Branding strategy . Webdesign . Brand Assets
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Smiiiles Australia

Brand identity to emphasize simplicity, connectivity & seamlessness.

The identity brings simplicity and clarity with an increased emphasis on the smiley face, and is optimized for use in digital contexts. In keeping with the happiness nature of the smiley, the circles of smiley face of the identity can be used to form series and patterns, as well as shapes, images and gradations. The identity brings simplicity and clarity with an increased emphasis on the smiley face, and is optimized for use in digital contexts.

In keeping with the happiness nature of the smiley, the circles of smiley face of the identity can be used to form series and patterns, as well as shapes, images and gradations.

Dynamic, contemporary
& playful.

The new visual identity exudes an ambience of happiness and positivity that in turn generate a cohesive look & feel to brand aesthetics, philosophy and services.

The smile symbol was given a fresh new treatment that focused on simplicity and adaptability to digital and print media. The new logo puts attention to a custom smiley face that evokes happiness, friendliness, and positive associations with the brand. By utilizing modern color palettes, logical layout structures and comprehensive representative styles across all media, the brand guidelines follow aesthetics that enable plenty of room for expression.

The brand elements including logo are designed to organically scale up and be performant across disparate media platforms from digital media to environmental installations.

User-focused, mobile-first
& responsive

designed and established brand guidelines and standards that communicate how to best represent the brand across platforms. The new guidelines will bring a unified and cohesive vision of the brand to the world. It provides a reference tool and repository for various visual and verbal standards that together define their new brand identity. I created an experience that works, looks, and feels like an app. Keeping in mind the cultural diversity and deep understanding of user behavior, I created a site framework that establishes the brand in a unique and delightfully unexpected way for the users.

The focus on minimalism and simplicity in user experience motivated me to define and implement a site with rich content and engaging micro-interactions. The result is a refreshing take on online browsing and shopping