Paul Smith, Designer in Hertford, United Kingdom
Paul Smith

Designer in Hertford, United Kingdom

Member since November 23, 2022
Paul is a seasoned designer whose expertise bridges the gap between brand design and brand strategy. Solving business and communication problems through design, he builds identities and brands that transform organizations. Paul has worked across multiple sectors and geographic locations for some of the world's biggest agencies and on huge global brands, but he also enjoys being hands-on and involved with independent, ambitious younger businesses and startups that want to perform even better.
Paul is now available for hire


Digital Design


  • Director

    2011 - PRESENT
    Sun Street Creative
    • Developed a new brand that unified several separate Luxottica Group eyecare and eyewear brands worldwide. Implemented this globally together with local marketing agencies.
    • Created a new brand for Seguros Tranquilidade, one of Portugal's top three insurance companies, including redesigning all communication platforms, agent high street shops, and integrated advertising campaigns.
    • Designed a new brand for Seguros LOGO, the online direct-to-market brand of Seguros Tranquilidade.
    • Redesigned the visual toolkit for Ray-Ban, including refinements to the logo and a review of all brand, product, and lens technology architectures.
    • Created a new brand for Nok Nok Labs, a Californian-based company that transformed online authentication globally. Changing how we recognize people online is game-changing and requires a brand that behaves in a game-changing way.
    • Delivered a new brand for AppSense, a market leader in user virtualization. User virtualization allows the whole desktop environment to live in the cloud.
    • Developed a new brand for Kim, a platform that enables knowledge workers with no software development expertise to automate processes, workflows, documents, and dashboards in a matter of hours or days with zero IT development.
    • Created a new brand, UX, and UI for Itriom, a new platform that helps UHNW families embrace change by 
defining and implementing a clear unifying purpose 
on which all the families agree.
    • Helped global accounting firm PWC create a series of digital tools which moved much of their audit function online. This included customizing existing platforms and also custom applications.
    • Helped global financial services firm Aon produce a range of credentials presentations for its mergers and acquisitions risk mitigation offer. The range of decks clearly differentiated between different services whilst retaining a family feel.
    Technologies: Adobe Illustrator, Adobe InDesign, Figma, Sketch 4, Adobe Photoshop, Adobe Premiere Pro, Adobe After Effects, Maxon Cinema 4D, OmniGraffle, Principle, Microsoft PowerPoint, Branding, Packaging, Brand Strategy, User Experience (UX), Web Design, Brand Identity, Brand Guidelines, App Design, Taglines, Company Naming, Visual Design, Visual Identity, Visual Design Language, Motion Graphics, Google Slides, Design Thinking, Marketing, Competitive Analysis, Dashboard Design, Dashboards, Data Visualization, Brand Architecture, Information Architecture (IA), Prototyping, UX Research, Print Design, Clean Design, Mobile App Design, Email Design, Creative Direction, Art Direction, PowerPoint Design, Pitch Decks, Information Design, Typography, Graphic Design, Photography, Illustration, Advertising Design, Writing & Editing, Hand Sketch, Artwork, 2D Graphics, Color Palettes, Presentation Design, Letterhead Design, Social Media Design, PowerPoint Templates, PDF Design, Mobile Design, User Interface (UI), Wireframing, User Flows, UX Wireframes, Web App UI, Color Theory, Ads, Editorial Design, Ad Design, Websites, Responsive Web Design (RWD), Iconography, Icon Design, Flowcharts, Information Technology, Tone of Voice, Information & Communications Technology (ICT), Mobile UI Design, Tablet UX, Presentations, B2B, Style Guides, Mood Board Design, Layout, Agile, Design Direction, Collateral Design, Software Branding, Identity Design, Storytelling, Brand Books, Social Media, Marketing Design, Mockups, Stationery Packages, Stationery Design, Visual Assets, Landing Page Design, Infographics, Sales Presentations, Copywriting, Content Writer, Creative Design
  • Logo Designer

    2023 - 2023
    • Created a new logo and basic visual toolkit, including supporting typeface, color palette, and image style.
    • Defined a broader idea and expression, which helped implement the new brand.
    • Suggested a wider verbal language using elements from the main logotype.
    Technologies: Logo Design, Branding, Software Branding, Adobe CC, Marketing Design, Mockups, Visual Assets, Landing Page Design, Creative Design


  • Master's Degree in Information Graphic Design
    1983 - 1987
    Middlesex University London - London, United Kingdom
  • Foundation Degree in Art and Design
    1981 - 1983
    Bedford College - Bedford, United Kingdom



Hertford, United Kingdom

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