About

Hi, I’m Justine. 👋

Based in Victoria, BC, Canada, I’m an artist, writer, and freelance designer & communications strategist.

With over a decade of experience in marketing, branding, and product, I’m passionate about creating authentic touchpoints that resonate. I’ve worked in industries ranging from tech and e-commerce to live entertainment and tourism, leading + designing campaigns, writing UX copy + long-form guides, shaping user experiences, and advocating for features that make a meaningful difference.

As someone who has always been deeply empathic, I was often told I was “too sensitive” as a kid. Over time, I learned to treat that sensitivity as a strength, discovering that design, writing, and storytelling were powerful ways to channel it into work that brings clarity, joy, and ease to others.

Whether I’m designing a visual identity, writing UX copy, or facilitating a brand discovery, I lead with care and presence.

For those who appreciate the specifics, I hold a BA in Communications, along with certifications in UX Design and Product Management.

Outside of work, you’ll find me by the ocean or in the forest, cycling through town, experimenting with new art forms, learning about bodywork and intuitive systems, or spending time with my partner and friends.

If you're looking for a designer with a versatile background, a collaborative spirit, and a heart-forward approach, I’m eager to meet you!

My Story

After moonlighting in design for over 13 years, 2023 marked a pivotal turning point when I embraced full-time freelancing.

Following a 10-year career in marketing, project management and communications in work environments that eventually felt out of sync, I found myself on the verge of burnout for the second time in my life. Determined not to go down that path again, I knew it was time for a change.

In 2022, I decided to leave my job in tech. Though it was daunting, my previous encounter with burnout had taught me that on the other side of systems crumbling was creative potential.

To cope, I immersed myself in the activities that nourished my soul the most: creating art, communing with nature, and exploring the world. Yes, I'm one of those cliche stories; a trip (to Malta in this case) became the catalyst for a life-altering transformation.

In Mandarin, the last character of my name, 菡 (pronounced hàn) translates to “lotus blossom.” Much like the lotus' life cycle, this recent journey into the depths (the metaphorical mud) allowed me to find the courage to let go of what no longer resonated.

The decision to finally embrace my creativity at its full capacity and stop hiding was a vital step in my growth journey.

Going full-time freelancing was imperative for many reasons, including the necessity to bloom.

Today, communications and marketing remain integral to my design process, and I'm committed to harnessing my creative skills and abilities to collaborate with kindred spirits who also lead their lives with passion, kindness and purpose.

And let me tell you, it’s made a world of difference.

My heart truly lies in collaborating with individuals and organizations committed to making the world a better place for all to thrive. If you share this mission, I'm eager to connect with you!

“We tend to think of the artist’s work as the output. The real work of the artist is a way of being in the world.”

-Rick Rubin

My Mission

To create thoughtful design and experiences rooted in truth, beauty, and wholehearted collaboration.

When I’m part of a project or team, you get all of me. I put my heart into the work I do and put a lot of care into ensuring my collaborators and teammates are solid along the way.

Who I’ve Worked With

I have collaborated with tech companies, boutique brands, and small businesses in various industries such as live music and events, tourism, hospitality, career building, and more.

BC Pensions

Cowichan Tribes

We Work Remotely

Instant Domains

Designer News

Freshgigs.ca

Unicornhunt.io

The Truffles Group

Cascadia Liquor

Victoria Butterfly Gardens

Truffles Catering

Sequoia Coffee

Canoe Brewpub (RIP)

Atomique Productions (RIP)

Rifflandia Festival

The Phillips Backyard Weekender

Rock the Shores

Amelia Artists

& more

  • “It was as if we had hired not only an adept digital designer, but also a healer, a psychologist, a cultural edge setter, an artist, a writer, and, above all, an ally.”

    – Jennifer Socey, Grateful Trees and Bees

  • “Justine has this incredible talent for bringing out people’s authenticity, putting into words what we don’t know how to explain, and truly seeing people for who they are.

    If anyone is looking for help with branding, copy, or web design, I cannot recommend Justine enough.”

    – Lauren Alexandra

  • "I've been fortunate enough to work with Justine for a number of years; she's a wonderful person and a true professional - not only in the quality of her work but the way she conducts herself, manages projects and is constantly learning and improving. I'd love to work with Justine again and would recommend her to anyone looking for thoughtful, high-quality design work.”

    — Matt H, Founder CEO, Align

  • “Justine is one of those unicorns who can build strong relationships with people, while also building incredible digital products. She has a keen eye for design and can produce beautiful things quickly and collaboratively - which is not an easy task. Justine is a people and thought leader, who would be a stellar addition to any company. I would recommend her again and again.”

    — Erin Richards, Manager of Writing & Content Strategy, BC Government

  • “Any company would be lucky to have Justine. She goes above and beyond in her work, taking pride in everything that she does. She’s always looking to improve things and she cares deeply about her fellow employees. This shows in how she approaches teamwork.”

    — Asim, People Ops Lead, sherpaº

  • “I want to recommend Justine Shu as designer, project manager, and collaborator. She is thoughtful and clear in her communication. Her response to feedback is exactly what you would hope for - receptive, responsive and creative. Justine consistently amazed me by creating material that was so much more than I had imagined was possible. She has an artist's eye and incredible technical skill. I loved working with Justine, and would happily do so again.”

    — Sage Goode

  • “The business is going really really well and clients like the graphic design. I have enjoyed the professionalism Justine’s graphic design has brought to my company.”

    — Byron Rotgans, Founder, Munro Engineering