THE SMITH New York City

The goal for The Smith's brand refresh was to create something that felt modern yet timeless.

We updated everything from the logo, menus, postcards, signage to website and photography for this New York restaurant staple. 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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