Freelance · 15+ years experience · Based in Exeter UK
About Sofi Smith
I’m Sofi Smith, the designer and developer behind All is Machine. A freelance designer and WordPress developer based in Exeter, with 15 years’ experience in branding, web design and WordPress development.
I help businesses, founders and creative teams across the UK improve their brand, website and online presence with thoughtful design, clear structure and easy-to-manage WordPress builds, whether you’re refreshing a tired website, launching a new one, or creating a more polished visual identity for your next stage of growth.
About me
A designer & developer who loves combining creativity with code.
A senior creative partner without the agency layers.
I work directly with businesses, founders and organisations, as well as agencies that need reliable freelance design or WordPress support. My role is often a mix of creative thinking, practical problem-solving and careful delivery, helping shape the right approach before getting into the design and build.
Because I work across both design and development, I can keep projects joined up from the first idea through to launch. That means fewer handovers, clearer communication and a final result that looks good, works properly and is easier to manage.
My design career began in Brighton, where I held various roles at design agencies including Head of Design and Creative Director.
Since relocating to Devon, I have worked as a freelancer, partnering directly with start-ups, SMEs, and agencies to deliver projects for global clients such as Rizla, Amazon, Danielle Peazer, NHS, Santander, Eptura, Global Alliance for Banking on Values, and United Purpose.
With a passion for both design and development, I thrive in managing entire projects from concept to completion, ensuring smooth and successful delivery. Over the past decade, I’ve helped numerous clients enhance their brands and online presence, offering a personalised experience where you work directly with the designer and developer – no intermediaries.
Experience
Design and WordPress experience built over 15+ years.
I’ve been designing brands and building websites for more than 15 years, including several years in a senior agency role before becoming fully freelance. That experience has shaped the way I work today: structured, detail-focused and collaborative, with a strong understanding of both creative direction and technical delivery.
- Senior agency background
- Multidisciplinary freelance designer
- 15+ years’ design and web experience
- Flexible working + remote work
What I can help with
Most projects sit somewhere between design, content, brand and technology. I can help with one part of that process or support the whole thing from idea to launch.
Branding & identity
Logo design, brand refreshes and visual identity systems that help your business feel clearer, more consistent and easier to recognise.
Graphic Design
Ebooks, online documents, brochures, reports, presentations and marketing materials designed to feel polished, readable and on-brand.
Website design & WordPress
Brand-led website design and custom WordPress development for businesses that need a clear, flexible and easy-to-manage website.
Calm, clear and collaborative.
Good projects need more than a nice-looking design. They need clear thinking, honest communication and practical decisions that make sense for your business.
I’ll ask questions, help you prioritise what matters and explain the options without unnecessary jargon. Whether we’re creating a logo, designing a document, planning a website or building a custom WordPress theme, the aim is always the same: to create something useful, considered and built around your goals.
- Straightforward advice before, during and after the project
- Design decisions based on your goals, audience and content.
- Careful attention to usability, consistency and finish.
- Design and development working together rather than as separate handovers.