↘Hello
↘ Design / Packaging
Music, Arts, Culture
Netherlands
Creative Director / Brand Consultant / Visual Communicator
An innovative and award-winning creative thinker with over 25 years of experience in design, marketing, and advertising. I specialise in building brands and crafting campaigns for startups, established companies, charities, NGOs, and global multinationals. From concept to execution, strategy is always at the core of my work, resulting in consistently high standards and well-received outcomes.
I believe in tailored, thoughtful design that reflects the true voice of a brand. By blending design detail with conceptual thinking, I help organisations elevate their identity, define their message, and connect meaningfully with audiences.
Recent years have seen a deep focus on digital transformation, motion graphics, and sound design, reflecting a commitment to continuous learning and evolving with the industry
2 x Beer Variety
Exclusive Product
Limited Run
↘Expertise
Creative Direction & Art Direction
I bring a pen-to-pixel approach to creative direction — combining strategic thinking with hands-on design sensibility.
Brand Strategy & Development
helps brands define their voice, values, and visual identity with clarity and purpose. With a strong grounding in positioning and messaging, he builds brands from the ground up — or reinvigorates existing ones — aligning business objectives with audience insight and cultural relevance. This includes developing brand architecture, tone of voice, and visual language across platforms.
Digital, Motion & Sound Design
Expanded his creative toolbox to including motion graphics, interactive digital design, and sound production
Visual Communications & Campaign Creation
From integrated global campaigns to localised retail activations, a track record of crafting compelling visual narratives
Team Leadership & Mentoring
I believe good leadership is about guidance, not control — creating space for ideas to thrive while steering the vision forward.
Production Oversight & Workflow Management
works hands-on with producers, developers, suppliers, and freelancers to ensure quality, efficiency, and on-brand delivery
Strategic Partnerships & Pitch Work
Sangria Republic is a new ready-to-drink Sangria product, made in Spain in the authentic way, but with a modern twist of flavours and aimed at the 18-30 year old market.
Cross-Functional Collaboration
Sangria Republic is a new ready-to-drink Sangria product, made in Spain in the authentic way, but with a modern twist of flavours and aimed at the 18-30 year old market.
↘Approach
Concept
Hello. I'm Frazer Smith., Creative Director based in London. A seasoned creative professional specializing in concept development, art direction, and design.
Direction
Hello. I'm Frazer Smith., Creative Director based in London. A seasoned creative professional specializing in concept development, art direction, and design.
Exectution
Hello. I'm Frazer Smith., Creative Director based in London. A seasoned creative professional specializing in concept development, art direction, and design.
↘Recognition
↘ Design / Packaging
Music, Arts, Culture
Netherlands
“Murder Capital Beer” is a creative fusion of craft brewing and cultural expression emerging from the Netherlands. Drawing inspiration from the country’s rich music, arts, and underground culture, the project uses design and packaging as a storytelling medium. Each bottle becomes a visual and emotional artifact—reflecting themes of rebellion, creativity, and social commentary.
The branding blends bold typography, gritty textures, and urban iconography, echoing the raw energy of the post-punk and alternative music scene. More than a beverage, Murder Capital Beer functions as a cultural statement, celebrating individuality and artistic freedom while challenging conventions within both the beer and design industries.
Through its innovative presentation and cultural resonance, Murder Capital Beer exemplifies the Netherlands’ position as a hub for avant-garde design and cross-disciplinary creativity, where beer meets art, and packaging becomes performance.
2 x Beer Variety
Exclusive Product
Limited Run
