When $2 billion commercial real estate powerhouse DTZ was spun off from UGL, Smith delved deep into the company’s businesses to help solidly position the company as a top 3 global leader. We created the DTZ brand strategy and positioning, refreshed its brand identity, developed modern design guidelines, and designed the look of the company’s updated marketing materials and web presence.

To support Lake Forest Hospital’s move to more of an outpatient service model, Smith developed LiveWell, a healthy-living initiative (this was before every other health organization starting using the word “well”). The wellness and prevention campaign was integrated across the web site, marketing collateral, magazine articles, advertising, nutritionist-developed content, the hospital’s mobile Care Coach, and more.

Smith designed the brand guide for Kellogg School of Management at Northwestern University, complete with web, print, social, merchandise and video standards. We clarified brand usage and hierarchy, conveyed the brand language, and systematized how different levels of messaging are expressed. The print version has tabbed, three-hole-punched sections to enable easy and affordable section updates.

Smith was hired to turn patient goodwill into a caregiver excellence campaign for the hospital’s physicians, nurses and other caregivers. We developed the name, visual identity and communications campaign, which included a website, signage and recognition pins. The initiative’s visual identity underscores the campaign’s central themes of excellence and sharing.