Women In Design feat. Sophie Bride

Introducing Sophie Bride, Co-founder and Creative Director at Hooey, a female-founded brand and digital studio based in Cheltenham.

In this chat, Sophie reflects on the importance of diverse voices in design leadership, the reality of self-advocacy, and the power of creative confidence.

Could you please introduce yourself as well as your background?

I’m a co-founder and Creative Director at Hooey, a female-founded agency set up in 2023 in Cheltenham.

I was destined to work in design in one way or another. As a kid in the 90s, I was redesigning Umbongo packaging for fun and obsessively creating pages of tiny objects in Microsoft Paint. It’s always been about ideas and craft for me – I get a huge buzz from coming up with concepts, but I’m equally obsessed with the details. That mix has stayed with me throughout my career.

I didn’t take the traditional university route, for a few different reasons, and I’m glad I didn’t now. Starting in the workplace early gave me an edge. I got to learn from some incredibly talented people, up close, and I soaked it all up.

I’ve always been ambitious – probably a bit relentless, if you ask some of my old bosses – always pushing for the next step, suggesting new roles, and making a case for promotion. That drive meant I became a creative director at 37, which I’m proud of. I’ve also realised over the years that I do my best work when I’m close to the decision-makers, solving the bigger, messier problems and helping shape the direction – not just delivering what’s asked. That’s a big part of why I started Hooey, a brand and digital studio that works with lifestyle-led businesses to bring clarity and creativity to whatever challenge they’re facing.

If I wasn’t doing this, I’d probably be cutting grass for a living because I love the smell. Although, given that most of my best ideas come when I’m outside, I’d probably be ditching that after a day and heading back to the studio with something new to work on.

What’s one thing you believe the design industry could learn from more diverse voices, including women?

I try not to generalise about what women bring to the table, because each person brings their own lived experience, and that’s exactly the point. The more we allow space for those individual voices – without expecting them to conform or fit a mould – the better the environment, the ideas, and ultimately the work.

In my own career, I’ve often been the only woman at my level, and I’m sure that’s shaped how I’ve led. I’ve always had a strong sense of when the work is right, and I’m not afraid to say so – though of course I’m balancing that with commercial realities; I know I’m not making art. But I do see leadership as part of the job. I want to be a strong leader because my team deserve that from me, and it’s something I really value about directing and mentoring others.

The industry has long rewarded confident, vocal designers – and while that works for me, because I’m naturally comfortable putting across a point of view, I’ve also managed and mentored incredibly talented creatives who are quieter in how they express themselves. I always try to build them up and give them the confidence to own their ideas, because that voice matters just as much.

We still don’t see enough women in ACD or CD roles – the default image of leadership is often male. So I’m proud to be part of changing that pattern, and hopefully making it easier for others to step into those roles, in their own way.

In an attempt to capture some of the wisdom you’ve gained in the design sector so far, what is the 1 thing that you’d like to pass on to your peers as well as the future generation of talent within your sector?

If I could drill one thing into every creative from day one, it would be: audience, audience, audience. If your strategy doesn’t start with understanding who you’re speaking to, then what you’re creating is probably just decoration. You have to remove yourself from the work for it to truly resonate – which sounds simple, but it’s not always easy.

Something I’ve learned the hard way is that, as the creative, you’re usually the one who cares the most about the work. And that’s okay – that care is what makes it good. But over time I’ve realised how important it is to stay open, take a step back, and look at the wider context. The work doesn’t exist in a vacuum, and sometimes the best thing you can do is pause, listen, and adjust. It doesn’t mean letting go of your standards – it just means knowing when to push and when to flex.

Confidence is a big theme with the teams and mentees I work with. I love building people up and giving them the confidence to do what they were already trying to do — or nudging them toward a path they might not have considered. I always try to remind people: no one is good at everything. Getting to know your strengths and your challenges is what makes you a better creative. What you put down is as important as what you pick up.

And as a lifelong perfectionist, the only mantra I truly come back to is: done is better than perfect. There comes a point where you have to step back and say, “This works as it is.” I’ve got better at finding that moment — and it’s helped me balance quality with commercial reality.

Can you share a moment where you had to advocate for yourself or your ideas? What did you learn from that experience?

The minute I stepped into a Creative Director role I realised that’s what I was going to be doing all day long, to my colleagues, peers, team members, AND the client.

I know now that earlier in my career, my best ideas were shaped or championed by those above me – before it got anywhere near the client. In that way, I was very protected and could go confidently into presentations knowing I was backed.

As a CD, that’s on me to back the people doing the work, craft it shape it, make sure it’s doing the job it needs to. If it’s not meeting the brief, it’s on me.

What is your take on the importance of role models?

I’ve had many male Creative Directors in my career, and so much to be grateful for in terms of their guidance, inspiration, challenges, and critique.

I’ve had some awesome, talented female leaders to look up to as well – but I’ve never worked under a female CD. I found the transition from Associate to CD a bit difficult because of that, it really made me have to interrogate the qualities of all my past bosses to work out what I wanted to emulate – and what to bring that I’d never seen before.

Certainly the stereotype you have to be bolshy and arrogant is dated, but you do still need to have confidence in your creative decisions otherwise it simply won’t get through an agency. That took some deep digging to trust my gut instinct, but also remain open minded if someone was doubting or questioning an approach.

If I had that time again I’d find myself a female CD as a mentor to guide me through it.

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If you’re inspired by the stories and wisdom shared in our ‘Women In Design’ series and would like to contribute your own experiences, we’d love to hear from you. Creatives at all levels, please email us and your story could be the next we feature.