Just what this space needs.

SML is a boutique commercial furnishing and design studio that brings personality, color, and energy to every space they touch. Experts in educational environments, they’ve transformed everything from elite private schools to renowned academic institutions. Their reach extends beyond education, designing for architects, private airports, and a wide range of organizations. Now, they’re ready to break into new markets and expand their influence. To do so, they needed a bold message and visual identity—not just to compete with industry giants, but to define their own brand of dominance. We partnered with them to craft a compelling brand idea, messaging framework, and visual identity, positioning SML for enduring success in both business and brand leadership.

A bold design composition.

For SML's visual identity, we aimed to stand out boldly—unmissable in a sea of sameness. While industry giants blended together, we set out to be distinctly different, capturing SML's unique personality, approachability, and creativity. We crafted an engaging design that broke free from the generic photo-headline pairings of competitors. Drawing inspiration from sources as varied as blueprints, technical renderings, and even carpet colors, we reimagined these elements into shapes and palettes that told SML’s story. These visuals are versatile, working seamlessly across formats—from image masking techniques to dynamic headline backgrounds. The result is a richly textured, flexible, and endlessly dynamic visual identity, built to leave a lasting impact.

A rich interactive experience.

For SML's interactive experience, we chose Webflow for its unmatched power and flexibility. Its platform enabled a visually rich design that met every functional requirement. A custom-configured CMS made it easy for SML to showcase and update imagery and shapes while keeping design maintenance and content management effortless. With this robust system, they can now seamlessly add new case studies, product lines, and industry highlights, delivering a clear, intuitive user experience at every step.

A framework to share their point of view.

SML brings a fresh perspective to this space. They’re driven by more than furniture; their approach sets them apart from competitors. With an expert eye for design and a passion for creating impactful spaces, SML knows how to make a room shine. Their true strength lies in the partnerships they build with clients, working alongside them every step of the way. This trust and collaboration inspire the foundation for their brand. “Just what this space needs” became a guiding message, capturing all the thoughtful elements that go into shaping a space. This foundation positions SML for future campaigns, lead generation, and thought leadership while reinforcing their unique vision

A look designed to scale.

With a design and messaging construct that can extend in every possible direction, the framework—and the myriad of ways they can use colors and shapes—helped ensure versatility and consistency across touchpoints. And the conversational typography and voice helped capture the brand's personality, further enhancing its appeal. Collectively, this brand stands out with its unique personality and energy, revitalizing an industry that was becoming voiceless. When it comes to this space, what can we say? They just have an eye for this stuff.