Business Spotlight: Interpunct
We have a long history of working with the incredible Sophie – who runs design and print studio Interpunct with her partner James. She even did the initial design of the Creative Natives brand.
Interpunct is a creative partner for brands with big plans.
Sophie shares what it’s like to run an agency, her career advice for someone wanting to get into design, and her thoughts on the state of the industry in 2026.
1) Can you talk to me about the inspiration behind the Creative Natives brand and is it true that a certain coffee cup may have played a small part in this?
Ryan’s vision for CN was clear from the start. He wanted a brand that reflected the way he worked with people. He gave a shit about you regardless of what side of the table you were on –– a lot of recruitment agencies just saw you as numbers back then. Ryan knew that getting the right creatives through the right door was a long-term game, and he genuinely moved companies and creatives closer to their north star. That’s where the compass came in.
2) Talk me through your career journey, it looks like you’ve worked in quite a variety of environments.
My first gig was a junior role at an influencer-marketing startup. I got a front-row seat to capital raising, live Photoshop demos across time zones and app development. It was a baptism by fire (and one I’m forever thankful for). Fast forward a few years, I moved into a design director role at a branding & packaging agency, where I learned the fascinating world of semantics and brand strategy – it was quite the culture-shock from the world of digital!
I did a short stint freelancing with the great folks behind Movember & Ripcurl, and then went back into tech as a brand designer at Envato on a side-project called Milkshake App. My role here really blended everything I’d done before and gave me a rare opportunity to work directly with the founders and a talented bunch of product & marketing folks. I then moved into design management across products at Envato, and was part of the team that led its major rebrand in 2024. Interpunct kicked off the same year, and here we are!
3) When it comes to design, how would you describe your style and where do you find inspiration from
Funny, I don’t think I have a style, but ask anyone else and they might disagree. My go-to’s would be bold colour and some kind of handmade touch. I’m a sucker for a Pinterest scroll, but I really try to source off-screen: magazines, mark-making, signage, mid century design books. It’s a lot more satisfying when an idea starts with something tangible.
4) What brands do you think are nailing their branding at the moment?
There’s so many, but top of mind is KFC’s recent brand refresh and pickle-core campaign, 10/10 no notes.
5) Tell me about your current business, which you and your partner run?
My partner James and I run Interpunct, a design and print studio. James grew up behind a camera and post-production and has spent a decade in large-format printing. I come from brand and digital design. When both our “employed” days came to an end, we knew we wanted to work for ourselves and create work we couldn’t produce under someone else’s vision. Joining forces from opposite sides of the creative industry could only be a good thing, and our mutual passion for colour definitely helped. Three years in, here we are, with no regrets.
6) Exciting projects and what you love about running an agency
The most exciting projects have come from the least exciting industries. These clients know they need to break new ground to really push the business forward, so they come to us pretty open-minded and willing to break a few category norms. That’s where the best work happens. I think the best part about running our own studio is that there’s no limit on what we can do. We bring in the right creatives for the right project, we get to work with our favourite people, and design isn’t run by committee.
7) What’s the scary bit that you wish you had known at the start?
We knew managing cashflow and chasing invoices was all part of it, but for us it’s wearing so many hats and knowing none of them can drop. We’re the accounts team, the design team, the printer, the cleaner, the manager, IT support, payroll…and making sure we can keep the lights on. On top of all that, you’ve got to find time to work on the business, not just work in it. It’s a constant juggle we’re lucky to have.
8) There are literally thousands of micro agencies out there at the moment- how do you even begin standing out? What makes your clients come back to you do you think?
Continually practise your craft, build relationships early in your career and nurture them like your life depends on it. Most of our clients have come through working together in previous roles, freelancing, and mutual connections. They trust us with their inner circles as a creative partner, as friends and sounding-boards. That’s something we never take for granted.
9) It wouldn’t be 2026 without talk of AI- how are you using it and does it excite or worry you?
A bit of column A and column B. We’re embracing it and learning fast, breaking things and building stuff we couldn’t yesterday. We use it to automate the tasks that take us away from the making, and to accelerate ideas to counterbalance the need for speed. But it never takes us away from the creation, and we’re proud and protective of that. Some clients are very pro-AI and encourage exploration, others less so, so we tread that line carefully.
The part that excites me is the sheer ability to do things we couldn’t do before. But I do think it will cause a great divide in the creative industry. Creatives who are at the top of their game, or willing to learn fast, will be in high demand for their original thought and human skill. Those who work against it, or solely rely on it, will find it increasingly difficult to carve out a space of their own.
10) If you weren’t a designer, what would you be doing
I’d definitely be teaching it. I was largely self-taught in high school, a little sponge learning from local graphic designers and uni placement teachers. I grew up in a country town where sport and music ruled, and graphic design was a career that only a few made it into. I’d love to contribute to the design curriculum, and teach the next generation of creatives some of the skills and thinking we apply everyday that you don’t get in a classroom. And maybe some painting, if I’m lucky.
11) What is one piece of advice you would give to someone just finishing school and thinking of a career in design- uni or get a placement?
I went the traditional uni route, and I think there is still immense value in learning design foundations. It teaches you the ‘why’ behind everything you do in industry. My advice would be: get experience early, and as often as you can. You’ll fall fast, learn fast, and get better fast. Find people who will give you a chance – they will be the ones who back you in the long run. Some of my earliest industry experiences have been the most valuable and paid off ten fold. Willingness is everything.
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