Smith-Kandal Rebrand

The Problem

Smith-Kandal Insurance and Real Estate approached me looking to explore a rebrand. More than just an outdated, difficult-to-use logo, but also a clear message to their clients. They had a reputation that brought in business, but new players were entering the market, and they couldn't just rest on their laurels.

The Solution

First, we needed to define what Smith-Kandal stood for. They needed to tell a clear story that resonated with prospective clients. One that acknowledged the problems faced and provided pathways to resolve them.

This clarity led to a story-based video that I wrote, narrated, directed, and edited together. It played in theaters across their region.

The clearer focus also provided creative direction for the new logo. It needed to maintain a visual nod to the previous design, while giving it a fresh, simplified, and clear new look that better reflected their dynamic, modern services.

The Result

Between the clearer value statements being communicated to prospective clients, the story-based video, and the logo being a better representation of their quality, Smith-Kandal saw significant growth. During the video ad’s run (in theaters and on social media), Smith-Kandal saw a significant increase in both new leads and web traffic.