My practice lives where vision meets craft — the framework a brand needs, made to feel inevitable.

The brands people watch — the Maisons, the platforms, the houses with reach — set the terms for what becomes desirable, who gets to be at the center of a story, and what gets normalized as beautiful. I think the people making the work should hold that quietly, and carefully.

My work bridges luxury, technology, and culture — from a three-day Murakami flower shop in Nolita for Dom Pérignon, to a digital Mid-Autumn Festival with NIKI and Hayley Kiyoko, to a Virtual Concierge mapping eight personalities to the Moët Hennessy portfolio. It lives at the intersection of brand strategy, editorial design, and immersive experience.

I started my career in New York at Night Owls, designing digital experiences for Columbia University, Integral Ad Science, and Industry City. From there I moved to Silicon Valley to join Mobvoi — an AI startup backed by Google and Volkswagen — where I led product launches and built the brand's visual and storytelling language across cross-functional teams.

Returning to New York, I joined Admerasia, where I led creative direction on multicultural campaigns for Moët Hennessy, Nissan, and culture-forward causes. That work led to co-founding STADM in 2023 — a creative studio working with Moët Hennessy, LVMH Maisons, and beyond, where I author brand strategy and lead creative direction across immersive retail, branded events, annual portfolio communications, and digital experiences.

Alongside the commercial work, I maintain a parallel advocacy practice — projects rooted in AAPI cultural visibility and the belief that design is most useful when it shifts who gets to be at the center of a story.

For inquiries and collaboration — shaojolin@gmail.com