Anthony Smith, the founding partner of the Music agency, has joined Uniform as its creative director.

With more than 2 decades of experience in design and branding, his focus will be on “transforming relationships between clients and their audiences.”

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Uniform behind new Trafford City brand

He replaces Tim Sharp, who’s become executive creative director and will lead the strategic direction for the Liverpool agency.

The company has also recruited Gemma Germains, formerly of Well Made Studio. She becomes content strategist. While Steven Lalley joins from Love and has been named senior writer.

“As the content and creative landscape continue to change, we’re looking to put ourselves in a position to better serve our clients as new needs arise,” explained managing director, Nick Howe.