I’ve had the pleasure of working with SML RFID as a photographer and graphic designer for several years, with much of my work following their major rebrand in 2023. This global transformation introduced a dynamic arrow/chevron logo, which became a key visual element across their brand collateral. Alongside this, a refreshed color palette brought energy and vibrancy to their designs, signaling a bold new direction for the company.
One of my key contributions was developing a series of in-depth white papers and case studies, each spanning five or more pages. These materials aligned with the new brand identity and communicated the company’s expertise in RFID technology.
Another highlight was designing their booth for one of the world’s largest retail technology conferences, where SML was the title sponsor. Partnering with a booth construction company, we crafted a standout design using bright, bold colors that reflected their rebrand, ensuring they were front and center among competitors.
Over the years, I’ve also captured a wide range of photography for SML, from executive headshots to product demos and dynamic shots of their solutions in action at their demo center. A unique project I proposed was creating clipped images of people holding inventory scanners, a critical component of their retail RFID solution. These versatile images have been used across various design applications and have even been adopted by other global branches of the company.
As part of the rebrand, I was tasked with photographing the US CEO. The challenge was to create a portrait that could be seamlessly composited into the international executive team’s group photo, while also capturing individual headshots to match the style of the other global executives. To achieve this, we rented a penthouse suite in downtown Dallas to capture individual portraits of the CEO against the Dallas skyline, ensuring consistency with the headshots of the other executives. For the composite shot, we utilized a large roll of white seamless backdrop, carefully matching the lighting and angles to blend the CEO’s image flawlessly into the group photo, ensuring a cohesive look across the entire executive team.
