Freelance brand and visual design support for businesses and marketing teams. I help brands build clear, consistent visual systems and carry them confidently across every touchpoint.

Services

Visual Identity &
Branding System

I bring extensive experience in creating visually compelling brands for SMEs. From identity and mission to visual devices and tone of voice, every detail shapes how your business is seen and understood. My approach is rooted in clarity, consistency, and authenticity — crafting brands that feel considered, grounded, and connected, helping your customers engage naturally with your offering.

Brand Assets &
Visual Language

I design custom visual assets that extend and strengthen brand identities. From icon systems and bespoke illustration to graphic devices and patterns, these elements create a distinctive visual language that brings consistency, clarity, and character across every touchpoint.

Drop in
Design Support

Design support, exactly where you need it. I integrate seamlessly into teams to deliver a wide range of marketing collateral — from well-defined brochures and system-driven catalogues to exhibition graphics, infographics, social assets, and presentations. Every piece is carefully aligned to your brand, communicating clearly and purposefully without unnecessary noise.

Get in touch

Process

1.

Define

I start by understanding the problem and the desired outcome. Together, we clarify the brief, highlight potential pitfalls, and ensure the direction will deliver real value — aligning expectations and uncovering opportunities before the design work begins.

2.

Research & Ideate

With the problem defined, I explore ideas and inspiration, drawing on real-world examples and creative exploration. Early concepts are developed and presented to the client, ensuring the work is grounded in strategy while opening up possibilities for innovation.

3.

Refine

From concept to completion, I focus on refining the design with attention to detail, functionality, and form. Every element is carefully considered to align with the brief and solve the problem, culminating in a tailored design package ready for use across relevant applications.

4.

Elevate

As a long-term design partner, I help take a brand further — evolving and elevating its visual language across multiple touchpoints. This ensures the identity remains consistent, cohesive, and progressive, while adapting to new applications and opportunities as the brand grows.

Tools

Design

Cliq

Trello

Adobe Express

Adobe XD

Figma

Adobe Photoshop

Adobe Indesign

Adobe Illustrator

Present

Adobe Acrobat

Adobe Express

Google Slides

Canva

Powerpoint

Keypoint

Web Build

Squarespace

Framer

WIX

WordPress

Figma

Communicate/Manage

Dropbox

Google Drive

Adobe Cloud

Adobe Firefly

Chat GPT

Perplexity

Monday.com

Google Suite

Slack

Store

AI

APS Design - drawing on sketchpad
Keenedge - an APS Design blackletter font
Ashley Paul Smith. - APS Design
APS Design - drawing on sketchpad

Background

With over 20 years of experience in brand and visual design, I’ve worked across marketing and creative agencies, in-house teams, and directly with clients. This has given me a broad, practical understanding of how design functions within real businesses — from strategy through to delivery.

I regularly work with organisations in education, fitness, health, technology, and the charity sector, while also bringing experience from a wide range of other industries, including energy, travel, construction, packaging, and retail. My work spans both B2B and B2C, supporting SMEs through to larger organisations with flexible, reliable design expertise.

This breadth of experience allows me to adapt quickly, integrate seamlessly into teams, and deliver design work that is considered, consistent, and fit for purpose.

A bit more about me

Originally from Leicester, I’m now based in North Wales, working remotely from within Eryri National Park. Living close to the mountains and trails shapes both my lifestyle and my outlook — with running and hiking a central part of my routine.

I have a strong interest in the outdoors, fitness, health, and wellbeing, and I’m drawn to working with organisations that value clarity, balance, and purpose. This influence naturally feeds into my work, favouring thoughtful design, considered systems, and brands that feel grounded and authentic.

  • APS Design - NIna Freketin personal branding
  • APS Design language tree poetry anthology design and illustrastion adaptions
  • APS Design - Egg and Cake styled trail posters
  • APS Design - Slide presentation about imposter syndrome for dental tech audiance
  • APS Design - Conference branding for Caribbean with templates
  • APS Design - Unleased Run Coaching brand identity and guidelines
  • APS Design - 70 years Macmillian Education in the Caribbeans brand identity and collateral
  • APS Design - Anax 3d printing promo flyer
  • APS Design - Nightshift sticker designs
  • APS Design - ANAX Chicago lab day branding and exhibition
  • APS Design - Cariibean conference Jamaica branding and collateral
  • APS Design - Egg and Cake Running illustration

  • "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