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.
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
Secondary Logo
Stacked Logo
Letter Mark
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.
Page & Deck Backgrounds
Primary Color Palette
Font Color Palette
Accent Colors
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
Page & Deck Backgrounds
Font Color Palette
Accent Colors
Iconography
A unified icon library created to simplify technical concepts, reinforce navigation, and communicate product capabilities consistently.
Warning
Primary and Secondary
Emphasis
Accent Colors
Illustration System
Rather than relying on generic stock illustrations, I developed a custom paper-cut illustration system that translates complex construction concepts into approachable visuals while giving the brand a distinctive, recognizable voice.
Product Visualization
A comprehensive product visualization system designed to present SmartPM's platform with clarity and consistency. From dashboard compositions and device mockups to feature callouts and UI storytelling, each asset helps communicate complex software in a way that's engaging, scalable, and easy to understand.
UI Focused Product Images
UI Focused Product Images
Data Visualization System
A data visualization system was developed to help SmartPM translate complex scheduling research and product analytics into clear, executive-ready insight. Charts, scorecards, heatmaps, tables, and callout structures were designed to make dense information easier to scan, compare, and act on across reports, campaigns, and sales materials.
Adoption & Survey Data
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.
Dots and Lines
Dots and Lines
JETC Trade Show 4X6 (Print Asset)
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.
Social Assets
Trade Show Booth Design
Brand Activation
“Ben is the creative partner every writer hopes to find. His observant nature and design instincts continually elevate every project (hell, even just loose concepts…) into something fabulous”
- Claire Turner | Product Marketing Manager
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.
