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

HANG The poster ingeniously combines typography design and sculpture to highlight the attributes and character of the exhibited artworks. HANG The poster ingeniously combines typography design and sculpture to highlight the attributes and character of the exhibited artworks. back

Capabilities Brand Strategy / Visual Identity Project Brand Repositioning / Logo Redesign / Visual Identity System Description A rebranding project aimed at revitalizing Playboy through a contemporary visual identity. The redesigned logo reinterprets the brand’s legacy with a modern, refined approach, emphasizing luxury, sophistication, and lifestyle-driven values. A cohesive visual system—including typography and color standards—was developed to support the brand’s renewed direction and cultural relevance. back back 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

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

HEALING HOUSE 2022 WINNER - 59th GDUSA Design Awards The objective of this project is to propose a topic, identify its relevant audience and stakes, and then develop, create, and implement visually captivating elements across multiple media platforms that seamlessly integrate into a cohesive system. The concept of this project is to provide healthcare services for individuals with Post-Traumatic Stress Disorder (PTSD) and their loved ones. The core of the design concept is to create a healthcare institution focused on addressing secondary PTSD, named "Healing House," by implementing visually captivating elements across various media platforms to establish a cohesive system. Brand identity This project specifically targets the often-overlooked family members, partners, and friends of PTSD sufferers, who are in need of additional support. Consequently, the design concept concentrates on this demographic, offering them healthcare services tailored to their needs. The project involved creating and implementing attention-grabbing visual elements across multiple media channels to establish a cohesive system. The overall visual tone is a calming, pale blue, which evokes a sense of tranquility, comfort, and serenity. The logo features an upward-climbing ladder, emphasizing keywords such as "hope," "support," and "sympathy." This design aligns with the purpose of the Healing House, demonstrating care and support for patients and their families. To attract attention and create a more satisfying user experience, the project incorporates illustrations as part of its visual elements. The use of illustrations is an effective way to convey ideas and emotions visually, as well as to capture the audience's attention. The illustrations are designed to be peaceful and comforting, in harmony with the overall design concept's visual elements. Healing House Poster Healing House Diary The goal of the Healing House Diary is to offer a therapeutic tool specifically tailored to individuals living with PTSD, providing them with a means to express and document their personal healing journeys. Through the use of calming visuals and illustrations, the diary aims to create a sense of comfort and satisfaction, enabling users to find solace, resilience, and hope within its pages. Healing House Online service back back

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

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 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

back

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

Banners The banner for different fashion brands. back