Hello,

I’m Chloe.

Founder.
Experiential designer.
Professional hype-woman.

What in the who is an experiential designer?

For years, people would ask, “So, what do you do?” and my brain would immediately go, Oh god. Here we go again.

How do I casually explain that I do branding, websites, and strategy—but also operations, workflows, automations, events, content, and troubleshooting? And while we’re at it, I will happily fly across the country to watch your dog or take your daughter to Tokyo?

Out of sheer panic and not knowing how to explain all of that in one clean sentence, I’d default to something more familiar.

“I work in marketing.”
“I do graphic design.”
“Oh, I do backend operations for digital courses.”

Technically true. Just not really accurate.

Different formats.Different industries.Same instinct:

How can I make this better for the person experiencing it?

The problem was that I was trying to fit a multi-faceted skillset into a single job title, defining my work by what I made rather than why I made it. But when I really thought about it, the answer was simple:

I want to make experiences exceptional for everyone involved.

Now I know what you may be thinking…what exactly does that mean?

Well…sometimes it looks like building an authentic visual identity from scratch through logo design and brand assets. Sometimes it means rebuilding a broken system so everything runs smoothly. Sometimes it’s refining communication, a more thoughtful detail, bringing the right people together, or removing six completely unnecessary steps. And most of the time it means looking at the experience as a whole and asking: How can we be doing this better?

And that is exactly what my company is centered around: EXPERIENCES, intentionally designing for the people behind the business and the ones they serve.

While my love for bringing an experience to life probably dates back to when I was six, training as a classical dancer—where performing and putting on a show became a huge part of who I was—it professionally clicked over a decade ago when I became a freelance filmmaker. I loved the run-and-gun lifestyle, but I quickly noticed how much business owners struggled to juggle their craft with the reality of running a company. I saw firsthand how clunky backend systems and tedious client experiences could quietly make or break a contract, and that planted the seed of wanting to help these companies improve the overall experience more than solely focusing on the craft itself. Not to mention, it gave my recovering people-pleasing tendencies a home.

To me, a business is a system, and that system is part of “the product.” A photographer might think, “The photos are my product.” But I look at it and think: No. The inquiry, the booking process, the communication leading up to the shoot, the day of the session, and the final delivery—it is all the product. How a person feels throughout every single touchpoint is what differentiates a business from its competitors.

Driven to make things run better for both the team and the customer, I earned my MBA to deepen the operational side of my work. As my career expanded into events, marketing, hospitality, and operations, the industries changed, but my approach didn’t. In every environment, my focus was drawn to a single standard:

I don’t optimize systems simply for efficiency; I optimize businesses for the people experiencing them.

And that distinction is what Amerinese is all about.

Behind the Name

[UH-MEH-RIN-EEZ] / American + Chinese

Why Amerinese?

After years of working across creative, operations, marketing, events, systems, and all the in betweens, I realized I didn’t want to build a business around one service. The thing I was best at—and enjoyed most—was seeing the bigger picture, working across disciplines, and bringing the right pieces together to shape a better experience.

So in 2024, I created Amerinese: a home for that dynamic.

The name, however, came long before the business.

As an adoptee from China and raised in America, neither label ever felt like it told the whole story. Case in point: ten-year-old me at a little dumpling house, confidently answered “yes” when the owner asked if I was Chinese. Without hesitation she handed me a Chinese menu. I looked down at a page I couldn’t read and I immediately handed it back.

“Nope, I’m not Chinese.”

And there it was.

I never fit neatly into the Chinese box or the American one, so I jokingly made up my own: Amerinese.

For years, it was just a social username. But when it came time to name a company built around work that also refused to fit neatly into one box…well, it felt a little too fitting not to use.

Core Values:

Curiosity asks what could be better.

Ask why? Ask what if? Look beyond the obvious problem. Amerinese isn't attached to one discipline or solution—the goal is to understand the whole picture before deciding what would make it better.

Intentionality decides what actually matters.

Don't do something just because “that's how it's done.” Know why it's there, what purpose it serves, and remove what doesn't need to be. Intentional where it matters. Efficient where it doesn't.

Thoughtfulness considers how it affects people.

