GOAL: R.A. Smith National aimed to revitalize its brand to stay competitive and foster growth. This involved a complete overhaul of the company’s name, branding, messaging, and online presence.
RESULTS: a rebranding as raSmith was recommended, adopting a more streamlined and institutionalized identity. The new tagline, “Creativity beyond engineering,” was introduced to highlight the company’s problem-solving capabilities. A fresh logo and updated visual style were implemented to convey the firm's dynamic nature. The redesigned website leveraged modern technology to attract visitors and generate leads. This rebranding effort also energized employees and provided a platform to share raSmith's story with a broader audience.
