Today we’d like to introduce you to Aoi Sejima.
Hi Aoi, please kick things off for us with an introduction to yourself and your story.
I was born in Japan, moved to South Korea at age four, and then to the United States in fifth grade. Growing up across three countries shaped how I see the world, and eventually, how I approach design.
I always knew I wanted to create something visually beautiful but useful, but I didn’t know which tool would be right for me to execute that. At first, I thought UI/UX design was the answer. But as I worked in that space, I realized I was craving something with more visual freedom, something less bound by guidelines and more focused on dynamic creativity and aesthetic beauty.
That’s when I discovered SOAR NY on Instagram. The moment I saw their work, I fell in love. There was Japanese typography in the design, but it was created in New York, and something inside me just clicked. Here was a studio that embodied everything I was looking for: bilingual sensibility, a fusion of Japanese and global aesthetics, and the opportunity to work as a Japanese designer in one of the world’s most dynamic cities.
After graduating from Parsons School of Design, I joined SOAR NY as a graphic designer. The studio is led by Masaki Hanahara, an internationally recognized award winning creative director who spent over 17 years at SHISEIDO before founding SOAR NY in 2022. Now, I contribute as an Art Director, leading projects that bridge Japan and the world, from global campaigns for SHISEIDO to public art installations in New York City.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not at all, but I wouldn’t change it. Growing up across Japan, South Korea, and the U.S. meant I was always navigating between identities. I felt more Korean in the States, more American in Japan. That experience taught me resilience, but it also made me acutely aware of representation—or the lack of it.
When I studied design, I noticed how few Japanese women were visible in global creative leadership. Japan currently ranks 118th in the Global Gender Gap Index, the lowest among G7 nations. When I joined SOAR NY, I became the only woman and the only multicultural team member on the team. It was both an opportunity and a responsibility.
Another challenge has been navigating my identity as a designer. I used to not be sure if I should lean into my Japanese heritage or try to blend into the global design landscape. But I’ve learned that my ability to translate culture, to create narratives that resonate across borders, is my greatest strength. It’s not about choosing one identity over another, it’s about bridging them.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
As an Art Director at SOAR NY, I lead graphic design work, branding, global campaigns, and public art projects. I often work on projects that connect multi-cultures, from Japan to global, global to Japan, and local projects.
Some of the projects I’m most proud of include:
1. Dumbo Mural – Art Directed a massive permanent public art installation measuring 42 feet wide by 23 feet tall, designed to live for a decade in Dumbo, Brooklyn. Created for New York City in partnership with the Dumbo Improvement District and supported by NYC DOT Art, the mural was inspired by Water Game, a Japanese toy from the 1970s that captivated children across generations and borders.
2. SUMIKA FLORALS – Leading art direction, photo direction, design, and illustration for this Tribeca-based flower boutique that believes flower arrangement is a wellness activity with creative freedom. From logo design that enhances the organic beauty of flower petals with elegant luxury, to poster design and flower packaging.
3. SHISEIDO Makeup Global Campaign 2025 SS/AW – Art directed key visuals, campaign films, and social assets for SHISEIDO’s global beauty campaigns launching in 90 countries worldwide.
4. HILLS SAKURA JOURNEY – Art directed key visuals through photo direction, design, and illustration for a cherry blossom festival in the heart of Tokyo, hosted by Mori Building, one of Japan’s most prominent urban developers known for shaping the Tokyo skyline. Captured the vibrant pinks, warm energy, and joyful spirit of spring as the streets came alive.
5. BREATHER – Art directed complete brand rebranding for Japan Tobacco’s breath supporting products, from key visuals, website design, copywriting, social assets, and brand films.
6. Skelt Cosmetics – Art directed and designed package design for a leading Brazilian skincare brand, helping grow their presence to 789K Instagram followers and 2M TikTok likes.
Some of the works above have been featured in such as WIRED, Yahoo Japan, Advertisement Times (one of Japan’s most influential advertising and marketing industry publications), and MdN Design (a prestigious Japanese design magazine that showcases the industry’s top-tier creators), Syukan NY Seikatsu (New York’s leading Japanese newspaper).
What sets me apart is my ability to serve as a cultural bridge. I’m fluent in both Japanese and English, but more importantly, I understand the visual languages of multi-cultures, the ability to create work that resonates authentically and beautifully across borders.
Looking ahead, I’m art directing for KOMEHYO, one of Japan’s most prestigious luxury resale companies, and contributing wall art to a major Fukuoka City development alongside renowned artists like Kohei Nawa, Yoshitomo Nara, and Mariko Mori. Moreover, I will be working on projects for The Joy Lab, a Brazilian high-performance skincare brand, and Issey Miyake, the legendary Japanese fashion brand.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
Don’t try to fit into someone else’s definition of success. The things that make you different are exactly what make you valuable. Your unique perspective isn’t a limitation, it’s your competitive advantage.
Seek out work that aligns with your values, not just your skills. When your work is connected to something bigger than aesthetics, it becomes more meaningful, and more sustainable.
Don’t wait for permission to lead. Leadership isn’t just about titles, it’s about making positive change and creating space for others. If you see a gap, fill it.
Contact Info:
- Website: https://soarnewyork.com