The details matter because people experience them. Consider the person on the other side, anticipate what they might need, and care enough to think it through.

Excellence is the standard you hold the result to.

Not perfection for perfection's sake. It's the refusal to settle for “good enough” when a little more care could make something genuinely great. Whether it's a workflow nobody sees or the thing the customer touches, it deserves the same standard.

Just for funsies!

Lover of the micro-details that define great design

I’m obsessed with wowing people! Even in my personal life, I get an arguably unreasonable amount of joy from curating meaningful experiences. I love hosting, bringing people together, making something feel special and putting thought into details simply because someone will feel the difference.

Sometimes the evidence of good design is actually the absence of noticing it. When it’s done right, you don’t think about how it works, you just experience it.

And that’s a practice I try to live by on the daily.

Consider these my unofficial case studies.

Meet the Campers
Rex
Niko
Hadara
Cooper
Baron
Cassie
Bogey
Quigley
Georgie
Bonzer
Benny
Makira
Jazzy
Shadow
Pumpkin
Polly
Lincoln
Loki
Max
Niles
Pepper
Light
Leo
Wispy
Widgen
Tot
Tiger
Ruby
Sawyer
Tator
Zoey
Clyde
Tinky
Snow
Royce
Gandalf
Kindle
Katie
01/House + pet sitting
Camp Chloe
There was a period of my life when I lived in a van, desperately missed having a pet, and realized house sitting could solve several problems at once.
Enter: Camp Chloe.
What started as a way to get my pet fix turned into a legitimate house and pet-sitting business. I built a roster of regular clients throughout the Pacific Northwest, and word spread like wildfire where people flew me out to stay at second homes or hotels just so I could take care of their pets.
Which still feels like one of the greatest endorsements I’ve ever received.
I wasn’t trying to build a “customer experience.” I just deeply valued the trust people were placing in me and wanted them—and their pets—to have an experience that felt above and beyond.
02/Personal Relationships
When gift giving is one of your favorite hobbies
For me, the fun is in knowing someone well enough to make something unmistakably theirs. I’m talking custom playing cards built around inside jokes and the exact insults we yell when someone gets screwed over in a game that’s supposedly “just for fun.” Or a personalized custom-logo branding iron for my roommate’s sourdough loaves. And one of my recent favorite projects was my boyfriend's 28-day birthday countdown box, with a hand-drawn envelope for each day filled with personal Q&As, favorite memories, and reasons I love him. The grand finale? A QR code to his birthday site, featuring a video I edited of 28+ of his favorite people sharing birthday wishes and why they love him... Just to name a few.
Gifting has never been about checking an item off a list. It’s the ultimate challenge to get on the creative playground, obsess over the little things, and go completely overboard. I’m all in! Call this a passionate hobby, but seeing how special it makes people feel… well, that’s the highest emotional ROI I could ever ask for.
03/Community Events and House Parties
The Good Vibes Tribe
My roommate and I didn’t just host casual parties—we built a little brand of our own: The Good Vibes Tribe. Our gloriously cheesy Photoshopped invites were my specialty, and just the beginning. We were the ultimate dream team: I handled the coordination, activities, prizes (to make the stakes higher, obviously), and running the show. He handled the cooking, cleaning, and side-questing. Together, we gave people a reason to gather, made friends out of strangers, and earned a reputation that kept the guest list growing.
04/Do it for the plot
When in Tokyo
I was invited to accompany my client’s seven-year-old to Tokyo to visit her grandparents, and I took my travel-buddy role seriously. We had matching sweats (because why not?!) that also made us easy to spot as a duo at the airport. We both love Taylor Swift, so I made us friendship bracelets featuring her lucky number 13—which just so happened to match our 13-hour flight. Between origami, movies, and flipping through books about Japanese culture, we kept each other entertained all the way there.
We checked off her entire Japan wish list in five days, with a few little inventions along the way: a secret language to communicate what we needed, cheers-ing before every meal, and mini dance parties when we needed a boost or just felt like dancing (which was all the time).
Making the unfamiliar feel a little more comfortable, and a lot more fun, was one of my favorite parts of getting to explore alongside her.