With over 35 years of experience, Smith Marine is a local family-owned and operated boat dealership and repair shop located in Jackson, MS. Smith Marine works with top-of-the-line brands such as Suzuki, Crest, Crownline, Tige’, Honda Marine, and Evenrude-Johnson to meet the needs of their customers throughout Central Mississippi.
Smith Marine came to Data Street in need of a new logo, brand identity, and website to reflect their family-owned and operated business. We started by focusing on a design that conveyed the 35-year history of their business while modernizing the overall first impression of their brand. This trickled into a fully immersive website that focuses on all service aspects that Smith Marine has to offer.
Our Design and Development team was able to flex on our creative process while still focusing on the core needs of Smith Marine. This resulted in creating a striking brand presence that would distinguish Smith Marine from competitors and garner attention from potential customers.
At the beginning of this project, the Smith team conveyed the need to have a logo that encapsulated the history and professionalism of their business while maintaining the fun, laid back mentality of living life with toes in the water. Their previous logo was simply made up of text and had served them well for the first 35 years of their business’s existence, but it was time to give it a facelift that would carry that tradition into the future. With that focus in mind, our graphic design team kept the well-known Smith Marine navy blue text and gave it a complete makeover. We introduced a secondary border, bold typography, strategic positioning, and new nautical elements to create an eye-catching two-part final product. That being said, a branding facelift is not complete without integrating an advanced color palette. We tweaked the color of the primary Smith navy blue to incorporate a beautiful ocean blue for the anchor element and expanded the palette in the border design to include the ocean blue as a boat’s wake and sunburst orange sitting over the Smith text. The branding guidelines merged the elements of the logo and branding into a fully comprehensive guide detailing a two-part logo use, advanced color palette, typography, and more.
Once the logo and branding were established, our next task was translating the newly fostered branding guidelines into the life of the website. Through a well-oiled internal user flow, creative panache, and strategic placement of various key attributes, we were able to forge a website that was inherently Smith Marine.
Through many hours of internal brainstorming, site architecture, account management, and client review meetings, Data Street created a professional user-friendly website that will drive current and future boat enthusiasts to purchase their next water sports toy from the friendly and experienced team at Smith Marine.