Freelance · 15+ years experience · Based in Exeter UK
About Sofi Smith
The designer and developer behind All is Machine
I’m Sofi Smith, a freelance multidisciplinary designer and WordPress developer based in Exeter, Devon. I’ve spent over 15 years working across branding, graphic design, websites and WordPress development, from senior agency roles to working directly with businesses and creative teams.
Today, I bring that experience together to help clients create thoughtful, effective design, whether that’s developing a new visual identity, producing marketing materials or designing and building a website that’s easy to manage.
About me
A designer & developer who loves combining creativity with code.
My career began in Brighton, working across creative agencies before progressing into senior roles including Head of Design and Creative Director. Along the way, I’ve gained experience in branding, graphic design, digital design and development, as well as managing creative teams and delivering projects for established organisations.
Since returning to Devon, I’ve worked independently with businesses, founders and agencies throughout the UK. My experience includes work for organisations such as Rizla, Amazon, the NHS, Santander, Eptura, United Purpose and the Global Alliance for Banking on Values.
I’ve always enjoyed working across both design and technology. Understanding how an idea will be developed and used in practice helps me approach projects with a broader perspective, whether I’m creating a visual identity, designing a marketing campaign or building a bespoke WordPress website.
Away from the screen, you’ll usually find me at the gym, out for a countryside walk (ideally ending at a good pub), or spending time with my family.
What I can help with
Creative and technical support, wherever you need it.
My work covers branding, graphic design, websites and development. I can help with individual pieces of design, complete projects or ongoing support for your business or creative team.
Branding & identity
From new logos and visual identities to refreshing existing brands, I create considered design systems that help businesses communicate clearly and maintain a consistent presence across different materials.
Graphic Design
Marketing campaigns, social media graphics, brochures, publications and promotional materials for digital and print. I work with existing brand assets or develop creative directions for new projects.
Website design & WordPress
Thoughtfully designed websites and bespoke WordPress builds that combine clear structure, considered user experience and flexible content management.
Calm, clear and collaborative.
I like to keep the creative process straightforward. That means taking the time to understand what’s needed, being clear about the scope of the work and making decisions that balance creative ideas with practical requirements.
As a freelancer, you’ll work directly with me throughout. Whether I’m working independently on a complete project or supporting an existing team, I aim to make the process organised, collaborative and enjoyable.
- Direct collaborationYou'll deal directly with the person doing the work, without unnecessary handovers or layers of communication.
- Clear communicationStraightforward advice, realistic expectations and regular opportunities to review progress and provide feedback.
- Considered design decisionsCreative choices shaped by your business, audience and how the finished work will be used.
- Flexible supportHelp with individual design tasks, larger projects or ongoing creative and development requirements.