SONJOY

After nearly two decades of building brands for others, I founded SONJOY—a recovery brand designed to bring depth, dignity, and wholeness to a space often shaped by stigma and simplification. I developed the brand end-to-end, including 52-card decks, journaling frameworks, packaging, original illustration, curated audio experiences, and video content. The work balances accessibility with philosophical rigor, intentionally avoiding both clinical detachment and dogma, and treating recovery as a complex, human process rather than a problem to be solved.