About It’s So San Diego
Celebrating the city, the culture, and the coast — where local vibes meet creative innovation.
It’s So San Diego isn’t just a brand — it’s a movement born from the rhythm, creativity, and community of America’s Finest City.
We exist to amplify local pride, connect creators and innovators, and inspire the next generation of dreamers.
Through design, storytelling, and collaboration, we celebrate the San Diego spirit — bold, diverse, and endlessly original.
✨ Our Story
It’s So San Diego was founded by Kevin Murphy — a proud San Diego native, creative designer, and community builder with a passion for originality and purpose.
What started as a small creative idea quickly grew into a collection of ventures, products, and digital platforms that bridge local culture with modern innovation.
From the neighborhoods of North Park and Ocean Beach to the pulse of downtown and the coastlines beyond,
our story is deeply rooted in the people who make San Diego shine — the entrepreneurs, artists, families, and dreamers who define this city.
💡 Our Family of Brands
Each brand under the It’s So San Diego umbrella reflects the same vision — blending creativity, functionality, and community to make life smarter and more inspired.
🌐 Relate-EZ
A relationship and personal growth platform that helps people build stronger, more meaningful connections through journaling, memory tracking, and communication tools. Designed for mindfulness, empathy, and progress.
🤖 AI Sneeze
A fun and accessible education brand that simplifies artificial intelligence for everyone. From creative prompts to tutorials and real-world applications, AI Sneeze empowers people to learn, innovate, and create with AI confidence.
🍱 Nosh Dock™
Our innovation for the modern food delivery world — featuring over-the-door insulated pouches and smart locker concepts for homes and businesses. Nosh Dock™ merges convenience, design, and sustainability to make delivery better for everyone.
Together, these brands form the creative foundation of It’s So San Diego — an ecosystem built on collaboration, innovation, and local love.
🌆 The It’s So San Diego Directory
At the heart of everything we do is the It’s So San Diego Directory —
a living, growing digital map that connects residents, makers, and local businesses.
From food trucks and boutiques to creative agencies and service providers, our directory celebrates the real faces and places behind San Diego’s economy.
It’s more than listings — it’s a community. Each entry tells a story, and together they form a living archive of
Daygo culture, creativity, and connection. Whether you’re searching for your next collaboration, favorite spot, or partnership opportunity,
the Directory is your gateway to everything local.
🏙️ Our Vision
Our vision is to build a creative and connected San Diego where local ideas meet global opportunities.
Through fashion, art, innovation, and technology, It’s So San Diego stands as a symbol of collaboration, inclusivity, and forward-thinking design.
We aim to inspire the next generation of entrepreneurs, artists, and innovators — turning San Diego into a hub for creativity and conscious community building.
🌊 Our Core Values
- Community: Empowering collaboration and connection among locals, creators, and innovators.
- Creativity: Championing originality, imagination, and expression through every venture.
- Authenticity: Celebrating the neighborhoods, diversity, and heart of San Diego culture.
- Innovation: Merging art and technology to design smarter, more meaningful experiences.
- Sustainability: Supporting eco-conscious growth and partnerships that give back to the city we love.
🌞 A Message from Our Founder
“San Diego isn’t just home — it’s the heartbeat behind everything we create.
Every design, product, and idea reflects this city’s light, diversity, and hustle.
Creativity connects us — and that’s what It’s So San Diego is all about:
celebrating where we’re from and inspiring where we’re going.”— Kevin Murphy, Founder & Creative Director
💬 Connect with It’s So San Diego
Have a question, media request, or collaboration idea?
We’d love to hear from you! Whether you’re a local business, creator, or supporter,
our team is here to connect, collaborate, and celebrate the best of San Diego together.
📍 Location
San Diego, California
By appointment only