Smyths Toys

This project began in two parts: as a full brand communications audit and a consumer research study. My role was to audit the application of the brand identity across all print, in-store and online communications. I visited stores, and those of competitors, to compare the in-store experience and to see if it aligned with the brand proposition.

Research and brand audit
An extensive consumer research study, led by BFK’s Martin Crotty, involved focus groups of parents and children, exit surveys with customers and interviews with industry influencers.

The research and brand audit findings recommended developing new brand values and introducing the brand positioning concept of ‘play’. Evolving the brand identity and refreshing the ongoing brand communications were additional recommendations.

The audit also confirmed that while there were inconsistencies in the application of the branding, the blocks and colours of the brand identity were widely recognised and therefore had invaluable equity.

How design added value
My brief was to explore how we could evolve the brand mark while retaining the visual idea of these blocks and core colours. This was done under the creative direction of BFK’s Aiden Kenny. Once the chosen brand mark was approved I then created a system which included store fronts, toy category signs, a store directory and product feature notices.

The nature of the project continued to expand. Brand guidelines were created to facilitate the roll out of the new brand identity system across all Smyths’ Irish stores. I also reviewed storefront sign prototypes and branding test signs, in daylight and at night, emphasising the attention to detail involved with the project.

As Smyths began to enter the UK market and open more stores, the diversity of their storefront formats became a challenge. I created a toolkit to enable each storefront to be branded according to its format, while having a consistent appearance across all stores.

A great success story
Smyths toy stores have followed one success with another and since the rebrand and entering the UK market, the company now has over 200 stores across Ireland, the UK, Germany, Switzerland, and Austria.

It was a major success for me when the company’s brand mark was chosen for publication in the European Logo Design Annual (EULDA).

Consumer Research: Martin Crotty, Miriam Hamilton, Judy Molloy.
Brand Consultant: Martin Crotty. Creative Director: Aiden Kenny.