SmartBill is a popular accounting platform in Romania, catering to numerous small and medium-sized companies. Recently, they revamped their brand identity by replacing their old mascot with an abstract monogram. This decision came as a disappointment to us since the old mascot had accumulated years of brand equity. The new graphic solution appears to be less creatively flexible and lacks the personality that the mascot brought. We believed that abandoning the mascot didn't make sense, so we proposed a new concept. Rather than getting rid of the mascot, we suggested making it the center of the brand's identity.

When: 2021

Capabilities: Logo design, Brand identity design, Web design