Smart Technical Management, leading independent specialist electronics and technology consultancy within the super yacht and ultra high net worth residential market, has appointed Greenwich Design to create a new brand identity and website.
The brief awarded to Greenwich Design was to help build Smart a clear and consistent identity and grow its proposition – reflecting the brand’s trustworthy, impartial and knowledgeable values both online and offline.
Smart’s team of engineers and technology specialists provide smart technology solutions and an impartial consultancy service to some of the world’s leading yacht management companies, shipyards and designers with services ranging from surveys and assessments of existing systems, to consulting on refit and new build projects. The brand’s technology covers Audio Visual, IT, CCTV and observation, Control and Automation, Lighting, Communications and Navigation.
Greenwich Design’s research into the niche target audience found that the Smart brand is already strong, having developed a reputation for being supplier ‘agnostic’ in providing solutions that fit best with the customer and in delivering on time and to budget. Greenwich Design also found that there was a need for clarity when communicating on the subject of technology within the market and a more targeted approach to messaging, depending on the role of the customer or target customer.
Using the findings, Greenwich Design decided instead of a complete rebrand to work with Smart’s existing communications to enhance, strengthen and reposition the brand.
Greenwich Design worked with the original brand design, making the font stronger, adding a crisp black background for added clarity and adding emphasis to the ‘T’ in SMART to represent technology with the crescent – a familiar shape in the nautical industry – in a bold orange colour.
This new branding has also been used throughout the website design and layout creating a striking appearance in a clear style with an easy to use navigation system. Greenwich Design created a Q&A based website layout, providing a clear understanding of the challenges that Smart customers face with a high level of user engagement helping to increase number of visitors to the site as well as lengthening time spent on each page or section by visitors to the site.
The Smart rebrand has also been complemented by other marketing activity including advertorial and social media activity all designed and created by Greenwich Design.
Ian Dixon, Financial Director at Smart commented: “We appointed Greenwich Design based on its credentials and expertise in global branding projects and the teams understanding of both B2B and B2C strategy and communications.
We are very happy with the work produced by Forbes and the team, in particular the introduction of new way of communicating to our target audiences has created a really fresh look and feel that has already been noticed by a number of clients out to mention helped reshape our thinking and approach to communications as a business.”
Forbes Logan, Client Services Director at Greenwich Design, adds: “We have really enjoyed working on the project and through our research gaining a deep understanding into the key sectors and audiences that Smart look to communicate with and understand the challenges that they face.
Working with the Super Yacht industry has helped us evolve our offering from the more generic technology or vertical sectors and given us an exciting opportunity to engage with new audiences.”
