Sonja Huang
Founder and Creative Director
San Francisco, CA
www.electriknostalgia.com
instagram @electriknostalgia
linkedin
Q What do you do?
“I’m the Founder of Electrik Studio, a creative studio specialized in scaling CPG brands through strategic design and visual identity across all digital and physical touchpoints - from logos and websites to packaging and brand activation collateral.”
My approach involves an eclectic mix of creative consultancy and high-converting brand visuals that resonate with unique subcultures. I also specialize in motion design, UI/UX, and 3D elements to craft immersive digital experiences.
For the past 3 years I’ve worked primarily solo, but this year my focus has been on building a roster of creatives to offer full-service brand packages. My client projects have been expanding in scope and I'd like to keep other creatives in mind when the need arises.
If you’re a photographer, videographer, content creator, mobile app developer, or web developer, email me a link to your portfolio along with your rates/availability!
Q What steps did you take to get to where you are now?
I have over 10 years of marketing experience scaling brands through digital campaigns, socials, brand strategy, and experiential activations for CPG brands in the food and beverage space.
Prior to launching my studio, I led social strategy and product photography at the startup Prime Roots - recognized by the New York Times and Forbes as the first company to sell meat alternatives from mycelium.
After transitioning to self-employment, I did a lot of spec work in industries I wanted to work in (food, beauty, lifestyle, tech, etc). Since then, things have been taking off from word of mouth and lots of online/offline networking!
Q How do you stand out in your field?
I’ve always been drawn to alternative aesthetics inspired by Y2K nostalgia, 90s pop fantasy, and streetwear culture. I've found that when you’re authentically yourself as a creative - the right audience will find you.
I also have a background in research and data analytics, which translates well to the advertising space - especially for startup brands where brand strategy and market research is critical for building a strong foundation.
I also have a diverse skill set which makes it easier to pitch larger brand packages that involve logos, websites, mobile apps, packaging, and other deliverables needed to create a comprehensive brand identity.
Q What are you working on right now?
Right now I’m designing a Y2K-inspired mobile app where artists donate artwork to fundraise for nonprofits! It’s an online art gallery, fundraising platform, and social media network all in one. It’s a really exciting project with an admirable cause.
I’m also working with some cultural/heritage food brands on their websites, packaging and visual identities.
Q What’s your style?
In general, my style embraces bold and vibrant aesthetics that capture attention. I typically lean toward alternative aesthetics that resonate with unique subcultures. In addition to Y2K nostalgia and street culture, I’m also inspired by underground 90s rave culture, hyper-futurism, dreamy surrealism, Gen Z/Millennial brands, and neo-pop vintage styles for cultural food brands.
The website for my creative studio dives deep into whimsical surrealism. I wanted the brand to show a universe that people can tap into.
In terms of street culture, I partnered with the LA-based music production company Cendo to reimagine how digital beat packs look and feel. We developed an eclectic identity rooted in retro video games, streetwear, and internet culture to resonate with their target audience - Gen Z music producers. This brand positioning sets Cendo as a tastemaker amidst all the corporate branding you see in the music production industry.
Q Out of all your slashies, which one do you wish you could do more often?
I’d love to expand into other industries within the CPG space such as beauty and cannabis brands. I’ve worked with food and beverage brands over the past 10 years, so it would be great to leverage my skills in those areas.
Q What is frustrating you right now?
Social media. Organic reach seems to be getting harder and harder on Instagram. I’m open to doing more paid ads, but hashtags don’t do much these days like they used to. Fortunately most of my business has come from real-world relationships and LinkedIn networking, but I would like to have more time to focus on social media marketing.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I would hire a bookkeeper, a tax professional, or someone to assist with admin tasks so I can focus fully on the creative work. Not the sexy answer, but it all needs to get done!
Q What do you wish you could have told yourself, when, and why?
In middle school, I took a web design class and loved it. However, creative careers weren’t emphasized all that much in my hometown. The academic culture definitely pushed us more toward traditional 9-5 paths. So even though I loved the web design class, I perceived it only as a hobby and decided to pursue a more traditional path at first before coming full circle.
If I hopped in a time machine I would tell my younger self that I would end up owning a design studio, and to keep pursuing that path. Although knowing my younger rebellious self, I would have told my Time Machine Self, “Don’t tell me what to do!”
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’d love more insights on paid/organic social and content strategy that specifically targets entrepreneurs who need branding. My background in social media strategy was specifically for a CPG brand, so it’s different running a social account as a studio owner.
Q What kind of opportunities/projects are you looking for?
Brand identity and websites for DTC brands across food, cannabis, fashion, beauty, technology, music, and entertainment. So far I’ve loved working with brands that are willing to take creative risks to shape culture and set themselves as pioneers and tastemakers. Designing websites that feel like you’re being transported to a whole new universe would also excite me, such as those involving 3D elements and interactive animations.
My plan is to build more Shopify storefronts and offer full-service e-commerce packages: website design, development, photography/videography assets, UGC carousels, etc.
I’m also interested in working with more CPG brands that are committed to circular/sustainable packaging. I recently watched an episode of Our Oceans on Netflix, and my heart broke when I saw a turtle in Hawai’i swimming amidst a sea of plastics from food & drink packaging. As somebody who has worked in marketing over the past decade for CPG brands, plastic waste is a huge problem. Gen Z spending habits tend to lean toward more sustainably conscious brands as well, so it makes more sense from a business standpoint as well.
Q Describe your ideal job/client/collaboration.
A dream project I would love to work on is a brand identity project for a sustainable cannabis or fashion brand. For example: biosneakers made from mushrooms, recyclable packaging for a cannabis brand, etc. Brand campaigns that lean into hyper-futuristic or early-2000s cyber aesthetics are particularly exciting to me. A matcha brand with unique brand positioning would also be fun!
So far I’ve loved working with clients who: value my expertise and creative edge, understand that branding is a worthwhile investment, and respect my time, energy and boundaries as a creative professional.
Q: What is your rate?
Brand identity and website packages typically range from $5K - $15K depending on project scope. It’s hard to give a precise number because each project is fully custom and tailored to the client’s needs. It’s best if the client provides their budget upfront so I have a better idea of what we can do for them and the extent of the project scope. If it’s a project I’m really excited about I’m sure we can find a way.
Q How should someone approach you about working together?
Please fill out the contact form on my website to share more info about your project scope and budget. Or send me an email!
Q Who is a creative you admire?
Chava Orpresa is an incredible product photographer in Oakland, California with over 2 decades of experience. He’s a talented creative who’s worked with brands like Pepsi, McDonald’s, and Youth to the People. He’s also such a kind person who’s easy to get along with!
Q Oh! and… how do you stay creative?
Nature, stillness, and rest!
This member profile was originally published in March 2026.