A graduate of the famed London College of Printing (LCP) she earned a BA (Hons) in Media & Production Design majoring in Typography, under influential tutors including pioneer British designer Neville Brody and renowned typographer Nick Bell.
She started her career at the global design agency ATTIK. During her years there Sonia developed creative solutions for print, branding and advertising campaigns. She was one of the pioneer designers of her time and quickly progressed to being one of the first female Creative Directors in the industry in the UK. Sonia’s success as a key member at ATTIK led her to be part of the ATTIK New York launch team, where MTV gave the agency (and her) their first break into moving image. The rest they say is history…
Headhunted from London, Sonia crossed the pond to her new post as Creative Director of Los Angeles based design & editorial agency Goodspot. She was instrumental in setting up the agency from scratch and building and managing a successful team of award-winning designers, animators and editors. Her portfolio amassed phenomenal work for Sony Playstation, Fox Sports, Nike, DIRECTV, DDB Needham, Fallon, Grey Advertising, Saatchi & Saatchi & TBWA/Chiat Day. With Hollywood at her doorstep Sonia broke into the Film industry creating marketing and design campaigns for the major film studios including Columbia Pictures, Lions Gate Films, MGM, MTV Films, Paramount Studios, Walt Disney & Warner Bros.
Sonia then held the post of Creative Director at the prestigious design agency Troika in Hollywood, California. Charged with the task of bringing new creative flare and opportunities to the studio beyond their established expertise of Channel Branding, Sonia managed and lead a creative team of designers, editors, writers and composers. She created award-winning channel and branding solutions for clients including Comedy Central, DIRECTV, E! Entertainment, FOX, HGTV, King World, Playboy & TV Land.
On her return to London, after living and working in the USA for nearly 8 years, Sonia held the position of International Creative Director at Bruce Dunlop & Associates. Responsible for raising the creative standards across the BDA global group (London, Munich, Dubai, Singapore & Sydney) she successfully led the global teams in creating winning pitches and creative solutions for a range of global clients including Rossiya (Russia), VMMA (Belgium), Bindass (India) & Orbit (Arabia & Africa).
Sonia was then freelance Creative Director for renowned agency Superfad in London. She was responsible for establishing and excelling Superfad’s expertise in Channel Branding, Design for TV, Broadcast Branding as well as large-scale commercial campaigns. Her successful works included projects for Eurosport, FOX, ITV, Disney, TRT Turkey, Nickelodeon, MTV & Vodafone.
Wanting to stretch herself creatively and try something completely different, Sonia joined the multi-channel brand agency StartJG in London as Executive Creative Director of Branding Creation. Charged with the task of raising the profile and creative output of the Brand and Moving Image departments gave Sonia the opportunity to work on a diverse range of projects and solutions for Brand, Environment and Interactive clients, successfully leading the teams in creating moving image campaigns and branding solutions for Barclays, Costa Coffee, Debenhams, Qatar Airways & Virgin Media.
Reunited with her old colleagues after over 15 years from ATTIK, Sonia has most recently been freelance Creative Director at the super talented agency DixonBaxi. Already well established as pioneers in their field, Sonia was instrumental in successfully leading the team both creatively and strategically, creating winning solutions for clients including Discovery UK, Kommersant (Russia), Renew, Sony Entertainment TV, Star India, Telemundo & UKTV.