Irie Chow
Creative Director / Art Director / Web Designer / Brand Designer / Co-founder of SHIO
Toronto, CA / Berlin, DE
www.iriechow.com
instagram @iriechow
Q What do you do?
“I’m a Creative Director, Art Director, and Designer with over 12 years of experience in branding, digital design, and visual storytelling. I’ve worked independently with clients of all sizes — from early-stage startups to global brands — crafting concept-driven identities, websites, campaigns, packaging, and creative direction that feels both fresh and intentional.”
I also co-founded SHIO, a Berlin- and Toronto-based creative studio specializing in bold, emotionally resonant visual worlds. From brand identities and digital platforms to packaging and new media art, we approach every project with depth, curiosity, and a distinctly original point of view.
Q What steps did you take to get to where you are now?
After studying design at university, I began my career as a junior designer and steadily worked my way up to Art Director, gaining experience at a range of creative agencies and studios. Along the way, I had the opportunity to collaborate with global brands like Nike, Diageo, Lay’s, BMW, MINI, NISSAN, and AT&T — as well as smaller businesses and cultural clients.
With over a decade of experience across both large and boutique teams, I eventually transitioned into full-time independent work. That shift gave me the freedom to take on more conceptually-driven projects — and ultimately led to co-founding SHIO, where I now focus on building bold, emotionally resonant creative worlds for clients who want something beyond the conventional.
Q How do you stand out in your field?
What sets me apart is the way I combine deep strategic thinking with a strong visual instinct — I don’t just design for aesthetics, but for how things feel, communicate, and stay with people. My work is known for its emotional clarity, conceptual depth, and refined execution.
Storytelling is central to my process. I begin by anchoring in the client’s narrative, then draw inspiration from the textures of everyday life — architecture, books, film, music — to create work that feels layered, grounded, and emotionally resonant.
Through SHIO, I extend this approach into a broader creative practice — from branding and identity to digital platforms, packaging, and new media art. We treat each project like building a world, not just delivering a surface. Our work blends structure with experimentation, attracting clients who seek something distinct, sensory, and story-driven — whether in branding, web, or experiential design.
Q What are you working on right now?
Right now at SHIO, we’re working on a mix of branding and digital projects — including a rebrand for an F&B company, a visual identity for a rapper in the art and music space, a digital experience for a fashion brand, and a new identity system for a cultural platform. We’re also developing a few in-house concepts that explore storytelling through new media and sensory design.
It’s been an exciting phase of collaborating with clients who are open to pushing boundaries — and creating work that feels both strategic and emotionally resonant.
Q What’s your style?
My style leans toward bold, refined, and emotionally charged — often blending editorial sharpness with both clean and chaotic elements. I’m drawn to work that sits at the intersection of art and design, where strategy meets intuition, and structure meets experimentation.
Rather than subscribing to a single visual style, I focus on building distinct worlds that feel true to each client. Storytelling, typography, and meaningful visual systems are at the heart of my work — and there’s always a sensitivity to tone, rhythm, and emotional resonance, whether it’s a brand identity, a digital experience, or packaging.
Q Out of all your slashies, which one do you wish you could do more often?
I’m most excited about work that allows for depth, experimentation, and emotional connection — whether that’s through branding, digital experiences, or something entirely unexpected. I’m drawn to projects that challenge conventional formats and open up new ways of thinking, seeing, and feeling.
Rather than focusing on one industry or output, I’m interested in ideas that expand what creative work can be — and collaborating with people who are just as curious about where design, culture, and technology can intersect next.
Q What is frustrating you right now?
What’s frustrating? Finding time to share the work we’re proud of. We’re always deep in the next thing, so case studies and portfolio updates keep getting bumped — a good problem, but still a recurring one.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I just want a fancy sesh of deep tissue back, shoulder, and scalp massage.
Q What do you wish you could have told yourself, when, and why?
I’d tell myself: Trust your gut. Everything’s going to be okay — even the parts that feel uncertain now are leading somewhere real. You don’t have to rush or explain everything. Just keep creating, stay curious, and let it unfold.
Q If you could talk to an expert to gain more insight on something, what would it be about?
1:1s with accountant.
Q What kind of opportunities/projects are you looking for?
I’m looking for projects that are conceptually rich, emotionally intelligent, and creatively challenging — whether that’s branding, digital experiences, or something more experimental. I love working with people who value storytelling, strong visuals, and aren’t afraid to try something different. Ideally, projects that blur the lines between design, culture, and art, and leave room to build something meaningful from the inside out.
Q Describe your ideal job/client/collaboration.
My ideal clients are open, curious, and collaborative — individuals who recognize the importance of effective communication and trust the creative process. I work best with those who bring a strong vision or feeling, and are open to letting me bring my expertise and ideas to the table.
Whether it’s an artist, brand, or entrepreneur, I’m most energized by projects that explore the intersection of creativity and innovation, where we’re not just solving a brief, but building something layered, meaningful, and a little unexpected. The best collaborations feel like world-building, not just deliverables.
Q: What is your rate?
I usually quote by project rather than hourly rate, as budgets can vary depending on scope, complexity, and specific needs. I’m flexible and always aim to align with your goals, timeline, and budget range. If it feels like a good fit, we’ll find a way to make it work — happy to talk through it and tailor a proposal that makes sense for both sides.
Q How should someone approach you about working together?
Feel free to reach out via email at info@shioinc.com, or just send me a DM on Instagram — either through @iriechow or @shioinc.
Q Who is a creative you admire?
Amira @aaamira
Wang & Söderström @wangsoderstrom
Yellow Nose Studio @yellownosestudio
Daito Manabe @daitomanabe
Ralf Baecker @ralfbaecker
Q Oh! and… how do you stay creative?
Travels, music, movies, food, exhibitions, natural
This member profile was originally published in September 2024, Updated June 2025.