Our story

Soft Power is Lisa Diebold and Emma Pullin.

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

They forged their relationship while working throughout Covid, printing behind locked doors while the streets outside were deserted and the future was uncertain. They became extremely close through this time while supporting each other through multiple personal tragedies. All the while they honed their skills and experimented with their trade. In 2023 the pair purchased the screen printing and design business from Kraken Kreative and started their 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, Lisa and Emma have carved out a space for themselves to flourish
and collaborate with other people and learn from each other's experiences.