Su Jin Choi

Currently designing 
behavior change @ Noom

Previously @ Eileen Fisher + L’Occitane

Brand/ Art Direction/ Product/ Campaigns

Noom
Stress Metaphors
Noom Med
Biomarker How-To
Eileen Fisher
Little Muse


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Noom Med

As Noom entered medication-assisted health, I developed a visual system that made a complex, clinical offering feel approachable, human, and distinctly Noom.

→ Products include: GLP-1, HRT Rx, Oral Meds, Microdose, etc.

→ Product renders, printed collaterals, packaging, video creation

Noom

→ Rebrand (2021, 2026): 
Evolving a behavioral health brand for what comes next.
    - New system extended              beyond marketing into              product experiences,                including Welli, Noom’s            AI-powered health                    companion.

→ Growth (cont.)
Helped scale HQ creative from ~10% to 46% of growth spend.

→ B2B: 
Led real-member testimonial shoots to bring greater credibility and human stories to program enrollment.

Stress Metaphors

An exploration of how physical forms, texture, and scale can translate an invisible emotional state into something tangible.

Biomarker How-To Video

Health data is often presented as something clinical, abstract, and difficult to understand. I led this how-to content to make complex testing feel simple and approachable without losing credibility.

→ Creative Direction, Video, Packaging, Storyboard, Graphics Overlay

Eileen Fisher 

Created cohesive digital, print, and in-store experiences aligned with each month’s product stories and deliveries.

Little Muse  (Ongoing)

Bringing imagination to life through a 3D character and an original song.

Client and creative partner: my three-year-old daughter, Soul.