Sofia Gourd

About

I’m Sofia, a brand and web designer with 8+ years of experience helping creative founders transform scattered identities into premium, client-ready presences. My work combines research, strategy, and aesthetics to create websites and branding that attract clients and drive growth. With a background in beauty and fashion advertising agencies, I bring both analytical depth and art direction expertise into every project. I specialize in: → Building conceptual brand identities that stand out in saturated markets → Designing strategic websites that convert visitors into clients (Tilda Publishing, Squarespace, Framer) → Creating custom e-commerce stores optimized for sales and customer experience → Crafting branded social media content that strengthens consistency and visibility → Directing visuals through photography briefs that align with brand story and positioning → Auditing brands and websites to identify gaps, boost clarity, and unlock growth opportunities

Experience

• Art Director and Studio Owner · Sofia Frederica Design2019-07-01 –

  As a self-employed brand identity and UX/UI designer, I offer comprehensive brand design services that cover the entire process from brand platform development to the final design layout, including website development and launch. My expertise also extends to crafting graphic elements, including logos, identity, and branding, to ensure a cohesive and compelling brand presence. I have had the pleasure of working with numerous female-led small businesses and entrepreneurs, particularly in creative industries such as interior design, architecture, floristry, jewelry, fashion, beauty, skincare, photography, therapy, and coaching. My focus is on helping these businesses launch or rebrand, expanding their market reach, establishing a strong online presence, and effectively connecting with their target audiences through various digital channels.

• Art Director · Select World2017-05-01 – 2018-05-01

  I had the opportunity to work with a variety of high-end fashion and beauty brands under the Coty corporation, including Wella Professionals, Sebastian Professional, Nioxin, System Professional, Londa, as well as Acqua di Parma, and Douglas. I was involved in various stages of the creative process, from brainstorming and planning to visual research, developing brand ideas, campaign photoshoots, and execution. I was involved in creating several advertising campaigns for Wella Professionals, including the Seasonal TrendsVision, EIMI product launches, and campaigns for Color Fresh (2017) and IlluminaColor (2018). Additionally, I contributed to the new packaging design and creative campaign for the Wella Elements Line and participated in the brand relaunch for Douglas, a large European cosmetic store chain. My experience also included event planning for Acqua di Parma, further honing my skills in developing comprehensive brand strategies and executing high-impact creative projects.

• Creative Intern · BBDO Berlin2016-09-01 – 2016-12-01

  I collaborated closely with a copywriter to develop and execute creative concepts and visualizations for various social media campaigns. I was actively involved in brainstorming innovative ideas that aligned with the brand identities of high-profile clients, including Smart, LBS, and Bosch. My role included the entire creative process, from initial ideation to the final execution of visual content, ensuring that our work resonated with target audiences and effectively communicated the brand's message across digital platforms. This experience honed my skills in visual storytelling and deepened my understanding of the strategic aspects of brand communication.

• Creative Intern · Saatchi & Saatchi2016-04-01 – 2016-06-01

  I worked on high-profile brands like Tecate, Pampers, Cheerios, Walmart, HSBC, and Luvs. Collaborating within large teams, I contributed to campaign ideation and planning, and played a key role in creating social media content for Pampers, Luvs, and Walmart, ensuring visual consistency with brand objectives. Additionally, I designed graphic layouts and marketing collateral for Tecate, Walmart, and HSBC, honing my ability to balance creative vision with practical execution under tight deadlines, while effectively communicating each brand’s message.

• Creative Intern · Le Bureau2016-01-01 – 2016-03-01

  During my internship as a Junior Art Director/Creative Intern, I had the opportunity to work on brands such as the Red Cross, Wetterling Gallery, and Håll Sverige Rent. My role focused on the development of advertising campaign concepts and big ideas which would then be executed for various mediums. One of the highlights of my experience was participating in the rebranding project for Wetterling Gallery, a leading contemporary art gallery in Scandinavia known for its dynamic program featuring both international and Swedish artists. This project allowed me to contribute to redefining the gallery's visual identity, ensuring it reflected its prestigious standing in the art world while appealing to its sophisticated clientele.

Education

• Miami Ad School EuropeMaster’s Degree, Advertising
• Steinbeis HochschuleMaster of Science (MS), Management and Innovation
• Saint Petersburg State UniversityBachelor’s Degree, Liberal Arts and Sciences/Liberal Studies
• Regent's University LondonBachelor of Arts (B.A.), Creative Industries
• University of the Arts LondonIntroduction to Graphic Design Short Course, Graphic Design
• Academic Gymnasium 56 of Saint-PetersburgHigh School, High School/Secondary Diplomas and Certificates

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