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

Client Morrow Project Editorial Design / Publication Layout Design Description Morrow is an editorial design project exploring future perspectives in the fashion industry through a structured publication format. Organized into three chapters, the book uses a clear grid system, controlled typography, and strategic color application to guide visual hierarchy and pacing. The project emphasizes editorial layout, typographic structure, and long-form publication design. ← 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

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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

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