P A U L _Y I H

PAUL YIH - Creative Director / Designer
Location: Madison, Wisconsin
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Welcome! I'm Paul Yih, and I’d like to share a bit of my journey with you.

In the summer of 2002, I was a Midwest kid and college dropout chasing snowy mountains and a professional skiing career. I found myself in incredible places like Mt. Hood, Lake Tahoe, Whistler, and Mammoth. After several years of full-time skiing, I settled in Portland, Oregon. Portland became my home for the next 16 years, where I completed my degree in Graphic Design at Portland State University.

Portland, with its vibrant creative scene, helped me fall in love with design and creative expression. My work drew inspiration from my passions: hip hop, skateboarding, street art, and car culture. Before moving west, I was your typical Midwest kid, playing football, basketball, and baseball, and spending summers fishing and swimming in lakes and rivers. These experiences would later influence my work with sport and outdoor brands.

However, my upbringing was anything but typical. My father, born in Shanghai, China, immigrated to Sao Paulo, Brazil, at age 12. My mother, from rural Wisconsin, is of Italian and German descent. Both educators and jewelers, they have owned and operated our family business for over 47 years. Growing up, I traveled with them to jeweler trade shows, city to city, hotel to hotel. These experiences nurtured my love for design, detail, craftsmanship, and doing things by hand. Even in this digital age, I strive to infuse analog elements into my work whenever possible.

It's always been about the quality of work and the quality of people I collaborate with. Job titles and corporate ladders never interested me. My focus has always been on creating great work and meaningful connections.

Today, I live in Madison, WI, with my family and run a small design studio called Overcast Creative. We offer services in Creative Art Direction, Brand Design/Identity, Creative Strategy, and Photo/Video Content Creation. If you've made it this far, I'd love to connect. I'm always looking to expand my network. Thank you for your time, and I hope to hear from you.

- Paul