The SmartCulture rebrandA fresh identity for safer, happier workplaces
Client
SmartCulture
Category
Branding & logo design
Custom illustration
Website icons
Website design
Social media templates
Presentation templates
SmartCulture website build
PixelFish
SmartCulture® is a workplace culture consultancy transforming organisations through expert-led training in psychosocial safety, bullying and harassment prevention, and bystander intervention.
Their mission is to create safer, happier workplaces by shifting culture from the inside out, not just ticking boxes.
They approached me at a pivotal moment of growth, ready for a rebrand that would reflect their credibility and care while standing apart from the stale, corporate look typical in the industry. As a predominently female-led team, they were drawn to my hand-drawn approach and were “desperate for something fresh, unique and different” – a visual identity that felt professional but still very human.
The result is a bold, contemporary brand identity that captures SmartCulture’s depth of expertise while feeling approachable and energising. We paired clean typography with warm, expressive hand-drawn illustrations to communicate their people-first ethos, and crafted a visual system that feels modern, trustworthy and full of character.
The response? “We all love it!”
The story behind the iconFive points of SMART culture
The SmartCulture name was inspired by the acronym “SMART,” with each letter representing a core value.
The icon features five connected points to reflect these pillars, forming a continuous, organic shape that symbolises lasting cultural impact and stronger team connections.
The organic, welcoming, feminine feel nods to SmartCulture’s women-led leadership and people-first approach to create a simple but impactful logo.
SmartCulture’s brand transformation
Before
After
“The feedback was all a resounding ‘she nailed it’.
I don't think anything we have done together has had the response your branding has.
Usually one of us is not as sold as others, but we all love it.”
— Melanie, Former growth strategy consultant for SmartCulture