A modern and minimalist design studio.

Sophie Murfitt is sitting on a stool looking at her I-pad smiling. She is wearing a green blazer and black pants. In the background there is a black wall and a small painting.

About Soph

The studio is based in Tasmania, Australia and is led by me, farmer-turned-designer, Sophie Murfitt. In a time where we’re over-consuming content more than ever I believe that less is more when it comes to design.

Recent Work

From eye-catching web development to captivating brand identities, these projects showcase the blend of creativity, precision, and innovation that I bring to every engagement.

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Beauty By Belinda
Beauty By Belinda

Belinda is a hair stylist offering luxury hair styling services. Our partnership entailed creating a brand and website that represented her elegant and modern approach. The result was a sleek, chic and sophisticated visual identity that seamlessly translates across her digital presence, attracting discerning clients. Brand, Web

The Wild Scale
The Wild Scale

The Wild Scale is a trailblazing venture specialising in sustainable land-based fish farming. They approached SMD to develop a brand identity plus packaging that would reflect their eco-friendly ethos and innovative approach. Together, we crafted a unique and engaging identity, coupled with environmentally conscious packaging to effectively communicate their core values. Brand

Rosie Hardy
Rosie Hardy

Rosie Hardy Photography captures the beauty and emotion of weddings through a whimsical lens. The aim was to create a brand that encapsulates the artistry and sentimentality of her photography style, creating a strong visual representation that speaks directly to couples in search of a photographer who can capture their special day with an enchanting touch. Brand

VOGUE

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HARPERS BAZAAR

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RM WILLIAMS OUTBACK MAGAZINE

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MARIE CLAIRE

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BROADSHEET

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COUNTRY STYLE

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ARCHITECTURE AU

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VOGUE ○ HARPERS BAZAAR ○ RM WILLIAMS OUTBACK MAGAZINE ○ MARIE CLAIRE ○ BROADSHEET ○ COUNTRY STYLE ○ ARCHITECTURE AU ○

WITH CLIENTS FEATURED IN:

A white bag with a green logo that says St Alice Florals is sitting on a chair.

Web

○ Design

○ Development

○ Training

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Brand

○ Strategy

○ Identity

○ Graphic Design

Learn More

A yellow chair stands alone against a black wall with a mirror in the background

Design Precision

In an era where first impressions matter, my design philosophy strikes a balance between functionality and aesthetic appeal. I believe in meticulous attention to detail and thoroughness in my work, with no room for shortcuts.

Rare Musings

From technological advancements to industry observations, these musings offer a behind-the-scenes glance into my world, personal and professional.

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A 2023 Memo to the Aspiring Solopreneur
A 2023 Memo to the Aspiring Solopreneur

Five years have elapsed since I ventured into my sideline gig, which eventually evolved into a fully-fledged business. This journey, while riddled with challenges, has been one of the most fulfilling phases of my life. The unparalleled freedom, the enriching interactions with clients, and the pure joy of the work itself make it all worthwhile. 3 Min Read

Mastering the Art of Niche Marketing: Your Key to Success
Mastering the Art of Niche Marketing: Your Key to Success

Often, businesses venture into numerous product or service lines, but struggle to establish themselves as market leaders in each sector due to overstretching. 2 Min Read

Turning client rejection into an opportunity
Turning client rejection into an opportunity

Rather than drowning in this whirlpool of negativity, it's crucial to remember that perhaps it wasn't the right partnership to begin with. 2 Min Read