Add a little smartness to your things.

Samsung SmartThings

Brand & Marketing · Website ·Content · Branding

When SmartThings went from a successful Kickstarter campaign to a Samsung subsidiary, they had to scale up fast.

To support the rapid growth, Your Majesty was hired in to work as an extension of the global brand and marketing teams.

A brand and marketing refresh

The SmartThings brand ecosystem had grown organically since the company’s founding in 2012. This resulted in inconsistent and scattered brand messaging that confused customers and employees, plus hindered global scale.

As one of the first assignments, we got the opportunity to bring consistency to the brand.

A full service relationship

Following the brand identity redesign, we worked closely with SmartThings over five years, to roll out a series of brand and marketing programs, including:

  • Packaging redesign
  • Omnichannel content
  • Website and ecommerce
  • Retail interactive experiences
  • Retail merchandising
  • Online merchandising
  • Digital Banners
  • Marketing collateral
  • Channel and sales toolkits
  • Retail sales training materials

A flexible communication system

SmartThings is an open platform and works with a wide range of devices from varying brands.

With an ever expanding partner catalogue we needed a communication system that was fast and flexible to work with. We also wanted to further enforce SmartThings new, friendlier, tone of voice.

The solve was a world of simplistic and quirky illustrations with characters that could be used and re-used across all communications.

Education and inspiration in retail and online

With IoT still being considered in its infancy, we needed to speak to the average homeowners and educate them that having a smart home isn’t just about flipping on the lights with your smartphone.

For retail, our team iterated through prototyping and user tests to design an interactive retail fixture that draws attention and educates them how to get started.

The fixtures rolled out in 2,000 stores in the US and the UK, including BestBuy, Home Depot, John Lewis and Dixon’s.

Scalable website build

For the redesign of, we began with examining data and performed user testing to inform the direction we wanted to take. The result was an uncluttered online platform that guides, educates, and delights its visitors about the value proposition and SmartThings ecosystem.

Built from the ground up:

  • Powered by Contentful CMS.
  • Component-based design system.
  • Scalable and adaptable to ever changing business needs.

Business outcomes

12 months after the new brand and marketing roll-out, US sales saw an increase of 150%.

Curious to know more?

Learn more about this and similar engagements by sending us a note to, or check out our case-studies for Samsung or Dopper.


Cléa Dieudonné
David Schagerström


  • Brand Strategy
  • Collaborative Working Sessions
  • Communications Strategy
  • Content Strategy
  • Creative Strategy
  • Experience Mapping
  • Interviews & User Testing
  • Launch Strategy
  • Product Strategy
  • Prototyping & Validation
  • Research
  • Roadmapping
  • Technical Strategy
  • UX Strategy
  • Workshop & Facilitation
  • 3D Animation
  • 3D Design
  • Art Direction
  • Brand Design
  • Creative Direction
  • Illustration
  • Motion Design
  • Sound Design
  • UI/UX Design
  • Visual Design
  • Back-end Development
  • Content Management System
  • eCommerce
  • Front-end Development
  • Functional Prototyping
  • Localization
  • Systems Architecture
  • A/B Testing
  • Analytics & Insights
  • Integration Support
  • Launch
  • Monitoring
  • Optimization
  • Quality Assurance
  • Staff Training & Support
  • Animation
  • Photography
  • Post Production
  • Hardware Specification
  • Immersive Environment
  • Installation Prototyping
  • Interactive Environment