Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant:
Petra Despot
Anja Bauer Minkara, Petra Despot
Brand Implementor:
Jelena Mezga
Naming Consultant: Maja Benčić
Art Director: Igor Manasteriotti
Igor Manasteriotti, Mia Marić
Retail Design: Brigada
Photography: Igor Manasteriotti


*The project was created in Brandoctor in 2012. Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.

MMM Agramservis is the leading Croatian mobile phone distributor and multibrand service center mostly targeting the b2b sector. As the market matured and customers turned to buying smartphones, the company wanted to expand their retail business into the b2c sector. 
The agency decided it would be wiser to create a new brand instead of rebranding the b2b brand - oriented towards the b2c segment and specializing in smartphone sales and repairs. The brand consultants were inspired by the owners who are both intelligent and street-smart. They were the guiding light towards a simple and effective philosophy – smart doesn’t mean arrogant and standoffish, but helpful, street-smart and friendly. The new name Smartson incorporated those brand attributes. The logo needed to portray smart, helpful, trustworthy and friendly. The visual imagery reminds us of a friendly and helpful gentleman who embodies those attributes. The visual symbols are glasses, English-style mustache, placed within a smartphone outline. The store interiors were designed accordingly - by using natural materials - brick and wood, contrasted with high technology smartphones, a pleasant ambiance was created, making customers feel comfortable and welcome. 

Smartson is more than just a brand of retail shops, it represents the shift in consumer’s habits – shopping and repairing at an independent retailer. Smartson has become synonymous with the independent, friendly, smart, and helpful smartphone specialists.

> Methodology