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. I have been designing merch collections, intern welcome kits, and branded experiences for annual company events and conventions. 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. I help clients get clarity in their own messaging. 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. 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
Co-Founder & Creative Director @ KSS
OCT 2025–PRESENT
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
