MEET SOPHIE DONAJ, Q&A WITH H+ ROSTER ARTIST

At H+ Creative, we're thrilled to introduce Sophie Donaj, known in the creative world as Smid. Based in Germany, Sophie is a freelance illustrator and designer whose work transforms everyday moments into imaginative design. With a keen eye for bold colors, creative textures, and a touch of nostalgia, she reimagines the overlooked details of daily life with humor and irony. Her unique artistic style continues to evolve, pushing the boundaries of visual storytelling and experimental illustration.

In our recent conversation, Sophie Donaj shared insights into her creative process, inspirations, and the journey that led her to work with renowned brands such as Penguin Random House, Netflix, and The Royal Society of Arts. Represented by H+ Creative, Sophie continues to captivate audiences with her vibrant and thought-provoking visuals.

H+: Your work often reimagines everyday moments with a nostalgic yet modern twist. How do you decide which details of daily life to elevate into your art?

Sophie Donaj: Beauty can be found in the ordinary. The subjects I choose are often tied to strong emotions – objects I remember from childhood, or places and details I consider especially aesthetic. I have a particular fondness for retro (tech) items, with their unmistakable charm and distinctive look.

H+: Your illustrations often feature bold colors and textures. Can you share how you select your color palettes and textures to evoke specific moods or themes?

Sophie Donaj: I’m a big fan of working with a limited color palette – usually centered around the primary colors yellow, red, and blue in different variations. To enhance contrast and keep the composition balanced, I use bold shadows and deep blacks, while paper textures and dust effects add a touch of imperfection, giving my work a warmer, more authentic feel.

H+: As a freelance designer, how do you navigate the challenges of maintaining creative freedom while meeting client expectations?

Sophie Donaj: I see myself as both an artist and a service provider. When I work with a client, I think of us as a team: I bring my style and experience, they bring their vision and framework. Good communication and a reflective mindset are key – if both sides are willing to approach the situation from multiple angles, everyone benefits from each other’s strengths.

H+: Your work blends elements of nostalgia with modern aesthetics. How do you see the role of memory and history in shaping contemporary art?

Sophie Donaj: Memories play a central role for me as an artist. They can be deeply personal, yet also collective and shared across generations – I like to bring both aspects into my work. The images and scenes I create often spark a sense of nostalgia, almost as if we’re sharing a memory. To me, that shows the power of art as a universal language. At the same time, I draw from my own experiences, so each illustration carries a part of my individual perspective.

H+: In your creative process, do you ever explore themes of identity or transformation? How do these themes manifest in your work?

Sophie Donaj: My work does touch on identity, but usually in a more abstract way. I weave in fragments of experiences and emotions that have shaped me, and in doing so, my illustrations become reflections of my own story. Creating is a way for me to process who I am and how I’ve changed over time.

H+: Given your diverse collaborations, how do you approach the challenge of adapting your style to fit different brand identities?

Sophie Donaj: I believe it is an art in itself to communicate a client’s brand identity through one’s own style. When a project allows the client to be instantly recognizable while also showcasing the artist’s personal signature, it creates added value for everyone involved. Sometimes, you need to follow brand rules – certain colors, themes, or formats – but it’s all about staying flexible and finding ways to incorporate your style into the mix, so the project gets a unique identity.

H+: Your art often evokes a sense of wonder and curiosity. How do you cultivate these feelings in your creative process?

Sophie Donaj: I like to transform the familiar just enough to make it worth a second glance. My illustrations often carry hidden clues or playful details that encourage deeper thought – touching on themes like transience, longing, and surrealism. I use irony, both literally and visually, as a key part of my style.

For more information on Sophie Donaj, visit her portfolio page!