I create with curious minds — and a sense of play.
INFO
yuko@to-be-studio.com
Little more about me...
I’m Yuko, originally from 🇯🇵, and I love exploring new challenges — in work and in life.
Whether I’m designing, training for endurance sports, or cooking for friends, I’m driven by curiosity, movement, and connection with people.
I design with both sides of my brain:
the creative that dreams and imagines what could be, and the logic that brings ideas to life through structure, collaboration, and shared momentum.
My career began in creative design, spanning branding, exhibitions, and visual storytelling, before evolving into product design and strategy. That shift came from a desire to go beyond aesthetics and build things grounded in real user needs, behaviours, and emotions.
Today, I work independently across early-stage and exploratory projects, partnering with founders and teams to bring clarity where things feel uncertain. I step in where expertise is needed — from strategy-led design thinking and vision-setting, to running workshops, shaping concepts, and translating ideas into tangible prototypes that can be tested, discussed, and built.
HISTORY
ToBeStudio — Founder & Design Director
London · 2023 — PresentIndependent design consultancy focused on early-stage products, AI-powered experiences, and emotionally resonant design. I work with founders, agencies, and innovation teams to shape vision, strategy, and prototypes that turn ambiguity into tangible direction.
Selected work:
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M&C Saatchi (2025–) — Led AI implementation workshops and delivered experience-led UX/UI prototypes.
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Atlantic Studio × Cypher (2025) — Designed LifeOS, an AI-powered retirement planning concept and storyboard.
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Docent (2024–25) — Repositioned an art platform into an AI-driven identity-based discovery product, securing investor interest.
- Synthesizer (2024) — Ran strategy workshops and built MVP prototypes for a luxury fashion AI platform.
SYKY — Head of Product Design
New York / Remote · 2023
Built a Web3-driven luxury fashion platform from 0–1, bridging product, brand, and engineering. Established design systems, led a small team, and introduced prototype-led collaboration to accelerate alignment and delivery.
Result: Successful launch with sold-out digital collectables and international media coverage.
Farfetch — Senior Principal Designer
London · 2021 — 2023
Led the concept and product strategy for Farfetch Unfused, a community-driven NFT and metaverse marketplace bridging physical and digital luxury. Facilitated cross-functional vision workshops and secured executive buy-in for Farfetch’s Web3 growth direction.
Curio — Head of Design
London · 2018 — 2021
Redefined product and brand strategy for an audio-journalism platform, aligning user insights with investor goals.
Result: Supported a successful $10M Series A and Apple feature as a top audio app.
Earlier Work
Dyson — Senior Creative (Acting Head of Lighting Category)
Led global launch strategy across packaging, retail, digital, and brand for Dyson’s lighting category.
Couverture & The Garbstore — Lead Creative Designer
Art direction and brand systems across retail, print, and digital.
Soundmouse / Adelphoi — Lead Digital Designer
UX/UI and digital product design for music and rights-management platforms.
Check out LinkedIn for more info
RECGONITION
“Yuko brings clarity and structure to any project. Her strategic thinking and ability to simplify complexity make her an invaluable partner.”
- Arthur Tindsley - Founder of Pogo | Ex-Microsoft
“Yuko doesn’t just design - She thinks, challenges, and elevates ideas. If you’re looking for a designer who goes beyond visuals and into true product thinking, she’s the one.”
- Ramona Tudosedcu - Chief Product Officer at Docent | Ex-LVMH
“Yuko joined us at the Seed stage and helped raise a successful $9m Series A from top-tier investors. We could not have done it without Yuko.”
- Govind Balakrishnan - Co-Founder of Curio | Ex-BBC Strategist