We are a design studio that creates thoughtful identities for imaginative clients.
Philadelphia, PA
Joined July 2015
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New 2025 Studio Reel!
10 years in, we finally have our own studio reel. Hopefully it gets you amped to make stuff!
Special thanks to Jordan Scott (j-scott.com) for his amazing animation work on this & also to @UprightTRex for their funky music, which I absolutely love.
SOUND ON!
Smith & Diction retweeted
🌸 NEW WORK FOR THE PHS PHILADELPHIA FLOWER SHOW 🌸
Earlier this year Pennsylvania Horticultural Society (PHS) approached us to help come up with the identity and key visuals for their 2027 flower show. It was called ICONIC so we knew we wanted the flowers to feel monumental. We tapped local photographer Bre Furlong (breannefurlong.com) to shoot 18 beautifully unique florals in stunning detail. These beauties are gonna look incredible on banners and billboards all over Philadelphia this winter.
Smith & Diction retweeted
Caleb Sun on my team decided he wanted to design a super opinionated guidebook to South Philly and it came out beautifully.
Scouted, designed, photographed, and printed locally in Philadelphia.
Exterior printed on Mohawk Uncoated 100C by Fireball Printing
Interior printed on Cougar Digital 70T by Pet Riso Studio
New to philly? Thinking of visiting? Scoop this.
smithdiction.bigcartel.com/p…
Smith & Diction retweeted
recent work redesigning the mobile app for superhuman mail! loved getting to apply the @Smith_Diction brand to the product and bring in the latest HIG for iOS and M3 for Android
Smith & Diction retweeted
🌮🥗 NEW WORK FOR WONDER 🍔🍕
Earlier this year we were approached by @wonder with a very specific problem. They had just done a ton of work in house to refresh the brand, but they just couldn’t quite nail the logo. We don’t typically take one-off logo jobs but we knew this one had a ton of potential to be a lot of fun.
Summer McClure drew this saucy W that could feel at home on all kinds of plates, bowls, cups, you name it. Then we brought @henrique_barone into the process to give the sauce, well, some more sauce. His frame-by-frame animation brought this logo to life in a really fresh and exciting way. Something they could use as a loading state or at the end of a TV spot.
All the mockups here are purely from our imagination, just exploring what the logo can do, not actual designs for production.
Lots of love went into this one. Also lots of pigs.
💸 NEW WORK FOR GUSTO 💸
This summer we’ve been heads down working with the @GustoHQ team to give their brand an ambitious refresh.
- 175+ hand drawn icons
- 50+ custom illustrations
- Brand “flow state” background generator
- Mascot design and animation
- 6 full web page designs
- 30 modular web components
- Abstract UI design
- Photo art direction
- Full verbal identity
Smith & Diction retweeted
S&D is 11!!!!!!!!!!!
11 years is a long time to do anything let alone run your own business. We have grown so much over this past decade in ways I couldn’t even imagine. I’m genuinely shocked that I get to do this every day considering I’m just a few raccoons in a trench coat.
I’d be nothing without my team Summer McClure, Dayan D'Aniello, Tully Ryan, Caleb Sun. And I’d be TRULY NOTHING but an anxious pile of goop if it wasn’t for Chara Smith. Thanks for making my dream come true every day.
As a design studio we buy trillions of typefaces we never use so I figured I’d put a whole bunch of em on that first slide for ya since they are too weird to go anywhere else haha.
Smith & Diction retweeted
I still remember when the now-old Calendly logo came out; Twitter thought it was a joke, like, for a while... Glad they finally got the @Smith_Diction glow-up they deserved.
One link to rule them all!!!
🗓️ NEW WORK FOR @Calendly 🗓️
Back when we first started S&D one of the most needless hassles that drove me crazy was the email tennis of scheduling a meeting. A few years ago, we started using Calendly, and it was infinitely better. So when they asked us to work on their brand it felt like karma.
It's so rare that you get to work on an identity for something that actually changed your business. So we knew we had to do it right.
Read the full case study here
↓
smith-diction.medium.com/bra…
Special thanks to my whole team at @Smith_Diction who constantly inspire me every day and to @gavinpotenza, @liz__meyer, @studiojud, @j3rks_inc, and @JustinLawes for hopping in with us on this one. Literally couldnt have done it without you.
Smith & Diction retweeted
We got a new case study dropping on Thursday and I am very very hyped to show you all.
🐎💫
Remember when I said some day the @CowboySpaceCorp mock ups would be real? Well today is that day.
Designed by Tully Ryan & Dayan D’Aniello
Printed by Grizzly Wheeler
Philly 🤙🏼 Philly
I don’t know how to properly post web work on here but we just made a new site for Caphe Roasters and it is so fun. Caleb absolutely crushed it. Go buy some coffee!!
Check it out here
↓
capheroasters.com
Designed by: Caleb Sun
Dev: @selfawarestudio (@mike_wagz)
🐲
Smith & Diction retweeted
They’re BaAaAaCk!
We’ve printed another 100 of these to cap the run at 250. Absolutely cannot believe how fast these went.
This is the final_FINAL_R3.jpg version of this colorway. So if you want one now’s the time to scoop it.
smithdiction.bigcartel.com/p…
Greatest city in the world.
Smith & Diction retweeted
🚀 NEW WORK FOR COWBOY SPACE CORP 🚀
@cowboyspacecorp is getting ahead of the impending AI energy crisis by sending solar panel saddled rockets into low Earth orbit.
They needed a wild brand to pair with this wild idea. And we had the time of our lives.
Case study link below
Smith & Diction retweeted
So so happy to have the @Smith_Diction team join in.
@mikesmith187
@dayandaniello
Summer McClure
#logoarchivenow #logos #branding #design
Smith & Diction retweeted
Sheeeeeeesh @floraai really ups the mockup game. Just had to update some of the type. Very impressed.
