Agency Branding | Hospitality Branding | Brand Strategy
Software: Adobe Illustrator | Photoshop | Figma
Smör Studios is a conceptual Scandinavian-inspired branding studio built around the belief that thoughtful design should spread naturally through every brand interaction. Inspired by the Swedish word smör ("butter"), the studio embraces the idea of "spreading good design" through strategy-led identities rooted in simplicity, craftsmanship, and human connection. The identity extends across studio branding and client applications, culminating in the development of Friluftlys Resort & Spa, a conceptual luxury hospitality brand that demonstrates how cohesive design systems create meaningful experiences across every touchpoint.
Style Guide | PDF Portfolio | Studio Pitch | Process Book | Brand Snapshot
Spec Work
Individual Role: Brand Strategy · Naming · Research · Brand Identity · Logo Design · Typography · Art Direction · Brand Guidelines · Merchandise & Packaging Design
Team: Four-person collaborative project. I led the brand strategy and visual identity development. The work featured in this case study reflects my individual contributions unless otherwise noted. Team contributions: Landing page (Madelyn Ivy), stationery & signage (Thais Caplan Saint Andre), branded journal and matches (Christopher Conrad).
Challenge
A branding studio's identity should communicate not only what it creates, but how it thinks. The challenge was to develop a studio brand that reflected Scandinavian design values while establishing a distinctive philosophy capable of extending naturally into client work.
Strategy
Inspired by the Swedish word smör ("butter"), the identity was built around the idea of "spreading good design." Just as butter enriches everything it touches, Smör Studios approaches branding as something that should create meaningful, lasting impact across every interaction. Guided by Scandinavian principles of simplicity, craftsmanship, and functionality, the visual system was designed to feel refined, approachable, and adaptable across both studio and client applications.
Solution
The result is a flexible identity system that positions Smör Studios as a thoughtful branding practice grounded in strategy and experience. Demonstrated through the development of Friluftlys Resort & Spa, the project illustrates how a strong agency identity can seamlessly extend into cohesive client experiences across physical and digital touchpoints.