The brief: AUTHOR was tasked with creating a comprehensive brand identity for Smart Approvals, including name ideation, visual and communication development, and website design.  

The story: Through in-depth research, AUTHOR identified a clear need among builders, architects, small business owners, and developers for a streamlined and less complicated approval process. These audiences value expertise, efficiency, and professionalism. Smart Approvals was born from this insight, offering a service that takes the stress and complexity out of town planning. 

The look: The visual identity strikes a balance between approachability and professionalism. A green colour palette was chosen to evoke freshness, growth, and a sense of reliability. The brand mark features five interconnected circles, symbolizing the SMART acronym and the brand’s core pillars: Simple, Measurable, Achievable, Relevant, and Timely. This design reinforces the brand’s commitment to providing smart, efficient solutions. 

The message: "Smart town planning and development approvals – making the complex, simple." 

This tagline encapsulates Smart Approvals’ mission to provide clarity and confidence in the planning process, empowering clients to achieve their goals with ease.