copywriter. problem solver. always makes too much pasta.

Who is Hoi?

Copywriter. Problem solver. Brand thinker. UX noodler. And I always make too much pasta.

Live from the stage/my workspace

When I first told my parents I wanted to be a writer, I was 4 years old.

To which they replied: "That's great, but please get a day job."

So I went to school in three different cities, aced my senior year chemistry final, defied Chinese stereotypes and went to design school instead, worked in a record store, graduated from design school, designed Flash websites like it was 2005 (it was 2006), became an account manager, and had a quarter life crisis.

At which point I thought: "This is a really unnecessary and painful way to become a writer."

So I stopped crying, quit my job, left Sydney, and came to San Francisco to be a copywriter.

Funny how life works out in the end — now I get to flex the sum of my design, UX and copy sides to solve problems. And yes, ma, this is my day job.




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