Founded over a decade ago on the belief that organisations need great people to deliver complex change, SmartCo has spent the last 12 years helping some of the world’s most recognised organisations navigate major technology transformations, mergers and acquisitions, cloud migrations, ERP programmes and emerging AI opportunities. Today, SmartCo is unveiling a new brand, website and evolved market positioning that reflects the role it increasingly plays for clients: enabling organisations to realise the full value of technology through complex change.
The new positioning marks an important milestone in SmartCo’s growth. While the business has built its reputation through delivery excellence and relationships, its previous positioning did not fully reflect the breadth of value it creates. As organisations navigate an AI-first future, SmartCo is extending its role beyond programme delivery to help clients make better technology decisions, deliver change with confidence and optimise investments long after implementation.
Developed in partnership with B2B Digital Marketing Agency Cremarc, with website development delivered by Niwart, the new positioning and brand is the result of an extensive strategic review of the company’s proposition, market perception and future growth ambitions.
The review revealed a clear opportunity to better articulate and present what truly differentiates SmartCo. While many consultancies focus on advising and delivering projects, clients consistently described SmartCo as something different, a partner that works alongside their teams, builds trusted relationships and remained invested in long-term success.
This insight informed the development of a renewed market proposition:
Your Digital Enablement Partner for Complex Change. Delivering tailored transformation with the expertise you want and the agility you need.
The positioning reflects a belief that there is a better alternative to traditional consulting, one that combines experienced practitioners, flexible delivery models and genuine partnership. It also aligns with SmartCo’s experience supporting organisations through critical moments, from large-scale transformation programmes and regulatory change to technology modernisation, divestments and AI-enabled transformation.
The evolution is supported by the launch of a new brand identity and website, providing a clearer articulation of SmartCo’s capabilities, expertise and approach. Built around a clean, confident visual system, distinctive geometric design and people-focused imagery, the new identity reflects the structure, connectivity and forward momentum SmartCo brings to complex change. The platform showcases the company’s delivery heritage while setting out its broader ambition to help organisations enable, realise and optimise technology value.
‘The rebrand and positioning reflects where SmartCo is today, but also where we’re heading,’ said Oli Kane, Managing Director at SmartCo. ‘At its heart, SmartCo has always been about brilliantly experienced people working alongside client teams, helping them make sense of complex technology and move forward with confidence. That hasn’t changed. What this positioning does is give us a clearer way to articulate the value we already bring, from strategic insight through to delivery and ongoing optimisation. It reflects how we help clients make better decisions, deliver with confidence and keep improving long after the project has gone live.’
‘The launch of our new brand and website brings that evolution to life. Through a cleaner, bolder identity and a clearer articulation of what we do, we’re making it easier for our clients to understand the expertise, approach and partnership they can expect from us’.
For Cremarc, the project centred on uncovering and articulating SmartCo’s authentic market position.
‘Our objective was to create a positioning and brand that reflected the business SmartCo is today and the future it is helping clients build,’ said Gary Coville, CEO at Cremarc. ‘The result is a clearer articulation of SmartCo’s expertise, approach and delivery heritage, brought to life through a confident new identity and digital experience. Together, they communicate a business focused on enabling organisations to realise more value from technology and transformation.’
Ivan Avin, CEO at Niwart, commented: ‘Our focus was to create a website built for scalability and long-term growth, while being easy for users to navigate and built to remain relevant as the digital landscape continues to evolve. Working closely with the SmartCo team, we developed a fast, intuitive platform with a flexible content management system, making it easy to manage and evolve as the business grows. The build covered the full stack, from technical architecture and responsive design to accessibility and performance optimisation, with every decision made in service of a consistent, high-quality experience across all devices. We’re proud to have delivered a platform that gives SmartCo a strong foundation for the future.’
As SmartCo looks to the future, the evolved brand and positioning establishes the business as a digital enablement partner for complex change, enabling organisations to make better technology decisions, deliver change and create lasting value while staying true to the principles that have always shaped its work: building trusted relationships, offering independent, honest and transparent advice, and delivering excellence through its people and its work.
