Urbanista, the Swedish lifestyle audio brand, announced that Sofia Montwill, a Stockholm-based creative, has recently joined their team as Creative Director. With a 360 degree mindset, an eye for aesthetics and a hands-on approach, Sofia is a strong asset to the Urbanista team and brings experience from global lifestyle brands in leading creative direction.
As the new Creative Director of Urbanista, Sofia is responsible for leading, influencing and mentoring creative concepts and art direction for all design, marketing and branding projects and initiatives at Urbanista.
“At Urbanista, we are passionate about creating a lifestyle brand with strong visual campaigns, both physically and digitally,” said Anders Andreen, CEO at Urbanista. “Sofia joins us with extensive experience in creating and developing creative concepts, and leading design and art direction for consumer products and marketing communications at a global scale. We are excited to welcome Sofia to the Urbanista team and look forward to working on projects together in the future.”
“I am inspired by traveling, discovering different cities and getting to know new places by experiencing their music, fashion and culture,” said Montwill. “So to join Urbanista, a lifestyle audio brand that lives and breathes the same values as I do makes complete sense. It’s exciting to dive into a new industry, combining my previous experience from fashion and accessories with tech and audio and to be on the journey of developing our products and future brand communication.”
Sofia joins Urbanista, after having spent the past two years in the role as Global Creative Director at Daniel Wellington, a Stockholm based watches and accessory brand with global presence. She started working at Daniel Wellington in 2019, and then in the role as Global Art Director creating campaigns with globally recognized brand ambassadors, such as Hailey Bieber.
Prior to this, Sofia has been working as Art Director for two Swedish fashion and accessory brands, Hunkydory and Efva Attling. All the brands that Sofia has worked for are all known for their timeless and clean Scandinavian design, high quality product, and similar to Urbanista, take a lot of inspiration from music.
In these roles, Sofia has been in charge of the brand’s visual identity and marketing material, with a large focus on creating a coherent brand voice on all touch points for the customer. In the early years of her career, she worked in advertising agencies, creating campaigns for some of Scandinavia’s largest companies, such as Telenor, SEB and Folksam.