Parth Gupta

Designer
Based in London

I'm Parth, Head of Design at Smart Soho in London. I work in branding and motion, usually on the same project, because an identity and the way it moves shouldn't be designed by two different people.

Most of my work is building systems. One part of the identity stays fixed and everything else is free to change, so a brand can look different by season or surface and still be recognised. That thinking has also turned me into the person who builds the studio's internal tools. If part of the process is slow, I'd rather fix it than live with it.

Outside work I make apps and small physical products, mostly as a way to learn things. Before design I worked in motion graphics and film. I have an MA in Graphic Communication Design from Central Saint Martins, and my recent client work includes Samsung, The Crown Estate, Royal London, PlayBlue and Arion Media.


I'm Parth, Head of Design at Smart Soho in London. I work in branding and motion, usually together — the identity and the way it moves designed as one thing rather than handed over in sequence.

Most of what I build is systems. A device, a rule, a shape that holds while everything downstream is free to move, so a brand can shift by season, surface or audience without spending its recognisability every time it does.

Lately a lot of my work has been building tools. If something in the pipeline is slow, I'd rather build the thing that fixes it than keep working around it — for my own projects and for how the studio gets work out. It's the most technical end of what I do, and the part that's changed most recently.

Outside that I tinker. Apps, small products, physical devices. Most of them start as an excuse to learn something. A few turn out to be useful.


EDUCATION

MA Graphic Communication Design
2023 | UAL, Central Saints Martin

Bachelors in Commerce in Law
2018 | Ahmedabad University

WORK EXPERIENCE

Head of Design
Smart Soho | Nov 2025 - Present

Senior Designer
Smart Soho | Nov 2024 - Nov 2025


Mid Weight Designer
Smart Soho | Oct 2023 - Nov 2024


Graphic Designer, UI/UX
We Design for the Communities – 2022

Senior Motion Graphics Designer 
Videowala Productions  2016 – 2021

Assistant Director & Still Photographer
Saarthi Productions (Hellaro) 2017 – 2018