Patrick Smith

About Patrick Smith

I build durable Brand Experience systems that unify product, retail, packaging, and physical brand expression at global scale.As a Creative Director at Reality Labs (Meta), my scope extends beyond campaigns into experience governance — establishing the principles, hierarchies, and operating models that allow brand and product to move coherently across categories, regions, and retail formats. My work has been adopted at the highest levels of the organization, including executive leadership up to CEO level.I specialize in translating brand intent into scalable systems — aligning stakeholders across product design, industrial design, marketing, and operations; defining non-negotiables; and creating frameworks teams can execute against independently.My work is less about output and more about architecture. Turning ambiguity into structure, and structure into durable brand authority — in environments where coherence is the competitive advantage.

Experience

1. Creative Director Brand Experience, Retail & Physical Systems Reality Labs, Meta

   Meta

   Aug 2024 — Present · US

   Led global Brand Experience strategy across product, retail, packaging, and physical brand touchpoints at Reality Labs (Meta).Built and governed a category-agnostic experience platform unifying multiple product lines and retail formats under a single system architecture, adopted by executive leadership up to CEO level.Shifted the organization from campaign-led execution to system-led brand governance, reducing fragmentation across product launches and retail environments.Authored and institutionalized first-of-its-kind global packaging and physical brand standards, adopted across all product categories and retail environments.Aligned Brand, Product Design, Industrial Design, and Marketing leadership to formalize experience non-negotiables and shared decision frameworks.Enabled scalable retail coherence across 1P, 2P, and 3P environments by codifying merchandising and physical expression principles.Built and led cross-functional design teams integrating brand, product, and industrial design into a unified operating model.Maintained experience integrity through periods of significant organizational change, bridging gaps across restructured teams and shifting priorities.

Education

• Texas Tech University

  BFA - Design Communications, Advertising/Graphic Design

  2000 — 2007

Skills

• Concept Development
• Indesign
• Fixture Design
• Merchandising
• Creative Direction
• Art
• Concept Design
• Project Management
• Brand Development
• Retail Design
• Visual Merchandising
• Fashion
• Logo Design
• Illustrator
• Department Stores
• Microsoft Office
• Cinema 4d
• Adobe Creative Suite
• Retail
• Adobe Photoshop
• Marketing
• Process Improvement
• Time Management
• Adobe Illustrator
• Art Direction
• Advertising
• Photoshop
• Graphic Design
• Branding & Identity