January 24, 2021

Smith Monuments Logo & Website

Identity and Website Design for Monument Company in Westfield, MA.





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Established originally in 1909, Smith Monuments has been serving Western Massachusetts for nearly 100 years. After acquiring the business in 2018 – the new owner needed to develop a new brand and website for the company.

“We kept the original name since it’s been a pillar in the community for so many years. I knew I wanted the logo to have a modern feel – but still be classic too.” -Owner Emily Dumala


Keeping in mind the idea of classic structure with a contemporary twist, we began the process of brand development. Working alongside Emily to craft ideas for colors, imagery and overall presence- we developed an initial moodboard to work off of.  It combined muted color tones with blues and warm grays, along with thin condensed fonts to give the brand a modern feel.

With a moodboard as the blueprint for the brand, I began to work on combinations for the logo development.

Finalized Logo:

With a new logo secured, we were able to apply the branding to the Smith Monument website and social media pages. The site showcases services, hours, contact information and includes a section for testimonials from past clients.


Smith Monuments is a forward-thinking company with contemporary style – that still believes in old fashion processes, high-quality craftsmanship, and attention to detail. The Smith Monuments logo and identity helps emulate this classic elegance – and I was so proud to have a part in their rebrand.