Brand design / Communications
Duration of the project: Ongoing – First deliveries: January 2005

As far as design is concerned, curiosity is a necessary attitude.
By being curious, the designers, like the inventors, are to be available to opportunities. This state of mind helps them go beyond the strict boundaries of fields of expertise by expressing new answers.

Being curious allows being sensitive to the typical accident that generates solutions. Curiosity nourishes the designer's work from a functional and aesthetic perspective. Being curious is first to develop an attention focused to the immediate environment. It also means finding some usage solutions by leveraging on the life styles of other cultures.

It is also to be able to develop new methods of creations from other disciplines, such as maths and music, through the studies of rhythms and sequences you will find in the sets of street furniture, posters and space layouts, or semiology which is the studies of signs, and particularly the speeches and the images structuring our environment.

Commitment is also an essential value of design. The brand evolves according to its experiences, developments, hardships, acquisitions, new markets and expertise. Its codes and their usages evolve in the meantime and the designer's mission is to anticipate them and to work beforehand to foresee their evolutions by listening, analyzing and suggesting.

Smap is an international brand which promotes the Moroccan property business worldwide. Its markets, products, clients evolve over trades and shows, and design contributes to setting its reputation and developing its communications, either concrete or virtual.