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!





Motyf 2021 Identity


Motyf is an international typography conference with a 2021 theme of ‘Communicating Complexity’.

This theme is reflected in the intricate, bespoke 
grid system that creates the modular letterforms used in the branding.

Each letterform is revelaed when different shapes within the grid are highlighted, creating opportunities for interactive motion graphics where the logo reveals itself piece by piece. 


︎︎︎ Brand identity
︎︎︎ Logo

︎︎︎ Typography
︎︎︎ Web-based