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Refreshing SMS’s brand vision

Refreshing SMS’s brand vision

Smart Metering Systems (SMS)

SMS is a fully integrated infrastructure company providing innovative solutions to help deliver the future of smart energy. They work with a range of carbon reduction assets, including smart meters, battery energy storage systems and EV chargepoints.

We have refreshed the company’s brand positioning and messaging platform to better reflect their purpose-driven approach and sustainability credentials with particular emphasis on their mission to deliver low carbon solutions and the challenge of achieving net zero by 2030.

Working in partnership with SMS, we have implemented the new brand across the new corporate website, designed and produced their annual and sustainability reports, and have created a range of films and animations. As brand guardians and communications partners, we have provided support across a variety of ancillary projects including capital markets days, marketing collateral, customer guides and microsites.

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The annual report articulates SMS’s purpose, values, and strategy, positioning the company at the centre of the integrated smart energy infrastructure. The theme is brought to life through a series of key messaging sections to emphasise the company’s strategic priorities and sustainability focus, with the use of brand-aligning language, design approach and infographics to enhance the messaging. The report emphasises the benefits of creating and delivering integrated communications across multiple communications assets from brand, messaging and positioning through reporting, digital and film.

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Our objective for SMS’s inaugural sustainability reporting is to reflect their ESG-based approach, as well as substantiating the roadmap towards their commitment to net-zero by 2030. We created an introductory section setting out the relevant certifications and reporting frameworks, and the structure and content align with SMS’s brand messaging platform and sustainability achievements and priorities. Throughout the report we provide details of the steps that SMS is taking to further embed ESG and sustainability within the company’s strategy and culture, and how these are underpinned by the company’s core values.


The redeveloped website articulates SMS’s reinvigorated brand positioning and strategy. We have simplified the information architecture, streamlined the user journeys, applied the refreshed visual appearance and language with clear messaging, rich content and engaging animations to tell the story of a business that has clear objectives and priorities and operates with strong principles.

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