Phoebe Zheng

Phoebe Zheng studied journalism and fine arts before landing in concept and strategy design at Acronym, where she works on immersive, one-of-a-kind experiences. Phoebe, like many of us, hasn’t always known what she wanted to do with her career. “Not knowing what you want isn’t the same as not having ambition,” she explains. In fact, it’s an exciting journey of discovery of its own. Piece by piece, you work out what you don’t want and move towards what fits.

About my work

My creative practice
I am a designer at Acronym with a focus on concept and strategy. We mostly do experiential marketing with an emphasis on creative tech integration: from large-scale conventions scattered with giant inflatables to a macaron patisserie product demo space in the heart of Paris, robotics that pour whiskey shots, and one of my favorites, a warehouse martial arts x boiler room-inspired fight club. I take briefs to the ideation board to develop an overall concept, look, feel and touchpoints.

Influences and inspiration
I moved to Los Angeles for my undergrad in 2019 from the sleepy suburbs and was both captivated and overwhelmed by the city’s energy. Through friends, mutuals, school and work, I’ve crossed paths with some of the most talented people across diverse fields. My peers were organizing music shows in indoor skate parks, hosting events at art galleries with tattoo artists and clothing vendors, and shooting editorials for cool clothing brands.

I found myself within a community that shared similar values and showed me just how many different ways there are to build a creative life. Through plenty of observation and trial and error, I eventually began to understand that there is no singular way to be successful – I just need to show up as myself, for myself.

My training
I graduated from the University of Southern California with a double major in journalism and fine arts. I believe being more of a generalist worked in my favor: I could synthesize briefs, write copy, think critically, critique visuals and conceptualize material with a broader cultural-political understanding, alongside drawing often and having a familiarity with essential design software. I started at Acronym as an intern during the summer of 2024, and began full-time that fall. While skill is important and valued in my role, my ability to adapt and learn was ultimately more important.

Favorite recent project
Sundown in partnership with Mama’s Nightmarket: a martial arts x night market x boiler room art performance set in a large graffitied warehouse in LA’s arts district. It was very rewarding to be part of a passion project that proudly represented Asian culture through performance and food.

Another recent project was Figma’s Config 2026, where I creative directed the outdoor commons space. Alongside the spatial design of the whole event, our team made giant glyph sculptures and several analog and digital activations. This was a rewarding, large-scale project that challenged me to take on a greater role from beginning to on-site execution.

A day in the life
I wake up around 8am and clock in by 9am. Depending on the season, I’m sometimes heads-down from start to end. I might be researching and ideating in Figma, building or giving presentations, mocking up some imagery, designing graphics or comparing color and material samples. I work hybrid, so Tuesdays and Thursdays are my days in the office – it’s often a very social time.

How I got here

Starting my creative journey
Like many, I had no clue what I wanted to do after graduation. I made commissioned artwork and graphics for friends and mutuals. I wrote for a fashion magazine after being introduced by an old classmate interning there. I strategically emailed galleries before large events and found myself at LA Frieze designing business cards on-site and attempting to sell artwork. I said yes to any and every open opportunity. 

I had always been aware of the experiential design world, but it wasn’t until I visited The Glass Onion Experience, an Acronym project, and saw the build in progress that I understood the scope of work. I sought out an internship and started officially that summer. All my prior experiences amounted to functional and interpersonal skills that contributed to what I could offer.

Landing my first few jobs, clients and/or commissions
I used to feel iffy about opportunities that came through people I knew, but I’ve come to realize that building relationships is a natural part of navigating a competitive job market. Demonstrate your potential, remain authentic, know when to ask for help and be willing to show up for the other person in return. The people you meet throughout your life and career naturally become your network and there’s nothing wrong with making the most of it.

Biggest challenges along the way
Imposter syndrome is so common among young creatives and something I struggle with sometimes. It’s easy to compare accomplishments and mull over losses before wins. The truth is, there will always be someone with more experience or skills, just as there will always be another way to refine your work. The antidote to imposter syndrome isn’t proving yourself, it’s accepting that improvement is permanent. Prioritize your desire to grow over the fear that you aren’t good enough. And don’t forget to look at how far you’ve come as evidence that you deserve to be where you are.

Everyday skills I’ve found helpful for my creative work:
Observe your surroundings: appreciate street signage, brochure colors, pedestrians, subtle interactions, environmental noise, shadows.

Write everything down. Your notes app is your best friend.

If you’re stuck doomscrolling, try to infiltrate some meaningful content into your algorithm. Lately I’ve been on a video essay kick, following creators like @aaronvartiainen0 and @gremlita on Instagram.

Try to maintain one project outside of work, however it may look. For me, it’s easy to develop a routine with the same software or materials, but when I apply them to a personal project that I am very passionate about (because let’s be real, sometimes work is work), I have a greater desire to explore uncharted territory.

My social media and self-promotion vibe is…
I’m not a huge social media self-promoter, but I do keep up a presence. I actively post my work with Acronym on my Instagram story and via reposts. I also consistently interact with others through likes and comments – it’s nice to see what everyone’s up to and to stay connected. Instagram has become a very centralized platform: it operates as a portfolio, a place for inspiration and sometimes knowledge, and instant messaging.

Three things I've found useful in my career:

My greatest learnings when it comes to making money and supporting myself as a creative:
Money, taxes, financial literacy… it can all feel quite daunting and confusing. Just remember you don’t have to figure it all out alone. Be open to conversations with your peers and share tools and resources with one another. Seek out a financial advisor if you can.

Advice

My most useful career tips
A friend once told me on my birthday, “I hope your year is fulfilling, with everything you wish for and nothing you expect.” I hope that applies to all areas of my life, including my career. If you have a very clear path moving towards a dream job, that’s a wonderful position to be in. If you have no idea where you want to be in one or two years, and more often know what you don’t want as opposed to what you do want, that’s perfectly okay too. Let your path unfold instead of forcing certainty. Not knowing what you want isn’t the same as not having ambition, it’s simply more of a reason to discover.

Where I go to feel connected as a creative
Curated public events like local gallery opening nights, music shows or food popups in someone’s backyard. What’s nice about LA is the amount of third spaces; you just have to know where to look. I usually find them through social media or Partiful.

What I'd say to someone looking to get into a similar role
Don’t create solely to build your credentials. Find every opportunity to infuse projects with something you’re truly excited by and passionate about. Document every step along the way, from the initial scrappy sketch to the final outcome.

Just as it’s helpful to have that one thing you’re really good at, it helps to have many soft skills. And remember this saying: if you were 100 rejections from success, then imagine how excited you’d be every time someone said no. Stay persistent, but more importantly, stay curious.