*Author and creator of the methodology for brand strategy is Anja Bauer – 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.

Brandoctor:
Senior Brand Consultant: Anja Bauer
Brand Consultant: Petra Despot
Copywriters: Anja Bauer, Petra Despot
Creative directors: Davor Bruketa, Nikola Žinić
Brand Implementor: Jelena Mezga

Naming Consultant: Maja Benčić

Design:
Art Director: Igor Manasteriotti
Designers: Igor Manasteriotti, Mia Marić

Retail Design and Branding: Brigada

Fotograf: Igor Manasteriotti