hi, i'm fiona 💫
I'm the Creative Director and Co-Founder of Kindasorta Studio, a community programming studio for tech brands. We build the programs, the identity, the infrastructure, and the brand that turns your users into your biggest growth channel.
I'm a first-gen Vietnamese American, self-taught designer, and I mentor femme, queer, and BIPOC designers. I care a lot about making creative careers feel less lonely. If you're in a rut, let's chat.
currently building: community programs for AI startups, consumer tech, gaming brands, and founders building culture.
currently learning: how to turn the recipes we build for clients into tools other community teams can use.
My super powers
Brand Design & Identity
I design things people want to be a part of. At Discord, I designed merch collections, intern welcome kits, and branded experiences for annual company events and conventions. At PlayStation, I designed event presences for major conventions. At Fastly, I designed their booth at RSA Conference. Across all of it, the work is the same: cohesive experiences and things fans get excited about. I now lead all creative at Kindasorta Studio, designing visual systems, launch materials, landing pages, and program branding for every client we take on.
Creative Direction
I dig into a community before I design anything. I learn who the people are, what they care about, and what language they use. Then I translate that into a visual identity that feels true to them. Clients have told me the process feels human, not corporate. That it helped them get clarity in their own messaging. That it made something click about community and connection as a strength. That's the work I care about most: making the invisible thing visible.
Community Building
I bring people together. At Discord, I helped build the Asian Friendship and Kinship (AFK) ERG into the largest and most active employee resource group at the company, with over 400 members. We ran halau presentations, movie nights, Q&As with Discord execs and leaders from AANHPI nonprofits and businesses. It became known for iconic event programming. I've also mentored 100+ BIPOC and women designers over 6+ years. I’ve built internal culture at every company I have been a part of. And now I design community programs for tech brands professionally.
My experience
Sr. Brand Designer @ Bolt.new
Brand Designer @ Fastly
Content & Brand Designer, Soluna
Sr. Graphic Designer, Discord
Event Designer, PlayStation
Art & Account Specialist @ CollegeWear
JUNE 2025–AUG 2025
NOV 2024–MAY 2025
MAY 2024–AUG 2024
JAN 2020–AUG 2023
JAN 2019–OCT 2019
MAY 2018–JUN 2019
Up my sleeeves
Illustration
Graphic Design
Merch Design
Photography
Brand Identity
Social Content Design
Event & Experiential Design
Event & Experiential Design
Merch Design
Community Program Design
Project Management
AI-Assisted Workflows
Workshop Facilitation Mentorship
PREVIOUS CLIENTS
