Tim Smith

Tim Smith

Founder | Creative DirectorLondon, United Kingdom
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Tim Smith

Tim Smith

Founder | Creative DirectorLondon, United Kingdom
About me
“Replacing formulaic signifiers of luxury and glamour with intrigue and attitude.” Tim is a Creative Director with a back catalogue covering monumental brands like adidas, Bang & Olufsen, and Nike, as well as a host of disruptive game-changers. He hasn’t restricted his outlook to branding - he crosses apparel, graphic and product design. He has also launched his own watch brand, which launched in the iconic London department store Liberty; and has co-created a fashion label that hit Selfridges, Harrods and Harvey Nichols in its launch year. Tim spent his early career embedded in the luxury industry, but he isn’t an advocate for it. Feeling trapped by its staid, sometimes ostentatious aesthetics, Tim felt he was more aligned to helping brands that are fixated on shaping the future rather than living in the past. He established Fluoro, his own creative consultancy, in 2016. Fluoro.® is about replacing the formulaic signifiers of luxury and glamour with intrigue and attitude via esoteric and experimental design.
Projects credited in
  • ADIDAS POWERLIFT 04.
    ADIDAS POWERLIFT 04.Weightlifting functionality meets futurecraft design. The Adidas Powerlift 04 is the most popular hybrid between a fitness and weightlifting shoe since its birth in 2009. The SS19 shoe is inspired by the utilitarian nature of functional military equipment. We created a vision that was industrial with a pop of contemporary colour. The concept pulled together functional equipment including military hardware, neon tubing, chalk dust, climbing buckles, parachute fabric, camo netting and strapping.
  • BODA
    BODABODA is a multidisciplinary fashion house founded by CEO Nathan Alexander. As masters in the art of leather and metal, they are a respected creator of ready-to-wear collections for both men and women. Blending premium quality and craftsmanship with top-tier service, BODA thought it was time to look at how their brand identity could further reflect their strong position and reputation in the market. Non-conformist, authentic and independent, it was clear that this direct-to-market company is a m
  • HYBRID THEORY
    HYBRID THEORYHybrid Theory challenge the practices and relevance of the ad-tech market. Previously Affectv they are a new breed of digital partner with offices in London, New York, Hong Kong, Singapore and Sydney. They came to Fluoro in order to help them create a visual language, brand identity and direction for representing their global ambition. We were tasked with creating a strategic concept that would re-position them as leaders within the industry. Fluoro worked closely with Hybrid Theory in order to
  • JOHN LEWIS WINTER CAMPAIGN
    JOHN LEWIS WINTER CAMPAIGNJohn Lewis, working with advertising agency Adam & Eve, approached Fluoro to create a campaign with a modern and experimental direction. As Britain's most established high-end retailer, we wanted the campaign to reflect a business that is as relevant today as it was when it was founded in 1864. We believed this would help John Lewis reach new audiences as they focus on evolving shopping habits that live in the digital space. We developed their bold, new, graphic-led campaign to create an exciti
  • WIT X ADIDAS – ADIPOWER 2
    WIT X ADIDAS – ADIPOWER 2The latest WIT x ADIDAS collaboration combines targeted foot support and stability to offer a new take on the original Adipower. As well as collaborating on the shoe design itself, we were commissioned to create the campaign to launch the Adipower 2. The creative approach was to use various lighting set ups within a static environment, in order to capture the drama of a heavy load workout and add gravitas to the shoe. The graphic identity system is based on the precision of lasers and was used
  • REEBOK NANO 09 LIMITED EDITION
    REEBOK NANO 09 LIMITED EDITIONReebok and WIT gave us creative freedom to experiment with its design for the limited edition Reebok Nano 9 shoe, which was the first line of trainers to incorporate the re-introduced Reebok vector logo. We took the Nano 9 as a blank canvas, still in its initial sketch stage from Reebok, and infused the WIT 'stronger together' ethos. The material colours and finishes are inspired by steel, wrought iron and high impact rubbers which are juxtaposed against a vibrant orange. We created a bespoke a
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Work history
    FLUORO.® logo
    FLUORO.® logo
    Creative DirectorFLUORO.®
    London, United KingdomFull Time