We Move As One

Smith Motor Group engaged Welbourn O’Brien to develop a new brand identity that honoured the company's 100-year history, and the rich tapestry of the diverse group of businesses.

The Smith Motor Group’s origins lie in the Smiths Holden Dealership of Port Adelaide, 1922, which was synonymous with good old-fashioned service. Today, the group has expanded to dealerships, caravans, repairs, servicing, and fleet management internationally. As the group began looking to the future, they sought to unify their independently operating businesses under one parent banner.

The Welbourn O’Brien team immersed themselves in the business, uncovering the history and uniqueness of the group as we travelled across three states of Australia to ensure the voice of their regional locations were heard and understood.

The group recognised their 100-year history and more importantly, the people and communities who trust and rely on their businesses. The result was a new brand that communicated the values of the family-owned business. One SMG, together we move as one.

With 18 automotive-focused businesses across Australasia, the new logo is based on rural landscapes and the roads that link the One SMG network.

The new brand was revealed to the group staff and partners in July. It helped clarify how each individual business worked under the group banner, generating excitement for the future as WO continues to bring the brand to life across Australia and New Zealand.