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Smith & Diction — Design & Copywriting(@smith_diction)'s profile avatar HD Profile

Smith & Diction — Design & Copywriting

@smith_diction

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We are a design studio that creates thoughtful identities for imaginative clients.
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[email protected]
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Branding ✶ Copywriting ✶ Design
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🌮🥗 NEW WORK FOR WONDER 🍔🍕 Earlier this year we were approached by @wonder with a very specific problem. They had just done a ton of work in house to refresh the brand, but they just couldn’t quite nail the logo. We don’t typically take one-off logo jobs but we knew this one had a ton of potential to be a lot of fun. @not_winter drew this saucy W that could feel at home on all kinds of plates, bowls, cups, you name it. Then we brought @henriquebarone into the process to give the sauce, well, more sauce. His frame-by-frame animation brought this logo to life in a really fresh and exciting way. Something they could use as a loading state or at the end of a TV spot. All the mockups here are purely from our imagination, just exploring what the logo can do, not actual designs for production. taken in Bok by @smith_diction
19
14 days ago
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West → Bound Workin on a website for @staywestbound taken in Yellowstone National Park by @smith_diction
11
20 days ago
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PENNY UPDATE FOR GUSTO If you’ve used @gustohq then you’ve definitely seen Penny frolicking across your screen at some point. She is a surprise and delight moment in product so we knew we had to give her a bit of a glow up. @not_winter did what she does best and hand drew a new version of Penny that could be positioned in a bunch of new poses. Then we tapped @oli.bla to make penny come to life with an adorable frolic. We’re so pleased with this new Penny! An absolute angel. taken in Philadelphia, Pennsylvania by @smith_diction
15
a month ago
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NEW TYPE FOR GUSTO We were tasked with updating the @gustohq typefaces from clearface and g centra to something that felt a bit more modern and even a little edgier. We landed on Boogy Brut by @bureau_brut and made an ever so slightly customized version of it. Tracked it in really tight and added in some new special ligatures to account for the new tracking. It has an elegant sharpness and momentum to it with its slanted serifs. Perfect for keeping business moving. Our secondary typeface is Matter by @xyz_displaay. A perfectly friendly sans that had some great geometric qualities that tied to the Gusto wordmark. It also can hold its own and feel strong in its uppercase. Shout out to @dayandaniello and @calebsun.co who did an exhaustive type study on the customizations making sure that it types out just right. taken in Philadelphia, Pennsylvania by @smith_diction
9
a month ago
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NEW GUSTO ICON SYSTEM We hand drew over 175 new icons for @gustohq. @tullyryanstudio worked on creating this system for 2 months straight. He set up a solid grid system so all of these can be aligned perfectly in product. And developed a color formula that allows the icons to feel extremely diverse while still being unified and grounded with a branded shadow. 4th slide has every icon we made on it. Also had to add in a little go birds and penny easter egg. #gobirds taken in Philadelphia, Pennsylvania by @smith_diction
47
a month ago
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💸 NEW WORK FOR @gustohq 💸 This summer we’ve been heads down working with the @gustohq team to give their brand an ambitious refresh. - 175+ hand drawn icons - 50+ custom illustrations - Brand “flow state” background generator - Mascot design and animation - 6 full web page designs - 30 modular web components - Abstract UI design - Photo art direction - Full verbal identity Illustration has always been a major part of the Gusto brand so we knew we needed to keep that at the forefront of this new version. So @tullyryanstudio worked tirelessly day after day for months hand drawing these small illustrations that are worked inside of headlines and UI. Then we tapped @chriskingart & @marcossmontiell to elevate their spot illustration style to be a little more realistic and timeless. Also if you use gusto you’ve definitely seen their adorable piggy bank mascot walking through the screen when you run payroll. @not_winter gave her a little makeover and @oli.bla gave her a bit more pep in her step. @calebsun.co created a flow state generator to use for branded backgrounds and collaborated with the @outpost.design team to refresh some key pages on the gusto site. We also made a few updates to the core colors to be slightly more vibrant and electric. Slightly customized two new typefaces. And added a bit more humanity with larger photos of small business owners throughout the brand. We’ll be writing a full case study soon but for now enjoy this pretty hype reel. Creative Direction: @charamelody Art Direction: @mikesmith Brand Design: @not_winter, @calebsun.co, @mikesmith Custom Icons: @tullyryanstudio Penny Mascot: @not_winter Penny Animation: @oli.bla Brand Animation: @justinlawes, @tullyryanstudio, @calebsun.co Copywriting: @charamelody, Charlotte Kelly Illustrations: @chriskingart & @marcossmontiell Web Design: @outpost.design + @calebsun.co Development: @gustohq dev team Type Edits: @dayandaniello + @calebsun.co Typefaces: Gusto Brut by @bureau_brut Gusto Matter by @xyz_displaay Of course I forgot to upload it with the sound. Tully is so mad. taken in Philadelphia, Pennsylvania by @smith_diction
50
a month ago
