Melanie Dronfield's profile

Rebrand for SmithGroup, International AE Firm

Melanie Dronfield
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architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
ELEVATING SMITHGROUP'S BRANDING

Established in 1853, SmithGroup's impressive legacy was no longer reflected through their branding in 2020. My focus was on building solutions grounded in accessibility, inclusion, & human centered design principles. The three main areas of focus:
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI

Role: Lead Visual Designer 

Project Initiatives: 
01: Lead visual designer for branding across digital & print applications 
02: Lead environmental graphic designer for COVID response signage & wayfinding
03: Lead graphic designer for accessible color palette implementation & illustrations

Team: Laura, Project Manager | Olivia, Graphic Designer | Tim, Web Designer | Brian, Video & Motion Designer | Travis, Photographer​​​​​​​
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI

DEVELOPING DESIGN SYSTEMS 

Developed guidelines that unify and strengthen SmithGroup's identity across both physical and digital experiences. Centered design decisions around solutions that put the user first. 





architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI

VISUALLY ACCESSIBLE COLOR PALETTE

SmithGroup's existing color palette was not WCAG 2.1 compliant. The goal was to introduce an enhanced color palette that would give SmithGroup the depth and breath needed for a corporation with over 15 offices world wide. 

ADDED VALUE:
This expanded and updated color palette allows for clean translations of marketing and branding materials across print assets and web platforms. It is also flexible enough to allow for subcommittees and events to utilize different color pairings to establish autonomy while staying cohesive with the overall brand aesthetic. 


architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
CUSTOM ILLUSTRATION DEPICTING DIVERSE EMPLOYEE COMMUNITY FOR A 2021 PERSPECTIVE POST



architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
​​​​​​​​​​​​​​
CUSTOM ILLUSTRATIONS 

Introduced custom illustrations to SmithGroup's visual language to expand their graphic assets library and  highlight their company culture.  

Established illustration guidelines to ensure the future creation of inclusive character sets and unify the visual identity.


architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
Wayfinding & Directional Signage for employees & clients returning to the office during the COVID-19 pandemic. 
Office lobby TV graphics, firm wide communication visuals, & marketing materials for strategic pursuits.


2021 End of Year Greeting sent to over 19,000 recipients




architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
architecture brand Brand Design brand identity branding Corporate Design Corporate Identity ILLUSTRATION illustrations UI
Photos taken by SmithGroup & Judy Davis @Judy Davis/Hoachlander Davis Photography, LLC All rights reserved; Washington, DC, USA Office 202-364-9306
Rebrand for SmithGroup, International AE Firm
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Melanie Dronfield's profile

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Melanie Dronfield's profile
DC, USA

Rebrand for SmithGroup, International AE Firm

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