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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

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DOWNGRAF April 09. 2023 A New Approach to Fashion Web Design: Award-winning Designer River Liu and The New Endless Rose Read More FASHION SIZZLE May 23, 2023 Risen to Prominence: The Inspirational Journey of an Outstanding Chinese Designer He Liu in the Global Arena Read More Muse.World April 06.2023 Interview With River Liu From United States Read More News.Sina December 06, 2022 Emerging designer Liu He has won the Platinum Award at the 2022 MUSE Design Awards in the United States. Read More SHOUTOUTLA December 19, 2022 Meet River Liu | Visual designer Read More VoyageLA November 07, 2022 Check out River Liu's Story Read More PRESS

Brand Digital Commerce Platform Designing a unified online platform that merges brand storytelling with an intuitive shopping flow. My Role Lead UI/UX Designer · Brand Identity & Website Design Designed user flows and mockups for both desktop and mobile platforms. Collaborated with fashion designers and developers to align visuals with technical feasibility. Redesigned the brand identity and typography system to build a cohesive online presence. Created interactive prototypes and refined UI 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 GREY LAB The Problem Customers found it difficult to understand and connect with the brand’s identity because it lacked a dedicated digital platform. leaving the experience dependent on third-party marketplaces. Product presentation and brand storytelling remained fragmented, causing weak emotional impact and low brand recall without a unified online flagship. The Solution Created a unified digital presence that clearly expresses the brand’s personality and strengthens audience connection. Streamlines the shopping experience across desktop and mobile, and enhances customer engagement and conversion through intuitive navigation and improved site structure. 1. Discovering the Latest Collection Users open the website to browse the brand’s newest collections and product launches. They can scroll through curated visuals, swipe to discover additional styles, and quickly find trending items that match their interests. 2. Browsing the Collection Users explore the full collection through flexible viewing options that suit their preferences. They can easily sort products to find exactly what they’re looking for, ensuring a personalized and intuitive browsing experience. 3. Exploring Product Details Users open a product to view high-resolution images and explore key details, including materials, sizing, and style information. They can check the size chart and conveniently add items to their bag, with a side panel that lets them continue browsing and managing selections without leaving the page. 4. Navigating the Menu and Wishlist Users open the menu to browse product categories or access their wishlist quickly. Within the wishlist, they can review saved items, explore details, and manage selections, making it easy to keep track of favorites and continue shopping seamlessly. 5. Managing Personal Experience Users log in to take control of their shopping journey, managing shipping details, tracking orders with full product and delivery information, and connecting directly with customer support. This page also fosters an ongoing relationship with the brand, allowing users to revisit favorites, receive personalized updates, and stay engaged with new collections. 6. Accessing Support and Information Users visit this section to quickly find help, contact customer support, and review important legal information such as privacy policies and terms of service. It ensures a transparent, trustworthy experience while keeping users informed and confident in their interactions with the brand. Achieved +197% +218% +140% +19% Over the last year, the launch of the new website contributed to significant business growth, including a 197 percent increase in total sales, 218 percent more orders, 31 percent higher average order value, and 140 percent growth in site traffic. These results show how a thoughtfully built shopping experience, with clear navigation, strong product presentation, and a mobile-first approach, effectively supported customer engagement and conversion at scale. Total sales Orders Site sessions Conversion rate Design Process Uncovering Problems Through Stakeholder & Data Analysis We began by analyzing Grey Lab's existing business model (full reliance on third-party marketplaces) and its core user data. This identified three critical bottlenecks hindering brand growth and optimal user experience, which the standalone website design must prioritize. Core UX Insights Our research findings are translated into three actionable mandates that directly inform the design phase Conceptualization Based on the data insights, we defined the core mission of the Grey Lab standalone website: to establish brand trust and seamlessly guide the user from "quick search" to "inspirational exploration and multi-item purchase." Redesigned User Core Journey This journey demonstrates how the design addresses the pain points of low engagement and a lack of