Irie Chow is a Canadian independent design and art director based in Berlin. She is the co-founder of SHIO INC. and works with clients worldwide.
With over a decade of experience in design and creative agencies, Irie blends storytelling, design thinking, and deep curiosity to craft distinctive brand identities, visual systems, and digital experiences. Her work is rooted in clarity, aesthetic sensitivity, and strategic thinking — creating meaningful impact and long-term value for brands.
Her client list includes Nike, Diageo, Lay’s, BMW, MINI, Nissan, Infiniti, AT&T, QuickBooks, and more.
CV available upon request.
©Irie Chow 2025
FATHER’S DAY W. DIAGEO
CREATIVE STRATEGY, ART DIRECTION
I work closely with the strategy team and the project's creative director. Using a shopper-centric approach, we define an E2E digital commerce strategy and validate a best-in-class digital experience that transforms how Diageo delivers omnichannel occasion-led campaigns across the D2C and B2C ecosystem. We also demonstrate how it scales agnostically across markets and operationally.
Our work resulted in a successful proof of concept focused on a Father's Day event across various retailers. This experience was not only well-received but also validated through rigorous user testing, further bolstering our confidence in the proposed strategy.
(The project was done with CRITICAL MASS.)