CHI THORSEN ⚡️ CREATIVE DIRECTOR
Currently leading the in-house studio team at Roblox, previously directing and designing at Apple, Thumbtack, Carbon Direct, and Routable.
I've led creative teams through transformation, growth, and storytelling challenges, shaping brands that connect with audiences and drive impact. My expertise sits at the intersection of brand strategy, design systems, and creative leadership—turning ambiguity into clear, compelling direction.
Brand Strategy
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Creative Production
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Team Leadership
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Systems Design
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Design Ops
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Video Production
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Visual Design
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Creative Direction
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Brand Strategy • Creative Production • Team Leadership • Systems Design • Design Ops • Video Production • Visual Design • Creative Direction •
Experience
Roblox
Creative Director
Carbon Direct
Creative & Brand Director
Spearheaded creative strategy and visual brand development to position Carbon Direct as the leader in carbon management
Led the migration and ongoing optimization of the website from Craft CMS to Framer, streamlining implementation and giving marketing and design teams greater agility and ownership
Developed a data visualization color system to ensure clarity, accessibility, and consistency in communicating complex carbon management data across product surfaces
Managed a team of designers, contractors, and project manager, guiding the implementation of brand standards across internal and external touchpoints
Apr 2023 – Apr 2025
Routable
Creative Director
Orchestrated a brand refresh to enhance differentiation in B2B payments through refined positioning, messaging, and art direction
Oversaw the creation of brand systems and assets that were integrated across digital platforms, ensuring visual consistency and ease of use for internal teams
Worked closely with product teams to refine UX/UI elements, aligning product design with brand guidelines to enhance user experience
Developed creative strategies to differentiate Routable at industry trade shows, increasing event lead generation by 15% through targeted branding and swag
Apr 2022 – Oct 2023
Thumbtack
Head of Creative
Apr 2017 – Mar 2022
Apple
Creative (Film & Video)
Jan – Dec 2015
Driving the creative vision, output, and daily operations of The Kitchen — Roblox’s in-house studio — producing high-impact design, copy, and video work that elevates Roblox’s global brand.
Building and scaling systems that streamline workflows, optimize resources, and move projects from brief to launch with speed, quality, and strong brand alignment.
Managing and mentoring a multidisciplinary team, fostering a collaborative, inclusive culture centered on high craft, accountability, and continuous growth.
Partnering with marketing, product, and brand teams to solve challenges, align priorities, and deliver creative that advances Roblox’s mission to bring people together through shared experiences.
May 2025 – Now
Grew from IC to Head of Creative over 5 years, building and leading an 8-person team of designers, writers, and video producers
Led a brand expression refresh, establishing a flexible design system that aligned marketing, product, and digital experiences across all user touchpoints
Lead the development of a custom illustration system that differentiated Thumbtack’s brand, integrating these elements into the product for a seamless user experience
Created product launch films and global marketing content for the Film & Video team, focused on Apple’s education initiatives
Supported concept development, pre-production, and post-production workflows