How We Helped Smith Systems Reposition and Reenergize Its Brand

Rising expectations for school furniture

School furniture has traditionally been a rather quiet, unassuming category, but no more. The national focus on improving school performance, coupled with the high-profile challenges that schools are facing mean that schools are looking to get more out of their furniture than simply a place to sit.

Smith System — an innovative brand

Smith System has a reputation for quality, innovative furniture. In fact, Smith System was one of the very first brands to launch a line of furniture specifically designed to support collaborative learning. Their advertising has historically focused on features and benefits of new products.

Creating thought-leadership

Working with Smith System, we developed a new positioning, visual identity and advertising effort that capitalized on school furniture’s emerging importance. We positioned Smith System as the thought-leader that shares the end goal of administrators, teachers and parents.

Positioning:
Smith System is the imaginative brand of K-12 furniture that is changing America’s schools for the better.

This positioning leverages Smith System’s innovation, but clearly connects the brand to highly desirable end-user benefits: a stimulating classroom environment and an inspired learning experience. The brand personality has also evolved and is much more future-oriented and energetic.

Energizing the organization and leads

Smith System’s employees and dealer network have embraced this new approach and it has positively impacted lead generation, especially with the architect and design community and end users.