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S&D is 11!!!!!!!!!!! 11 years is a long time to do anything let alone run your own business. We have grown so much over this past decade in ways I couldn’t even imagine. I’m genuinely shocked that I get to do this every day considering I’m just a few raccoons in a trench coat. I’d be nothing without my team @not_winter, @dayandaniello, @tullyryanstudio, @calebsun.co. And I’d be TRULY NOTHING but an anxious pile of goop if it wasn’t for @charamelody. Thanks for making my dream come true every day. As a design studio we buy trillions of typefaces we never use so I figured I’d put a whole bunch of em on that first slide for ya since they are too weird to go anywhere else haha. taken in Bok by @smith_diction
33
2 months ago
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The @calendly C symbol was built all around the idea of a ripple effect. One call can change your life, one connection can open new doors, one payment can allow you to grow. So we built that into the ethos of the symbol. Calendly is that first ripple that starts the chain reaction. This was a symbol that took many iterations to get just right. @gavinpotenza had this ripple idea ruminating in the brand and then @tullyryanstudio & @dayandaniello finessed this thing to perfection with as few anchor points as possible. We’re hyped that this logo can sit on its own as a solid shape that feels kinda classic, while also having enough wobbliness to make it feel natural without being hand drawn. Swipe to the end to see some of our favorite rejects. @charamelody @not_winter @dayandaniello @tullyryanstudio @calebsun.co @gavinpotenza @lizmeyer @studiojud taken in Bok by @smith_diction
64
2 months ago
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@Calendly wanted their new subbrands to fit within a system that could work teeny tiny in UI but also wanted them to be able to hold their own next to the main logo. This one was tricky to get right because those two things are somewhat opposed, but we’re super happy with how they turned out. Little bit of gloopy roundness that ties to the logo and just figurative enough to know exactly what it is when it gets small. Within the brand, we built systems of patterns and what we called “flex-bubbles” to tie everything together. We loved that we could have a modular shape that can hold icons, event types, actions, statuses, times, whatever you need. It’s just another way to show that everything and everyone is connected. Read the full case study at the link on our bio. @charamelody @not_winter @dayandaniello @tullyryanstudio @calebsun.co @gavinpotenza @lizmeyer @studiojud taken in Bok by @smith_diction
52
2 months ago
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🗓️ NEW WORK FOR @calendly 🗓️ You know the drill full case study link in bio!!!!!!!! If you’re person that has existed doing business on the computer for the past decade, you’ve most likely encountered a @calendly link. It’s the unbelievably simple way to get a meeting on the books. No email tennis. No miscommunication about timezones. I set my schedule that works for me, you pick a time that works for you. Seamless, flexible, a trillion times better than six back-and-forth emails. Calendly has actively changed my business, so when they reached out about working together it felt like some good old fashioned design karma. But this project wasn’t just a simple logo update to a calendar app. They were announcing an entirely new business strategy. They were bringing that same scheduling simplicity into an entire suite of useful tools. There was always more to meetings than just finding a time. Now you can just do it all in one place: scheduling, notetaker, relationship management, AI Assistant, and payments. It was a complex challenge that needed an incredibly simple solve. A solve that felt as straightforward as copy and pasting a hyperlink. The team worked so so hard to create an entire brand ecosystem rooted in the nuance of invisible connections and flexibility. I wrote about every single thing in excruciating detail in our case study, check the link in our profile for more. Shoutout to @charamelody @not_winter @dayandaniello @tullyryanstudio @calebsun.co For always going above and beyond even when the way we do and deliver work is changing underneath our feet every day. And to @gavinpotenza, @lizmeyer, @studiojud, @JustinLawes, and @Jamesdybvig for joining us on this one. Literally couldn’t have done it without you. taken in Bok by @smith_diction
149
2 months ago
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Our studio is based in Philadelphia, and we wouldn’t have it any other way. We love this city because it wears its heart on its sleeve. We created this poster as a little love letter to celebrate the 250th anniversary of our nation, and Philadelphia’s proud history of championing independence. This ultra vibrant, ringing liberty bell is a graphic representation of what it feels like to live in this vibrational city with a rich history of doing whatever the heck we want. Designed by @tullyryanstudio Printed by @fourfingerpress 18x24 $25 Scoop one at the link in our profile. Or stop by our studio in @buildingbok! 4 color screen print on @frenchpaperco Speckletone True White Cardstock 100lb cover Ships in a tube. *Frame not included taken in Bok by @smith_diction
91
4 months ago
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To say we’re hyped about this would be an understatement. When we heard that this company was going to be called Cowboy Space Corp our jaws dropped to the floor. This was a project designed for the S&D team. @tullyryanstudio worked so hard to develop a symbol that felt so effortless, perfectly straddling timelessness and futurism. Then we paired that with type and color that nodded towards the vintage aesthetic without relying on it too heavily as a crutch. We had fun developing the type and color to have some odd pairings that really help stand out from the typical space crowd. Can’t wait to see this thing getting blasted at thousands of miles per hour into the atmosphere! You can read and see more in our case study at the link in our bio. taken in Bok by @smith_diction
31
5 months ago
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