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.
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
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.