Nice to meet you
Head shot of Victoria

I’m Victoria Rushton-Smith — a strategic brand consultant, with over 15 years of international experience helping brands find their voice and bring it to life across every touchpoint.

I work with hospitality, lifestyle, and cultural businesses to build brands that feel as good as they look — rooted in strategy, crafted with care, and made to last.

What I Do

I lead creative from concept to rollout, shaping brand identity, campaign thinking, packaging, digital design, signage and overall experiences. I thrive on big ideas, sharp execution, and the kind of detail that makes a brand unforgettable.

Whether I’m working independently with founders or embedded within a larger team, I bring strategic thinking, visual clarity, and collaborative energy to every project.


 

Approach

I’m hands-on by nature but always guided by the bigger picture. My approach blends design craft with commercial insight — creating work that not only stands out, but stands for something.

I’ve partnered with clients across the UK, US, China, and Australia, navigating everything from full-scale rebrands to one-off rollouts and new venture launches. I’m equally at home setting the creative direction or collaborating closely with developers, photographers, copywriters, and animators to bring it all together.

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My Background

Before going independent, I spent nearly a decade working in leading studios across Sydney and Shanghai. I’ve launched award-winning restaurant brands, repositioned cultural institutions, and reimagined legacy businesses for new audiences.

Having lived and worked across continents, I bring global perspective, grounded in real-world delivery. And as someone raised on a farm in Cheshire, I care deeply about sustainability, community, and leaving things better than I found them.


 

Today

Now based in the UK, I continue to work with clients around the world — as a freelance brand partner, art director, or senior designer embedded within creative teams. If you’re building something ambitious, I’d love to hear more.

As Seen In

What Shapes My Work
Vic-head-shot-Shanghai-Studio

Raised free-range on a farm in Cheshire, I’m hardwired to notice the details — whether it’s hand-painted ghost signs, the rhythm of a good layout, or the materials that make something last.

My influences are a mix of the natural world and the built one: roadside vernacular, fonts, ghost signage, Japanese packaging, botanical illustrations, screen printing, and grid systems.

I’m fascinated by the quiet beauty of everyday design — the kind found on old tickets, tiled shop fronts, or matchboxes from another time. I believe that design should feel grounded, human, and built to last — not just trendy.

Also: I have a Chinese dog, a love of Asian food, and an unhealthy obsession with old drainage covers. These things probably matter more than I realise.

If you have a tricky problem to solve, I’d love to talk with you.

Schedule a call