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Creative design that helps real businesses perform in the real world.
For several decades, Ruben Amesquita and the SmartArt Branding team have helped organizations transform ideas into powerful brands. Through strategic thinking, visual storytelling, and award-winning design, SmartArt develops creative branding systems that communicate clearly, inspire trust, and deliver lasting impact.
From municipal campaigns to national brands, every project is guided by a simple goal: create branding that works.
Uriel's Piano Refinishing | Creative Storytelling and Visuals
Strengthening your brand can be skillfully conveyed through engaging stories, delightful narratives, and vivid imagery that animate the tale in an enchanting way. These were utilized as digital books, posters, blog entries, and later social media posts.
View the books by clicking the links under the image
The Tale of Steinie VonGrande
Once upon a time, an extraordinary collection of musical instruments lived together in peace and harmony in a quaint village called Harmonious, which was nestled between emerald hills and glistening rivers. Among their residents lived a beloved old piano named Steinie VonGrande.
Steinie had charmed the villagers with his melodies for decades, but as time passed, he had begun to lose his tune. Once vibrant, his keys were now sticky as he struggled to keep up with the lively sounds of the trumpets, violins, and drums surrounding him. His once-brilliant finish had dulled over the years of wear and tear. Even so, the rest of the village dearly loved the old piano.
As Steinie’s condition worsened, unease settled over the village. The harmony that once filled the air began to fade, replaced by discordant notes. The flutes squeaked out of tune, and the cellos complained with mournful moans. The instruments, once a united orchestra, were in disarray, and each one felt the weight of Steinie’s plight. Determined to restore the joy and harmony of Harmonia, Maestro, the conductor who guided the instruments, embarked on a courageous journey to save his beloved Steinie. He enlisted the help of his loyal companion, Viola the violin, and they ventured into the Naaman Forest together.
According to legend, a talented artisan named Uriel lived at the forest’s edge and was known for his amazing ability to restore old pianos to their former glory. As they traveled through the forest, they encountered many delightful creatures, including a mischievous squirrel with a penchant for tricks and a gentle giant who played the harp beautifully. With each challenge they faced, the bond between Maestro and Viola grew stronger, highlighting the importance of teamwork.
Finally, after overcoming great obstacles and clever problem-solving, they met a wise old owl who loved music and was mesmerized by Viola’s sound and beauty. The wise, thoughtful owl explained that the artisan lived in a village named Sachse, at the forest’s edge. Nonetheless, the wise owl vowed to help them and provided a shortcut to Uriel’s shop using the World Wide Web, an unexpected yet dreamlike path leading them directly to the artisan’s village.
Upon arriving at Uriel’s shop, Maestro and Viola were amazed to see the old artisan surrounded by pianos of all shapes and sizes, each with its own story of revival. Uriel welcomed them warmly and promised to restore Steinie to life. He set to work with the knowledge he had gathered from the ancient piano scrolls and decades of experience as a craftsman. Under Uriel’s careful hands, Steinie was transformed into a magnificent instrument, his keys shining and melodies flowing like a sweet river. With great anticipation, Steinie was carefully transported back to Harmonia.
As he settled into his place, all the instruments rejoiced, and harmony returned to the village. The trumpets blared with joy, the violins sang gracefully, and the drums kept a perfect beat, all united once more. In the end, the villagers learned a profound lesson: just as each instrument played a vital role in creating beautiful music, we also depend on each other in life. It was not only Maestro and Viola’s bravery that saved Steinie, but also the support of old and new friends that made harmony possible. And so, Harmonia flourished, not just as a village of instruments but as a community united by friendship, teamwork, and love.
The Tale of Fuzzy Fazioli
In the vibrant town of Cadence, there was a remarkable piano named Fuzzy Fazioli, a true treasure at Lucky’s Jazz Cafe. Loved by the owner, musicians, and patrons alike, Fuzzy was the centerpiece of every performance, keeping the club bustling every evening. However, after Lucky, the cherished bar owner, passed away, Fuzzy faced years of neglect. Without proper care, his once-brilliant sound grew muted; the keys fell out of tune, and his wooden frame bore the scars of smoky nights, spills, and burns. Fuzzy began to feel forgotten, engulfed in a haze of self-doubt and sorrow.
Through many long nights, this once-celebrated piano sank deeper into the blues, convinced he would never produce mesmerizing jazz sessions again. But then, a spark of hope arrived in the form of Charlie, a young, new bar owner full of passion and dreams. Charlie had a deep love for jazz and instantly recognized the hidden magic within Fuzzy. With unwavering determination, he set out to revive the piano’s spirit, refusing to let it fade into the shadows of obscurity.
To breathe new life into Fuzzy, Charlie enlisted Uriel, a master piano restoration expert known for his gentle touch and deep understanding of musical instruments. Carefully transporting Fuzzy to his workshop, Uriel began a heartfelt restoration journey. With meticulous care, he stripped away years of wear and tear, polishing Fuzzy’s exterior and rekindling the very essence of music within.
