Creative Leader
Art Director
Photographer

Hollie Smith

Skilled at guiding creative teams, improving workflows, and managing cross-functional collaboration to deliver human-centered design solutions.

Creativity loves company!

Known for a collaborative, adaptable approach and clear communication that supports both creativity and growth. I thrive elevating brand systems, directing photo and video shoots, producing marketing campaigns, and improving design workflows.

Realty to Royalty

Using a full market and competitive analysis, I found that the original XSell logo was seen as “budget,” “quick selling,” and dated, with the X reading like a shortcut or even a misspelling. My only constraints were to keep the X and retain one of the existing blues. I used those insights to reposition XSell as a high-end, long-standing real estate brand by transforming the X into a strong, architectural mark that feels sturdy, stable, and luxurious, turning a key weakness into the hero of the identity.I did not stop at the logo. I redesigned the entire storefront presence so the physical space matched the elevated brand, from exterior elements to how the brand shows up on the street. I also overhauled their photography, pitching the idea to capture every agent in polished, high-end home settings. I scouted locations and photographed the full series myself so the visuals told the same confident, elevated story.

Concept to Coffee Table

From 2015 to 2020 I served as editor and creative lead for Adrian College’s Contact magazine, owning art direction and layout for every issue from early concept through production. For the Fall/Winter 2017–18 edition, I developed the embossed cover concept, shot roughly 80 percent of the photography, partnered with the writing team on story mix and hierarchy, and managed timelines, stakeholders, and on-site press checks. The result was a polished, high impact magazine that worked as an alumni piece, a recruitment tool, and a development asset for scholarship fundraising, and ended up on just about every coffee table across campus.In 2020, when Contact moved to a digital format, I led the transition from vendor selection through execution and launch, ensuring the new online experience carried the same elevated, story-driven feel as the print edition.

Full Issue here

Campus, Bound.

Adrian’s campus was glowing. Freshly remodeled, tight footprint, everything a student needed within a few steps. The visit materials, on the other hand, were a juggling act of folder, map, application, perfect bound visit book, and a rogue financial aid brochure. I pulled all of that into one smart, tactile book that finally matched the campus experience, cover to cover. The new piece uses a hidden spiral binding so it lays flat, and a foldover cover with a secret pocket where Admissions can slide in a custom vellum sheet with each student’s name. Inside, full page photography puts real campus life and standout programs in the spotlight. The map, application, and key info live in built in pockets, and the financial aid brochure is perforated and tucked into the financial aid section so the whole piece feels as intentional, polished, and easy to use as a day on campus.

Light Chaser. Story Maker.

I create images that work hard for the brand, not just the layout. With close to 20 years behind the lens, I can own the entire photo process or step into any part of it, from writing creative briefs and shot lists to hiring and directing talent, shooting, editing and organizing final assets.My style is clean, true-to-life color with real, connected emotion and storytelling. I am comfortable in studio or natural light and know how to find, shape, and modify light until it fits the story we need to tell. I like to explore unexpected angles and compositions that still feel grounded and usable, so the work looks fresh without fighting the layout.My experience spans portraits, campus life, landscapes, concerts, events, product photography, and a long-running pro bono series for shelter dogs where one simple flower-crown portrait quietly reached tens of thousands of people and helped a hard-to-place pup find a home. Along the way, I have also captured more than 400 professionals, giving teams and individuals a consistent, approachable look.

Beside the Lens

For a new enterprise-wide product across all lines of business, I led a multi-day still shoot from first spark to final files. I served as art director, selecting the photographer, partnering with the production team, setting the vision and keeping every frame on brief.Working with stakeholders across key audience groups, I translated business requirements into a clear visual story. I defined demographic targets, then built casting, wardrobe, and location plans that translated to “people like me”. I suggested the location of the East Nashville clinic as it mirrored the TV environment along with recalling several talent selects. I managed timelines and aligned everyone on what success looked like before we ever stepped on set.On shoot days, I drew on my own photography experience to direct talent, composition and scenes in real time, making creative adjustments on the fly as we saw what worked best on camera. The result is a launch-ready photo library that looks and feels like our members and gave fresh, on-brand assets they can reuse across media and member communications.

Photos by Tibor Nemeth