THE SMITH New York City

One of everyone's favorite New York staple restaurants—The Smith—approached LMNOP for a brand refresh as it was set to expand with further locations in the city and beyond.

The goal was to create something that felt modern yet timeless. We updated everything from the logo, menus, postcards, signage to website and photography. From this, a quirky marketing campaign evolved, based on the definition of a "Smith." What are you the "Smith", aka expert, of? The My Diet Starts Tomorrow Smith... The You're Coming Home with Me Smith... It was important that both photography and language reflect the casual, inviting and playful nature of everybody's favorite neighborhood spot.

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