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.

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Portfolio

Digital Design

Seguros Tranquilidade
- Life Insurance
- Health Insurance
- Branding
- Brand Design
- Insurance
- Portugal
- Logo Design
- Logotype
- Symbol Design
- Pictograms
- Web UI
- Creative Direction
- Art Direction
- Pitch Decks
- Social Media Design
- Email Design
- Print Design
- Brand Architecture
- PowerPoint Templates
- PDF Design
- Mobile Design
- User Interface (UI)
- Wireframing
- User Flows
- Color Theory
- Ads
- Editorial Design
- Ad Design
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Mobile UI Design
- Tablet UX
- Visual Design
- Presentations
- B2B
- Style Guides
- Mood Board Design
- Layout
- Design Direction
- Collateral Design
- Software Branding
- Identity Design
- Storytelling
- Brand Books
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Creative Design
ICP Consulting
- Branding
- Brand Design
- Brand Strategy
- Logo Design
- Logotype
- Web Marketing
- Symbol Design
- Motion Logo Design
- Web Design
- Web UI
- Creative Direction
- Art Direction
- Pitch Decks
- Email Design
- Print Design
- PowerPoint Templates
- PDF Design
- Mobile Design
- User Flows
- Color Theory
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Information Technology
- Mobile UI Design
- Tablet UX
- Visual Design
- Presentations
- B2B
- Style Guides
- Mood Board Design
- Layout
- Design Direction
- Collateral Design
- Software Branding
- Identity Design
- Storytelling
- Brand Books
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Creative Design
Seguros LOGO
- Branding
- Brand Design
- UX Design
- UI Design
- Logotype
- Logo Design
- Web Design
- Web UX Design
- Graphic Design
- Interior Design
- Pictograms
- Motion Logo Design
- Creative Direction
- Art Direction
- Pitch Decks
- Social Media Design
- Email Design
- Print Design
- PowerPoint Templates
- PDF Design
- Mobile Design
- User Flows
- Color Theory
- Ads
- Ad Design
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Mobile UI Design
- Tablet UX
- Visual Design
- Presentations
- Style Guides
- Mood Board Design
- Layout
- Design Direction
- Collateral Design
- Software Branding
- Identity Design
- Storytelling
- Brand Books
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Creative Design
Just Clear
- Branding
- Brand Design
- Brand Strategy
- Visual Identity
- Logotype
- Logo Design
- Motion Logo Design
- Typography
- Web Design
- Pictograms
- Creative Direction
- Art Direction
- Social Media Design
- Email Design
- Print Design
- PowerPoint Templates
- PDF Design
- Color Theory
- Ads
- Ad Design
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Tone of Voice
- Startups
- Tablet UX
- Visual Design
- Presentations
- Style Guides
- Mood Board Design
- Layout
- Design Direction
- Collateral Design
- Identity Design
- Storytelling
- Brand Books
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Creative Design
Kim Artificial Intelligence
- Artificial Intelligence (AI)
- Cloud Computing
- Web Technologies
- Branding
- Brand Strategy
- Brand Design
- User Experience (UX)
- Web Design
- App Design
- Creative Direction
- Art Direction
- Pitch Decks
- Email Design
- Print Design
- PowerPoint Templates
- PDF Design
- Mobile Design
- User Interface (UI)
- Wireframing
- Color Theory
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Information Technology
- Tone of Voice
- Startups
- Information & Communications Technology (ICT)
- Mobile UI Design
- Tablet UX
- Visual Design
- Presentations
- B2B
- Style Guides
- Mood Board Design
- Layout
- Agile
- Design Direction
- Software Branding
- Identity Design
- Storytelling
- Brand Books
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Creative Design
MyGlobalHome
- Brand Design
- UX Branding
- Branding
- Brand Development
- Logo Design
- Logotype
- Typography
- Illustration
- Creative Direction
- Art Direction
- Pitch Decks
- Social Media Design
- Email Design
- Print Design
- PowerPoint Templates
- PDF Design
- Color Theory
- Editorial Design
- Ad Design
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Information Technology
- Tone of Voice
- Startups
- Information & Communications Technology (ICT)
- Mobile UI Design
- Visual Design
- 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
- Infographics
- Creative Design
Hopkirk
- Branding
- Brand Design
- Brand Strategy
- Web Design
- Creative Direction
- Art Direction
- PDF Design
- Color Theory
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Startups
- Visual Design
- Presentations
- Style Guides
- Mood Board Design
- Layout
- Collateral Design
- Identity Design
- Storytelling
- Brand Books
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Creative Design
Aspiro
- Consulting
- Management
- Branding
- Brand Strategy
- Brand Design
- User Experience (UX)
- User Interface (UI)
- Web Design
- Web UI Design
- Logo Design
- Typography
- Creative Direction
- Art Direction
- Pitch Decks
- Social Media Design
- Email Design
- Print Design
- PowerPoint Templates
- PDF Design
- Wireframing
- Color Theory
- Ad Design
- Websites
- Responsive Web Design (RWD)
- Iconography
- Icon Design
- Flowcharts
- Visual Design
- Style Guides
- Mood Board Design
- Layout
- Identity Design
- Storytelling
- Brand Books
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Sales Presentations
- Creative Design
Luxottica
- Optics
- Eye Care
- Eyewear
- Creative Direction
- Art Direction
- Pitch Decks
- Social Media Design
- Email Design
- Print Design
- Brand Architecture
- PowerPoint Templates
- PDF Design
- Ads
- Editorial Design
- Ad Design
- Websites
- Iconography
- Icon Design
- Flowcharts
- Visual Design
- Style Guides
- Mood Board Design
- Layout
- Identity Design
- Storytelling
- Social Media
- Marketing Design
- Mockups
- Stationery Packages
- Stationery Design
- Visual Assets
- Creative Design

