Order is a design office specializing in brand identity.

Our approach is research-based, systematic, and practical.

The result is work that has utility and longevity for the people and businesses that will use it.


Hamish Jesse Portrait

Hamish Smyth

Hamish Smyth studied design at the Royal Melbourne Institute of Technology (RMIT University) in Australia, where he received a Bachelor of Communications Design, Honors with distinction.

Prior to co-founding Order, Smyth was an associate partner at Pentagram New York, where he spent 6 years working under partner Michael Bierut. At Pentagram, he worked on numerous projects ranging from the global Mastercard rebrand to the NYC DOT WalkNYC pedestrian wayfinding system.

Smyth and Reed co-founded Standards Manual in 2014, an independent publishing imprint and bookstore with the goal of archiving and sharing graphic design history.

In 2020 he co-founded Standards — a tool for designers to create digital brand guidelines — with Shore in Seattle.

Jesse Reed

Originally from Youngstown, Ohio, Jesse Reed studied at The University of Cincinnati’s College of Design, Architecture, Art & Planning, School Of Design.

Reed started his career as a designer at The Museum of Modern Art in New York City. Following his time at MoMA, he joined Pentagram’s New York office working under partner Michael Bierut. During his 5-year position his clients included NYU, Penguin Random House, Syracuse University, Saks Fifth Avenue, Bobby Flay, and Hillary Clinton, among many others. Reed was made associate partner in 2016.

In addition to his professional practice, Reed has taught at The University of Cincinnati and Parson’s New School for Design, teaching icon design systems and introduction to branding, respectively.

In 2020 he co-founded Standards — a tool for designers to create digital brand guidelines — with Shore in Seattle.

Garrett Corcoran
Design Director, Change Order Design Lead

Emily Klaebe
Senior Designer, OTF Design Lead

Megan Nardini
Head of Operations

Laurel Warner



Work with us

We’re always looking for talented designers and project managers. If our approach appeals to you, please get in touch.

Apply at:

Standards Manual

Order Standards Manual

Standards Manual is an independent publishing imprint founded by Order partners Jesse Reed and Hamish Smyth in 2014. The imprint's mission is to archive and preserve artifacts of design history and make them available to future generations. In addition to its own titles such as the NYCTA and NASA Reissues, Standards Manual also sells a curated selection of graphic design titles from publishers Unit Editions / Phaidon / Thames & Hudson / Niggli and more.