Isabelle is a Canadian editorial & brand art director who has worked in visual storytelling through print and digital design for over 10 years. Notably, she had led the creative revitalization of a luxury jewellery company in Toronto and all in-house campaigns. Isabelle is driven in concept and design execution, with great pride in high aesthetic standards.

Over the years, she’s lived across a rich mosaic of cities—from the cultural depths of Seoul to the vibrant west coasts of Vancouver and San Francisco. Following an explorative wine interlude in Napa Valley, she’s circled back to her design foundation with all things type design in Paris, while developing her first typeface: Quince.  

Right: Crush time with our harvest team at Relic Wine Cellars in Napa!
Film + editing: Isabelle S. Choi

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No. 1

QUINCE

Elzevir Typeface

Quince is a French typeface revival inspired by the fables and literature of the mid-to-late 19th century, set in Elzevir. Drawing from Louis Perrin’s work for style and elegance, it offers a sensory dance of hard and soft, sharp and sweet, bold and smooth—celebrating all the textures of life.

No. 2

HUMBERTOWN
JEWELLERS

Led the creative direction and elevated the visual brand presence of Toronto-based high jewellery brand Humbertown Jewellers as the Art Director. Worked with the marketing team to design, execute and oversee cross-platform campaigns from concept to final delivery.

 video: Lunar New Year campaign 2023

Art Direction

slide: Lunar New Year campaign 2023

HUMBERTOWN
JEWELLERS

Art Direction

slide: Winter 2022
scroll (below): Summer 2022

HUMBERTOWN
JEWELLERS

Art Direction & Off-figure Styling

Fall 2022 Campaign