inspiration. Integrating Brand Value into UX The design must actively reflect Grey Lab’s brand identity to elevate its market perception. Brand Value Minimalism Urban QualityTrust & Clarity Design Output UI/Visuals: Abundant white space, clean hierarchy, and professional sans-serif typography. Content/Imagery: High-resolution, contextual city-setting lookbooks and professional product photography. UX/Functionality: Highly visible return/exchange policies, transparent shipping information, and dedicated customer support links. Goal To immediately convey quality and sophistication, differentiating the brand from fast fashion. To validate the premium price point for the Dallas/NYC user and reinforce the "City Chic" narrative. To address user doubts associated with purchasing from a new standalone e-commerce site. User Flow Wireframe–Mobile Subscription Gate Home PLP Filter Drawer PDP Navigation Drawer Account Creation Account Dashboard Bag Drawer Wishlist Search Drawer Help Center Assisted Ordering Flow Legal Page Accessibility Wireframe - Desktop User Testing Conducted two rounds of user testing to evaluate how users discovered products, navigated categories, and moved through the purchase journey on Grey Lab’s new standalone e-commerce site. Insights from both rounds guided improvements to navigation, visual hierarchy, and mobile interactions to ensure a clear, efficient, and brand-aligned shopping experience. Slutions 1. Navigation Optimization Improved the navigation bar by repositioning key actions for quicker access and a clearer hierarchy. Enhanced brand visibility and optimized navigation levels to support smoother product discovery across desktop and mobile. 2. Enhancing Product Browsing Experience Simplified the product listing and detail pages by removing non-essential icons and consolidating actions. This reduces visual noise and makes browsing more focused. On product detail pages, prioritized “Add to Bag” and “Add to Wishlist” to minimize decision friction and encourage users to continue exploring more products rather than jumping straight to checkout. 3. Personal Dashboard Optimization Optimized the personal dashboard by prioritizing key account information and streamlining navigation with a slide-out menu. Enhanced order history and account features to make post-purchase interactions more intuitive, informative, and engaging for users. Design Exploration 1. Exploring Product Categories Using the navigation bar to identify categories and collections, users can quickly locate the products they want to explore. 2. Refining Product Discovery Users navigate subcategories to focus on specific product types or collections quickly. 3. Browsing Collection Products Exploring products through two views. The two-column view shows key details while the three-column view emphasizes visuals, catering to different shopping habits. Filter and sort options help users narrow choices and find desired items more efficiently. 4. Viewing Product Details On the product detail page, users focus on essential information before deciding. The design removes the checkout shortcut and keeps only “Add to Bag” and “Add to Wishlist,” encouraging deeper browsing and reducing rushed decisions. 5. Merchandising & Cross-Sell Strategy Designed complementary product carousels to strengthen discovery, drive cross-selling, and increase overall conversion throughout the product detail experience. 6. Account Management is to build trust and strengthen long-term engagement by offering transparent order visibility, effortless profile updates, and intuitive control over privacy. 7. Order History Designed to give users a clear and organized record of their past purchases, this section helps them quickly review order statuses, track key updates, and access post-purchase support. Takeaways User-Centered Navigation The site structure and navigation bar were designed to guide users efficiently through categories, collections, and products. Prioritizing key actions and a clear visual hierarchy ensures users can locate items quickly and browse with purpose. Flexible Product Exploration By providing multiple views, filter and sort options, and curated product sections, we accommodated different shopping habits and decision-making styles. This approach supports effortless product discovery while keeping the interface clean and intuitive. Engaging Post-Purchase Experience The personal dashboard and order history were structured to give users control and clarity over their accounts. Highlighting key information, streamlining navigation, and organizing orders by time enhances transparency and strengthens the ongoing connection between the brand and the audience. Moving Forwards Grey Lab will continue to make shopping effortless and engaging for all users while experimenting with playful, creative interactions. By evolving the design system with flexible components and dynamic patterns, the brand can explore new layouts and features without losing visual cohesion. Leveraging user insights, personalized recommendations and inspiring content will encourage discovery, delight users, and strengthen their connection to Grey Lab’s fashion-forward identity. Next ← 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

