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Client Endless Rose Project Editorial Campaign Capabilities Creative Direction / Concept Development / Set Design & Styling Description An editorial campaign for the brand Endless Rose Winter ’24 collection focused on a handcrafted wool coat series. The campaign highlights material quality and craftsmanship through a restrained visual language, emphasizing texture, structure, and silhouette. Through cohesive concept development, set design, and styling direction, the project presents the collection in a refined and timeless context aligned with the brand’s elevated winter identity. 1/6 ← Previous project Top Next project → Next Next

Capabilities Illustration / Poster Design Client A Land of Splendors Awards Winner of CQ70 (Creative Quarterly 70) Description An award-winning hand-drawn poster celebrating the cultural richness of Shanxi through line illustrations and the “Jin Shan Jin Mei” typeface. The project visualizes landscapes, cuisine, faith, and moral values to express the region’s depth and elegance. By combining illustrative detail with refined typography, the poster translates cultural heritage into a cohesive and contemporary visual narrative. ← Previous project Top Next project → Next

Client TIBET SHANNAN Project Branding Identity Awards A’ Design Award/ Muse Design Award / GDUSA Award Description TIBET SHANNAN is a city tourism visual identity project designed to represent the birthplace of Tibetan civilization through a contemporary visual language. The identity draws from the silhouettes of the Himalayas and the form of Mani stones, translating local geography and spiritual symbols into a bold, modern mark. A vibrant color system inspired by Shannan’s natural landscapes, architecture, and Fengma prayer flags brings youthful energy and clarity, creating contrast with the city’s deep cultural roots. Illustration elements influenced by traditional Thangka painting extend the identity into a flexible visual system, allowing the brand to adapt seamlessly across tourism materials, public communication, and cultural promotion. Mani Stone (Mani Pile) The Mani pile is a sacred structure formed by stacked stones engraved with Buddhist prayers. Commonly found across Tibet, it serves as a spiritual marker and a symbol of faith embedded in the natural landscape. Fengma Flag (Prayer Flags) Fengma flags, also known as prayer flags, are a long-standing Tibetan tradition. Printed with prayers and symbols, they are believed to carry blessings and positive energy as they move with the wind, becoming an essential visual element of everyday life in Tibet. Thangka Thangka refers to traditional Tibetan Buddhist paintings, often displayed in temples and monasteries. Known for their distinctive compositions, rich symbolism, and refined craftsmanship, Thangka art represents a unique visual system that blends spiritual belief with regional artistic traditions. ← Previous project Top Next project → Next

Client Grey Lab Project Editorial Design / Publication Layout Design Description For Grey Lab’s SS’24 season, I led the art direction and editorial development of the lookbook, shaping the overall visual language and narrative structure of the collection. The project focused on translating the brand’s seasonal concept into a cohesive editorial system through composition, pacing, and image sequencing. ← Previous project Top Next project → Next

Client Endless Rose Project Editorial Campaign Capabilities Creative Direction / Concept Development / Set Design & Styling Description An editorial campaign for the brand Endless Rose Fall ’24 collection centered around the concept of City Chic. The project translates urban femininity into a refined visual narrative, balancing modern city energy with polished styling. Through concept development, set design, and styling direction, the campaign establishes a cohesive aesthetic that reflects the brand’s contemporary identity while positioning the collection within a confident, metropolitan context. 1/10 ← Previous project Top Next project → Next Next

Client Gopopfilms Project Film Poster & Merchandise Design / Visual Assets / Illustrative Posters Description All Roads to Pearla is a visual design project focused on creating distinctive promotional materials for a film, including posters and merchandise. The work involved art direction, photo retouching to achieve different visual vibes, custom typography, and the creation of illustration-style posters to develop a cohesive and engaging aesthetic. 1/3 ← Previous project Top Next project → Next

OMG The objective of this assignment was to design a distinctive app centered around personal interests, with a primary focus on gaining a deeper understanding of User Experience (UX) and Interface (UI) design principles. Within the vast realm of human evolution lie numerous enigmatic secrets waiting to be unraveled. Among these secrets, the significance of parasites in exploring the course of human evolution stands out. In light of this, I developed the "OMG" app, a unique integration of education and entertainment. This innovative application not only imparts knowledge about the role of parasites in evolution but also incorporates an engaging game element to enhance user enjoyment and facilitate better retention of learned information. Wireframe back back

As someone who has been educated and worked in graphic design and marketing over the years, I can help your brand create stunning visuals. With my powerful design skills and knack for marketing, I have the right background for your company's needs. Kfusion All Roads GreyLab Lookbook Morrow TibetShannan GreyLab-UI/UX Untitled Copy of Untitled Copy of Copy of Untitled Copy of Copy of Copy of Untitled Copy of Copy of Copy of Copy of Untitled Copy of Copy of Copy of Copy of Copy of Untitled Hi! I'm River A visual designer working at the intersection of art, fashion, and digital innovation. I create visually driven systems that connect human experience, brand identity, and cultural storytelling across diverse mediums. Work 01 Grey Lab Brand Identity & Website Design Branding Web UI/UX App Design Next Work 02 Grey Lab SS'24 Lookbook Brand Campaign Creative Direction Art Direction Book Design Next Work 03 Next Tibet Shannan City Visual Communication System Branding Merchandise & Print Design Work 04 Next K Fusion Food Brand Identity & Visual System Branding Packaging Design Work 05 Next All roads to Pearla Film Poster Design Art Direction Concept Development Visual Narrative Work 06 Next Morrow Editorial Design Typography Layout Publication Design GreyLab-UI/UX 1/2 Work 01 Next Grey Lab Brand Identity & Website Design Branding Web UI/UX App Design Kfusion 1/2 Work 02 Next K Fusion Food Brand Identity & Visual System Branding Packaging Design 1/2 TibetShannan Work 03 Next Tibet Shannan City Visual Communication System Branding Merchandise & Print Design All Roads 1/2 Next Work 04 All roads to Pearla Film Poster Design Art Direction Concept Development Visual Narrative 1/2 Next Work 05 Grey Lab SS'24 Lookbook Brand Campaign Creative Direction Art Direction Book Design GreyLab Lookbook 1/2 Next Work 06 Morrow Editorial Design Typography Layout Publication Design Morrow

I am an art director & graphic designer based in San Francisco working on branding, visual identities, editorial design and web design. Author: River Liu work

Client Grey Lab Project Editorial Campaign Capabilities Creative Direction / Concept Development / Set Design & Styling Description An editorial campaign for Grey Lab Holiday ’24 collection centered around the concept of Home Holiday Chic. The campaign reimagines holiday dressing through a relaxed, intimate lens, blending comfort with understated elegance. By shaping the visual narrative through concept development, set design, and styling, the project presents a warm yet refined holiday atmosphere that reflects the brand’s modern lifestyle identity. 1/5 ← Previous project Top Next project → Next Next

Client Mu Boyan Project Exhibition Publication / Artist Book Description An exhibition publication designed as a personal artist book to accompany a solo exhibition. The project translates the exhibition’s conceptual framework into a structured printed format through editorial layout, typographic hierarchy, and visual sequencing. The book functions as both a documentation of the exhibition and an independent narrative object, extending the viewing experience beyond the physical exhibition space. ← Previous project Top Next project → Next