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Learning To Fly
How startup spirit shaped creative direction
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In the early days of Sophia Webster, being part of a startup meant touching every piece of the brand's evolution. From creating technical files for the now-iconic butterfly wings to packing boxes for shipping, this wasn't just about designing—it was about building a luxury brand from the ground up.
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Every touchpoint became a learning ground:
• Converting sketches to production patterns
• Creating laser-cut files for signature wing designs
• Developing complete brand graphics system
• Building experiential fashion week presentations
• Designing first retail experiences -
This foundation taught me:
• Details make the dream
• Technical precision enables creativity
• Every touchpoint matters
• Understanding builds authority
• Startup spirit drives innovation -
CREATIVE APPROACH
• Technical understanding
• End-to-end knowledge
• Brand world building
• Experience design
• Story-driven designLASTING IMPACT
• Production expertise
• Design innovation
• Experiential excellence
• Brand building skills
• Creative foundation
The Hustle
Hands On Experience
• Pattern development
• Production processes
• Material understanding
• Quality control
• Supplier relations
Creative Growth
• Brand world building
• Visual storytelling
• Environmental design
• Campaign direction
• Graphic systems
Firsts
• Pop-up shop designs bringing fantasy to life
• Visual world building
• Experiential retail environments
• Customer interaction spaces
• Brand world physicalisation at LFW
From Concept to Creation
• Developed technical specifications for iconic styles
• Liaised with Brazilian manufacturers
• Managed production requirements
• Created laser-cut pattern files
• Built factory relationships
Where Imagination Took Flight
• Designed three distinctive pop-up shops
• Created Mayfair Hotel window installations
• Developed fashion week presentations
• Directed first print campaign for Porter
• Built complete graphic language
Making “crazy, sexy, cool” Tangible
• Collaborated with set designers
• Created immersive environments
• Designed retail experiences
• Built window displays
• Crafted brand moments