The Nuances of Effective Branding

Sophia Athas is the founder and creative director of Hatrik House, a creative studio shaping culture through design, content, and strategy. Known for fusing aesthetics with impact, she’s worked with brands like Sephora, Microsoft, Afterpay, Bumble and Butterboy to deliver campaigns that cut through.

In this episode of The Agency Podcast, Sophia shares how she built a studio driven by instinct, experimentation, and emotional intelligence and why creative control, cultural fluency, and staying uncomfortable are key to building work that actually matters.

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(00:00) Introduction
(07:48) Engaging Creatively with Influencers
(13:36) The Importance of Authenticity in Content
(24:04) The Evolution of Influencer Trends
(31:07) Addressing Challenges
(38:15) Building Influencer Networks
(44:50) The Transition to Product-Based Ventures
(50:42) Effective Branding
(54:36) Honesty and Transparency
(01:01:42) Navigating AI's Role
(01:07:59) The Emerging Role of Creativity
(01:12:44) Future Trends in Influencer Marketing