SOFT POWER IS

Emma Pullin & Lisa Diebold

From opposite ends of Australia and with contrasting creative training, Emma and Lisa came together while working at Kraken Kreative in Wollongong.

We forged our relationship while working throughout Covid, printing behind locked doors while the streets outside were deserted and the future was uncertain. We became extremely close through this time while supporting each other through multiple personal tragedies. All the while slowly honing our skills and experimenting with our trade. In 2023 we purchased the screen printing and design business from Kraken Kreative and started our own venture: Soft Power. 

The name comes from the tender strength held by female identifying people. A calm care, a collaboration, a problem solving project where no idea is silly. In a male dominated field where women are overlooked due to its physical nature, we strived to carve out a space in which we could flourish, collaborating with other people and learn from each other's experiences.