An award-winning design studio & brand consultancy dedicated to learning about, crafting and deploying the visual identities of next-generation businesses and cultural institutions.

We partner with emerging founders, makers, and community leaders across sectors — from real estate, food & beverage, and lifestyle goods, to cultural institutions, philanthropies, and nonprofits — to help frame their stories, convey their passions, and connect and grow their product or service with the right people.

WT? provide seamless creative direction, design, and production services across print, digital, and environmental applications.

Together, we build brands build brands catered to humanity.

Our Services

Branding

Brand Identity
Brand Guidelines
Logo Design
Tone & Manner
Naming & Concept Development

Digital

Web Design
Responsive Design
UX Design
Email Marketing Design
Social Media Design

Environmental

Wayfinding
Signage & Facade Design
Event Design
Visual Merchandising
Interior Branding

Print

Stationery Systems
Packaging Design
Infographics / Data Vizualization
Editorial Design
Book/Cover Design

Creative Direction

Photography Art Direction
Video Art Direction
Illustration Art Direction
Campaign Direction

Who’s behind Who’s That?

Joshua A. Smith,
Founder & Creative Director

Joshua is the Founder & Creative Director of Who’s That? Over the last decade, he has witnessed Detroit’s creative and economic resurgence as a visionary observer and advocate for local businesses, partnering with founders, artisans and cultural organizations to elevate their work and bring focus to their stories.

Over the course of studying and building a retail design practice in the city, he has touched brands large and small, from Shinola and Bedrock to Paramita Sound and Detroit Denim Co.

Joshua also regularly contributes his talents to nonprofit, civic and cultural organizations across the city including the Month of Design with Design Core Detroit, neighborhood placemaking with Hatch Detroit, and design management and campaign support for the NEIdeas: Rewarding Ideas for Business Growth challenge with the New Economy Initiative.