art of animation by being inducted into the Disney Legends hall of fame. To learn more about Blair, visit the website presented by her nieces, magicofmaryblair.com.

    “Her most distinctive factor is that she is kind of showing us her soul…she puts herself into her art work and it transcends the greatest of the Disney movies.”

    Michael Giaimo