Joey Zeledón (he/they/she) doesn’t just design things—they elevate them, helping products reach their higher purpose. Joey is an award-winning designer, with nearly two decades of experience working with top industry names like HP, Steelcase, Smart Design, Continuum, and Clarks. Their work, from everyday items to thoughtfully reimagined furniture, blends emotional depth with practicality, always with an eye on comfort and connection. They’re also the author of “Design is Trans” and Touchy/Feely, which explores the idea of emotional ergonomics, reminding us that design isn’t just about how something looks or works, but about how it feels.

Joey helps products reach their higher purpose by creating aspirational narrative identities – sticky stories that drive meaning – for product archetypes. Is it just a printer? or could it be furniture that prints? Is it just a coffee maker? or could it be a barista in your kitchen? Is it just a clothes hanger? Or could it be a closet you can sit on? In 2022, Joey founded their design studio based on this approach.