Freelance
Smith-Kandal Rebrand
Smith-Kandal Insurance and Real Estate had a strong reputation but an outdated brand and unclear messaging that limited their ability to compete with newer entrants.
As a Freelance Designer, I led a full rebrand to clarify their value proposition, modernize their identity, and create a compelling narrative to attract new business.
Client
Smith-Kandal
Insurance and Real Estate
Role
Freelance Designer
Services
Led brand strategy, messaging, visual identity, and campaign execution across all channels.
The Challenge
Outdated visual identity that no longer reflected service quality
Lack of clear, differentiated messaging for prospective clients
Increasing competition from newer, more modern brands
Needed to attract new leads without losing existing brand equity
The Approach
I started by defining a clear brand narrative, aligning their services with the real challenges their clients face.
This strategic foundation informed all creative outputs:
Developed core messaging and verbal identity centered on client needs and solutions
Designed a modernized logo and visual identity, retaining key elements to preserve brand recognition
Wrote, directed, narrated, and edited a story-driven video campaign
Launched the campaign across regional theaters and social media, maximizing reach and emotional engagement
Extended the identity across web, print, signage, and advertising, ensuring a cohesive brand experience
The Results
Increased web traffic by ~40% during the campaign period
Generated a notable lift in new client inquiries and leads throughout the campaign run
Expanded brand reach through multi-channel video distribution (theater + digital)
Strengthened brand perception, better aligning visual identity with service quality
Positioned Smith-Kandal to compete more effectively with newer market entrants
