Smiths Fire

A sympathetic brand makeover with big impact

Smiths Fire is a Northamptonshire business with a great story to tell. They’ve been keeping businesses safe from the risk of fire for almost forty years and they’re rightly proud of their heritage and their reputation for quality service.

The first time we met with Smiths Fire was more than a bit nostalgic. Our designer James actually designed the first Smiths website, back in 2004 and it was still going strong! Of course, it needed a bit of modernising and to be responsive for mobile, but the Smiths team quite liked it and didn’t want to make too many sweeping changes. And we agreed.

Updating the brand

Smiths need a brand that works hard for them online and offline. We didn’t mess too much with the logo (James had originally designed that too!) but we did introduce a new colour palette and updated the extinguisher graphic and typeface to be more contemporary feeling and to work better online, especially in smaller formats. It’s a sympathetic update which has had a big impact.

I just wanted to say how pleased we have been with your approach to producing our new website. After an initial meeting it was clear to me that we should give the project to yourselves. We got on well with the team who are friendly, professional and very competent and the finished product is very good.

John Royles, Smiths Fire


The client is delighted with their new website and so are we. The site not only looks more inviting to visitors but it’s mobile friendly and provides an easy to use CMS for the team at Smiths to manage themselves, enabling them to add new content and more frequent updates.

Wall planner

For many years, Smiths has given a yearly wall planner to customers and prospective customers. With their 40th anniversary approaching, we needed an update to the design which reflected our recent brand work.

It’s a welcome refresh for a traditional marketing tool, and provides a template that Smiths can use for years to come.

Other work

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