After years working for some of Australia’s top PR and Events agencies, heading up projects with leading consumer brands, Melbourne based publicist Sophie McGrath felt it was time to follow her own path. Launching Sophie McGrath PR in 2015, and specialising in lifestyle, fashion and hospitality, Sophie quickly became the go-to publicist for Melbourne’s latest restaurant and bar openings. With a client list including Circa The Deck, The Greville, Fila, St Vincents Hospital & Shane Delia’s Maha and Biggie Smalls Kebabs Restaurants, Sophie is one of the few publicists who work can confidently work cross-category to build brand awareness. As in independent company in such a highly competitive industry the SMPR brand identity needed to cut through the noise with a modern, minimal and creative approach. Working with a monochromatic palette, bold type and marble textures we created a neutral canvas for the website where her work can form the central focus.