Smartstone

Ikon’s 13 year-strong partnership with Smartstone has created a successful brand which continues to evolve with business growth and industry changes, while maintaining trusted core values.

Smartstone faced significant upheaval with a government ban of engineered stone in late 2023 but deftly pivoted its offering with a fully compliant surface solution: the Sintered Collection.

Ikon saw this transition as an opportunity to hone key brand elements and steer Smartstone into a new era. The shift has been tactical to ensure a clear yet seamless execution. There is an emphasis on education and inspiration as consumers explore Smartstone’s redefined surface options, captured in our tagline: Porcelain, reimagined. A fresh digital strategy including SEO and social media, copy tone and graphic elements are tailored for B2B and B2C audiences, whether in print or online. This is encapsulated in the new Smartstone website, which you can view here or visit smartstone.com.au.

Since relaunching Smartstone in 2011, Ikon has anchored each benchtop collection campaign with aspirational imagery. Ikon’s distinctive visuals continue to define the brand, now with striking full kitchen interiors. The photographic quality images are co-created with an international team, including long-term collaborator, stylist Glen Proebstel and computer generated image experts.
"You have done it again! Thank you for your incredible talent, flexibility and the time that has gone into the launch of our new range. We couldn’t have done it without you.”
Belinda Kelaher, Managing Director, Smartstone Australia