PROFESSIONAL LIFE PARTNERS
We met years ago when we all worked at the in-house creative department of Clorox. Between building standout digital experiences for cat litter, cleaning products, condiments, collagen supplements, and garbage bags, we were building lifelong friendships.
We’ve all worked in-house at some of the biggest companies in the world, and through marketing and advertising agencies for all kinds of clients. Do we get small businesses? You bet we do, because we are one. Imagine getting the highest level of expertise without the big agency overhead, time lags or egos. Now that’s smart, and that’s Origin Story US.
Meet the Crew
Lorena Piñón
Co-Founder & Creative Director, Origin Story US
Lorena is a strategic creative with 20+ years of experience leading integrated campaigns across CPG, wellness, and lifestyle brands. Known for blending design thinking with culturally resonant storytelling, she specializes in scalable content systems, social-first campaigns, and AI-assisted workflows that accelerate production and elevate brand voice. She has led creative initiatives for companies such as The Clorox Company, Hidden Valley Ranch, and World Market, and co-founded the design studio Origin Story US. Whether directing high-impact photo shoots, building content strategies, or refining brand identities, she brings clarity, craft, and cross-functional collaboration to every project. At Origin Story US, Lorena leads brand development, content ecosystems, and campaign strategy for clients across wellness, CPG, food, and tech sectors.
James Hoard III
Co-Founder & Director of product, Origin Story US
James is a design leader and strategic creative with over two decades of experience in UX, product design, and digital innovation. Based in the Bay Area, he specializes in crafting human-centered, scalable experiences across mobile, web, and emerging platforms. His deep expertise spans interaction design, e-commerce, and brand systems, backed by an extensive background in mentoring and managing international creative teams. Before co-founding Origin Story US, James served as Product Design Manager at VMware and mentored future UX talent with Designlab, guiding students through Figma, interaction best practices, and real-world problem-solving. At Origin Story US, James leads UX strategy, digital product development, and design systems for clients in technology, CPG, wellness, and food. His approach blends design thinking with cross-functional collaboration to deliver clear, intentional, and user-driven solutions.
WE CAN'T WAIT TO HEAR YOUR STORY
Where you started, and where you want to go. Origin Story will help you bring it vibrant life.