Design

Walter E. Smithe

STRATEGY

Page One's goal was to reposition the Smithe Sisters as the new face of family owned business Walter E. Smith while maintaining the brand’s legacy. We sought to build a bridge between the traditional values of the company and a younger, design-savvy audience. The strategy focused on leveraging the sisters’ leadership to modernize the narrative, emphasizing both heritage and innovation.

CREATIVITY

To refresh the brand, Page One crafted compelling brand narratives highlighting the Smithe family’s legacy and design process. We developed a dynamic media strategy that included partnerships with high-profile celebrities like Jeff Lewis, Cynthia Rowley, and Ellen DeGeneres. Creative storytelling around the Smithe sisters’ vision was integrated into social media, influencer campaigns, and media relations to reshape public perception.

RESULTS

The campaign successfully shifted the brand's perception from "traditional" and "expensive" to modern, aspirational, and accessible. Through strategic partnerships and media placements, Page One secured major features in top-tier publications such as Architectural Digest, Chicago Tribune, Crain’s, and the Wall Street Journal. The brand regained relevance, attracting a younger demographic while maintaining its established reputation for excellence.

450 MILLION
IMPRESSION

200 HUNDRED
PLACEMENTS