Smart Tribune rebranding: transforming a brand, reinventing its symbol

The sign of a successful rebranding? When the new identity seems like it was always meant to be. It's the art of transforming a brand from the ground up, while giving the impression that you're simply revealing its true DNA.

For our partner Smart Tribune, a specialist in AI solutions for customer service, this transformation crystallised around a powerful creative gesture: evolving their historic symbol.

Before we tell you about the strategy behind this project, take a look at the result in motion.

After several collaborations on AI strategy and product design topics, it was clear that the Smart Tribune brand needed to match the power of its product. The challenge was not to deny their history, but to project it into the future.

Our conviction: giving new meaning

At the heart of Smart Tribune's former identity was the banner, a powerful rallying symbol. We saw unexplored potential in it: a shape that subtly resembled that of a speech bubble.

Our proposal was to take this conceptual step.

We transformed the banner, a symbol of gathering, into a speech bubble, a symbol of conversation. This gesture connected the brand's heritage to the essence of its product: chatbots, AI, customer dialogue. The new logo is not a break with the past, but an evolution that gives new and clear meaning to Smart Tribune's identity.

‘Source.paris has been working with us for years, demonstrating a genuine ability to understand who we are and where we want to go. Their work on our brand design and rebranding has profoundly shaped our identity and strengthened our positioning. More than just an agency, they are a committed, demanding partner who is aligned with our ambition.
- Jérémy Gallemard, Co-founder and CEO of Smart Tribune

We are proud to have supported Smart Tribune in this strategic project and thank them for their continued trust.

Congratulations to the entire team that orchestrated this transformation: Mélanie Rolion, Jules Bassoleil, Camille Chauve, Théo Scheid, and Théo Grandin.