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Brand Digital Commerce Platform Designing an independent e-commerce website to support the brand’s transition away from third-party retail platforms. My Role Lead UI/UX Designer · Brand Identity & Website Design Designed the brand website’s visual language across desktop and mobile. Developed user flows and page layouts to balance brand storytelling with a clear shopping experience. Collaborated with fashion designers and developers to ensure visual consistency and technical feasibility. Refined interface details and interactions through iterative design reviews. Tools Figma Adobe Photoshop Adobe Illustrator Adobe XD After Effects Team Fashion Design Team Developer Visual Designer Duration 2021 – Present Company Free The Rose ← Previous project Top Next project → Next

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 Grey Lab SS'24 Lookbook 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

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 AlphaGraphics Project Brochure Design / UI Design Description This project was designed to support AlphaGraphics’ store relocation to the downtown area through a clear and cohesive visual communication system across print and digital platforms. The scope included a promotional brochure and a campaign-focused website page, developed to announce the move and reinforce the brand’s updated presence within an urban context. ← Previous project Top Next project → Next

Wasted Poster Design / Typography Design / Experimental Type / Conceptual Poster Design ← Previous project Top Next project → Next

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. free the rose hang Grey Lab SS'24 Tibet K fusion FTR All Road Boss Morrow Moving Hang Hi! I'm River A visual designer working at the intersection of art, culture, and digital media. I create visual systems that connect human experience, brand identity, and storytelling across diverse platforms. Next Brand Identity / Website & Mobile App UI Grey Lab Art Direction Branding UI/UX Accessibility Work 01 grey lab Print & Digital Assets / Campaign Catalog Grey Lab SS'24 Lookbook Art Direction Editorial Design Photography Direction Branding Next Work 02 ss'24 Work 03 Next Brand Identity / Marketing Collateral Tibet Shannan Logo Design Branding Visual Identity Tibet Next Logo & Packaging Design / Brand Visual System K Fusion Branding · Logo & Packaging Design Visual Identity Work 04 K fusion Next Brand Identity / Website Design Free The Rose Branding Identity UI/UX Design Digital Visual Systems Work 05 free the rose Next Film Poster & Merchandise Design All Roads to Pearla Visual Design Illustration Poster & Merchandise Design Work 06 all roads Next Work 07 Editorial Campaign / Print & Digital Assets Grey Lab Winter 23 Catalog Art Direction Editorial Design Photography Direction Branding boss Next Book Design / Bookbinding Morrow Typography & Layout Print Design Work 08 morrow Next Work 09 Brochure / Poster / Website Page We are Moving Editorial Design Typography Visual Communication we are moving Next Work 10 Exhibition Publication / Artist Book Hang Publication Design Editorial Layout. Typography System hang

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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