Chicago Booth selected Smith to design exterior signage and donor recognition elements for its new facility. Smith studied the building’s entrances and exits to develop a range of signage ideas and materials for the school. Ultimately, dimensional steel lettering was chosen for the center’s exterior signage. The clean letter forms reinforce the building’s modern aesthetic.

As the Kellogg School of Management at Northwestern University readied to roll out its updated brand, Smith was asked to create environmental design to brand public spaces and reinforce the Dean’s vision for the school. Bold, colorful large-scale designs now greet students, faculty, recruiters and alumni in the school’s Evanston, Chicago and Miami buildings.

As part of Smith’s global rebrand work for DTZ, a $2 billion commercial real estate firm with strong brand recognition in Europe and Asia, environmental branding efforts included the creation of interior brand and signage standards. For corporate headquarters, modern brand elements, including the logo, DTZ “Edge” graphic element and visionary statements, were applied to lobby areas.

NORC is an esteemed institution that has served the public interest through objective social science research since 1941. To tell its story, Smith created large-scale exhibits that highlight NORC’s landmark studies, historic milestones and its influence on the shaping of public policy. The installation adds visual interest to NORC’s interior and reinforces the impact of the organization’s work.