I am a LA-based designer specializing in brand environments, story telling, and consumer experience. After graduating with a degree in art history and architecture in LA, I moved to NYC to work at architecture firms and brand agencies. I then moved to Portland to join the Nike Global retail team, where I designed and art directed brand moments bringing a cohesive brand voice that is unique to each store. I relocated to Europe to guide their team adopt the global process, and also designed all their new stores across the continent.

I eventually moved back home to LA working under the name South of Pasadena (SOP). I offer design services and consultations for clients from not-for-profit in El Salvadore to large brands like Beats by Dre and Google. I also had great opportunities working as a freelance team member with agencies like AKQA, IDEO, Jack Morton, and Wolff Olins.

 This website is to share a body of work done at previous jobs and independently.  Please contact me at hello@southofpasadena.com if you would like to connect!

Ji Won