Meet Ali Martín Filsoof | Creative Director

We had the good fortune of connecting with Ali Martín Filsoof and we’ve shared our conversation below.

Hi Ali Martín, we’d love to hear more about how you thought about starting your own business?
As a student at San Diego State University’s School of Art + Design, I attended the AIGA Y-Conference and asked a question that would shape my career: “What’s the best way to build a successful design studio?” The speaker’s advice was simple but profound: “If you want to create a world-class design studio with the ability to scale, work at agencies of all sizes—small, medium, and large. Each will teach you a crucial lesson about running a creative business.”

Those words became my blueprint.

I worked at every size of agency, learning from some of the industry’s brightest minds, including Bill Cahan (Cooper Hewitt Design Museum), John Vitro, Bennett Peji (TEDx), Mike Toth, Susan Merritt (AIGA Fellow), Tevfik Fikret Uçar, Candice Lopez (AIGA Fellow), Krish Menon, and Kathy Van Ness.

They taught me about design craft, work ethic, and solving problems creatively.

During my career, I applied what I learned to global and start-up clients, including American Express, Marriott Hotels, P&G Ventures, LVMH, Diane von Furstenberg, Microsoft, Virgin Galactic, ASICS, fatty15, St. Jane Hotel, and Central Pacific Bank.

The work received recognition from prestigious organizations such as the Art Directors Club, the Art Directors Club of Europe, One Show, Clio Awards, Graphis, Communication Arts, The Dieline Awards, Pentawards, AIGA, and was featured in notable publications including Taschen and Rockport Publishers.

This blueprint paved the way for what came next—the founding of Design Dept, a Los Angeles-based branding and design studio. Built on years of experience, mentorship, and award-winning work, Design Dept is the culmination of a journey shaped by world-class agencies, visionary leaders, and a passion for impactful design.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My career as a design director has been a journey of exploration, storytelling, and pushing creative boundaries. I specialize in integrated brand identity and brand experience programs, working with startups and multinational brands alike. Over the years, I’ve had the opportunity to collaborate with iconic names like Virgin Galactic, American Express, LVMH, Marriott, Microsoft, and Procter & Gamble Ventures, as well as early-stage disruptors such as Fatty15, Quibi, and Looped.

What sets me apart is my approach—I don’t just design brands, I help craft cultural narratives. I believe that design has the power to shape behavior, create emotional connections, and leave lasting impressions. Whether it’s launching a new venture or revitalizing an established brand, my goal is always to build identities that feel intuitive, timeless, and deeply resonant.

One of the achievements I’m most proud of is the global recognition my work has received, from AIGA and The One Show, to Clio Awards and the Dieline Design Awards. Beyond accolades, what excites me most is seeing brands thrive because of a strong, strategic design foundation. The moment when a client sees their vision come to life—that’s what fuels my passion.

My journey wasn’t easy. Like any creative professional, I’ve faced my share of challenges—tight deadlines, shifting client expectations, and the ever-evolving design landscape. But I’ve learned that resilience and adaptability are just as important as creativity. Early on, I made a commitment to embrace discomfort as a catalyst for growth. I sought out mentors, immersed myself in different cultures, and stayed curious. The best ideas come from unexpected places, and I’ve always been drawn to the intersection of design, business, and human psychology.

One of the most important lessons I’ve learned is that great design isn’t just about aesthetics—it’s about problem-solving. It’s about understanding a brand’s core DNA, its audience, and its place in the world. Every project is an opportunity to challenge assumptions and create something meaningful.

At the heart of my work is the belief that design should be both smart and soulful. I want the world to know that I don’t just build brands; I help tell their stories in ways that inspire, connect, and endure. Whether through a luxury fashion house, a tech startup, or a wellness brand, my mission remains the same: to create work that resonates, stands the test of time, and ultimately makes an impact.

