Care as a creative methodology, CURA·LAB is a response to the digital phenomenon of homogenisation. Founded by Sophie Marsh, the Creative and Strategic Studio amalgamates a decade of experience across screen, publishing and social media — devoted to the practice of restoring sentience and aliveness through textured storytelling and digital work. We traverse lesser trodden intersections between commerce, culture, and community, utilising a finely tuned understanding of aesthetica as brevity through complexity and contradiction.
Our work includes creative and art direction, rebrands, brand and social strategy, screenwriting, digital and print design, production services, editorial writing, ambassador and brand partnerships, launch campaigns, and cultural consultation.
CURA·LAB partners with brands who are shaping a more intelligent, creative and regenerative future. We work across sectors where culture is shifting and where thoughtful strategy and world-class creative direction can create real impact. Our approach is lived-in, connective and robustly beauty-oriented. Where beauty and truth are synonymous.
SERVICES
Brand Strategy
Cultural Positioning
Visual Identity
Creative Direction
Naming
Narrative Development
Copywriting
Screenwriting
Campaign Concepting
Campaign Execution
Photography
Film Production
Editorial Production
Website Design
Digital Experience Design
Social Media Architecture
Content System Design
Partnership Strategy
Influencer Alignment
Community Building
Experiential Concept Design
Regenerative and Sustainability-Led Brand Advisory
Public Relations
I. SOPHIE MARSH ( DIRECTOR )Sophie@curalab.digital
FAVOURITE TEXTURE
crisp drying linen in tropical heat against cool skin
CREATIVE FUEL
6am, my garden and then my kitchen, long seguing phone calls, morning stretching, unobstructed natural views
OVERUSED PHRASE
“exactement” (I lived in Paris for 3 months)
CREATIVE VOCABULARY/ CRUSHES
the liminally regenerative, Anais Nin, Noe’s Love, Dionysus/Apollo, eco-phemenology, mystic realism, humanism, Rosalia, tumblr.
AS A SCENT
coconut, tobacco and orange blossom
FOREVER MOOD
being in transit, preferably: on the back of a motorbike or on a coastal train with hours of idle time. waking up to a fresh coconut & red papaya with a squeeze of lime juice in my hammock, with sunlight filtering into my retinas. preparing baked goods with garden produce in case of unexpected guests. delighting unexpected guests with said baked goods.
FAVOURITE PROJECTS
when you begin with a blank canvas and there’s room for big thinking, dreaming, curating, and creating without restrictions.
CREATIVE FUEL
a cold shower then my trifecta of a setup: binaural focus beats, my monitor and a really good coffee.
OVERUSED PHRASE
“what the flimpin heck.” Trying to change this (unsuccessfully).
CREATIVE VOCABULARY/CRUSHES
Cosmos, my perfectly curated marketing Instagram explore page, podcasts while I cook or walk, and Substack reads or publications like Because of Marketing and Open All Hours.
AS A SCENT
FOREVER MOOD26 degrees, sunny, at a wine bar or the beach then cooking a really long meal with jazz on a sunday early afternoon