Hello, I am River Liu: A Visual Designer & Artist Visual designer with over 6 years of experience creating marketing-driven digital experiences that help customers understand products and make confident purchasing decisions. My work focuses on translating complex business information into clear, engaging visual systems across web, marketing campaigns, and product storytelling. My work spans brand identities, digital platforms, and physical outputs, often weaving cultural narratives into contemporary visual language. Alongside commercial projects, I maintain an active artistic practice, with works exhibited internationally. These two paths—design and art—continue to inform each other, allowing me to approach design not only as problem-solving, but also as a form of cultural expression. Currently, I work as a lead designer for a fashion brand based in Los Angeles, where I focus on building cohesive visual systems across campaigns, products, and digital experiences. My approach emphasizes clarity, structure, and emotional resonance, balancing strategic thinking with visual sensitivity. My work has been recognized by international design awards, including the A’ Design Award, MUSE Award, Creative Quarterly, and C2A. Beyond recognition, I value long-term thinking, collaboration, and the ability of design to create meaningful connections across disciplines and cultures. CV Email river1062815304@gmail.com Portfolio Recognition Awards 2022-2024 Jury 2024-2025 Certifications 2024-2025 A-design Award-Silver Winner C2A -Creative Communication Award winner MUSE Creative Awards-Platinum Winner MUSE Creative Awards-Silver Winner Vega Digital Awards-Centauri Winner-Website & Mobile Sites - Best Visual Design Vega Digital Awards-Centauri Winner-Website & Mobile Sites - Fashion 59thGDUSA Design Awards-Branding and Identity 59th GDUSA Design Awards-Logo Design Creative Quarterly 70th SkillsUSA Florida State Leadership & Skills 2025 A' Design Award 2025 A' Design Award 2024 Design Business Index-A+++ Impressive Rating World Top Artists-Creative-Best Artists Worldwide Popular Designers-Most Popular Designers of The World Designer Rankings-Best Designer of The World DAC -World's Leading Designers-Graphics, Illustration and Visual Communication Design

WORLDWIDE Client K FUSION Project Packaging Design, Branding & Web Description K FUSION brings Korean fusion into the fast-casual space with a bold, playful attitude. Inspired by the slogan “Feed Your Monster,” the identity centers around a custom monster character whose oversized mouth merges with the form of a burger, turning appetite into a visual language. Clean shapes and contemporary proportions keep the logo modern, while vibrant, harmonious colors add energy and approachability. Subtle whimsy prevents the system from feeling overly serious, allowing the brand to feel confident, fresh, and memorable. Designed to scale, the identity supports future growth across packaging, storefronts, and beyond. ← Previous project Top Next project → Next

ENDLESS ROSE 2022 Vega Awards Centauri Winner: Website & Mobile Sites -Fashion & Best Visual Design - Aesthetics The objective of the project is to create a seamless and user-friendly e-commerce site for Endless Rose, offering shoppers a convenient and comprehensive shopping experience. The primary goal is to enhance navigation, optimize product selection, and elevate the overall user experience. Endless Rose's newly launched e-commerce site focuses on simplifying navigation and maximizing the product and user experience. The key approach is to create a new landing page that combines different categories through visually appealing banners. This approach allows for cohesive content presentation, integrating brand layering with streamlined and optimized product assortments and imagery. The redesigned website aims to redefine the brand identity and establish a strong connection between the brand and consumers. By employing strategic design elements, the site enhances market awareness and strengthens the brand's presence in the industry. The result is a dynamic and visually engaging e-commerce platform that offers a superior shopping experience and fosters a lasting connection with customers. back back