Creative direction meets product thinking.

SOH Studio is an independent creative and product studio co-founded by Francisco Martinez and Romie Bajwa.

We help teams define what they are building, shape how it works and feels, and bring it to market through brand, product, campaign and experience design.

Based between Rome and Luxembourg, working internationally.

Our services

Positioning, identity, visual language and the practical rules that keep a brand coherent.

Discovery, product strategy, MVP framing, UX direction, websites and AI-assisted prototypes.

Go-to-market creative, campaign systems, photography, film, motion and social content.

Event identities, spatial graphics, installations, merchandise and culturally specific brand experiences.

Meet the team

Founder-led. Built around the work.

Francisco and Romie stay directly involved from the first conversation through the decisions that shape the final output. When a project needs additional expertise, SOH assembles a focused network of designers, strategists, developers, filmmakers, producers and artists around the assignment.

The team expands to fit the work without adding unnecessary layers between the client and the people making the decisions.

Francisco Martinez

Co-founder

Francisco Martinez is a Mexican creative director and filmmaker from Los Angeles, based in Rome. He leads strategy, art direction, identity, campaign, visual systems and production, with experience across technology, culture, fashion and film.

His work includes global and regional programmes for LinkedIn, Uniswap, Translated, Kabata, Automotive AI and Coneli. He works hands-on from concept through execution and uses emerging and AI-assisted workflows to expand how brands, visuals, campaigns and stories are built.

Romie Bajwa

Co-founder

Romie Bajwa is a product leader with more than six years of experience shipping data-driven products across startups and established teams. He has led discovery, roadmapping and delivery for consumer and B2B products, including taking Freely TV from a blank page to a national launch reaching more than one million active devices.

His work focuses on reducing uncertainty early, framing the smallest meaningful bet and using data and user research to decide what to build next. He is currently focused on AI adoption, zero-to-one products and rapid prototyping.