SmartPM Brand System
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SmartPM Brand System *
Building a visual language designed to scale.
Client | SmartPM Year | 2023-Present Position | Senior Brand & Graphic Designer
When I joined SmartPM, the company had little visual consistency beyond its logo. Over the next three years, I led the development of a scalable brand system—establishing its visual language, guiding its evolution through a company-wide repositioning, and creating standards that unified every customer touchpoint across digital, print, and physical experiences.
The Result: A flexible design system that supports product launches, integrated campaigns, sales enablement, trade show experiences, and day-to-day marketing across the company.
My Role: Led visual system development, brand direction, campaign design, illustration systems, motion design, and creative execution across marketing, product, sales, and executive initiatives.
Scope: Brand guidelines, integrated marketing campaigns, trade show environments, websites, editorial publications, illustration systems, sales enablement materials, product marketing assets, and environmental graphics.
Brand Principles
Clarity — Simplify complex ideas.
Trust — Build confidence through consistency
Scalability — Design systems that grow with the business.
Approachability — Make enterprise software feel human.
Page & Deck Backgrounds
Stacked Logo
Page & Deck Backgrounds
Letter Mark
Logo System
A flexible logo system designed for digital products, printed materials, presentations, environmental graphics, and event applications while maintaining recognition and consistency across every format.
Primary Logo
Color Palette
A modern palette centered on trust, technology, and infrastructure. Supporting neutrals and accent colors provide flexibility across data visualization, product UI, marketing campaigns, and editorial content.
Primary Color Palette
Typography
A clean, highly legible type system selected to support everything from long-form reports to large-format trade show graphics while maintaining a consistent visual voice.
Headlines
Iconography
A unified icon library created to simplify technical concepts, reinforce navigation, and communicate product capabilities consistently.
Illustration System
Font Color Palette
A custom paper-cut illustration style developed specifically for SmartPM. The system transforms complex construction analytics into approachable visuals while creating a recognizable visual language.
Brand Elements
Supporting components—including patterns, gradients, data visualization styles, buttons, dividers, and badges—ensure every asset feels connected while giving the marketing team a flexible toolkit for future campaigns.
Application Examples
The system applied across websites, product launches, reports, campaigns, sales enablement, trade shows, and digital marketing—allowing SmartPM to communicate with one recognizable voice regardless of medium.
Secondary Logo
Font Color Palette
State of Construction Annual Report
I produced supporting visuals for product storytelling, motion graphics, paper illustration systems, and UI-adjacent design work that helped communicate features, workflows, and customer value.
“Clients don’t always know exactly what they need when it comes to art and design. Ben’s a valuable creative partner who has helped me further define my company’s brand identity — while meeting business objectives — and riffing on vague ideas. He’s a creative tour de force”
- Justin Rubner | Brand & Content Director
Accent Colors
Accent Colors
Make it stand out.
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Dream it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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Build it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
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Grow it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
