Mike Smith
Creative Director, Co-Founder
In their own words
We had to pick all the typefaces before we knew what the full brand was going to be.
Any second that people might need to turn your label to read the name is a dangerous game to play.
Almost every single person said, 'Woooow, this is so stunning'.
Seb's experimental stuff is still incredibly solid. He can break all the rules, because he knows which rules are important and which ones are just tradition.
There are so few business mistakes that will literally kill you – you just pick yourself up and say, 'Well, I'll never do that again', and then you move on.
We started this business because we wanted to design stuff that makes people feel things.
Philly is full of really good people – some of them rough around the edges but all together really solid.
They wanted the AI assistant’s brand to feel like “a Scandinavian subway system,”
Make the one that makes your heart sing.
Philly is great. It’s so honest and raw.
Articles & interviews
- Smith & Diction Revamps Living Roots Wine's Brand Identity
Philadelphia-based studio Smith & Diction has rebranded Living Roots, a family-run winery with locations in New York and Australia. The new identity features a modular 'story symbol', refreshed packaging, and a playful grape-vine mascot named Rooty, reflecting the brand’s cross-continental heritage and experimental spirit. The project also includes a redesigned tasting room and a flexible visual system built around layered motifs and typography.
- "Top 25 Inspiring Creative Studios of 2025 Unveiled"
Creative Boom’s 2025 roundup highlights 25 studios shaping the global design landscape. From Porto Rocha’s socially conscious branding to DixonBaxi’s strategic systems and Hey Studio’s joyful minimalism, the list celebrates studios that combine creativity with purpose. The article underscores a shift toward collaboration, diversity, and design leadership across continents.
- "Smith & Diction: Redefining Design in Philadelphia"