The kid who asked too many questions grew up.
I’M SUJIN
Designing experiences for culture-driven brands and the communities that power them.
projects
Design is the bridge. Community is the destination.
Currently rewriting case studies, coming soon!
Red Bull - Peach
Campaign Identity
Consumer Behavior
Visual Systems
“
We want to reintroduce Peach Edition by better connecting with Gen Z women.
How do we do that without falling into performative femininity?
“
Love Island USA
Coming Soon
Naraka: Bladepoint
Coming Soon
Hello! I'm Sujin, a UI/UX designer and researcher who has always been a little too curious for her own good.
It started with too many questions.
I was the kid falling down internet rabbit holes, talking to strangers, and asking "why?" one too many times. Somewhere along the way, curiosity stopped getting me in trouble and started getting me a career.
Then I started seeing the world differently.
As a Korean American and former NCAA fencer, I spent years traveling across the country and around the world. What fascinated me wasn't where I was going, but how differently people could experience the exact same 24 hours.
That's what led me to design.
Different cultures, communities, and perspectives all have their own ways of communicating, connecting, and making sense of the world. Design gave me a way to explore those differences and create bridges between them.
Today, that's the work I'm drawn to.
Whether it's an exhibit, consumer brand, or digital product, I'm most interested in the people behind it. The stories, behaviors, and shared experiences that turn a group of users into a community.
Because great design isn't just about usability.
It's about helping people feel seen, understood, and connected to something bigger than themselves.