Shaping the future of connected commerce. A vibrant, kinetic and adaptable new brand identity for the global pioneers of connected commerce. Context SMG is a rapidly expanding global business in the increasingly crowded industry of retail media. It’s a major player with an impressive reputation, an ambitious global growth plan and an amazing culture. SMG needed to build a brand identity that reflected all of this and that could, importantly, travel across continents. Solution SMG uses data, analysis and insight to forge meaningful connections between brands, retailers and their customers. It’s the heart of what SMG does and, naturally, forms the heart of our brand identity solution too: a kinetic, lively identity built on the idea of connections. Our strategic process helped to distil an exciting new external proposition for SMG – Extraordinary adventures, expertly led – which in turn inspired our adventurous visual language. Impact It’s not often we can report that a client loved their new brand identity so completely that they commissioned a bespoke suit with their new logo tailored into the design. But that’s exactly what SMG co-founder Matt Lee did, proudly wearing his unique SMG three-piece suit all over the world. And with SMG’s confident expansion into north America, their bespoke, expertly tailored new identity is helping this dynamic business to look that part, too.