SMS is a global integrated energy infrastructure company, with a heritage in smart metering and an ambition that now reaches much further.

Having recently expanded, SMS needed a brand that reflected the scale and capability of the business today, whilst supporting its continued growth in the UK and internationally.

We proudly partnered with SMS to bring nine businesses together under one unified brand, creating a new visual identity, brand articulation and digital experience that can take the organisation into its next phase of growth.

The challenge was about more than creating a new visual identity. With around 1,000 employees across Europe, multiple offices and a growing international presence, the new brand needed to bring all its people with it.

As part of the project we engaged with more than 50 employees internationally to understand what they needed from the new brand and help lead a smooth transition as nine businesses came together under one identity, across internal and external channels. This included working with the team to reorganise the SMS offering through a new solutions-led system.

Working closely with the SMS Executive Team, investors KKR and USS, our team worked meticulously to develop SMS’s new brand system; name, vision and mission, proposition and messaging architecture alongside a complete new visual identity, including a logo, colour palette, typography, photography direction, iconography, tone of voice and brand guidelines.

We created everything SMS needed for launch, from internal communications, hosted webinars and presentations for shareholders, customers, partners and suppliers to delivering branded templates, lanyards, signage assets and fleet livery.

A teaser and brand reveal animation helped build anticipation and introduce the new SMS to internal and external audiences. Followed by a new brand film, capturing the transition of SMS to one united entity: bigger, better and future focused.

At the heart of the launch was a completely new responsive website. Our team developed the UX, supported with copywriting, SEO, accessibility, web development and migration.

The new digital experience makes it easier for users to understand SMS’s capabilities across Energy, Low Carbon and Water, while creating a platform designed to perform in both traditional and AI-powered search.

The new brand brings SMS’s capabilities together under one clear story, helping to shift perceptions beyond metering and demonstrate the breadth of challenges the business can solve.

It gives SMS a stronger platform to build awareness, confidence and growth across its markets, bringing together technology, infrastructure, data, funding and long-term asset management to deliver solutions for its customers.

One SMS. Stronger Together.