Frieda Ruh
Sunny Sounds


Commissioned | Professional

Why did you make this work:
To celebrate their 50th birthday, Smiley commissioned several illustrators to create a concept brand representing each of the past 5 decades, using Smiley assets to add emotional intelligence to the creative campaign. My brief was to develop a brand or product representing the 80s, and I chose to build my campaign around a radio station, given the important role this medium played for that decade.

How was the illustration used:
It was used in an online campaign

How did you make this work:
My process involved a lot of research of the 1980s. Growing up in the GDR and mostly being a baby, my lived experience was from a very different perspective! I wanted to make sure I had an in-depth understanding of that time and what it was like. Once I had gathered all the references, giving it that 80s style and bringing all the ideas together was so fun.

Commissioner Name :
Smiley and Creative Review
Commissioner Company :
Commissioned for:
Creative Review

Social Media:

Personal Website:
Agent Website:

Currently Based:
Berlin, Germany

Berlin-based, Frieda Ruh is both an illustrator and graphic designer, who enjoys using type to bring a fresh personality to her work using bright colours and playful characters in her distinctive style. Clients include LUSH, Creative Review, The Sunday Times, The Good Agency, Smiley, The Guardian and Virgin Atlantic.