Sophia Athas is the founder and creative director of Hatrik House, the design studio behind some of Australia’s most distinctive brand identities. She is also the co-founder of ButterBoy, a cult cookie brand known for its bold and retro branding, sell-out drops, and devoted community. We explore the psychology of brand building, the tension between scaling and authenticity, and how Sophia protects creative energy while staying rooted in community.

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(00:00) Introduction

(06:13) Finding Her Creative Calling

(11:32) The Launch of Butterboy

(22:29) Growing a Cult Following

(30:41) Crafting Cultural Relevance

(38:58) Balancing Two Businesses

(45:12) Protecting the Creative Process

(52:07) When to Scale and When to Stop

(01:00:34) Building with Integrity

(01:08:40) Industry Lies and Lessons

(01:15:39) A New Vision for Creativity

(01:22:08) Advice for Emerging Creatives