Web & Social Strategy
A cohesive digital presence is key to how purpose-led brands connect with their audiences. I led creative direction, storytelling, and platform management across multiple websites and social channels — ensuring clarity of message, consistency of tone, and a vibrant, human-centered visual identity throughout.
SOKO Kenya Website
As SOKO Kenya transitioned from high street production into the ethical luxury space, I led the full website relaunch to reflect this shift across visuals, tone, and messaging. I designed the site structure, wrote all copy, and directed the visual identity rollout both online and offline. Working with a Swahili-speaking photographer, I captured natural, expressive imagery of the factory team, then curated and edited all photo and video content to communicate the brand’s energy and purpose. I also extended the refreshed identity into the physical space—revitalising the factory’s interior with bold colour and messaging to inspire both the team and visiting clients. The result is a confident, people-centred site that bridges the gap between conscious brands and the makers behind the product.
Social Identity & Strategy
Building on the refreshed brand identity, I led the strategic vision and creative direction for SOKO Kenya’s social presence, ensuring it resonated with both B2B clients and conscious consumers. I art-directed photoshoots, curated and edited visual assets, crafted compelling copy, and oversaw content scheduling and multi-platform management across Instagram, Facebook, LinkedIn, and TikTok. This approach created a cohesive narrative that celebrates craftsmanship, transparency, and the people behind the garments, cultivating a vibrant community around slow fashion.
Kujuwa Initiative Website
For Kujuwa Initiative’s first-ever online presence, I led the full creative direction to establish a compelling brand identity that could raise awareness, attract partners, and unlock funding. As a circular fashion charity tackling period poverty through fabric waste innovation and menstrual health education, Kujuwa needed to feel visually linked to SOKO Kenya while standing confidently on its own. I shaped the visual and tonal direction, wrote all site copy, and art directed photography and video to express the initiative’s energy and purpose. I worked with a third-party design agency to build the site, navigating limitations in layout and CMS flexibility due to budget constraints. While the platform structure was predefined and not ideal, I ensured that the creative assets and storytelling carried the brand’s message clearly and vibrantly. The result is a bold, accessible platform that communicates Kujuwa’s circular model, community impact, and call to action, though it would benefit from being transferred to a more intuitive, flexible CMS to support improved user experience and design evolution.
Social Identity & Strategy
The brand identity naturally extended across Kujuwa’s social platforms, building a space to connect with both fashion brands and grassroots communities. I led the art direction for photoshoots, curated and edited visual assets, wrote copy, and managed content rollout across Instagram, Facebook, LinkedIn, and TikTok. The strategy speaks proudly to a new generation of changemakers, celebrating menstruation, championing circular fashion, and amplifying community-led solutions with clarity, energy, and purpose.
Creative Brand Assets
Building on the tone and visual identity developed across SOKO Kenya’s digital presence, I created a range of brand materials designed to communicate our values with clarity and impact. From lookbooks and posters to event banners and printed collateral, each asset was crafted to reflect the energy of the brand and the stories of the people behind it. These touchpoints extended the narrative of ethical production and artisanal quality into physical and promotional spaces, supporting campaigns, customer engagement, and business growth.
Media & Thought Leadership
Building on the refreshed brand identity and communications strategy, I crafted and guided media content that communicated purpose, built credibility, and strengthened our voice as a leader in the ethical and sustainable fashion landscape. Through ghostwritten interviews, press features, and narrative strategy, I ensured every story reflected our values and contributed meaningfully to industry dialogue. Alongside this, I’ve also been featured in select industry pieces, adding my voice to wider conversations on sustainability and ethical production.
Vogue Business 2024
Featured in VOGUE Business discussing the supplier perspective on sustainability in fashion, with a direct quote and imagery.
Ghostwrote a feature for the Hayley Menzies Joy Journal, sharing SOKO Kenya’s founder’s personal journey of building an ethical clothing factory — from the challenges faced to the successes achieved. The piece also highlighted the values-led partnership and the collaborative collection created with Hayley Menzies.
HAYLEY MENZIES - The Joy Journal 2025
Reconsidered Impact Interview Series
Featured as a changemaker, sharing insights on creative leadership, sustainability, and purpose-driven impact.
Authored the interview content for Tocco Earth’s feature on SOKO Kenya, highlighting its values-led approach to ethical and sustainable fashion.
Tocco Earth 2024
Interviewed for Africa e Mediterraneo, articulating SOKO Kenya’s commitment to combining ethical, sustainable practices with high-quality production. The piece explores the challenges of sourcing sustainable materials and highlights the brand’s mission to shift global perceptions of African manufacturing.
Africa e Mediterraneo 2024
Press Samples
Additional press materials, including unpublished press releases and strategic copywriting samples, are provided below to showcase versatility and command of brand messaging across diverse formats.
Recommendations
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“Bringing Sophie on board was one of the best decisions I made."
Jo Maiden - SOKO Kenya CEO
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Sophie presents a super impressive ‘shop window’ for SOKO Kenya, no one would know the backstage traumas.
Louise McCabe - SOKO Kenya | Kujuwa Initiative Trustee
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“Sophie is sharp, collaborative, and a true creative asset. Highly recommend her for any brand looking to level up.”
Darren Clarke - Principal Producer HubSpot Media
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“Sophie brings clear vision, strong aesthetic, and great communication, making the work effortless and fun. I always look forward to the next project.”
Rene August - Founder Augustbound
