Smith Optics
Carving a bold new path for a pioneer in innovation.
Smith is a pioneer in performance optics and protective gear for alpine and cycling athletes. Ever since Dr. Bob Smith created the first ski goggles with a sealed thermal lens in 1965, they’ve been driving a continual stream of innovation and progression in the sports they love. But as they’ve continued to expand across seasons and categories, they faced the challenge of unifying their image and focusing their brand identity. Smith tapped Cinco to help reframe the brand strategy by integrating all their divisions, categories, and regions under a single clear brand umbrella. As a part of our holistic brand approach, our industrial design team led the charge to define a cohesive product design language that would pull a definitive design thread through their entire suite of products. Inspired by the new positioning of “Life Beyond Walls” and a new streamlined brand ethos, we crafted a dynamic design language inspired by the clean lines our athletes cut through the terrain they love. Built on principles of fluid movement, essential functionality, and integration with the athlete, our new system provided the design tenets to realize distinctive new products tailored perfectly to their purpose. Our team applied these principles to designing a range of pinnacle products across helmets, goggles, sunglasses, and RX frames. The result was a series of category icons that stand on their own yet together cast an unmistakable expression of the new Smith brand and a through line to create dozens more products to follow. The success of the program empowered dozens of designers to push further faster and established a design partnership that’s endured for a decade.
Brand Strategy
Product Strategy
Design Language
Industrial Design
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
The fluid forms of the environments we play in shaped the core principles that would inspire distinct designs across categories while maintaining brand cohesion.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
With the new design language in place, we were quick to demonstrate the system’s versatility by designing a series of category-defining products across every Smith line.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
Side-by-side with Smith design, engineering, and development teams, we went deep on every project. Together, with innovation and design-minded partners, we yielded exceptional results.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
A universal design language creates brand cohesion across categories with diverse user needs. It’s a powerful tool that drives organizational alignment, efficiency, and focus. More than a set of rules, it's a compass bearing that leads to shared success.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
As teams become fluent in the system, even loose concept sketches can be all it takes sometimes to lead to a viable design direction. That allows internal designers to move quickly in refining critical details, and expanding product lines faster season-after-season.
