Graphic design is about creativity and diversity, so I can’t just choose one existing identity that I would like to re-brand. The challenge of every re-brand is: for the client, to be ready to accept a real twist made to their brand, while for the designer, to always keep the original signature and ‘feel’ of the brand. Which is why, for me, a re-brand could be as interesting and appealing for a famous brand as for a small company.
Based in London since 2013, Sofi Azaïs is a French graphic designer specialising in print design. Splitting her time between France and London, she produces innovative visuals within the realms of editorial, branding and identity. She likes to challenge the traditional design rules and to play with experimental typography and layout.