Once the restoration was complete, Fuzzy burst back to life, joyfully rediscovering the magic of sound. Under Charlie’s encouraging guidance, he filled Lucky’s Jazz Cafe with fresh chords and musical improvisations that danced through the air, lifting the spirits of everyone who entered. Fuzzy’s comeback became a beacon of inspiration, reminding all who listened of the power of belief and the importance of lending a helping hand to those who have stumbled, helping them rise once more.
Hence, the touching tale of Fuzzy Fazioli illustrates that with sincere love, gentle guidance, and devoted attention, anyone can triumph over their struggles and rediscover the profound joy that emanates from the beauty of music.
The Tale of Poppie the Piano
In a vibrant city by the bay named Fortissimo, there lived a remarkable piano named Poppie. Residing on the fourth floor of an apartment building, he enjoyed a sweeping view of the bustling waters, serenading passing ships with delightful melodies as the other tenants went about their busy days. When night fell, silence cloaked the building, allowing the hard-working residents to retreat and prepare for a peaceful night’s rest.
On special weekends, all the tenants gathered for snacks, beverages, and camaraderie, inviting Poppie to fill the air with soft, soothing tunes that eased the stress of daily life. Their bond was profound; every tenant cherished Poppie, and he reciprocated their love through his beautiful music.
One fateful evening, a patrol boat spotted thick, dark smoke rising from the sixth floor of Poppie’s apartment building. A brave officer urgently called for Poppie to play as loudly as he could, urging everyone to evacuate swiftly. Heeding the plea, Poppie poured every ounce of energy into his song, his melodies soaring above the chaos as he helped save many lives while the fire raged around him. Though he sustained severe smoke and water damage, Poppie felt immense gratitude that no one was hurt.
The residents were heartbroken to see their beloved piano in disrepair, but hope flickered to life when a businessman carrying a leather briefcase reassured them. He explained that the building was covered by fire insurance and presented a card for a skilled artisan named Uriel, who lived at the edge of Naaman Forest and specialized in restoring pianos damaged by disasters.
Without delay, the tenants contacted Uriel, who swiftly organized the restoration of their cherished Poppie. After a thorough and careful restoration, Poppie not only regained his stunning appearance but also his enchanting sound.
Poppie, along with the apartment building, was fully restored, and all the tenants rejoiced for having updated fire, building, and renters insurance. The insurance man paid the great artisan and the apartment construction workers their due for their incredible work and craftsmanship.
This tale highlights an essential truth: insurance is a vital safeguard against unexpected disasters. Being prepared with coverage alleviates worry and allows you to live fully, free from the fear of financial devastation from unforeseen events. By staying proactive, you invest in your long-term security, ensuring you can bounce back from setbacks without enduring severe losses.
Briggo Robotic Barista —
Concept Development & Environmental Visualization
Role — Led concept visualization and environmental application strategy, developing scalable scenarios across multiple high-traffic environments to support partner and investor presentations.
The Problem — High-traffic environments demand speed, consistency, and minimal staffing—without sacrificing quality or experience.
The Idea — An autonomous coffee platform designed to deliver barista-quality beverages through robotics and mobile ordering—scalable across diverse environments.
Final — Acquired by Costa Coffee
(The Coca-Cola Company)
View the concepts by clicking the link below.
Hall of State Building
Multi-Award recipient
SmartArt Branding and Castro Roofing collaborate on this impressive project, which documents the complete replacement of the roofing system at the Hall of State building located at Fair Park, in Dallas, Texas.
2010 Golden Hammer Award
2011 DFW Topping Out Projects
2012 Gold Circle Award
View the book by clicking the link below.
Cedar Hill Municipal Center
Multi-Award recipient
SmartArt Branding and Castro Roofing are collaborating on this impressive project, which documents the commercial roofing system at the Cedar Hill Municipal Center.
Golden Hammer Award
Gold Circle Award
View the book by clicking the link below.
Marriage Savers Series
Misophonia Awareness Poster
Part of the Marriage Savers Series, this piece visualizes misophonia, a neurological condition where specific everyday sounds trigger intense, involuntary emotional and physical reactions. The design translates an invisible internal experience into a clear, visceral image to foster empathy and understanding.
Created to support couples, families, and clinicians, the series aims to reduce stigma, validate lived experience, and reframe misophonia as a brain-based condition — not a behavioral choice.

Focus: Awareness • Empathy • Neurodiversity
Medium: Advocacy / Educational Design
CPLX Request Poster Content
Complex Regional Pain Syndrome (CRPS)
This concept poster demonstrates how complex medical information can be translated into clear, engaging visual communication.
Designed as a 24” × 36” educational poster on Complex Regional Pain Syndrome (CRPS), the layout organizes key information—including causes, symptoms, and affected body systems—using strong visual hierarchy, medical iconography, and structured typography to guide the viewer through the topic.
The piece focuses on transforming technical subject matter into an accessible visual narrative that supports understanding in clinical and patient education environments.
