Agency #76 - The Architecture Of Unforgettable Branding | Sophia Athas
Jun 12, 2025
Sophia Athas, founder and creative director of Hatrik House, is renowned for her impactful branding work with major names like Sephora and Microsoft. In this conversation, she discusses the art of distinctive branding, emphasizing authenticity and emotional intelligence. Sophia also tackles the evolving landscape of influencer marketing, the role of AI in creativity, and the importance of tailored strategies that resonate with audiences. Her insights highlight the necessity of staying uncomfortable to innovate and create meaningful connections in the branding world.
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Branding Is More Than A Logo
- Branding is much more than a logo; it involves storytelling and layers tailored to the audience.
- Brands must address customer needs beyond the product to stand out and succeed.
Start With Brand Strategy
- Brand strategy must come before visual elements like logos and packaging.
- Be clear about your audience and tailor strategy before investing in design and naming.
Balance Creativity And Budget
- Be honest with clients about the real costs of creating a brand and marketing.
- Creative ideas must fit the client's budget and resources to be effective.