The Smith

The Challenge

The Smith is the first soho with 3.0 concept in Indonesia and equipped with Silicon Valley’s standard of facilities. Located in Alam Sutera CBD, The Smith is a mixed-use development that consists of 280 unit of apartment, 160 units of SoHo, and 60 units of office. The Smith is modern apartment to boost young entrepreneur way of living. With its medium end price, it is suitable for students, professional, and promising investment.We were commissioned to reposition, strengthen and refresh The Smith’s brand with a business objective of making the best home for start-up companies and developing a special brand identity which has to be elegant yet promising.

Our Approach

Our strategic recommendations were to build from a brand essence of ‘Simplicity’, change colour to signify renewal, develop the nature of the branditself and sharpen the elegant yet modern feel based on the target market’ssurvey. We created a ‘signature logo’ within the logotype and used it as anextra brand element throughout the identity design system.

The Result

Over a short project timeline we delivered a full suite of operational andmarketing collateral, responsive website, trademark logo, potential buyer’s value propositions and full brand identity report.


Branding; Identity; Design; Website;

Our association is passionate about aligning business strategy with design.

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