Creative direction meets product thinking.

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

Working internationally between Los Angeles and Luxembourg.

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 Javier Martinez

Co-founder

Francisco Javier Martinez is a Mexican-American creative director and filmmaker from Los Angeles. 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 based in Luxembourg. He leads discovery, scoping, roadmapping, delivery and the studio's operations and technology, with experience across streaming, consumer platforms, B2B tools and AI.

His work includes taking Freely TV from a blank page to a national launch reaching more than one million active devices, and the digital work the studio ships: the tools, automation and products clients take away. He works hands-on from first scope through to delivery, bringing structure to ambiguity and shaping products around what matters most while cutting what doesn't.

Our services

Positioning, identity, visual language and the practical rules that keep a brand coherent. The work runs from strategy and naming through type and colour to the guidelines and production files a team uses day to day. It is built so the brand still holds together when the people applying it are not us.

Product strategy and definition, UX and UI, design systems, digital experiences and development. We work out what a product needs to make possible, design how it behaves, and take it through build. The result is something people can use that belongs to the brand behind it rather than sitting alongside it.

Go-to-market creative, campaign systems, photography, film, motion and social content. A launch is a platform and a decision about what to say first, and then the assets that carry it. We direct and produce the work rather than briefing it out, so what goes live is what was designed.

Event identities, spatial graphics, installations, merchandise and culturally specific brand experiences. This is the brand at full size, read across a room rather than on a screen. The constraints are physical, so the work starts from the space, the materials and how people move through them.

Talk to the founders