SONJOY

After nearly two decades of building brands for others, I founded SONJOY—a recovery brand that brings depth, dignity, and wholeness to a subject typically riddled with shame, dogma, and stereotypes. I developed the complete brand system from concept to execution: writing and designing 52-card decks (Universal and Christian editions), creating journaling products and frameworks, developing packaging and original illustrations, curating therapeutic Spotify playlists, and producing video content. The creative challenge was to craft accessible recovery content that offers philosophical depth without clinical detachment or preachy dogma—treating readers as intelligent adults navigating complex human experiences rather than problems to be fixed. SONJOY represents the intersection of everything I've learned about brand building, storytelling, and human connection—applied to the work that matters most.