BRANDING
& ART DIRECTION
Building visual identities and brand systems across cultural, nonprofit, and commercial projects.
Featured Project
LI TANG COMMUNITY
Brand Strategy · Art Direction · Visual Identity
New York · 2020–Present
Founded in New York in 2020, Li Tang Community is an artist-led nonprofit connecting and supporting creative voices across the Asian diaspora. As Founder and Creative Director, I led the organization’s brand repositioning and developed a visual identity designed to grow across exhibitions, programs, events, digital platforms, and collaborations.
BRAND REPOSITIONING
The new identity positions Li Tang as both a connector and creator—a platform that brings together artistic voices, cultures, and perspectives while creating space for new ideas to emerge.
VISUAL IDENTITY
The visual identity balances cultural reference with a contemporary, understated language—combining a flexible logo system, expressive typography, and a palette centered around vermilion.
LOGO
A flexible identity built around the Li Tang logotype and LT monogram, designed to work across institutional, editorial, and event applications.
COLOR
Vermilion sits at the center of the identity—a color rooted in material, ritual, and cultural memory, reinterpreted through a contemporary visual language.
TYPOGRAPHY
Area Inktrap brings precision and character to the system, balancing clean contemporary forms with subtle expressive details.
BRAND SYSTEM
The identity was developed as a flexible system that can expand across Li Tang’s programs, sub-brands, partnerships, and collaborations while maintaining a consistent visual language.
PRIMARY IDENTITY
A flexible identity built around the Li Tang logotype and LT monogram, designed to work across institutional, editorial, and event applications.
SUB-BRAND SYSTEM
CO-BRANDING
Other Work Samples
Brand Strategy · Art Direction · Visual Identity
New York · 2020–Present
EMES COMMERCE GROUP
ALLSETT HEALTH
