Fredrik on why brands—like people—are at their best when they ride the waves of change.
There’s a certain clarity up North. Maybe it’s the low winter sun or the careful design that’s common here. In Sweden and Scandinavia, design is simple, smart, and purposeful—often mulled over twice. Then there’s the South. The glorious, lively, sun-soaked South. Places like Milan, Rome, and Barcelona, where design feels less like planning and more like performance. It’s bold, full of flair, occasionally unruly—and all the better for it. I live and work between these worlds, often feeling like I’m riding the restless waves of a sea caught between northern restraint and southern exuberance. Somewhere in that ebb and flow lies the sweet spot: where brands stop playing safe and start doing something genuinely interesting.
At Smith Brand Design, that’s exactly what we do. We work with bright challengers and established icons—some rediscovering their challenger spirit—to create identities that move: strategically, culturally, and commercially. Movement is everything. The world isn’t standing still, so why should your brand? Let’s be honest: positioning alone won’t cut it. You can’t just announce yourself relevant and expect the world to listen. If your brand isn’t evolving, it risks being left behind. Today’s landscape is noisy—ever-changing, unpredictable, and algorithm-driven. The key is to stay alert, nimble, and ready to adapt. Knowing when to hold firm and when to change tack is crucial.
That’s where we come in. We create strategies that inspire change and design that works in the real world. Our brands aren’t fixed—they’re living, breathing systems built to adapt and travel. For twenty years, we’ve had an international outlook. Our work has taken us wherever we were needed—from Milan to Stockholm, London to Paris, Istanbul, New York, Moscow, Tokyo, and Seoul. Along the way, we’ve learned that good branding translates, but great branding transcends. People connect with brands that are clear, honest, and just daring enough. Some want to shake things up; others aim to stay relevant without losing their essence. Either way, we approach every project with the same mindset: brands must be brave enough to grow and modest enough to change.
We believe in curiosity, creative tension, and ideas that move business forward. Sometimes working with brands feels like working with the sea—unpredictable, shifting, full of energy. But that’s where momentum lives. The tide never asks permission to change direction, and neither should a brand. We don’t just build identities—we build brands that know how to move—because those that don’t, simply won’t last.
“And yes, it’s worth saying again: the world moves. So do we.”
