Smartleaf
Brand Identity, Logo Design
After more than 25 years in wealth tech, Smartleaf was ready for a brand that matched where it was headed. I led a full identity redesign, from the logo, look, and feel to the brand guidelines, then carried the system across social, website, ads, event materials, and swag.
Early concepts ranged widely, from bracketed S’s and slanted letterforms to leaves and marks inspired by Smartleaf’s Boston roots, like the Longfellow Bridge before landing back on the iconic leaf.
I designed brand guidelines built for real use, with ready-to-go templates that let the team create on-brand decks, documents, banner ads, emails, and social posts on their own.
To carry the brand onto the web, I designed a landing page that served as a blueprint, showing the team how the identity should look, feel, and scale across digital.
The new identity also extended to long-form content. I redesigned a Smartleaf ebook from cover to close, refreshing the layout, imagery, and typography to bring it fully on-brand.
Conference materials put the new identity to work in the real world. I applied the brand system to everything from a 10x10 tent that anchored Smartleaf’s booth to giveaway tea tins, with a distinct label for each flavor: black, oolong, and green.
