Samantha Choi

Member Since 2023

Samantha Choi

CEO | Chief Creative Officer

Manual Labor Studio Corporation

New York City Area

Born in Seoul, Korea, I immigrated to the US with my family at the age of 4. While assimilating into New York life, products like Wonder Bread and Kraft Cheese became symbols of what it meant to be American. Though I didn’t know it then, this was my first experience with the power of brands. After decades at Ralph Lauren and Gap, in 2012 I launched the creative and marketing agency Manual Labor. With a mission to “Do Great Work with Good People,” my team and I help companies unlock brand value, identify the “why” behind their existence, and build the ideal customer experience. I didn't know it then but I inherited the entrepreneurial spirit, from my immigrant parents, allowing me to build a company rooted in diverse backgrounds and ideas — diversity that shapes Manual Labor’s present and future.


  • Brand Design and Strategy
  • Brand Building
  • Creative Strategy


May 25th, 2023

Why team collaboration is the key to stronger leadership

Giving every staff member a seat at the table can increase business morale and business growth.

May 24th, 2023

20 personal life lessons that build stronger business leaders

Industry experts weigh in on the tips that keep their companies (and mindsets) growing successfully. 


Manual Labor Studio Corporation

Manual Labor is a creative and marketing studio rooted in the mission to "Do Great Work With Good People.™ " We sit at the intersection of brand and business helping brands accelerate growth through strategy, purpose and execution.


  • Brand Marketing
  • Creative Agency
  • Marketing


Marketing & advertising