Design that
doesn't just look good —
moves things forward.

Strategy first.
Craft always.

I'm Jihoo — a Seoul-trained, San Francisco-based designer who bridges brand thinking and product craft. I spent 1.5 years leading brand strategy at a design agency, where I learned that the best design starts with a clear business question.

Now I bring that owner's mindset to product — obsessing over the moments where strategy, systems, and story align.