I help build adaptive visual systems that champion creative growth, humanise your brand and connect with your audience.

Mission.

My mission is to understand your design needs, vision, and ideas, and make them tangible through a design system that is flexible, adaptable, and easy to use.
Guidance that does not stifle creativity but allows for it. 

Support your business through design, work with you as a partner, and help elevate your brand and graphic design. 

My Story.

I’m Ashley Paul Smith.

I grew up in Leicestershire, drawing, taking photos and trying to capture every experience. Graphic Design comes naturally to me, as I love to problem-solve and create solutions through visual means.

I work remotely and now live in North Wales. I spend my spare time outdoors, in the mountains and forests running and hiking.

Nature is beautiful. Visual language evolves around principles found in nature. I bring some of that and my artistic skills to the work.

Let's talk about your project

Your Story.

Your brand
is your story.

We humans all love a good story, so why not tell it?

I help you define your story with a visual language that conveys feelings, attitudes and defines the persona of your business.

Approach.

Listening is the first step.

I ask questions. I learn about your business, the why, what and who it’s for.

I help define your mission, vision and values; This becomes the bedrock of the brand. It helps define the direction, the persona and the story you need to tell.

Concept to completion.

I refine your identity and persona and create a system that carries across all visual touchpoints. Adaptable, dependable, considered and consistent.

  • 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

  • "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