CubaDupa rebrand


A re-imagination of the brand identity
for Wellington’s annual street festival, CubaDupa.

This rebrand plays on audience-inclusive language, with an unapologetically bold visual narrative putting a fun and vibrant spin on the current CubaDupa identity. 


︎︎︎ Print & digital
︎︎︎ Brand identity
︎︎︎ Visual narrative





︎︎︎ SOPHIE WELLS


Hello! I’m Sophie, and I’m a designer living in Wellington, Aotearoa. 
Feel free to get in touch with me—I’m always keen for a conversation :-)

Bachelor of Design
First Class Honours
Visual Communication Design
Massey University, Wellington
2017–2020

Member of the International
Society of Type Designers
(MISTD)


︎Get in touch!





No Certainty in Numbers—
The Challenger Deep Dives


A response to the 2020 International Society of Type Designers (ISTD) brief
‘the significance of numbers’.

Both expressive and strategic methods are used to tell the story of two, rival deep-sea divers. This is done through an exploration of type manipulation, pacing, and visual storytelling.

(This project received an
ISTD award & membership)

︎︎︎ Publication
︎︎︎ Typography
︎︎︎ Storytelling