SMI Group
Rebranding SMI for sustainability
The Challenge
Introduce a sustainability-led sub-brand within SMI that clearly communicated environmental responsibility while remaining visually connected to the parent workwear brand.
Goals & Objectives
Communicate SMI’s commitment to sustainability
Create a distinct but connected sub-brand identity
Appeal to environmentally conscious customers
Research & Insights
Customers are becoming more environmentally conscious when making purchasing decisions.
Businesses are under increasing pressure to meet sustainability targets and net zero commitments.
Clear sustainability messaging helps buyers identify responsible product choices.
Approach & Strategy
I created a leaf-inspired logo by removing the “I” from SMI, shifting the emphasis from people to the environment. The mark helped customers recognise environmentally responsible products and understand SMI’s net zero goals. It was used across marketing materials to promote the net zero mission and applied to SMI own-brand products.
Final Designs
The rebranded identity was applied across catalogues, brochures, packaging, and marketing materials to create a consistent eco-focused sub-brand. I designed a range of print and digital assets, with the leaf-inspired logo used throughout to clearly highlight SMI’s sustainable products and net zero commitment.
