Art Director, Designer, Illustrator


b. 1986, HK.

Frances Smith is Founder & Creative Director for Careluu, a charity driven branding agency for small businesses and non-for-profits. Some of the work includes branding and web design for the non-profit A Steady Hand, the Brandworker’s Awards Dinner, and branding for Big and Little Skills Academy, a basketball mentoring program in Brooklyn.

As Senior Designer for Vice, she led design for clients ranging from Michelin, Airbnb, i-D, and Hard Rock. She regularly contributed to their editorial pieces as illustrator and led design for their partnership with Google. In addition, her need to bring social justice and design is seen through her early work with the LGBTQ community, and The Dream Defenders. Her work has been featured across Adweek, Buzzfeed, Awwwards, Fast Company and Luxury Daily. 

With an Afro-Hispanic background, she learned the impact and importance of representation through mentoring and is an avid mentor through programs such as Young Audiences New York, Women Who Create, and MAIP.  She is Co-founder of the program Creative Strategy Bootcamp, where she teaches and mentors Creative Strategy as part of an entrepreneurial program that started as a way to fill the diversity gap in advertising. Creative Strategy Bootcamp is designed for entry-level and junior creatives seeking to pivot/build their skills in creative strategy. 

CV available upon request.