Employment

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
Skippet.com
- 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
Presentation Designer
2022 - 2023
RealPage
- Redesigned key slides from the credentials deck explaining the basic proposition of the business.
- Created a new basic slide structure for the credentials deck.
- Redesigned key slide that showed team members and board hierarchy.
Technologies: Presentation Design, Design Strategy, Communication Design, Visual Assets, Infographics, Sales Presentations, Creative Design
Creative Director
2010 - 2011
Landor Associates
- Led the team that rebranded UK retailer Marks and Spencer, covering general merchandise and food ranges. A major part of the project was redefining the various clothing sub-brands.
- Headed the team that rebranded the leading child protection charity, the National Society for the Prevention of Cruelty to Children (NSPCC).
- Directed the team that rebranded the London Stock Exchange.
Technologies: Adobe InDesign, Adobe Premiere Pro, Adobe Illustrator, Adobe Photoshop, Microsoft Word, Microsoft PowerPoint, Marketing, Competitive Analysis, Brand Architecture, Information Architecture (IA), 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, Web UI Design, 2D Graphics, Color Palettes, Presentation Design, Letterhead Design, Social Media Design, PowerPoint Templates, PDF Design, Mobile Design, User Interface (UI), Color Theory, Editorial Design, Ad Design, Websites, Iconography, Icon Design, Flowcharts, Information Technology, Tone of Voice, Information & Communications Technology (ICT), Mobile UI Design, Tablet UX, Visual Design, Presentations, B2B, Style Guides, Mood Board Design, Layout, Design Direction, Collateral Design, Identity Design, Storytelling, Brand Books, Social Media, Marketing Design, Mockups, Stationery Packages, Stationery Design, Visual Assets, Motion Graphics, Landing Page Design, Infographics, Sales Presentations, Copywriting, Content Writer, Creative Design
Design Director
2007 - 2010
Interbrand
- Led the team that created the new brand idea for Hays, recruiting experts worldwide, which was implemented across all brand touchpoints and global locations.
- Led the team that rebranded the Institute of Mechanical Engineers with the new brand idea Improving the World Through Engineering. This was implemented across all brand touchpoints and included redesigning key office spaces.
- Won a Transform Award for the rebrand of North Devon College, now Petroc College, which had a transformational effect on the college and significantly increased student intake and graduate success.
- Worked on several brand management work streams for Irish retailer Musgrave. This included strategic planning for shop displays and promotions.
Technologies: Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Microsoft Word, Microsoft PowerPoint, Presentation Design, Marketing, Competitive Analysis, Brand Architecture, Information Architecture (IA), Print Design, Clean 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, Web UI Design, 2D Graphics, Color Palettes, Letterhead Design, PowerPoint Templates, PDF Design, Mobile Design, User Interface (UI), Color Theory, Editorial Design, Ad Design, Websites, Iconography, Icon Design, Flowcharts, Information Technology, Tone of Voice, Information & Communications Technology (ICT), Mobile UI Design, Tablet UX, Visual Design, Presentations, B2B, Style Guides, Mood Board Design, Layout, Design Direction, Collateral Design, 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
Design Director
1994 - 2007
Wolff Olins
- Participated in rebranding Credit Suisse, which followed several acquisitions by the bank, including the investment brand First Boston. The overall aim was to create a unified global brand with a series of specialized business units.
- Led the team that rebranded the British white goods retailer Hotpoint. The brand idea, Designed for the Real World, was implemented across all touchpoints and influenced product design across all ranges.
- Directed a team that managed the rebrand and brand implementation of three General Motors brands, including Vauxhall, Opel, and Saab, including redesigning multi-brand General Motors showrooms.
