During their first date, Mike Smith, co-founder of design and copy studio Smith & Diction, shared his plan to start a Philadelphia studio with his now-wife and business partner Chara. After gaining experience at branding agency 160over90 in Philly and Charity Water in New York, they returned home to pursue their dream.
Smith & Diction officially launched in 2015, with Mike working from a one-bedroom apartment while Chara held a salaried job in pharma for financial security. They faced challenges in the early days, learning the ropes of running a business and making mistakes along the way.
Despite personal milestones like marriage, parenthood, and homeownership, the couple navigated challenges in their business, such as underpricing projects, contract and tax issues, and developing their processes. Smith admits to initial fears of growth but emphasizes the importance of learning from mistakes.
Rooted in Philadelphia, Smith’s passion for the city influenced his decision to establish the studio there. While initially aiming to modernize Philly’s aesthetic, he appreciates the city for its affordability and community. The studio has worked on notable projects like The Rail Park, Elixr Coffee, and Càphê Roasters.
With a tagline of „Thoughtful identities for imaginative clients,“ Smith & Diction focuses on creating unique designs that evoke emotions and challenge conventions. They prioritize projects that not only deliver results for clients but also inspire creativity and pride in their work.
„We consider whether we would want to work for that company, build out that brand, click on that ad, or trust that company to be our personal assistant,“ states Smith. The studio aims to go beyond just meeting the brief and strives to evoke a feeling. While Smith acknowledges that this may not make them completely unique, it certainly sets them apart from other places.
Smith & Diction’s breakthrough project, Perplexity, was a significant milestone for the studio. Despite other notable projects like The Rail Park, Exposure, and The Bok Building, Perplexity remains a standout for Smith. Working on this project has not only been professionally rewarding but has also led to lasting friendships with the client, which Smith considers a win-win situation.
One of Smith’s most cherished projects is Living Roots Wine & Co. Although the final product has not been fully released, the studio’s work on the brand has been incredibly fulfilling. The attention to detail in creating a unique logo and bottle labels showcases the studio’s dedication to their craft. Additionally, the collaboration with Jeffery Phillips to create a mischievous mascot for the winery adds a fun element to the brand.
Smith emphasizes the importance of working with passionate clients across various industries. Learning new things on each project and collaborating with individuals who are enthusiastic about their work is a key aspect of the studio’s approach. The team’s collaborative culture ensures that everyone contributes their best, with no one person claiming ownership of any project.
Having experienced toxic work environments in the past, Smith & Diction prioritize a healthy work-life balance and a supportive work culture. They aim to create a space where creativity flourishes, boundaries are pushed, and everyone feels valued for their contributions.