Smith UX Brand Identity

Overview

Smith UX is a human-centered consulting practice focused on accessible, emotionally resonant digital experiences. The brand identity was designed to reflect its core values—empathy, equity, and collaboration—while appealing to mission-driven startups and women-led ventures.

The visual system includes a flexible logo suite, a warm and vibrant color palette, and a clear typographic hierarchy to support usability and inclusivity. Hand-drawn illustrations and organic patterns bring personality and cohesion to the brand, reinforcing its approachable and thoughtful voice.

Deliverables included a comprehensive brand guidelines document, along with mockups for digital and physical applications—supplying Smith UX with a scalable identity that communicates trust, creativity, and connection across all touch points.