Sophie Hogben
Architect working in Wayfinding and Activation, Leading Populous Wayfinding for the APAC region
Member Since
March 2024
I am an experienced designer with a multidisciplinary background spanning client engagement, concept development, project management, and end-to-end design delivery. My expertise extends across a range of sectors and scales, with a particular focus on stadia and arenas, sporting facilities, aviation, education, and cultural precincts.
As Wayfinding Design Lead for the APAC region and a qualified Architectural Graduate I have experience in delivering projects from concept through to construction documentation. My skills in 3D visualisation support the development of cohesive wayfinding systems that enhance user navigation and spatial understanding.
My design approach is both intuitive and evidence-based, resulting in solutions that are visually engaging, functional, and aligned with client objectives, budgets, and timelines. I am deeply passionate about typography, colour, and layout, with a focus on the intersection of spatial design and visual communication. My work consistently aims to strengthen place identity and user connection through clear, legible systems.
Ask me about
How I got into Wayfinding and why?
My super power is
My super power is energy and positivity. Working alongside clients to deliver design solutions that enhance user experience, guide people to their destinations and provide support in high stress environments.
I'm looking for
Thought leadsership and new industry technologies
What I love about experience design
I love the broad range of typologies that I work across within Wayfinding design. Managing multiple projects across various scales and sectors has allowed me to enhance my leadership and communication skills.
Best piece of advice I've ever heard
Drive, passion and Energy are my special attributes. They will be your ticket to success. Don’t ever let that light go out.
Where I find Inspiration
I use fashion as my creative outlet. I like to get up and dress for the mood I want to put out into the world.
Practice Area
Branded Environments, Digital Experiences, Exhibition, Placemaking, Public Installation, Strategy/Research/Planning, Wayfinding
Focus Area
Augmented (AR/VR), Brand, Destination Experiences, Digital, Equitable Design, Exhibition, Graphic, Interactive, Interpretive, Signage, Smart Cities, Sustainability
Industry
Corporate, Cultural, Entertainment, Museums, Sports, Transportation, Urban + Civic, Visitor Centers