New name, new image
With a new generation at its helm, SMR wanted to reposition itself and set its sites to the future. We provided the framework for an important exercise that got them thinking about their identity. From it, a new name was born: Roy.
These three noble letters sparked a brand revolution—a new logo, new look, and new brand architecture that beautifully reflects their services. The brand repositioning paved the way for an increased sense of belonging among employees.