If there’s one thing my journey has taught me, it’s that design is more than a profession—it’s a way of seeing the world. And I’m just getting started.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend were visiting Los Angeles, I’d take them on a curated journey through three of the city’s most exciting neighborhoods—each offering a distinct blend of culture, cuisine, and style. From the industrial Arts District to Beverly Hills and then West Hollywood.

Day One: Arts District

We’d start the day in the Arts District, a dynamic neighborhood where creativity meets culinary excellence. First stop: Maru Coffee, where a cream top cappuccino sets the tone for the day ahead. Properly caffeinated, we’d wander over to Dover Street Market Los Angeles, an avant-garde retail space that blends high fashion with conceptual art.

Lunch calls for a visit to The ROW, where we’d indulge in a margherita pizza at Pizzeria Bianco, the brainchild of James Beard Award-winning chef Chris Bianco—featured on Chef’s Table. Post-lunch, an appointment at Common Wave would be in order, exploring high-fidelity audio gear and immersing ourselves in soundscapes. From there, a leisurely stroll leads us to Hennessey + Ingalls, where we’d flip through a curated collection of architectural and graphic design books for a dose of inspiration.

For dinner, we’d go all out at Michelin-starred Camphor, savoring silver anchovy gunpowder, lobster saffron risotto, and steak au poivre, finishing with a kiwi mint dessert paired with an exquisite French red.

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Day Two: Beverly Hills

A day in Beverly Hills demands a leisurely breakfast at Jon & Vinny’s, where Italian-American comfort meets California cool. Afterward, we’d stroll down Rodeo Drive, stopping by Rimowa for a new suitcase and picking up a pair of summer walk loafers.

For lunch, we’d settle into the terrace at The Maybourne Beverly Hills, sipping champagne while people-watching against the serene backdrop of Beverly Cañon Gardens. A post-lunch sweet fix is non-negotiable, so we’d swing by andSons Chocolatiers for an assortment of handcrafted delights.

Next up, a retail pilgrimage to H. Lorenzo, where avant-garde fashion reigns supreme. As the day winds down, we’d indulge in coastal Italian flavors at Marea Beverly Hills, where seafood and housemade pastas transport us straight to the Mediterranean.

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Day Three: West Hollywood

Our final day would begin in West Hollywood, where the Design Dept studio is located. First stop: Community Goods for a vanilla bean latte and breakfast sliders. Fueled up, we’d head to an architectural icon—the Stahl House (Case Study House #22)—to take in its legendary views and mid-century design.

From there, shopping ensues: Maxfield for cutting-edge fashion, followed by Just One Eye and Jacques Marie Mage for art, accessories, and eyewear. A visit to American Rag ensures a mix of new and vintage fashion finds.

For lunch, we’d indulge in French cuisine at République, a stunning space that blends historic LA charm with impeccable dishes. The afternoon would be spent absorbing contemporary art at Gagosian and Jeffrey Deitch Gallery, before closing out the night with an unforgettable omakase experience at Sushi Tama, where Chef Hideyuki Yoshimoto’s A5 Wagyu sushi and pristine sashimi steal the show.

Three days, three neighborhoods, and a deep dive into the essence of Los Angeles—equal parts indulgent, inspiring, and undeniably unforgettable.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
If I were to expand the list of the brilliant minds who shaped my journey, I would start with the two who made it all possible—my parents, Khosrow and Elena Filsoof. They sacrificed everything to bring our family to the United States, giving me the foundation to dream bigger than I ever thought possible. Their unwavering belief in me pushed me to work with high school counselors, navigate the college application process, and ultimately find my passion for graphic design at the School of Art + Design at San Diego State University. Their resilience and dedication weren’t just lessons—they were the roadmap for everything I’ve built.

Website: https://designdept.studio/

Instagram: https://www.instagram.com/designdeptstudio/

Linkedin: https://www.linkedin.com/company/design-dept-studio/

Other: Spotify: https://open.spotify.com/user/316aa44i4rdkw2uu64ieu5fyi2da

Image Credits
Spencer Wells