Imagery

Images strengthen the emotional connection between the brand and its existing customers and build relationships to new customers. They serve as a stage to compliment and position the product and its perception by the target group.
On the second level, they reflect the customers world, soul and aspiration in life - to feel like an inspiring and energizing creator with smart as a brand at his/her side. With its own imagery smart underlines its identification and uniqueness in a crowded and undifferentiated world of car brands. 

All images should follow a consistent visual language. They are supposed to connect to the consumers world and hence have to offer a high potential of identification.
While future-tech is at the heart of our visual language, the imagery should always share an authentic visual appearance, yet convey an inspiring and creative appeal to the consumer.
This is especially important when using pictures from stock archives. The following moodboards should help to understand directions, usage and selection of pictures in the future. 

Characteristics

The new imagery is directly connected to the new brand positioning of which we extracted three pillars for future imagery.