The concept behind Smlin is nuanced—positioned between culture shift and infrastructure. The challenge was to communicate this without oversimplifying or drifting into moral signaling. The existing brand needed structure, tone, and visual clarity to support the weight of the vision.
We rebuilt the website to reflect the seriousness of the commitment while making the application process intuitive. We shaped a verbal identity that was steady and principled—never promotional. We also developed a light-touch social content strategy to extend reach without diluting focus.
Smlin provides founders with the structure to act on what they claim to value.
This commission was an opportunity to give lasting form to a growing movement—one that places ethics and emotional intelligence at the core of modern leadership.
Next projects.
(2016-25©)
