It all started about 40 years ago. There was a revolution in the graphic industry which today we can hardly recall. Designers had stepped away from graphic companies, in search of room and freedom to offer their creative touch to customers away from production and any other interests. The Netherlands was the first country to experience this change. It had quickly transformed into the Mekka for design. Dutch Design had become world-famous.
Smidswater is one of the very first agencies in the Netherlands. It started as short-term cooperations and alliances of opportunity between designers, until in 1973 the agency gained shape and its name thanks to Sjoerd de Vries, Herman van Olphen en Geert de Jong. It was named after a street, along one of The Hague’s canals, where the office was located: Smidswater.
Technology too is having its influence in other areas. Brand tools have beaten traditional brand identity guides. Digital newsletters have emerged. Internet software is making large-scale image surveys affordable. Our brand and identity scan is turning into a full-fledged validated measuring tool. It allows customers to monitor effectively how our work is changing their communicative power for the better. Technology has become part of our work.