Although Sofia has worked in far flung places as a senior creative, she hails from a small place in Scotland called Fort William, deep in the beautiful Highlands.

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Design has been a huge part of her life, whether it be through print in music, magazines and books or through digital in branding and marketing. Design principles stay the same which means she has always held on to her core skills. Principles like hierarchy, typography, colour theory and navigation, for example, have always remained intrinsically important to her design values. The key to her has been understanding who you are catering to and keeping the visual style strong, consistent, dynamic and easy to follow. She has learnt through producing impactful, intelligent branded design, engagement has had to be consistently high from the start to the end of the customers journey for it to increase revenue or connection. Good storytelling that resonates with the target audience has helped her create a relationship that builds loyalty. 

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Digitally her visual skills have had to think from multiple channels as most brands have been extended and accessed from so many different touch points. This has been both challenging and rewarding at the same time but with the use of good UX and UI testing there has been more coherence on who and what the customer journeys are and how to make it the best possible experience for them.

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Sofia hopes to continue to be inspired and pushed in different directions whilst working on new and exciting projects.