We move as one
- Client
- One SMG
- Deliverables
- Brand development
- Digital
- Graphic design
- Photography
- Pre-post production
- Strategy
- Video
- Website
Challenge — Smith Motor Group expanded from a single Port Adelaide dealership in 1992 to a network of regionally-focused car dealerships and repair centres across Australia. In 2022, with a name that no longer reflected their diverse operations, WO was engaged to rebrand the company
for future expansion.
WO took vehicles off the beaten track with car-mounted cameras.
Strategy
WO conducted comprehensive research, including interviews with owners and management, gathering perspectives from employees and customers, and analysing the competitive landscape. Visits to all 17 regional locations in SA, VIC, and NSW revealed a need for collaboration among the businesses.
This led to the new brand identity, One SMG, with the tagline “We Move As One” emphasising unity and shared goals. The logo symbolised interconnected roads, regional communities and their agricultural roots. Months of consultancy facilitated the transition, culminating in a launch event for key stakeholders to communicate the new structure.
Outcome
“We Move As One” became a guiding principle for the group, fostering collaboration among the businesses. The brand was introduced through a film shot over two weeks, showcasing employees, customers, and the communities One SMG serves.
The rebranding revitalised One SMG’s public image, and the company continued to engage WO for expansion projects, including the development of the heritage Smiths Bodyshop brand and One SMG Property project.
"WO delivered an extraordinary result; a new brand identity that honours our history, the rich tapestry of our diverse group, and primed to embark on our next 100 years of business."
JESSICA BEARE, GROUP BRAND & COMMUNICATIONS MANAGER, ONE SMG
