Erwin Smith

Erwin leads Rencana’s creative direction and ensures every project aligns with the agency’s vision of purposeful design. With years of experience in branding and visual storytelling, he blends strategy, emotion, and innovation to build designs that connect deeply with audiences. His leadership shapes Rencana’s creative identity through clarity, collaboration, and consistency.

Erwin believes that great design starts with empathy - understanding both client goals and audience behavior. He guides every creative process to balance imagination with structure, ensuring that Rencana’s work is not only beautiful but also meaningful in its impact.

Expertise:

• Brand Identity
• Art Direction
• Creative Strategy
• Design Systems

Erwin continues to push creative boundaries by mentoring emerging designers and refining Rencana’s visual identity. His forward-thinking mindset and commitment to innovation ensure that every project the agency delivers remains distinctive, relevant, and timeless in an ever-evolving design landscape.