danachoi
©danaandco

ROLE:

Founding designer, Creative & Brand Direction


— Branding

  • Brand Identity
  • Brand System Deck
  • Art Direction
  • Tone of Voice
  • Copywriting
  • Photoshoot Production
  • Packaging

  • — Digital Product

Interactive Design System

Digital Design Direction

Marketing Emails

Organic/Paid Ads


  • — Activation
  • Social Strategy
  • Brand Partnerships

OUI the People


OUI the People is a DTC skincare brand that started with a single product: a custom-designed, weighted, hand-milled razor made by a century-old German factory.


Today, it's a bodycare and fragrance brand stocked in 200+ Sephora & Nordstrom nationwide, rejecting the language of "flawless" and "anti-aging" in favor of strength, wellbeing, and feeling good in your skin at every stage of life.


Role: End-to-end creative vision/shaping the customer journey across brand identity, website, packaging, and art direction.


Featured in Harper's Bazaar, Forbes, Vogue, Fast Company, and Women's Health as a best self-care indie brand.


Photography by Emily Hlavac Green, Maria Be, Emi Kitawaki, and Kristi Hayden.

ROLE:

Creative & Brand Direction


— Campaign Strategy

  • Case Study

Omsom


Omsom, the Asian American pantry brand, briefed on their highest-stakes launch to date: Saucy Noodles, a category bet projected to drive 50%+ of 2023 revenue. This case study led the response with a "proud and loud" concept spanning social, experiential, and partnership ideas designed to cut through the noise and convert curiosity into trial.



ROLE:

Creative & Brand Direction


— Branding

  • Photoshoot Production
  • Videoshoot Production
  • Campaign Narrative
  • Packaging

  • — Digital Product

Interactive Design System

Digital Design Direction


  • — Activation
  • Event Branding
  • Social Strategy Brand Partnerships

Dr.Jart+


Standing for "doctor + art," Dr.Jart+ fuses science, design, and art into high-performance derma skincare with playful packaging and artful experiences. I oversaw product launches that shaped the storyline across digital and physical touchpoints, and partnered with Pentagram on repackaging.


The brand has shown up backstage at New York Fashion Week in collaborations with Kendo, Opening Ceremony, New York City Ballet, and Vogue, positioning skincare as a driver of confidence and performance.


Selected work: lifestyle and influencer content with Rachel Nguyen (That's Chic); the launch of best-selling summer product Water Fuse, anchored by a fully branded activation with influencers at Shutters on the Beach in Santa Monica (23M social reach); animation, photo, & video direction.


Photography by Nicole Pagan

ROLE:

Creative Campaign Direction


— Branding

  • Photoshoot Production
  • Videoshoot Production
  • Campaign Narrative


  • — Activation
  • Social Strategy
  • Brand Partnerships

Opening Ceremony


Opening Ceremony is a fashion brand founded by Humberto Leon and Carol Lim in 2002. Opening Ceremony originated when the founders were inspired to create a space to share their findings from their travels and passion for art and fashion. The name is inspired by the the modern Olympics, paying homage to the brand’s aim of curating pieces from all around the world. OC has become known for its plethora of collaborations with Vans, COMMES des GARCONS, adidas and Maison Martin Margiela etc.


Instead of a traditional runway show, OC partnered with Dr.Jart+ and Justin Peck, choreographer for New York City Ballet, We created a "sneaker ballet" that saw its dancers in streetwear designed by Opening Ceremony, drawing inspiration from a variety of dance styles while matching Dan Deacon’s electronic score with youthful impulse and vigor. My role was to art direct and showcase cutting edge products that impact confidence and performance.


Photographed by Paul Kolnik