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.

ITW, a 100-year-old industrial manufacturing company, wanted a functional, interactive brand presence in its boardroom area at global headquarters. As part of a larger exhibit installation, Smith developed a Flash- and HTML-based presentation with animated content and touchscreen technology to reinforce the company’s identity as a modern, innovative company—and reflect its entrepreneurial employee spirit.

Smith transformed the blank walls within Chicago Booth’s new Harper Center with oversized profiles of selected students, alumni and faculty to tell the university’s brand story from different vantage points. The exhibits enable the university to communicate its heritage and the value of a Booth MBA in an inspiring way to prospective students and visitors—without resorting to explicit promotional messaging.