Who the hell is Sophie Routledge?

Get to know some of the brilliant minds behind our work. We’re chatting with members of the DixonBaxi studio about what makes them who they are. From the professional to the personal, nothing is off limits here. Introducing: Sophie, one of our designers who grew up in London on a diet of Sims 2, Polish religious festivals and Studio Ghibli films.

Who are you and what do you do?
Hey, Sophie here, a Brand Designer at DB - I solve problems and make things.

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What’s your story?
I grew up in London on a diet of Sims 2, Polish religious festivals and Studio Ghibli films. What resulted was an aspiring mansion designer with a love of food, who was desperate to live in the Japanese mountains.

However, soon realising my life revolved around making art, I decided to start doing it for a living. After studying Graphic Comms and Illustration at Loughborough University, I noticed that branding allowed me to combine my love for storytelling with design (and get paid for it). So I continued my journey in London design studios, ending up in this hive of creativity.

From dutch tuna packaging to freight train brand identity, I like designing with variety. It’s the spice of life, right?

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What are you working on right now?
I’ve just wrapped up my first project at DB, it was big, bright and bold.

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“Once you demystify it, good design achieves the intended human response of the crafter. The intention-bit is where we can really progress as a civilisation.”

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Describe your working style in 3 words.
Need a coffee.

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Tell us about some of your interests. What are you into?
As a self-proclaimed connoisseur of the finest daytime TV, I enjoy learning about all sorts of cuisines and historical crime scandals. I like to keep Youtube’s algorithm on its toes.

My preferred pastimes include: forest walks, cooking *everything* in gochujang and looking at people’s WhatsApp group chat names on the tube. You can also catch me painting portraits and boasting about my board game collection.

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Do you think design can change the world? How?
From the days of orators around campfires to gossip sessions in the kitchen, humans are natural-born storytellers. Design tells visual stories, and that power to capture someone’s imagination for any length of time is an almighty force.

This industry is always pushing forward, finding answers and evolving. It can shift mindsets and give a voice to people who aren’t being heard.

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If you could change one thing about the world, what would it be?
Throwaway culture and introduce criminal sentencing for people who make fake PNGs.

What’s the last song you listened to?
Shut up My Moms Calling.

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Why do you do what you do? What motivates you?
I enjoy how the design industry spans many sectors. It’s a space where you are constantly learning, not just design-specific skills, but about all sorts of people – how they think, what they like, what makes them tick.

Plus, creating things which are shared, collaborated on and talked about is pretty addictive.

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What’s your definition of good design?
Once you demystify it, good design achieves the intended human response of the crafter. The intention-bit is where we can really progress as a civilisation.