I’m Zsófi (*pronounced as ‘Sophie’ 😅 )

🇭🇺🇬🇧 Born and raised in Hungary, I packed my bags a decade ago and moved to the UK with two goals: sharpen my English (mission accomplished, I’m now a British Citizen!) and dive into the world of design (the free museums in London didn’t hurt either).

🎬 At university, I studied Multimedia and Film, which meant exploring a bit of everything - design, photography, film, journalism, and marketing. It gave me a multidisciplinary toolkit and a lasting obsession with storytelling. (Also, full disclosure: I’m a huge film nerd. Ask me my top 5, but prepare for a long answer.)

🎨 My career began in graphic design, where I experimented across industries like e-commerce, security, education, and even betting and gaming. Over time, branding became my passion - the challenge of creating identities that felt bold, consistent, and human. Naturally, that love for branding’s storytelling power led me into UX, where design is not just about how things look, but how they feel.

💼 In 2022, I joined American Express as a Product Designer. Today, I’m part of the Enterprise Design department, in the Navigation & Communications Design team, where I focus on shaping seamless, intuitive customer experiences across web and mobile.

🚀 What drives me? Design as storytelling. My goal is always to find that sweet spot where form meets function… and to craft journeys that are not only effortless, but memorable.