The best creative direction comes from staying close to the work, not just sitting above it.

The best creative direction comes from staying close to the work, not just sitting above it.

I'm Sojin, a senior design director based in Portland, OR, with ten years in brand and design for consumer and enterprise tech, the last six focused on accessibility and compliance. I stay close to the work and my designers, because great design requires clarity and a bias toward figuring things out together. That approach is how I built and currently oversee marketing, brand, and product design for a publicly traded company.

I'm Sojin, a senior design director based in Portland, OR, with ten years in brand and design for consumer and enterprise tech, the last six focused on accessibility and compliance. I stay close to the work and my designers, because great design requires clarity and a bias toward figuring things out together. That approach is how I built and currently oversee marketing, brand, and product design for a publicly traded company.

Selected works

  • The web accessibility checker showing high risk

    UX/UI Design

    Lifting demo conversion by 26%

  • Tend to Thrive campaign slogan with 6 stamp designs from the CSUN 2026 event

    Creative Direction

    Correcting a brand misconception

  • Retention by design with an image of a fosilized flower

    Leadership

    Turning retention into a business case

  • HearSay logo ontop of a still of the podcast interview with Gabby Giffords

    Production

    Building a guest list we had no right to

  • The web accessibility checker showing high risk

    UX/UI Design

    Lifting demo conversion by 26%

  • Tend to Thrive campaign slogan with 6 stamp designs from the CSUN 2026 event

    Creative Direction

    Correcting a brand misconception

  • Retention by design with an image of a fosilized flower

    Leadership

    Turning retention into a business case

  • HearSay logo ontop of a still of the podcast interview with Gabby Giffords

    Production

    Building a guest list we had no right to

Focus

I spend a lot of time thinking about strategy and structure. How the team is built, how designers grow, and how creative direction translates across brand, marketing, and product.

I spend a lot of time thinking about strategy and structure. How the team is built, how designers grow, and how creative direction translates across brand, marketing, and product.

Creative Strategy

Defining how brands show up, what they say, and why it earns trust.

Creative Strategy

Defining how brands show up, what they say, and why it earns trust.

Creative Strategy

Defining how brands show up, what they say, and why it earns trust.

Org Design

Structuring teams so creative scales without adding headcount.

Org Design

Structuring teams so creative scales without adding headcount.

Org Design

Structuring teams so creative scales without adding headcount.

Design Operations

Building systems that let decisions hold up across teams, not just one project.

Design Operations

Building systems that let decisions hold up across teams, not just one project.

Design Operations

Building systems that let decisions scale across teams.

Design Operations

Building systems that let decisions hold up across teams, not just one project.

Talent Development

Growing designers through mentorship, advocacy, and intentional culture.

Talent Development

Growing designers through mentorship, advocacy, and intentional culture.

Talent Development

Growing designers through mentorship and intentional culture.

Talent Development

Growing designers through mentorship, advocacy, and intentional culture.