- Headed the team that rebranded Altice Portugal, formerly known as Portugal Telecom or PT, and its sister company PT Multimedia. The rebrand was implemented across the Portuguese mainland and islands, including retail spaces and infrastructure.
- Rebranded the Tokyo Metro, designing the symbol and the signage system.
- Designed a new brand for the French bank Société Générale, including redefining the purpose behind each business unit.
- Assisted with the re-brand of Birmingham University, creating a strong graphic system that helped communicate the purpose of the university.
Technologies: Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Microsoft Word, Microsoft PowerPoint, Marketing, Competitive Analysis, Dashboard Design, Data Visualization, Brand Architecture, Information Architecture (IA), Print Design, Clean 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, Eyewear, Eye Care, Optics, 2D Graphics, Color Palettes, Presentation Design, Letterhead Design, PowerPoint Templates, PDF Design, User Interface (UI), Color Theory, Ads, Editorial Design, Ad Design, Websites, Iconography, Icon Design, Flowcharts, Information Technology, Information & Communications Technology (ICT), Tablet UX, Visual Design, Presentations, B2B, Style Guides, Mood Board Design, Layout, Design Direction, Collateral Design, 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
Senior Designer
1991 - 1994
Ingleton Thomas
- Participated in rebranding the Dutch company Center Parcs Europe, with the company's new symbol and identity toolkit still being used today.
- Rebranded several literature projects for worldwide food grower Geest, including designing the company's annual report and accounts.
- Rebranded the British engineering company Smiths Industries, covering all brand touchpoints across all market areas of the brand.
Technologies: Adobe Illustrator, Adobe InDesign, Adobe FreeHand, Adobe Pagemaker, Marketing, Competitive Analysis, Brand Architecture, Information Architecture (IA), Print Design, Clean Design, Creative Direction, Art Direction, PowerPoint Design, Pitch Decks, Information Design, Typography, Graphic Design, Photography, Illustration, Artwork, 2D Graphics, Color Palettes, Presentation Design, Letterhead Design, PDF Design, Color Theory, Editorial Design, Ad Design, Websites, Icon Design, Flowcharts, Information Technology, Visual Design, Presentations, B2B, Style Guides, Mood Board Design, Layout, Design Direction, Collateral Design, Identity Design, Storytelling, Brand Books, Marketing Design, Mockups, Stationery Packages, Stationery Design, Visual Assets, Infographics, Sales Presentations, Content Writer, Creative Design
Designer
1986 - 1991
Negus & Negus
- Assisted in creating annual reports for British Airways and British Gas.
- Contributed to several branding projects for British Airways, including rebranding the UK domestic service, CityFlyer.
- Assisted in rebranding the Scottish Robert Gordon Institute of Technology in Aberdeen, now known as Robert Gordon University.
- Contributed to the rebrand of Waterford Crystal and Wedgwood China.
- Developed a new identity for Birmingham University, creating a new contemporary coat of arms and implementing it across all major touchpoints.
Technologies: Drawing, Adobe Illustrator, Adobe Pagemaker, Hand Sketch, Hand Drawing, Branding, Brand Design, Marketing, Competitive Analysis, Brand Architecture, Information Architecture (IA), Print Design, Clean Design, Creative Direction, Art Direction, PowerPoint Design, Information Design, Typography, Photography, Illustration, 2D Graphics, Color Palettes, Presentation Design, Letterhead Design, PDF Design, Color Theory, Editorial Design, Icon Design, Flowcharts, Visual Design, Presentations, B2B, Style Guides, Mood Board Design, Layout, Design Direction, Collateral Design, Identity Design, Storytelling, Brand Books, Marketing Design, Mockups, Stationery Packages, Stationery Design, Visual Assets, Infographics, Sales Presentations, Creative Design

Education

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

Experience

Brand Strategy20 years
Advertising Design20 years
Company Naming20 years
Packaging20 years
Writing & Editing20 years
Identity Design20 years
Brand Design20 years
UX Design10 years

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Designer in Hertford, United Kingdom

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