When Kensington approached us to revitalize the visual identity of their SmartFit brand, we embraced the opportunity. Tasked with refreshing their SmartFit graphic assets, creating a new Tagline and developing compelling new photo and video content for an upcoming campaign, we worked closely with the Kensington team to craft visuals that would resonate powerfully with their audience.

We kicked off the SmartFit branding redesign by researching competitor logos and evaluating SmartFit’s original design. Our goal was to modernize the logo, shaping it to better represent the ergonomic benefits of the SmartFit product line. Updating the color palette was also key, ensuring a seamless connection with Kensington’s broader brand.

The resulting logo is bold, modern, and versatile—a design that can stand independently and is instantly recognizable. To support a cohesive rollout, we created a set of brand guidelines, guaranteeing that SmartFit’s identity remains consistent across all platforms and media.
Our next focus was the iconic SmartFit hand sizing guide. 



The process began with a thorough analysis of the current user experience to identify areas for improvement. We developed multiple prototypes, iterating on clarity and ease of use, with a primary focus on highlighting the middle finger as the key reference point for an accurate measurement. What we delivered was a more cohesive, user-centered guide that simplifies the measurement process and is a better fit for SmartFit’s new brand.

Alongside the design phase, we took on asset production for the upcoming SmartFit campaign. Kensington’s key request was for streamlined progress tracking and agile feedback rounds, ensuring a smooth path to finalizing the image concepts and script.

To facilitate this, we implemented a collaborative tool that enabled real-time communication, sharing scripts and storyboards via a centralized board. This approach enabled instant alignment and feedback, eliminating delays and speeding up the path to the desired outcome.

Creating the campaign’s hero image was especially engaging. We developed mood boards for each concept, enriched with keywords and visual diagrams illustrating a range of emotions, helping the client better understand and select the right direction.

For the additional photo assets, we used draft pictures of our concepts converted into sketches by AI. This method combined the immediacy of draft shots with the clarity of abstraction, allowing for faster and more intuitive client feedback.

By having our branding and production teams work in close collaboration, we delivered a fresh, modern update to SmartFit’s graphic assets, seamlessly integrating this new look across the campaign’s visuals. This project showcases once again how a multidisciplinary agency can streamline complex projects, eliminating the need to manage multiple players while ensuring a cohesive and consistent final outcome.