Mar 20, 2025
When Christine Chee and Cassie Leung walked into Langara College’s Display+Design program (now known as Design Formation), they had no idea they were about to embark on a journey that would lead to founding a successful business. Today, their company, I’ll Know It When I See It, is a beloved Vancouver-based paper goods brand known for its witty, beautifully designed stationery.
In Vancouver, a paper goods company named I'll Know It When I See It (IKIWISI) has captured the hearts of many with its unique designs and witty humour. Founded in 2009 by Christine Chee and Cassie Leung, the duo’s journey began not in a boardroom, but in a classroom at Langara College’s Display+Design program, now known as Design Formation.
Christine and Cassie were already established professionals, each with a bachelor’s degree and corporate experience, but something was missing. “I realized that what I was doing was not a perfect fit career-wise,” Christine reflects. “I always enjoyed art and design, so I knew I needed a change.”
Cassie had a similar realization: “Halfway through my degree in computer science, I knew I didn’t want to pursue that path anymore. I was seeking something more creatively fulfilling.”
Their search for a meaningful career led them to Langara’s Display+Design program, where they not only found the perfect environment to develop their artistic and technical skills; but also met and became fast friends.
The impact of Langara’s Design Formation program.
The two-year program provided Christine and Cassie with a solid foundation in design principles and hands-on skills that would later become invaluable in their entrepreneurial journey. “We learned everything from visual merchandising to 3D design to communications,” Cassie explains.
The program was a space where we could experiment and refine our skills without the pressures of the corporate world.
– Cassie Leung, co-founder, I'll Know It When I See It
One of the most practical skills they gained was booth construction, which directly translated to setting up their own displays at major industry events and presenting their products in engaging ways. “When I think back to those projects, I realize how much they prepared us for real-world applications,” Christine adds. “Setting up our own booths at trade shows felt less intimidating thanks to what we learned in class.”
From side hustle to full-time success.
After graduating in 2007, Christine and Cassie took small steps towards their dream by creating greeting cards that blended design and humour. “We wanted to create products that resonated with people and reflected our experiences,” says Cassie. Their distinctive style quickly gained a following. However, the biggest shift in their business came during the COVID-19 pandemic.
As they navigated the challenges of the pandemic, both women felt a profound awakening regarding their cultural identity. “We were two Asian women with nothing Asian in our product line. It felt like we were not including a big part of ourselves in our work,” Christine recalls.
Inspired by their heritage, they introduced a collection of Asian-themed products, which resonated deeply with customers and the growing demand for representation. “It was a risk, but we decided to try it out,” Cassie adds. “Little did we know it would be a huge success beyond our wildest dreams.”
Embracing identity and representation in design.
Christine and Cassie’s story is about more than just business success—it’s about embracing identity and representation. “We’re healing generational trauma,” Cassie reflects. “Our products celebrate our culture, and it’s wonderful to see younger generations embracing their identity.”
Their journey, from Langara students to thriving entrepreneurs highlights the impact of pursuing one’s passion and the importance of cultural representation in business. IKIWISI continues to grow, with Christine and Cassie constantly exploring new designs that resonate with the diverse tapestry of Vancouver and beyond.
Ready to launch your creative career?
Langara’s Design Formation program offers hands-on learning in design, merchandising, and communication—helping students turn their creativity into successful careers. Learn more about the program and register for an upcoming information session.
Check out some of I’ll Know It When I See It’s latest creations.
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