Focus: Medical Information Design • Visual Clarity • Human-Centered Communication
Medium: Information Design • Print Communication • Large-Format Poster Design
Garland Water Utilities
Spoof Ads | Down the Drain
Garland Utilities formed an exciting partnership with SmartArt Branding to create a captivating and engaging campaign to raise awareness about the critical issue of not disposing of grease and other clogging materials in household drains. This initiative was not just about spreading a message; it was about doing so in a way that resonates with the audience through humor and creativity.
Our innovative strategy centered on developing a series of witty parodies inspired by well-known movie titles. By leveraging familiar cultural references, we crafted a campaign that ensures the essential message regarding proper disposal is enjoyable and memorable. This approach captures attention and effectively communicates the importance of maintaining clear drains in every household.
To bring this initiative to life, we completely revamped the digital poster samples and ensured they were available in various formats. These formats included traditional options such as billboards, magazine ads, newspaper advertisements, and digital outreach methods like emails and postcards.
Additionally, we provided flyers conveniently distributed with monthly water bills, ensuring that the message reached our audience in multiple ways and reinforced our commitment to community engagement. This multifaceted approach maximized visibility and fostered a greater understanding among residents about the need for responsible waste disposal habits.
Cavanaugh Flight Museum
Take Off! | Early Poster Design
This design actually predates SmartArt and was created in late 1993 by Jani-King International | Cavanaugh Flight Museum Art Director Ruben Amesquita.
It embodies the spirit of one of the inaugural events at the Cavanaugh Flight Museum and reflects the excitement and passion surrounding this special occasion.
The original depiction of the planes was made with pen and ink and colored pencils, which were then printed and assembled on cold-press board.
Cavanaugh Flight Museum
Creative Storytelling/Visuals: Aces, Heros & WARBIRDS | Man and Machine Series
ACES, HEROES & WARBIRDS is a portfolio piece by SmartArt Branding that showcases the fusion of historical research, visual storytelling, and brand-driven design.
Developed as part of the Man and Machine Series, this project transforms archival aviation history into a cohesive, museum-quality publication. It combines typography, layout systems, image compositing, and narrative structure to create an immersive experience that honors legendary pilots and their aircraft.

This work reflects SmartArt Branding’s capability to build complete visual systems—from concept to final execution—designed to engage audiences, elevate content, and bring stories to life with clarity and impact.
Texas Angler's Club
Creative Poems and Poster Designs
These two projects done for Texas Anger's Club demonstrate how storytelling can be effectively conveyed through poetry and vivid posters that bring the narrative to life in a captivating way.
Texas Angler's Club
Monster Catfish and Super Striper Tourneys Apparel Design and Production
Since 2008, SmartArt and our fantastic sponsors have been casting our lines in hopes of landing the big one!
We’re also excited to share some fun tournament history and marketing through the years! Please click the link below!
Starbucks | WPS Projects
Over the years, SmartArt Branding has had the privilege of collaborating with several Starbucks WPS accounts. Here are some of our favorite concepts.
2023 Garland Guide
Bond Program Issue
The cover of this 2023 issue was deliberately crafted to foster an organic ambiance, seamlessly blending elements of nature with a warm and welcoming atmosphere.
The color palette evokes a sense of tranquility, showcasing soft, muted earth and sky tones that inspire feelings of peace and serenity, ensuring the environment feels harmonious.
View the guide by clicking the link below.
2022 Garland Guide
Revitalized Medical District
The cover of the 2022 issue showcased a blue abstract medical backdrop that emphasized technology.
A sense of contrast and balance was created with the use of both thin and bold white text, while overall harmony was preserved through the thoughtful arrangement of elements.
View the guide by clicking the link below.
2021 Garland Guide
Future in Automation
The cover of the 2021 issue featured muted yellow and white typography, perfectly complementing the overall image.
The background showcases a subtle, abstract technical design that elevates the overall aesthetic.
View the guide by clicking the link below.
2020 Garland Guide
Breaking Tradition
The cover of the 2020 issue showcased three beautiful, empowered women. The image depicted a serene natural setting with green accents that evoked strength while retaining a sense of softness.
View the guide by clicking the link below.
2019 Garland Guide
New. Now. Next.
The cover of the 2019 issue showcased two sturdy gentlemen, accentuated by a vivid interplay of blue and yellow shades sourced from the background image.
The contrasting white fonts blended effortlessly with the overall design.
View the guide by clicking the link below.
2018 Garland Guide
Why Now is the Right Time to Innovate
The 2018 edition featured a number of influential figures in a corporate setting.
Faded black vignetting surrounded the subjects to accentuate their presence, while careful balance in color combinations and positioning created a visually appealing composition.
View the guide by clicking the link below.
Social Media Campaigns
SmartArt Branding has some fun with Social Media!
Strategic Janitorial
Bugs and Critters Campaign
Strategic Janitorial has requested the launch of a short two-week social media campaign during the spring season, which coincides with the resurgence of ants, flies, and other pests after winter.
Strategic Janitorial provides commercial cleaning services for theaters, day-care centers, restaurants, cafeterias, and offices to help deter these insects and other nuisances.
Logo Design Vault
SmartArt has created many logos during the last 25 years.
Here are some of our favorites.
Our Clients
Here is a partial list of great companies we have had the privilege to serve.
