Freelance · 15+ years experience · Based in Exeter UK

Design thinking.
Wordpress craft.

Creative design & brand-led custom WordPress development

I’m Sofi Smith, a freelance designer and WordPress developer based in Exeter. With over 15 years of experience across branding, graphic design, web design and development, I help businesses and agencies create distinctive visual identities, effective marketing materials and thoughtfully designed websites, bringing creative thinking and technical expertise together.

Discuss a project View my work

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  design: ‘brand-led’,
  build: ‘custom WordPress’,
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Branding & identity design

Logo design, visual identities and brand guidelines for businesses launching, evolving or refreshing their image.

Explore branding

Graphic design

Thoughtful design for marketing campaigns, brochures, social media and digital or printed materials.

Explore graphic design

Website design & UX

Clear, considered websites shaped around your brand, audience and what you need visitors to do.

Explore web design

WordPress Development

Bespoke themes, flexible editing systems and custom builds for businesses and creative agencies.

Explore WordPress development

Selected work

A selection of clients and projects

The Skin Founder

Brand Identity Design for professional skin education platform

Branding, Design, Logo Design

Eptura

Website and UX design for the launch of a global workplace technology brand bringing nine companies together under one identity.

Web Design

David Ralph

A bespoke WordPress portfolio designed to present high-end fashion and beauty photography with clarity, speed and minimal distraction.

Web Design, Web Development

Agency support

I partner with agencies, studios and marketing teams that need reliable freelance support across web design, WordPress development, graphic design or white-label project delivery.

Discuss Agency support

Website refreshes & rebuilds

I help businesses improve their existing websites that need clearer messaging, better design, improved usability or a more flexible WordPress setup.

Improve your website

WordPress support

I help businesses and agencies look after existing WordPress websites through content updates, fixes, new sections and useful improvements.

WordPress Support

Freelance designer & WordPress developer based in Exeter

I’m Sofi Smith, a multidisciplinary designer and WordPress developer with over 15 years of experience across branding, graphic design, web design and development. I’ve worked in senior creative roles, managed a design agency and collaborated with businesses of all sizes, bringing together creative thinking and practical technical knowledge.

Today, I work directly with businesses and agencies on everything from visual identities and marketing campaigns to website design and bespoke WordPress development. I enjoy working across disciplines, helping to create considered, effective design that not only looks good but works in practice.

Based in Exeter, Devon, I work with clients locally and throughout the UK. If you’re looking for someone with both creative and technical experience, you can find out more about my freelance web design services in Exeter or get in touch to discuss a project.

About me

AI can speed up the process. Experience shapes the outcome.

AI tools are becoming a useful part of the creative and development process, helping with research, exploration and repetitive tasks. I use them where they add value, freeing up more time for the thinking, design decisions and finer details that make a project successful.

Whether it’s a brand identity, marketing campaign or custom website, the work still needs to be considered, consistent and built around real people and business goals.

I use modern tools where they make the process better but every project is shaped by human judgement, design experience and proper development standards.

What experience brings to the process

Strategy & creative directionUnderstanding your business, audience and objectives to create work with a clear purpose.
Thoughtful design & consistencyBringing together typography, colour, layout and usability to create a cohesive experience across branding, print and digital.
User experience & accessibilityCreating clear, intuitive designs that work across devices, meet accessibility needs and help people find what they're looking for.
Practical development & longevityBuilding fast, maintainable WordPress websites with clean code, sensible SEO foundations and editing tools that remain easy to use long after launch.

website review

Not sure what’s working on your website?

I’ll take a free initial look at your website and share a few practical suggestions around design, usability, content and opportunities for improvement.

No obligation to commission further work. Just an experienced second opinion.

Get website review

Design and brand consistency
Homepage clarity and user journey
Mobile and responsive experience
Performance and SEO foundations
Opportunities to improve trust and enquiries

★★★★★

I started working with Sofi off the back of a recommendation and I can totally see why she was spoken of so highly. She made the entire process of helping me bring my brand and website to life so easy and was able to offer helpful suggestions and ideas that were in keeping with what I wanted. Her efficiency and professionalism throughout the process was so refreshing to see and since the launch she has always been available should I need any assistance
Danielle Peazer

★★★★★

It was an absolute dream to work with Sofi. She is professional, creative and delivers above and beyond. I was so impressed by her work ethic and ability to take my very sketchy vision and make it a reality.
Robin James Man for Himself

★★★★★

Hands down the best designer/coder I have ever worked with. A consummate professional, utterly reliable and a joy to work with. Now in our 3rd year working together!
Charlie Lamdin BestAgent and Moving home with Charlie

★★★★★

Sofi works as part of your team and adds creative value to any brief. The work produced is always of a high standard and delivered on time and on budget. A pleasure to work with.
Lynda Sentai

Custom WordPress Themes vs Pre-Made Themes

Design thinking.
Wordpress craft.

Creative design & brand-led custom WordPress development