Your Majesty

Samsung SmartThings

Taking a scattered startup to a consistent, scalable and global brand.

After starting life as a fast-growing and successful Kickstarter campaign, SmartThings became a Samsung subsidiary. Since its inception, the SmartThings brand ecosystem has grown organically, leaving its brand and messaging scattered and inconsistent. With global expansion on the cards, Your Majesty was hired to work as an extension of the brand and marketing teams.
We initially redesigned the brand identity, and in the 5 years that followed, delivered a series of brand and marketing programmes. This included a communication system, interactive retail fixtures and a scalable online platform.
In the 12 months after the new brand and marketing roll-out, US sales increased by 150%. The interactive retail fixtures were rolled out in over 2,000 stores across the US and UK.
  • Brand Expression
  • Visual Identity
  • Full Development
  • Experience Execution

When SmartThings went from a successful Kickstarter campaign to a Samsung subsidiary, they had to scale up fast.

To support the rapid growth, Your Majesty was hired to work as an extension of the global brand and marketing teams.

A brand and marketing refresh

The SmartThings brand ecosystem had grown organically since the company’s founding in 2012. This resulted in inconsistent and scattered brand messaging that confused customers and employees, plus hindered global scale.

As one of the first assignments, we got the opportunity to bring consistency to the brand.



increase in US sales


interactive retail fixtures


years of continued partnership

A full service relationship

Following the brand identity redesign, we worked closely with SmartThings over five years, to roll out a series of brand and marketing programs, including:

  • Packaging redesign
  • Omnichannel content
  • Website and ecommerce
  • Retail interactive experiences
  • Retail merchandising
  • Online merchandising
  • Digital Banners
  • Marketing collateral
  • Channel and sales toolkits
  • Retail sales training materials

A flexible communication system

SmartThings is an open platform that works with various devices from varying brands.

With an ever-expanding partner catalogue, we needed a communication system that was fast and flexible to work with. We also wanted to further enforce SmartThings’ new, friendlier, tone of voice.

The solution was a world of simplistic and quirky illustrations with characters that could be used and re-used across all communications.

Education and inspiration in retail and online

With IoT still being considered in its infancy, we needed to speak to the average homeowners and educate them that having a smart home isn’t just about flipping on the lights with your smartphone.

For retail, our team iterated through prototyping and user tests to design an interactive retail fixture that draws attention and educates them on how to get started.

The fixtures rolled out in 2,000 stores in the US and the UK, including BestBuy, Home Depot, John Lewis and Dixon’s.

Scalable website build

For the redesign of, we began with examining data and performed user testing to inform the direction we wanted to take. The result was an uncluttered online platform that guides, educates, and delights its visitors about the value proposition and SmartThings ecosystem.

Built from the ground up

  • Powered by Contentful CMS.
  • Component-based design system.
  • Scalable and adaptable to ever-changing business needs.