Helping hospitality and lifestyle brands capture the magic that keeps customers returning and teams engaged.
Whether launching new ventures, revitalising heritage identities, or leading complex, multi-channel projects, I use strategic, idea-led design to create memorable brands that connect and grow.

Featured Work

I’m Victoria Rushton-Smith — a brand consultant with over 15 years’ experience delivering thoughtful, impactful design across hospitality, lifestyle, and cultural brands.
From boutique hotel launches to global rebrands, I help businesses turn strategy into standout creative. My work spans brand identity, digital, print, packaging, and signage design — always built to last, always rooted in the real world. Get in touch!

How it works

The simple aim is to maximise sales at every touchpoint. I blend’s passion, rigorous processes, and creative intuition to make it happen.

I build experiences that customers want to stay at, purchase from, reserve tables, or order just one more. Desintations that customers want to go into and spend their free time at. Sharing food, drink, art and music with friends and family are the experiences life is made of. Experiences we relish and remember.

Best Bet Motor Lodge, NV USA
Reno Sauna Club, NV USA
Dumpling Queen, NV USA
Stremmel Gallery, NV USA
World Obesity Day, EU

The Jesse Hotel & Bar, NV USA
Estella Tacos Y Mezcal, NV USA
Play Nightclub, HK
Studio, HK
Longrain, SYD, AUD
The Apollo, SYD, AUD

All you need, in one place

Get all the strategic branding support and practical marketing tools you need on every step of your business journey – from concept to launch and beyond.


Services designed to support and grow hospitality brands at every stage:

Snack PackSmall & satisfying. For new brands who want to hit the ground running.
PicnicMore to tuck into. For growing brands ready to expand their presence.
All Out FeastEverything’s on the table. For ambitious businesses ready to go big or go home.

What they say;

“Our retail sales increased nearly 2x and our online sales volume increased 4x. Web traffic grew from an average of 100 per day to 500. Time spent on our site increased from 3 minutes to 16 minutes. Victoria’s web design directed customers to the intended web pages we set out. In addition, our wholesale client base grew by 43%, and we continue to receive consistent praise on our brand refresh.”

Dave Seminsky – Sumerian Coffee, Owner

“Vic always manages to surprise me with new and authentic ways to engage with the brand, coming up with design elements or touchpoints that serve to enhance the guest experience in both expected and unexpected ways. She creates brands that I am proud to be associated with – they are thoughtful, intentional, and successfully convey the concept, but they also prove that strong, consistent branding can positively impact a business.”

Piper Stremmel – Best Bet Motor Lodge, Owner

“Our branding was nailed immediately, that was good as we didn’t have much time to do it! It was a new concept in Hong Kong and we needed a very strong identity – which was achieved.”

Bex Pawsey – Studio Hong Kong, Marketing Manager
Why and how I do it

It looks effortless, but creating the right atmosphere at a bar, hotel, restaurant or event is down to vision, passion and constant hard graft.

It’s the same in design and branding.

Building a timeless brand that builds consistent revenue for your business,
is the result of strategy and inspiration, art and science.

It’s not easy, but that’s why I do it. And why I love it.

Let’s build something brilliant.

Whether you need a freelance creative partner or a designer to plug into your team, I’d love to hear from you.

As Seen In