I’m Matthew Lance Smith, a creative leader with a track record of steering brand identity, design systems, and campaigns across global markets. I thrive at the intersection of strategy and hands-on storytelling, guiding teams to craft distinctive identities while delivering fast, data-informed creative across digital, print, and film. From Moonpig to Go City, I’ve built and scaled creative studios, championed cross-functional collaboration, and driven customer growth with a culture that elevates the work and the people who make it.…

Matthew Lance Smith

I’m Matthew Lance Smith, a creative leader with a track record of steering brand identity, design systems, and campaigns across global markets. I thrive at the intersection of strategy and hands-on storytelling, guiding teams to craft distinctive identities while delivering fast, data-informed creative across digital, print, and film. From Moonpig to Go City, I’ve built and scaled creative studios, championed cross-functional collaboration, and driven customer growth with a culture that elevates the work and the people who make it.…

Available to hire

I’m Matthew Lance Smith, a creative leader with a track record of steering brand identity, design systems, and campaigns across global markets. I thrive at the intersection of strategy and hands-on storytelling, guiding teams to craft distinctive identities while delivering fast, data-informed creative across digital, print, and film.

From Moonpig to Go City, I’ve built and scaled creative studios, championed cross-functional collaboration, and driven customer growth with a culture that elevates the work and the people who make it.

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Language

English
Fluent

Work Experience

Head of Creative at Buyagift & Red Letter Days
January 1, 2023 - January 1, 2025
Led full rebrand for both companies, setting new creative direction and marketing strategy. Executed multi-platform campaigns with a focus on photography, video, and animation. Strengthened brand consistency and market relevance through data-informed design.
Head of Creative at Moonpig
January 1, 2017 - January 1, 2023
Spearheaded award-winning rebrand (D&AD) and repositioned Moonpig in a crowded market. Led a team of 5 designers and 50+ studio members; built Moonpig's first animation team. Founded Invention Team—launched AR-based cards, games, and the world's first AR bouquet. Directed campaigns across email, app, social, web, TV, and OOH. Delivered creative strategy for IPO in 2021, managing design alignment across departments. Initiated testing-led programs like What Makes Us Click to optimize CTR and customer response. Chaired The Showcase and led culture initiatives as part of the Culture Champions team.
Design Director & Lead Creative at Boots (Soap & Glory), Joseph Joseph
January 1, 2013 - January 1, 2017
Oversaw major rebrands and multi-channel marketing campaigns. Built brand and marketing presence at Joseph Joseph over five years—directing all creative outputs including video, photography, and digital assets. Managed a team of 9 and streamlined creative production workflows.
Brand Consultant / Senior Designer at Landor Associates (Freelance)
January 1, 2010 - January 1, 2020
Led creative for global accounts including BP and Tetley. Contributed to major packaging and brand design projects across CPG and FMCG clients.
Designer at Various Design Agencies
January 1, 2010 - January 1, 2013
Ziggurat Brands, Wren & Rowe (Founded Wren & Rowe Jnr for children's brands), JKR. Clients included Tetley, Walkers, Heinz, Hovis, McVities, Copella, Jamie Oliver, and more.
Head of Creative at Go City
August 1, 2025 - January 1, 2026
Senior creative lead across brand, digital, and campaign output for a global travel brand. Evolved visual identity across multiple international markets, delivering creative across digital, CRM, paid media, web, and campaign assets. Collaborated with marketing, product, and regional teams to ensure brand consistency while tailoring creative for different audiences and territories. Balanced fast-paced delivery with strong brand guardianship, and worked across time zones to support growth, customer acquisition, and retention.
Creative Director at Go City
August 1, 2025 - January 1, 2026
Creative director across brand, digital, and campaign output for a global consumer travel brand; evolved visual identity across international markets and delivered assets for digital, CRM, paid media, web, and campaigns.

Education

Ba Hons Degree at Norwich University of the Arts
September 4, 2017 - June 11, 2010
Animation Degree at New York Film Academy
March 14, 2019 - March 12, 2025
Animation Degree at New York Film Academy
September 7, 2009 - May 25, 2007

Qualifications

Ba Hons Degree
September 3, 2007 - June 19, 2010

Industry Experience

Retail, Consumer Goods, Media & Entertainment, Professional Services, Travel & Hospitality, Software & Internet
    paper Rebrand and hands on creative

    Head of Creative at Buyagift & Red Letter Dayshttps://www.twine.net/signin):

    Led the complete rebranding of both companies.
    Developed and executed brand marketing strategies through photography, video, and animation.
    Design Director & Lead Creative at Boots:

    Led the Soap & Glory rebrand, managing a team of nine creatives.
    Creative Lead at Joseph Joseph (5 years):

    Directed branding and marketing efforts, including design direction, video creation, and art direction.

    Head of Creative at Moonpighttps://www.twine.net/signin):
    Played a key role in the Moonpig rebrand that won a D&AD award.
    Led campaigns across multiple platforms, including email, web, animation, and TV ads.
    Managed the creation of new brand guidelines and developed innovative AR-based campaigns.
    Established Moonpig’s first animation department and led a team of 50+ in the creative studio.
    Contributed to the company’s IPO in 2021, ensuring collaboration across teams and enhancing branding.