Agency: Cubicle Fugitive
Client: Smart & Biggar
My Role: Art Director and Designer
Client: Smart & Biggar
My Role: Art Director and Designer
To give the wordmark a premium and strong feel, we increased the font-weight and customized several characters, overall contributing to the enhancement of their overall message:
The original letter “S” was lacking in strength, and as a result, we modified its ends with two parallel angled cuts to give it a more prestigious and precise presence with a forward-looking personality. The angled cuts in "T" and "G" unite all letterforms in a balanced way. The customized "shark fin" curve on the apex of "A" and leg of "R" is what transforms it from stock typography to a feeling of distinguished professionalism. We tweaked the firm’s ampersand and provided the firm with various short and long-form brand extension options.
The original letter “S” was lacking in strength, and as a result, we modified its ends with two parallel angled cuts to give it a more prestigious and precise presence with a forward-looking personality. The angled cuts in "T" and "G" unite all letterforms in a balanced way. The customized "shark fin" curve on the apex of "A" and leg of "R" is what transforms it from stock typography to a feeling of distinguished professionalism. We tweaked the firm’s ampersand and provided the firm with various short and long-form brand extension options.
New stationery design and office materials
Highlight: Smart & Biggar, in collaboration with Cubicle Fugitive, won the 2019 Legal Marketing Association (LMA) Eastern Canada Region "Your Honour Award" for Internal Marketing.