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"
Creative Boom profiles Philadelphia-based design studio Smith & Diction, co-founded by Mike and Chara Smith. The article explores the studio’s origins, creative philosophy, and collaborative culture, highlighting key projects such as Perplexity, The Rail Park, and Living Roots Wine & Co. It paints a portrait of a small but passionate team committed to thoughtful, boundary-pushing design rooted in their love for Philly.
- The Edit: five projects including Jo Cutri Studio’s incandescent gin bottles for Beyond Distilling
The Brand Identity’s 'The Edit' roundup highlights five recent design projects, including Jo Cutri Studio’s luminous gin packaging for Beyond Distilling, Ed Dickinson’s refined identity for Folio, Human After All’s climate-conscious branding for BX, Koto’s community-driven identity for Kikin, and Smith & Diction’s minimalist design for AI platform Perplexity. Each project demonstrates a balance between clarity, sustainability, and creativity across industries from alcohol to technology.
- “Make the one that makes your heart sing.” How Philly’s Smith & Diction are doing it their own way
The Brand Identity interviews Mike Smith of Philadelphia-based studio Smith & Diction about their creative philosophy, process, and evolution. Smith discusses the studio’s origins, team dynamics, and their approach to heartfelt, exploratory branding work. The conversation highlights their love for community, creative freedom, and the balance between passion projects and financial sustainability.