Ian MacGillivray





Smith Optics – Rebrand


Graphic Design




As a lead graphic designer for Smith Optics, I was tasked with crafting the company's rebranding efforts, as well as creating compelling packaging, product, and print designs. My role relied on a deep understanding of the brand's values and target audience, and my own personal passion / experience in the action sports world. I worked closely with the company's marketing team to develop a new brand identity that would resonate with Smith Optics' core audience while also attracting new customers. This involved creating a new logo, color palette, and visual language that would be used across all of the company's marketing materials. The work was instrumental in helping Smith Optics to stand out in a crowded marketplace, and your designs continue to be a key part of the company's success today.