Who’s That? is a Detroit-based branding studio and retail design consultancy dedicated to learning about, crafting and sharing the visual identities of our next-generation businesses and cultural institutions.

We partner with founders and makers in apparel, food & beverage, and lifestyle goods manufacturing – seeking to truly understand not just their product or service, but also their distinct passions and motivations.

Together, we connect makers with brands and brands with people, providing seamless creative direction, design, and production services across print, web, and environmental spaces.


Our Services






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


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


Signage & Facade Design
Event Design
Visual Merchandising
Interior Branding


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 A. Smith 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 Detroit Design Festival with the Detroit Creative Corridor Center, neighborhood placemaking with Hatch Detroit, and ongoing design management and campaign support for the NEIdeas: Rewarding Ideas for Business Growth challenge with the New Economy Initiative.

Friends & Sometimes Collaborators

Special Thanks to: