Job title: Creative Director & Coach
Office location:New York

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Lisa Smith

I am a Creative Director, with 15 years of experience from small boutiques to larger creative agencies; I’ve also worked inside one of the largest museums of art and design in London.

I like to keep the creative ambition high across the studio, delivering award winning cut-through creative for my clients. I manage the day-to-day creative needs of the assigned account, and am involved with the client and the project from kick-off to production, often juggling several clients (and pitches) at once.

I led the re-branding of USA Today, re-imagining an American icon, across identity, brand architecture, the newspaper re-design and the communications campaign including print, digital and broadcast, winning a Fast Company Innovation Award and a Cannes Lions. I also led the rebrand of Nixon Peabody, a global top 100 law firm, which was applauded for its departure from the norm for the legal industry.

My downtime is spent soaking up as much culture as I can get, and when I seriously need to relax you’ll find me reading a good book under a sun umbrella somewhere in the Caribbean… that’s why I love living in NYC!

Q & A

What’s been your proudest moment since joining Wolff Olins?
Too many to count on the USA Today job, shooting the TV commercials on location in LA with the most amazing team ever, seeing the first newspaper come off the print run and buying one at the airport on the way home, the logo makeover being discussed on The Colbert Report, and just being on the same stage as the Google glasses creator and Uber founder at the Fast Co Innovation Awards.

What word or phrase do you most overuse at work?
Awesome… in my pretend American accent… very cringeworthy I’m afraid.

What is your secret superpower?
Energy. Great for tricky jobs, motivating teams and long hours.

Tell us something about Wolff Olins that no one knows?
In the NY office we have a seat randomizer, so every six months we get given a new desk location and different people to sit next to, mixes things up.