SMC3 Headquarters

SMC3 Headquarters

problem

As SMC3 prepared to open its new corporate headquarters in Atlanta, they wanted a way to showcase their 80-year legacy in the freight industry in a visually impactful way. The goal was to create an experience that could engage visitors in the lobby and communicate SMC3’s rich history and achievements in a concise, visually compelling manner.

solution

The team designed two distinct digital experiences for the lobby to showcase the company’s legacy and enhance visitor interaction. A translucent screen behind the front desk provided real-time information on building navigation, weather forecasts, and other practical details, creating a welcoming and functional first impression. Meanwhile, a dynamic LED array in the visitor center displayed engaging content on SMC3’s history, industry milestones, and cutting-edge technologies, telling the company’s story through data and visuals.

This project centered around creating a lobby experience that highlighted SMC3’s impact on the freight industry while enhancing visitor engagement. The translucent screen in the reception area served as an elegant, modern feature that introduced guests to the space and provided essential wayfinding and environmental information. The LED array in the visitor center took the storytelling further, showcasing the company's 80-year history and technological advances through animated statistics, achievements, and milestones.

The “smart clock” concept was inspired by the importance of precision and dependability in the logistics industry, and it used a blend of data visualization and storytelling to make these qualities visually memorable.

The team’s creative approach focused on balancing form and function, ensuring both experiences were informative yet visually integrated into the architecture. One of the challenges was developing content that could convey both the historical depth and forward-looking vision of SMC3 in a clear, engaging manner.
The final result was a seamless blend of modern technology and narrative-driven design, leaving visitors with a comprehensive understanding of SMC3’s role in the industry and setting the tone for the new headquarters.

year

2020

year

2020

year

2020

year

2020

role

Design Director

role

Design Director

role

Design Director

role

Design Director

agency

Goods & Services

agency

Goods & Services

agency

Goods & Services

agency

Goods & Services

category

Experiential

category

Experiential

category

Experiential

category

Experiential

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I'm currently accepting freelance projects. Drop me a line and let's make something beautiful together.

.say hello

I'm currently accepting freelance projects. Drop me a line and let's make something beautiful together.

.say hello

I'm currently accepting freelance projects. Drop me a line and let's make something beautiful together.

.say hello

I'm currently accepting freelance projects. Drop me a line and let's make something beautiful together.