Woman takes a dip in a luxurious swimming pool at an IHG hotel


We are a creative agency where ideas – really good ideas – are available to all. Whether you’re a brand that needs creating, or a brand that needs more creativity, we're ready to talk shop.


We create brands people want to spend time with. Brands that are bold, brave and brilliant. We make people book a room, reserve a table and order another.

See our brands
  • Brand strategy & positioning
  • Visual identity
  • Brand experience
  • Naming
  • Copywriting & tone of voice
  • Social media strategy
  • Brand Films
  • Photography
  • Art direction
  • Production management
  • Packaging
  • Web design
  • Employee branding


We’re ideas people. We’re here for the 'wows', the 'why nots' and the 'have you seen this'. We’re the fresh thinkers that know how to make brands fly.

See our ideas
  • One-off creative sprints
  • 12 month calendar of ideas
  • Employer branding and staff initiatives
  • Brand extension and activation
  • Campaigns and product launch
  • Guest journey
  • Event concepts
  • Restaurant concepts
  • Brand collaboration ideas
  • Customer loyalty
  • Gorilla tactics

Who we work with

    Good Ideas

    We take every chance we can to use our creative chops for good. Whether we’re helping a restaurant highlight its sustainable sourcing, or a hotel celebrate it’s local community, we make sure it’s done in a way where the impact hits home (and heart). And when we say good ideas are available to all – we mean it. Every year we work pro bono with a charity or social enterprise who could benefit from great creative.

    • I came to &Smith 10 years ago for a hotel visual identity – they nailed it. What I quickly realised is that they’re much more than just logos and colour palettes, they’re strategic thinkers who know the industry - and the business side of things - inside and out. They’re our creative partners that I can put in front of our senior stakeholders, and throw a whole range of challenges at - from strategic proposals to brand experience to design to marketing.”

      Remi Lefevre

      Director, Global Luxury Brands, IHG Hotels & Resorts

    • &Smith were super helpful working on Dishoom’s identity and branding. We tend to ask for a lot in terms of concept, creative and massive attention to detail in execution and they definitely delivered. They are even nerdier about typefaces than we are, and they are very charming and lovely!”

      Shamil Thakrar


    • &Smith understood Liberty from day one. Their energy and enthusiasm for the project was infectious and we loved how original their approach was. Their concept was genius – one that resonates with all our values as a brand and a really modern take on how Arthur Liberty did business.”

      Sarah Coonan

      Managing Director, Liberty Retail

    • I’ve worked with &Smith for 12 years. I take them everywhere I go. They’re my secret weapon…”

      Maisie Denning

      Marketing Manager, AB inBev

    • &Smith are a joy to work with. They have been instrumental in helping us shape our brands from conceptualisation to realisation. Their strategic mindset, attention to detail and forward thinking design has without a doubt contributed to the success of our brands.”

      Julian Hagger

      Executive Vice President, The LUX Collective

    • &Smith were instrumental in the development of our brand. They really understood our vision. They named and created a brand that exudes the surprising, refined and artistic nature of the concept – a creative journey that we really enjoyed. I’d recommend them in a heartbeat.”

      Michael Green

      InterContinental London Park Lane, Director of Marketing

    • Our identity needed to redefine the tea category and capture OFFBLAK’s zero-compromise on taste and excitement, while being brave and direct. We’re rule-breakers and the identity &Smith has created really embodies that.”

      Dmitry Klochkov

      Founder, Offblak

    • &Smith were responsible for the branding across the entire hotel, including F&B outlets and Spa. Their work has remained relevant to this day. We would have no hesitation in recommending them for a variety of projects from full brand identities to content ideas and staff initiatives.”

      Zoe Jenkins

      General Manager, Coworth Park

    • We came to &Smith before we even finalised the purchase of our first property. They guided and led us through each stage of the brand creation process and helped clearly define and focus our key guest experience touchpoints. The &Smith team are a major part of our group’s story to date and are still today a strong partner and friend to the brand.”

      James Guest

      Director and Owner

      05 And Smith Wild Radish 150dpi RGB