I Design Brands
that Grow.

I design human-centric brands.
Inspired by nature.

Let's talk about your project

Hey, I’m
Ashley Paul Smith.

I’ve worked in the Graphic Design industry for over 20 years. I have a broad spectrum of experience, and branding is my passion. I now live in North Wales (Cymru), where I am close to nature and the outdoors, which inspires my thinking. 

I humanise brands so they align your vision and ideas into a tangible, unique creative style that resonates with your customers. They provide guidance yet retain flexibility and creative growth.

In life, I pursue nutrition, health, fitness, learning and nature. If you’re a business with similar priorities, I would love to work with you.

Learn more

Why is branding important?

People buy because they identify with and believe in the brands that resonate with them. 

To resonate with your audience, your business needs to adopt a persona that aligns with your customer values.

To succeed, your business needs to be authentic, consistent, and honest.

Branding encapsulates your persona and values into a visual identity and design framework that all visual communication for your business should hang off.

My process:

Understanding your business. What you do and why. 

Identify your audience.

Build a persona that ties into your ethos and audience. 

Design a brand identity that connects it all together.

Create a visual system and framework so it can scale.

Case Studies

The cover of the 2025-2026 International Curriculum Catalogue by Macmillan Education, featuring cartoon characters and a red and white design.

International Curriculum
Catalogue

creating a refreshed, contemporary design that aligned with the existing brand and educational literature, while clearly distinguishing it from other catalogue ranges.

Read Case Study
Open branding booklet showing a colorful left page with mission statement and keywords, and a right page with the logo 'GRAFFITI' in bold purple font.

The aim was to move away from the traditional visual language of the dental industry and establish a bold, unconventional presence inspired by synthwave and electro aesthetics.

Graffiti Dental

Read Case Study
Collage of graphic design elements including a logo design for 'Odla', device icons, typography samples with various headers in different fonts, and a background featuring a close-up of green leaves.

Odla

A web hosting and development start-up, wanted a brand identity centred on the concept of growth.

Read Case Study

  • "Ash is a Godsend. No matter if it’s a detailed print catalog, an abstract creative project, packaging design, a social media campaign or even simple redesigns, he has exceeded our expectations every single time. He’s also as professional as he is creative. From the very first project we did together, I knew we had found our long-term partner for all our design needs."

    Tay / CEO - anax USA

  • "We've been working with Ash regularly for over 6 years when we don't have enough design capacity internally. He has been a fantastic asset to our agency, really responsive, reliable and flexible. I am reluctant to recommend him, as I would prefer to keep him as our secret. : )"

    Sarah / Co-Owner & Director – Catalyst Marketing Agency

  • "Ash is fantastic to work with – his application, enthusiasm and range of capabilities mean he has excelled in each design challenge we’ve posed to him. He is a creative, clean and concise designer, who takes care of every campaign to bring ideas that work for the audience, branding and the overall vision of the client. I would have no hesitation in wholeheartedly recommending Ash as a designer."

    Clemmie / Macmillian Education / Bloomsbury Education

  • "I've had the pleasure of working closely with Ash on several projects and I have always found him to be a great asset to our team. Ash can deliver a brief but also the vision and creativity to take it to the next level. Ash can think outside the box, work to tight deadlines and add value to any project he works on. I always enjoyed working with Ash as he has the confidence to challenge a brief and brings his ideas forward."

    Sudhir / Founder – Being Human Marketing Agency

  • "Ashley is a wonderful human being and designer. I contacted Ashley to work on some branding for two businesses I worked for and he's done lots of work for me over the years. He's incredibly professional and patient and understands how to communicate with design. I can highly recommend Ashley!"

    Charlie / Founder – Charlie Whyman business and marketing strategy

  • Ash is an absolute pleasure to work with, he took our ethos and created a logo and brand identity that showcased it perfectly. He was upfront and clear about cost and how he worked and is very responsive. We will definitely use his services in the future.

    Jason / Founder – Odla