Sonia Mijatov
Brand Designer
Tāmaki Makaurau

Work

Assembly Wines

Naming + brand identity

Many hands are involved in a bottle of wine. The people in the nursery and between the vines; the winemaker, who alchemises the perfect drop; the people who buy the bottle to share amongst friends.

It’s a cast of characters involved, to bring the true character of the wine to life. Assembly is a gathering of characters – each variety capturing it’s own character through custom lettering.
Credits
Using Tarnac by Sharp Type, and Generator by Riptype. Imagery via Death to Stock. Created while at Strategy Creative.

New Zealand Rugby

Campaign strategy + identity

How do you bring an often-ignored injury out of the shadows? You make it impossible to ignore. Developing a loud, bold campaign identity for concussion awareness meant it could be used across campaign, resource packs for high schools, sponsored content and even for a full-blown choir.

Watch more here

Credits
Using Druk by Commercial Type, Futura by Paul Renner. Imagery and video via New Zealand Rugby, All Blacks and Black Ferns. Created while at Strategy Creative.

WSP New Zealand

Naming + brand identity

An 80-strong team of local architects, landscape designers, urban designers, heritage experts and cultural advisors sit within a global consultancy brand. How might we give this arm of WSP a local Aotearoa identity to speak to their flexibility from local roots to global expertise?

It starts with a name. Taupuni – a translation of “studio”, but also meaning to mark the surface of the land, and also to achieve the highest level of work. Visually, this identity is steeped in te ao Māori ideology; honouring the creation space [ātua], the land [whenua] and the people [tangata]. Looking to whakairo [carving patterns], particularly rauponga [symbolising genealogy] and niho taniwha [symbolsing leadership], and turning them into a type-based system.

Credits
Using Styrene by Commercial Type. Imagery via Death to Stock, Adobe Stock, National Library Archives, supplied project imagery. Created while at Strategy Creative.

STOP Trust

Illustration system

Tackling the incredibly tough topic of concerning sexual behaviour among rangatahi, Press Pause is a web resource to support adults surrounding the rangatahi in question.

When it came to the illustration system, adding humour, a touch of whimsy and a hand-drawn style helped to create the approachable feel. I also scripted and art directed the illustrative approach into explainer videos created by Luke Toth.
Check out the site here

Credits
Using League Spartan by Matt Bailey + Tyler Finck, New Kansas by Miles Newlyn. Created while at Strategy Creative.

Te Aka Whai Ora Health New Zealand

Campaign identity

The challenge
A kaupapa dedicated to empowering and inspiring the next generation of Māori health professionals. The programme itself intertwines music, dance, haka, waiata, toi, and digital media to encourage more young Māori to pursue careers in health. Collaborating with DJ Sir-Vere, one of Aotearoa’s most respected DJs, Jordyn with a Why, Sid Diamond and Tawaz, the programme hosts wānanga as well as producing music, a video series and a podcast.

Credits
Using Trim Poster by Letters to Sweden, Space Mono by Colophon Foundry. Imagery via Death to Stock, Waha Creative. Created while at Strategy Creative.

Lads Without Labels

Brand identity

A University of Canterbury club taking youth mental health support into their own hands. With their events, like Run72, fundraising upwards of $70k each year, the parent brand was due a refresh. Injecting it with a grassroots and humble energy, but giving it the legs to flex from the community level all the way up to corporate sponsorship.

Credits
Using Longreach by Hanoded, Parabolica by JTD. Imagery via Lads Without Labels. Created while at Strategy Creative.

For more adventures in letters, check out my instagram.

Cheers for lurking.