The ask: SMX, a global leader in IT staffing and managed services, needed a refreshed brand identity to elevate its positioning in the competitive IT industry. The goal was to modernize the brand while reinforcing its dual strengths—innovation and deep industry expertise. The rebrand needed to communicate SMX’s global reach, consultative approach, and ability to provide high-quality, tailored IT solutions.

The design solution: I developed a sophisticated and future-forward visual identity that balanced SMX’s technological expertise with a human-centered approach. The design leveraged contrasting light and dark areas, creating a sleek, modern aesthetic with a tech-driven feel. A refined color palette combined deep, rich hues with bright, vibrant highlights to evoke both stability and innovation.

Imagery played a crucial role in the brand’s storytelling, blending futuristic, abstract imagery with human-centric visuals to reflect SMX’s technical expertise and personal approach. The use of technology specific iconography and backgrounds reinforced the company’s IT focus, while a structured yet dynamic layout created a sense of precision and adaptability.

The outcome: The rebrand successfully positioned SMX as both innovative and experienced, distinguishing it from competitors in the IT staffing space. The new identity elevated brand recognition, aligned with SMX’s market positioning, and provided a cohesive, flexible system for use across digital and print assets.