# Seohaa Choi > Associate Creative Director @ Level Studios. Leading digital design visionary transforming businesses through user experience and brand Location: San Francisco Bay Area, United States Profile: https://flows.cv/seohaa Design Director and brand leader with 15+ years of experience shaping global brand systems across physical and digital environments. Proven track record leading and mentoring multidisciplinary teams while evolving cohesive visual identities at scale. Expert in translating complex ideas into clear, compelling brand narratives across product, campaigns, environments, and digital experiences. Hands-on creative leader with strong operational rigor and deep cross-functional partnership experience. ## Work Experience ### Associate Creative Director @ LEVEL Jan 2026 – Present | San Francisco Bay Area Associate Creative Director at Level, shaping creative direction and brand experiences across digital, product, and integrated campaigns. Passionate about building distinctive brands through strong concepts, thoughtful design, and collaborative teams. ### Management Consulting @ Active Digital | Enterprise AI @ Active Digital Jan 2024 – Jan 2026 | San Francisco Bay Area Senior partner to enterprise organizations, owning complex, regulated experience programs that require structured execution, data interpretation, and cross-functional alignment across product, engineering, compliance, and marketing teams. Led end-to-end design of customer booking and decision flows for enterprise clients including Marriott, mapping real user intent to business goals across mobile and web touchpoints. Designed and iterated customer booking journeys for WhatsApp AI-chatbot, from discovery through conversion, optimizing information hierarchy, trust signals, and friction points through rapid prototyping and stakeholder feedback. Operated in a coach/player role—personally creating wireframes, high-fidelity UI, and interactive Figma prototypes for complex digital products while guiding teams through ambiguity. Partnered closely with PMs and engineers to scope features, define requirements, and run fast iteration cycles grounded in real customer behavior and performance data. Built and deployed AI-assisted workflows to accelerate ideation, content generation, and iteration across campaign assets—balancing automation with human review to ensure quality and brand integrity. Used feedback loops and performance signals to refine system behavior and recommend improvements to both product experiences and underlying workflows. ### Director of Design & Creative Services @ Vori Health Jan 2021 – Jan 2023 | United States Vori Health is a virtual healthcare company that provides personalized medicine. With over six years of experience in design and product management, I lead the brand vision, strategic guidance, and design systems for the end-to-end user experience across all consumer touch points in the mobile + web app. Led design of patient onboarding and intake flows across digital health products, ensuring experiences balanced clinical requirements, regulatory constraints, and patient clarity. Partnered closely with product, engineering, and clinical teams to translate medical, operational, and compliance requirements into usable, human-centered experiences. Supported experimentation and iteration by incorporating feedback from clinicians, patients, and internal stakeholders to refine flows over time. Advocated for reliability, transparency, and human oversight in digital health systems where user trust and correctness were critical. In this role I worked closely with the C-suite of Vori Health in building a world-class ecosystem that will fundamentally transform the way patients receive care for MSK issues. ### Senior Experience Designer @ Vori Health Jan 2021 – Jan 2022 | San Francisco Bay Area Conducted workflow analysis and qualitative research to understand how patients and clinicians used onboarding, scheduling, and care coordination tools in real-world settings. Designed and iterated patient onboarding and intake journeys from first touch through activation, optimizing clarity, trust, and completion in high-stakes healthcare contexts. Created wireframes, high-fidelity UI, and interactive Figma prototypes to test flow logic, decision points, and information hierarchy prior to engineering implementation. Partnered closely with product managers and engineers to define requirements, scope features, and iterate rapidly based on user, clinical, and stakeholder feedback. Helped establish early design patterns and system foundations that supported scalable, consistent patient experiences as the platform evolved. ### Global Design Product Manager @ WeWork Jan 2020 – Jan 2021 | San Francisco, California, United States Enterprise/Key Account Design Product Management Served as product and delivery lead for the global Stripe account, coordinating workflows across design, engineering, real estate, and construction teams to deliver consistent, high-quality workplace experiences at scale. Led requirements gathering and discovery with Stripe stakeholders, translating business needs, headcount projections, and growth plans into actionable design and delivery inputs. Managed end-to-end occupancy planning workflows, aligning spatial strategy with operational constraints, timelines, and regional considerations across multiple global sites. Mapped and optimized cross-functional workflows between design, engineering, and construction teams to reduce friction, improve predictability, and support scalable delivery across Stripe’s global footprint. Oversaw development of fit-out design packages, ensuring alignment between design intent, technical feasibility, and construction execution. Partnered with engineering and construction teams to scope and deliver custom solutions that addressed Stripe’s specific functional, technical, and cultural requirements. Acted as the central point of coordination between creative, technical, and delivery teams—clarifying dependencies, resolving tradeoffs, and keeping workstreams moving forward. Established repeatable processes and documentation standards to support scalability and consistency across locations. ### Design Manager PxWe @ WeWork Jan 2018 – Jan 2020 | San Francisco, California ### Senior Designer @ AvroKO Jan 2017 – Jan 2018 | San Francisco, California ### Design Manager @ Valerio Architects Jan 2016 – Jan 2017 | Los Angeles, California ### Senior Designer @ Dalziel & Pow Jan 2014 – Jan 2016 | Clerkenwell, London ### Senior Designer @ JHP Design Jan 2014 – Jan 2014 | Primrose Hill, London ### Senior Environmental Graphic Designer @ Atelier Ten Jan 2008 – Jan 2014 | Shoreditch, London Seohaa joined the Environmental team in 2008 and then moved to lead the UK Graphics team - she was responsible for the development and application of visual communication within Atelier Ten. Seohaa and the graphics team define the interface between the architect’s design and building services ranging from environmental sections to energy diagrams to infographics. Seohaa is responsible for design, development and production of the Annual Sustainability Report and marketing collateral for the UK business. ### 3D Designer @FITCH @ WPP Jan 2007 – Jan 2008 | Paddington, London Seohaa joined Fitch as a 3D designer creating branded spaces for offices and retail. She worked on designing Vodaphone's new offices in Dublin and RAC retail concept. ### Architect @ Kanner Architects Jan 2005 – Jan 2007 | Santa Monica, California Seohaa joined Kanner Architects after graduating from ArtCenter as an Architect. She was part of the Puma retail design team and designed over 15 stores worldwide in the first year. She also worked on the Sunset Time boutique hotel during schematic design to meeting planning permission for West Hollywood. She was also part of the team that began to look into LEED certified buildings at Kanner for green hotels and sustainable retail solutions. ### Interior Designer @ HBA/Hirsch Bedner Associates Jan 2005 – Jan 2005 | Santa Monica, California ## Education ### Bachelor of Science in Environmental Design ArtCenter College of Design ### RDI Summer School ### International Baccalaureate Diploma Seoul Foreign High School ### Bachelor of Science - BS in Environmental Design ArtCenter College of Design ### Bachelor of Science - BS in Environmental Design ArtCenter College of Design ## Contact & Social - LinkedIn: https://linkedin.com/in/seohaa-choi-173a7847 - Website: https://seohaalucas.myportfolio.com --- Source: https://flows.cv/seohaa JSON Resume: https://flows.cv/seohaa/resume.json Last updated: 2026-04-05