It is time to introduce myself properly.
I am Saskia Smith, a Creative Director and Designer. After years working as a Creative Director in London and Amsterdam for global drinks brands, tech companies and lifestyle clients, I have now founded Oberoi Creative.
This studio reflects my vision, my heritage and the type of work I care about.
Oberoi Creative specialises in:
• Brand identity
• Campaign creative
• Experiential and event design
• Digital design
• Packaging and print
• Art direction for shoots and content
What began as a passion for visual storytelling has evolved into a practice focused on building distinctive, detailed and culturally aware brand worlds.
If you are exploring a project or looking for creative support, my inbox is open.
Designing for print always feels special...especially when it lands in @voguemagazine
Really enjoyed designing this ad for @donjuliotequila , but the real moment was flipping through, tea in hand, and catching it unexpectedly.
Hits different off-screen. More like this, please. 🗞️
#CreativeDirector #FreelanceCreativeDirector #BrandIdentityDesign
#VisualIdentity #CreativeStudio #BrandDesignStudio
#DesignForBrands #CampaignCreative #ExperientialDesign
#DrinkBranding #LuxuryBranding #TechBranding
#HireADesigner #DesignConsultant #AmsterdamCreative #LondonCreative
I still pinch myself sometimes that this is my job.
Getting to see incredible places, work with talented people and being trusted to shape the creative of some amazing brands.
#creativedirector #behindthework #branddirection #campaign #freelance #behindethescenes #creativeindustry
Looking back when Fitzrovia welcomed a little slice of Cuba 🇨🇺
@kaffeinelondon transformed into Café Con Ron for @ronsantiagodecuba : a coffee-to-cocktail takeover that moved from mornings into late evenings, with live pregón-inspired music running through the space
I led the creative direction and full design build, shaping everything from identity and environment through to menus, signage and motion
Customers enjoyed three bespoke serves created for the space: Café Invierno Café Ron Leche La Espuma Dorada
…coffee by day, rum by night… no complaints ☕🥃
#creativedirection #brandexperience #experientialdesign #hospitalitydesign #popupexperience
As @bafta came back around, it felt like a good moment to look back at the @donjuliotequila taxi wrap I had the pleasure of designing last year, as part of the brand's season partnership.✨🏆
Taking an icon of London, the black cab, and transforming it into a moving Don Julio 1942 statement piece was a powerful way to show up during one of the biggest nights in film.
Cultural moments like the BAFTAs are not just sponsorships. They are opportunities to build brand worlds in the wild.
Proud to have shaped this one!✨
#LuxuryBranding #OutOfHome #CulturalMarketing #FreelanceCreative #BAFTAs Printed by @ubiquitoustaxis
One of the brands I’ve been designing for recently is @nextsense_global , a tech company working in real-estate decarbonisation.
Over the past few months I’ve been shaping a range of branded materials for their team: event invites for London and Munich, presentation templates, report layouts, exhibition graphics and postcards.
A lot of the work has been about clarity. Taking complex information and turning it into clean, structured design that’s easy for the team to use every day.
#brandesign #printdesign #graphicdesign #freelancedesign
A different kind of brief. 💍✨
Designed this wedding website and digital invite suite for Anna and Will, rooted in countryside romance and heritage typography.
Soft sage tones, delicate illustration and classic serif pairings. Structured, refined and built to feel timeless for their special day.
Even when the project is personal, the process stays the same. Clear hierarchy. Strong type. Considered detail. Every element working together to set the tone before the day even begins.
Thank you Anna and Will for trusting me with this in the lead-up to such a special moment. 🤍
Special day on the horizon? 💌 Let’s design something personal.
#CreativeDirection #WebDesign #BrandIdentity #Typography #DigitalDesign
A few moments from the night as it unfolded. 🥃✨
From early morning flight to final guest arrival at the @robertwun x @johnniewalker Blue Label Lunar New Year dinner at the Mandarin Oriental.
An evening celebrating the limited Year of the Horse Blue Label, where couture, whisky and meticulous detail came together in one room.
Then straight back to Heathrow the next morning.
@mo_hydepark #CreativeDirection #LuxuryEvents #BrandExperience #JohnnieWalkerBlue #LondonEvents @katlist.agency@redflaggedorg
A rooftop escape overlooking Tower Bridge, created to launch the @cirocvodka Colada 250ml can!🍍
Loved working across the creative direction and spatial design for this one, from concept and mockups through to production - shaping a space that feels transportive, premium, and unmistakably Cîroc.
Every detail was considered to reflect the brand’s flavour and energy. From the tropical palette to the bespoke Colada holder 🌴
A pleasure to bring this to life with a brilliant team and grateful to the team at Katlist Agency for the opportunity to work on this.
📩 Working freelance across creative direction and graphic design, and open to new briefs!
#CreativeDirection #SpatialDesign #LuxuryBranding
The less glamorous side of creative direction.
Not every day is on set. Most days it’s moodboards, dielines, swatches, foiling samples, packaging mock-ups and 47 tabs open 💻 📐🖋️
Oh… and too many rounds of editing. But those small adjustments make a big difference. Logos. Identity systems. Packaging. Brand worlds built properly before they ever hit production ✨
💌 If you’re launching something new or refining what you’ve already built, I’m currently taking on new branding and identity projects.
#BrandIdentity #LogoDesign #CreativeDirection #PackagingDesign #BrandStrategy #VisualIdentity #LuxuryBranding #DesignStudio #FreelanceCreative #OberoiCreative
Had a blast working on the design for @loylecarner 's secret gig at @nighttalesldn in collaboration with @casamigos Tequila. 💥
From the flypostering design style used on the interior to wrapping the photobooth, the goal was to seamlessly blend Loyle's unique vibe with Casamigos' sleek branding.
Huge shoutout to the entire team for pulling this event off and it was definitely a group effort. Proud to have played a part in bringing this amazing event to life!
It starts with a vision (one which is allowed to be mad). Then a lot of reshaping, refining…
Until it becomes something real.
#CreativeDirector #CreativeProcess #BehindTheScenes #BrandDesign #CreativeIndustry
