station3 establishes a new Sales Push visual identity
Urban Design Objects
For smart, we developed a distinctive visual identity for the Sales Push campaign, giving the brand a consistent presence. The new look is adaptable across media and suitable for a wide range of formats. The objective was to establish a recognisable Sales Push look that reinforces the brand’s premium positioning and strengthens its appeal among design-oriented audiences.
Positioned as Urban “Design Objects”, smart vehicles speak directly to consumers with an appreciation for design. Design is therefore not just an aesthetic element, but the foundation of the brand – visible at every touchpoint and deeply embedded in its identity.
Perfection starts with
the details
smart vehicles are more than functional products – they are carefully crafted design objects. Award-winning and instantly recognisable, their distinctive design language inspired our creative approach. By presenting the vehicles alongside iconic design pieces, we elevate their unique character while drawing attention to the craftsmanship and details that define them.
From vehicle to design concept
The concept serves as the visual stage for all campaign communications. It is designed to showcase different vehicle models across a wide range of campaigns and applications while remaining distinctive enough to ensure strong recognition across every brand touchpoint.
Every visual element is derived directly from the vehicle design. Characteristic shapes, lines and surfaces are abstracted and developed into distinctive graphic elements. Together, they create a visual concept that subtly carries the brand across every application while establishing a close connection between product and communication.
The vehicle design is more than a source of inspiration – it forms the creative foundation of the entire communication.
One principle. Endless possibilities.
The strength of the concept lies in its versatility – from social media content and digital applications to print materials, agency toolkits and trade show appearances.
Creative concept for CTV and OLV
For Amazon Prime, we developed the creative concept for a 30-second TV commercial – from the initial idea and storyboard to the visual concept, production support, voice-over recordings and music direction.
Rather than relying on AI-generated imagery, we deliberately chose authentic live-action footage within the campaign’s visual language, creating a distinctive and credible contrast. The result is two TV commercials covering all three smart models, allowing for highly targeted communication across different audiences.
The campaign was also adapted for Online Video (OLV), ensuring an optimised experience across digital channels.
“We have enjoyed a trusted partnership with station3 for many years. What continues to impress us is our shared ambition to get the very best out of every idea. With a remarkable eye for design and exceptional attention to detail, station3 has once again created a campaign that perfectly reflects the premium character and distinctive design language of our smart models. The campaign not only stands out visually but has also delivered benchmark-level performance.”
Florian Nemitz, CEO, smart Germany
“station3 developed a concept for our Family Sales Push campaign that perfectly communicates smart’s premium character while clearly highlighting the strengths of our vehicles. What impressed me most was that the idea extends far beyond a single campaign, establishing the foundation for a distinctive and versatile brand presence for smart in Germany.”
Adrian Paczkowski, Senior Specialist Marketing, smart Germany
Styled by
Mercedes-Benz
The close connection to Mercedes-Benz inspires confidence, credibility and the security of a strong network. At the same time, it defines the brand’s design ambition.
This design philosophy is reflected throughout the vehicles themselves – from their distinctive design language and meticulously considered details to the premium quality of materials, craftsmanship and user interface.
Campaign results and impact
The outcome is a distinctive visual system that combines flexibility with strong brand recognition. It brings together design precision and effortless brand presence, delivering impact not only through its visual expression but also through measurable campaign performance.