So, how exactly do you market to marketers? The Society for Marketing Professional Services (SMPS) wanted to do just that—to refresh and strengthen its brand to engage and grow its membership.

Project Overview

MilesHerndon began with a comprehensive DRIVE brand discovery, interviewing SMPS members and partners from across the country. From that, we were able to glean critical Insights and define the SMPS brand moving forward, both from a brand voice and brand identity standpoint. The logo was presented and approved by the Board of Directors and unveiled to the SMPS membership at their annual meeting, Build Business.

Our Solution

The bold new identity system helps position the brand for the future while the new website was completely restructured and reorganized to better serve its members, both now and in the future. MilesHerndon also helped establish ongoing marketing tools, including direct mail, collateral materials, trade show graphics, online videos, print advertising, social posts and more. Reactions from SMPS staff and members have been overwhelmingly positive.

Logo Refresh

A brand isn't just one thing, it's everything. But brand identity is certainly an important foundation your marketing efforts, especially when it's approached as a system and not just a logo.

SMPS Primary Logo

Before & After

The new SMPS logo is a simplified evolution of the previous version, providing a bold, clean framework upon which all communications efforts can be built.


Brand Guidelines

In addition to the primary HQ logo, we developed additional, complementary logos for every SMPS chapter across the country. We also created brand guidelines for both HQ and individual chapters.

Brand book excerpts

Website Design & Development

SMPS Website Redesign
SMPS Website Redesign

SMPS website

One of the main objectives of the SMPS brand refresh was to design and develop a new and improved website. Organizing all the content in an intuitive, user-friendly mega menu, current and potential SMPS members are able to access the information they need, quickly and easily.



Mantra Video

SMPS needed an overview video that talked to both current and potential members, communicating the mission and benefits of the organization.

Marketers Video

This video featured a day in the life of three different (and actual) members. While they all work at varying types and sizes of A/E/C firms, SMPS provides a common thread and provides each of them with tools and resources they need to perform their jobs at the highest level.

Launch Announcement

shirt socials

SMPS Brand Reveal at Build Business 2018

After months of hard work, the new brand was unveiled at Build Business, the annual meeting for SMPS members. A sizzle video built anticipation and revealed the new look, while SMPS CEO Michael Geary stepped onto the main stage donning newly branded swag. The SMPS team did an amazing job of coordinating all the details of the event, while SMPS members amplified our message by tweeting, sharing and posting about the new brand.


Direct Mail Announcement

While the 800+ members got to see the brand reveal on stage and IRL, MilesHerndon and the SMPS teams were posting, sharing and retweeting the news across all social channels. In addition to our digital efforts, we mailed an analog poster to all members—to hang up in their offices and be reminded of how business can be transformed through their marketing leadership. A series of brochures was developed tailored to different target audiences, while the stationery system provided a crisp, modern canvas for all SMPS communications.

Announcement Direct Mail Poster
SMPS Brochure Set SMPS Stationery

Print Advertising

We developed a series of print ads, targeting potential members, as well as firm principals (the people who usually write the check for memberships).

Print Ads

More Work