Smith Institute
Mathematical elegance in brand evolution
The Smith Institute engaged us to refresh their brand identity and website, reflecting their sophisticated mathematical consultancy work while maintaining accessibility and clarity.
Brand positioning
Technical excellence with human clarity
The Smith Institute develops complex mathematical models for critical systems — from balancing the UK's electricity grid to supporting government decision-making. Their challenge was standing out in a competitive market without losing their distinctive approach.
While they operate in the same space as giants like McKinsey, their focus on advanced mathematical modelling gives them a unique position. Our task was to communicate this technical sophistication without overwhelming potential clients with jargon.
While they operate in the same space as giants like McKinsey, their focus on advanced mathematical modelling gives them a unique position. Our task was to communicate this technical sophistication without overwhelming potential clients with jargon.
Visual identity
Balancing tradition and modernity
Through collaborative discussions, we refined their typography, selecting a combination of serif (Corsaro) and sans-serif (Sofia Pro) fonts that created balance between tradition and modernity, authority and accessibility.
The colour palette evolved significantly, moving to navy blue and purple with stone and slate grey accents. As one team member observed about the selected purple tone: "It's bringing our use of purple away from that royal Disney village-esque stuff."
This palette delivers a professional, technical feel without severity, with enough warmth to reflect their collaborative approach and differentiate them clearly from competitors.
The colour palette evolved significantly, moving to navy blue and purple with stone and slate grey accents. As one team member observed about the selected purple tone: "It's bringing our use of purple away from that royal Disney village-esque stuff."
This palette delivers a professional, technical feel without severity, with enough warmth to reflect their collaborative approach and differentiate them clearly from competitors.
Website development
A phased approach
to digital presence
We developed a strategic approach to their website:
• Phase 1: Core pages including home, about, careers, key insights, and landing pages for capabilities and sectors
• Phase 2: Detailed pages for individual sectors and capabilities, plus additional content
The WordPress-based site includes sophisticated SEO focusing on terms like "AI optimisation," "mathematical modelling," and "forecasting statistics" to attract their target audience of large corporations and government departments.
• Phase 1: Core pages including home, about, careers, key insights, and landing pages for capabilities and sectors
• Phase 2: Detailed pages for individual sectors and capabilities, plus additional content
The WordPress-based site includes sophisticated SEO focusing on terms like "AI optimisation," "mathematical modelling," and "forecasting statistics" to attract their target audience of large corporations and government departments.
Technical partnership
Collaborative expertise
We introduced the Smith Institute to our web development partners for the technical implementation, ensuring all aspects — from design to development to content — work harmoniously.
This collaborative approach has created a brand that balances technical authority with human approachability, helping the Smith Institute connect with the right audience and showcase their unique capabilities in mathematical modelling and optimisation.
This collaborative approach has created a brand that balances technical authority with human approachability, helping the Smith Institute connect with the right audience and showcase their unique capabilities in mathematical modelling and optimisation.
