Tim Smith
Founder · Creative Director
In their own words
Everything a brand puts into the world is advertising.
Our role is almost that of observers.
We've been inspired by the idea of solarpunk instead of cyberpunk.
We like the idea of being creative and imaginative and bringing a sort of unreality together with the real-life activations.
Articles & interviews
- FLUORO® on their new-age model for creating entire brand worlds
The Brand Identity interviews Tim Smith, founder of London-based creative agency FLUORO®, about the studio’s ‘new-age’ model that merges branding and advertising into one living system. Smith discusses projects for clients like Apple, R.A.D®, and Doof, emphasizing cultural research, emotional connection, and always-on brand ecosystems. The conversation explores FLUORO®’s rejection of data-driven risk aversion and its focus on building coherent brand worlds that sustain attention and community.
- Fluoro's Surf-Inspired Bio-Organic Factory Launches R.A.D Footwear
London agency Fluoro created a solarpunk-inspired campaign for R.A.D’s R.A.D ONE V2 launch, blending surf, skate, and '90s rave culture into a fantastical 3D world. The 'R.A.D Delivery Systems' concept merges digital storytelling with real-world activations, including branded vans and apparel. The campaign achieved record-breaking sales and reinforced R.A.D’s distinctive retro-futuristic identity.