SMILE www.wearesmile.com Journal 2009

+44 [0] 121 773 4851

SMILE Creative Consultants

The Bond180-182 Fazeley StreetBirminghamB5 5SE United Kingdom

+44 [0] 121 773 4851

hello@wearesmile.comwww.wearesmile.com

“The first project that we embarked on, set out to create a moments change in an otherwise routine day. It was at this point that we decided; whatever we do, we must make

someone smile.

Yellow compliments this outlook for its association with happiness and embodiment of hope and reassurance.

We carry this philosophy with us at all times and is something that can be seen in every piece of work that is created by Smile.”

SMILE Brand Values

High Quality

Playful

Imaginative

Approachable

Cheeky

Positive

Traditional

Eclectic

Contemporary

Craftsmanship

Wit

Innovation

Reassurance

Boutique

Grid Structure

Concise

Elemental

Independent

What we do

4

5

6

7

89

10

11

12

3

1

2

4

5

6

7

89

10

11

12

3

1

2

1 Branding & Identity2 Graphic Design3 Web Design4 Virals5 Advertising6 Packaging

7 Illustration8 Animation9 Idents & Titles10 TV Commercials11 Photography12 Typography

We often get asked what we do at Smile and the truth is that we do a lot. We use our creativity to solve problems.

Each member of Smile has a unique background which means that we have an abundance of skills that allow us to take on any job.

Nathan Monk

Nathan is a square.Far from being dull,

a designer with passionate fl are.

With equilateral sides,

a perfectionist is he,

typography is his love,

followed by Nintendo Wii.

The square is a structured form,

favoured by the Swiss,

Helvetica, Helvetica, Helvetica is Nathan’s utter bliss.

Matt Lees

Matt is a circle.

The eldest he may be, with a camera in his hand,you will more than likely see.

Football is his sport, he sure knows how to play, but nothing beats designing in the studio all day.

Sue Coles

Sue is a triangle.

Equal sides has she,

a pushover you’ll not see.

Print and layout inspire

her style,

encouraging her to go that

extra mile.

Studio league Ping Pong

sounds such a good idea,

If only you could tear her

away from the heaven

that is Ikea.

SMILE Love Helvetica

NeueLT 75

Helvetica Neue LT 75 Bold,it never gets old.

It has been for a while,the identity of SMILE.

This stems from our love of Swiss graphic design,which certainly made this typeface shine.

Neu

eNeue

Neu

eNeueNeueLT 75

Neu

eLT 75LT 75

NeueLT 75 Bold.

Neu

eBold.

Neu

eBold.Bold.

LT 7

5Bold.

LT 7

5Bold.Bold.

Bo

ld.

SMILE Love Double Clips

Smile admit to having a some what unhealthy(but harmless) obsession with double clips.

What is not to love, they are perfectly formed,perfectly suitable and perfectly affordable!

swiss

gridthe

The grid

, the

grid, o

h we

do love

the

grid.

So stru

cture

d, so c

lean, a

ll than

ks

to th

e grid

.

Swiss p

ionee

rs so

fam

ously d

id,

which is

why

we

still

follo

w the

rules

of t

he grid

.

The use

of a

grid

can

expre

ss

the

elem

ents

of c

olour,

form

and

typogra

phy.

Use o

f the

grid sy

stem

is ev

iden

t

thro

ugh Sm

ile’s

portfolio

and is

som

ethin

g that

links

eac

h pie

ce o

f

desig

n toget

her.

Smile

love

swiss

grid

s

SMILE Love Lemon Cupcakes

Ingredients

250g self-raising flour250g soft unsalted butter250g caster sugar4 eggs at room temperature1 tsp lemon extract2-3 tbsp milk

Icing

500g icing sugar1 large lemon

SMILE Love

Helvetica Neue LT 75 BoldThe Swiss Grid SystemLemon CupcakesBaskerville AmpersandPeople WatchingBulldog ClipsHumourPantoneNintendo Wii‘5’ in Helvetica BoldFoil BlockQuality PaperScreen PrintingMusicOutdoor CafesLetter pressing

SMILE would like to thank

Balvir Nandra / David OsbaldestinPaul Slocombe / Clive Colledge / Sam MChiu Man / Dylan Line / Tony Davis / BCUAndy Pearsall / Dawn Meaden-JohnsonJackie Marwaha / Caroline ArcherAlexandre Parré / Shah Zamin / GoogleGay Penfold / Costa Coffee / AppleJason Grindley / Natalie HussellbeeMario Miniciello / Kelly Beech / SpurgeJenny Hotchin / Plus+ Design Festival

Printed by Smile Creative Consultantson Seawhite of Brighton 130 gsm

Printed in Birmingham (UK)on an HP 6980 inkjet printer

Limited edition

Colophon