The Power of Partnership: The Story Behind SO Dsgn, A Black-Owned Design Studio in Chicago
Every design studio has its own story. For us at SO Dsgn, it started with a spark of an idea, a shared vision, and a whole lot of passion and hard work. But what truly sets us apart is the power of partnership—how two people came together to build something bigger than themselves, all grounded in creativity and purpose.
The Beginning of SO Dsgn
SO Dsgn was founded in 2019, when Rotimi Solola took a leap of faith to start his own design consultancy. After years as an Industrial Designer at Motorola, where he honed his ability to blend form and function, Rotimi was ready to pursue his entrepreneurial aspirations and create something of his own. His vision for SO Dsgn went far beyond designing products—he wanted to build a studio that solved real-world problems through innovative design.
In the early days, SO Dsgn was driven by Rotimi’s passion and determination. Working independently, he poured his energy into turning ideas into reality, laying the foundation for what would become a design studio rooted in innovation, purpose, and a desire to make an impact.
During this time, Candace was building a successful career as a Design Director at Landor, where she worked with major brands like Kimberly Clark, PepsiCo, and Kraft Heinz. Over the years, she honed her expertise in branding, packaging design, and creating memorable consumer experiences—skills that would later help expand and transform SO Dsgn’s offerings. But Candace’s dreams didn’t stop at climbing the corporate ladder.
She had always envisioned owning her own business, where she could fully explore her creativity and entrepreneurial spirit. Even while working full-time at Landor, she was committed to this vision, spending late nights taking on freelance projects to build her portfolio, establish her name, and fuel her passion for entrepreneurship.
It was during this period that she and Rotimi began collaborating on freelance projects together. Merging Rotimi’s expertise in industrial design with Candace’s strength in branding, that they realized how well their skills complemented each other. This partnership felt like the perfect fit for building something bigger than either of them could do alone. These collaborations not only brought their skills together but also planted the seeds for the dynamic partnership that would become the backbone of SO Dsgn’s growth.
The Turning Point: Joining Forces
By 2022, Rotimi and Candace saw the potential to take SO Dsgn to the next level. With Candace’s strategic thinking and deep branding experience, and Rotimi’s extensive experience in innovative product design and bringing products to market, they knew their combined strengths could create a unique approach to design that blended both industrial and branding design in a powerful way.
Candace made the decision to join SO Dsgn full-time, marking a turning point in their shared vision. The synergy between them, both professionally and personally as a husband-and-wife team, was the key to SO Dsgn’s evolution. It wasn’t just about growing a business—it was about realizing a shared purpose and values, and with Candace’s full-time involvement, they were able to expand SO Dsgn’s offerings and deepen their impact on every project.
Growing & Overcoming Together
In February 2023, SO Dsgn took a major step forward, moving into a dedicated studio space. This milestone symbolized how far the studio had come and created a new environment to foster creativity, collaboration, and growth.
With the studio as a hub, they began expanding their team, building a diverse group of designers equally split between branding and industrial design. The move allowed SO Dsgn to take on larger projects, manage more clients, and continue pushing the boundaries of what their studio could achieve.
From designing cutting-edge oral care products for Feno to creating luxury packaging for YouTube’s end-of-year gifts, SO Dsgn’s work reflects the combined passion and purpose of its team. But the journey hasn’t been without challenges. Shifting from being designers to business owners brought a steep learning curve. Managing operations, finances, and a growing team required new skills, tough decisions, and a lot of resilience.
As a small Black-owned design studio, SO Dsgn has faced its own set of hurdles—fighting for bigger projects, pushing for larger budgets, and making a name in a competitive industry. But through it all, the partnership between Rotimi and Candace has been the driving force. Their ability to challenge each other, push their limits, and stay true to their vision has helped them overcome obstacles and continue moving forward.
Designing for the Future
Today, SO Dsgn is more than just a design studio—it’s a reflection of who we are and what we believe. Our mission, “Designing for the Future, Driven by Purpose,” guides everything we do. We partner with clients who share our values, working on projects that align with our vision for a more innovative and inclusive future.
We’re deeply committed to supporting the next generation of designers. From mentoring minority-owned startups to hosting events that inspire the next wave of talent, SO Dsgn is about more than just design—it’s about creating opportunities and fostering change within the industry.
Our journey is proof of what’s possible when passion and purpose come together. When you partner with someone who shares your vision, great things happen. And that’s exactly what we aim to do every day—to create design that makes a difference, both now and for the future.
At SO Dsgn’s Launch Party, Summer 2023
Thank You for Being Part of Our Journey
We are incredibly grateful for everyone who has been a part of our journey so far. Whether you’ve been with us since the beginning or are just discovering SO Dsgn, we invite you to join us in shaping the future of design. Together, we can make an impact that lasts.