I fell in love with Smith Bros Mfg when first walking into their historic shop. I am so glad I have had the opportunity to work alongside this great business. Operating as a screw and machine shop in San Diego, CA since 1945 makes them the oldest company I have ever done work for.

 

My photographer and I spent hours roaming about this roaring old shop sparkling with modern production. Above are only a handful of the dozens of selects we captured in our time with Smith. You can experience more on their website built by TROY, smithbrosmfg.com

To show Smith's capabilities we created a digital form of the their physical parts wall you see when first walking into the 70 year old shop. It's like a trophy shelf of parts they have made over the decades, a lot of which they made millions of. Customers see this and have an idea of what machining ability Smith is capable of. So seeing it anywhere, anytime seemed to be of great importance...we created a digital version! Some of those parts are those you see above or you can see them all at smithbrosmfg.com/capabilities 

Note: Hover over the Parts with your cursor (or tap on mobile) and an auto-zoom feature will initiate. We shot all the parts in my studio...it was lovely digitizing such great craftsmanship.

I try to reduce each project's commission to a single sentence. This honed-in focus enables decisive precision. In the case of Smith Bros their main need was to communicate their cutting-edge capability. Karen Smith Amberg told me that she "loves that they are an old-school machine shop" but that their customers, existing and projective, need to know, "we have the most modern of machining capabilities."

I think we are starting to achieve communicating this. It's not all done at once, but we have a great team and a lovely and powerful visual platform ready for the future while staying true to their past. I am very optimistic and excited about this project, I think we will find great success and I will continue to share more of this project as its development is instated...for now, meet the Smith team as seen below.

(Those not too renegade to have their photo taken)

They are in the same building they started in, a WWII military bunker! This family literally used to drive mid-century coupes on dirt roads to work at the shop. Such a rad story!  I'll admit every creative sensor in me fired off when first getting a glance of the possibility of doing this project. I wanted so badly to create the most beautiful Smith Bros ever that that desire began to get in the way of creating productive solutions. 

First off, script writing is a respectable trade of its own...of which I am only a student. Creating an iconic script is a lofty task. I thoroughly admire the Ray-Ban's script, the Fender's script and many other modern scripts so beautifully done. Inspirations like these helped and even schooled me along the path of executing my Smith script logo Version 1.0

Though I do not feel this script is perfect, I do feel there are many aspects that are damn close to perfection...like the S, the t to the h transition and the top of the h - these are utterly beautiful to me. Then there are those aspects like the i, parts of the m and the h termination point that don't sit well with me yet. I do believe we are capable of perfecting all aspects of this mark through the process of implementing it on all the projected mediums such as a giant building painting, shop shirts, embroidered patches and so on. As their Creative Partner, I am committed to perfecting this mark and making a more productive Smith Bros we will be proud of for ages to come. 

I try to reduce each project's commission to a single sentence. This honed-in focus enables decisive precision. In the case of Smith Bros their main need was to communicate their cutting-edge capability. Karen Smith Amberg told me that she "loves that they are an old-school machine shop" but that their customers, existing and projective, need to know, "we have the most modern of machining capabilities."

I think we are starting to achieve communicating this. It's not all done at once, but we have a great team and a lovely and powerful visual platform ready for the future while staying true to their past. I am very optimistic and excited about this project, I think we will find great success and I will continue to share more of this project as its development is instated...for now, meet the Smith team as seen below.

(Those not too renegade to have their photo taken)

My photographer and I spent hours roaming about this roaring old shop sparkling with modern production. Above are only a handful of the dozens of selects we captured in our time with Smith. You can experience more on their website built by TROY, smithbrosmfg.com

To show Smith's capabilities we created a digital form of the their physical parts wall you see when first walking into the 70 year old shop. It's like a trophy shelf of parts they have made over the decades, a lot of which they made millions of. Customers see this and have an idea of what machining ability Smith is capable of. So seeing it anywhere, anytime seemed to be of great importance...we created a digital version! Some of those parts are those you see above or you can see them all at smithbrosmfg.com/capabilities

Note: Hover over the Parts with your cursor (or tap on mobile) and an auto-zoom feature will initiate. We shot all the parts in my studio...it was lovely digitizing such great craftsmanship.

First off, script writing is a respectable trade of its own...of which I am only a student. Creating an iconic script is a lofty task. I thoroughly admire the Ray-Ban's script, the Fender's script and many other modern scripts so beautifully done. Inspirations like these helped and even schooled me along the path of executing my Smith script logo Version 1.0

Though I do not feel this script is perfect, I do feel there are many aspects that are damn close to perfection...like the S, the t to the h transition and the top of the h - these are utterly beautiful to me. Then there are those aspects like the i, parts of the m and the h termination point that don't sit well with me yet. I do believe we are capable of perfecting all aspects of this mark through the process of implementing it on all the projected mediums such as a giant building painting, shop shirts, embroidered patches and so on. As their Creative Partner, I am committed to perfecting this mark and making a more productive Smith Bros we will be proud of for ages to come. 

They are in the same building they started in, a WWII military bunker! This family literally used to drive mid-century coupes on dirt roads to work at the shop. Such a rad story!  I'll admit every creative sensor in me fired off when first getting a glance of the possibility of doing this project. I wanted so badly to create the most beautiful Smith Bros ever that that desire began to get in the way of creating productive solutions. 

I fell in love with Smith Bros Mfg when first walking into their historic shop. I am so glad I have had the opportunity to work alongside this great business. Operating as a screw and machine shop in San Diego, CA since 1945 makes them the oldest company I have ever done work for.

 

November 2014 to Present, All Rights Reserved
Art Direction: Troy Hollinger  |  Photography: Taylor Abeel

THE DESIGN WORK OF TROY HOLLINGER

THE DESIGN WORK OF TROY HOLLINGER