Creativity tends to thrive inside constraints, not in spite of them.

Creativity tends to thrive inside constraints, not in spite of them.

I'm Sojin, a senior design director based in Portland, OR. I've spent ten years in brand and design for consumer and enterprise tech, with the last six years focused on accessibility and compliance. I've found that many teams treat constraints as the obstacle, but I see them as the brief. I stay close to the work and my designers, because I like to think the best creative direction comes from being in it, not above it.

I'm Sojin, a senior design director based in Portland, OR. I've spent ten years in brand and design for consumer and enterprise tech, with the last six years focused on accessibility and compliance. I've found that many teams treat constraints as the obstacle, but I see them as the brief. I stay close to the work and my designers, because I like to think the best creative direction comes from being in it, not above it.

Selected works

  • Grid of the web accessibility checker screens

    UX/UI Design

    Converting existing demand, not generating it

  • Stamp with a vine of tomatoes wiggling

    Creative Direction

    Correcting a brand misconception

  • Retention by Design with a photo of a fosilized plant

    Talent Development

    Data-backed case for retention

  • Nike Project Move logo ontop of a photo of a woman doing yoga in a hijab

    Strategy

    Piloting a student-led movement

  • Woman posing against an orange wall with the Meta logo on top

    Strategy

    Building trust through stories, not statistics

  • Grid of the web accessibility checker screens

    UX/UI Design

    Converting existing demand, not generating it

  • Stamp with a vine of tomatoes wiggling

    Creative Direction

    Correcting a brand misconception

  • Retention by Design with a photo of a fosilized plant

    Talent Development

    Data-backed case for retention

  • Nike Project Move logo ontop of a photo of a woman doing yoga in a hijab

    Strategy

    Piloting a student-led movement

  • Woman posing against an orange wall with the Meta logo on top

    Strategy

    Building trust through stories, not statistics

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

Creative Strategy

Creative Strategy

Org Design

Org Design

Org Design

Design Operations

Design Operations

Design Operations

Talent Development

Talent Development

Talent Development