Who We Are

We’re four individuals who came together through chance, and stayed together through shared values, connection, and a desire to do meaningful work. As the Serious Otters team, we’re more than just colleagues; we’re a close-knit group driven by a shared purpose.

We’re not in this to chase revenue. We’re here to make real impact, with people we respect, doing work that matters. Our team is built on friendship, trust, and the belief that good work begins with good relationships. This isn’t just a job; it’s our way of giving back. We embody a positive workplace culture focused on collaboration and mutual support.

Each of us has known what it feels like to carry something important without the support we needed. So we’ve built the kind of team we always wished existed, one that truly shows up and walks alongside people doing good. This is the foundation of our purpose-driven agency philosophy.

Sam Lui Headshot

Sam Lui

CEO, Founder
Joseph Lui Headshot

Joseph Lui

CTO, Founder
Sylvester Canasa headshot

Sylvester Canasa

Senior Marketing Project Manager

Johnny Lay

Frontend Developer

How We Work

We work as one, fully integrated, collaborative, and coordinated. Not just a group of specialists, but a true team that lifts each other up so we can lift up our clients. This collaborative spirit is central to our agency culture.

Over the years, through countless collaborations both in and outside of work, we’ve learned how to move together, how to lift each other up, challenge each other when needed, and bring out the best in ourselves so we can do our best for you.

Because four disconnected limbs can’t do much—but move together with purpose, and you get motion, power, and possibility.

That’s the energy we bring to our work. It’s not about showing off individual talent; it’s about creating something greater, together. And that includes you. We believe that the best results come from mutual trust and real collaboration. We don’t want to just serve you, we want to build with you.

Personal Note from the Founder

This isn’t just business. This is personal.

I’ve always been drawn to protecting others. Even as a kid, playing video games, I couldn’t bring myself to harm a single digital character. It wasn’t about being a hero, it was about not being able to bear the thought of unnecessary suffering. That instinct never left me.

I grew up in a “normal” life, comfortable on the outside, but quietly unseen. I was the one who kept things together. The one others leaned on. And because I wasn’t loud about my pain, I started believing it didn’t matter. That my role was to hold space for everyone else, even if no one held it for me.

That quiet kind of loneliness—that feeling of carrying something important alone—shaped everything. And it became the seed for this work. Because what I wanted more than anything was someone who got it. Someone who saw what I was carrying and offered a hand without being asked.

That’s why I built Serious Otters. Not just to build digital solutions, but to offer that helping hand I always wished for. To make sure that people doing good in the world don’t have to do it alone.

I believe that doing meaningful work shouldn’t have to come at the cost of burnout or isolation. It shouldn’t require collecting battle scars just to prove the work matters. I want to help build a new kind of path, one that’s supported, collaborative, and even joyful. Because a supported journey doesn’t just feel better, it leads to stronger impact.

And in that, I’ve found my own way to do good: by lifting up those we serve. By creating clarity, momentum, and relief through every project. That is our legacy: one client, one ripple, one wave of support at a time.

Sam Lui