Yan Li

 

  • I’m a fully integrated creative working as a freelance Sr. Art Director at various agencies, including Publicis, John St. and Lifelong Crush.

  • 2015-Present

    Toronto, Beijing, Bankok and Tokyo

    - Rebrand for Kmart’s two flagship stores in NYC. Strategy for store reorganization and better customer experience, including environmental & signage.

    - Developed strategy aiming at new customer demographics for The Beer Store, moving the brand upmarket while maintaining brand heritage. Work included signage and rethinking of the in-store experience.

    - Worked with executive stakeholders (CEO, CMO) to develop a marketing strategy for Chinese automotive company Wuzheng Group, including standardized creative design & photography direction.

  • 2018-2019

    - Lead creative team for initial launch into Chinese market, including flagship store openings in Beijing and Hong Kong.

    - Creative oversight & project management on critical Spring 2019 event in Hong Kong targeting key influencers. Oversaw creative concept, creation of interactive installations, and managed project plan & execution.

    - Art direction of photoshoots for seasonal collections & designer collaborations, resulting in 300% achievement of sales projections for Summer 2019 campaign. Created concepts, managed look and feel, selected photographers and models, and worked with project managers on budget and timelines.

    - Worked with internal stakeholders, pitching concepts & strategy to CMO, Creative Director, as well as country & marketing directors for China expansion.

    - Led and mentored junior designers, while working with the entire design team to improve design processes and team dynamics & culture.

  • 2018

    - Developed strategy for one-of-a kind alternative lifestyle brand, bringing new product category to market.

    - Tackled difficult challenge of developing key environmental designs to help educate new customers while maintaining the brand’s aesthetic image.

  • 2017-2018

    - Created a uniform global social media strategy for Samsung, merging all of their channels under one umbrella.

  • 2014-2015

    - Worked with both local and international companies on branding, brand experience, environmental and package design in English and Chinese.

    - Introduced both a new retail category and international brand with entry of Arla into the local market.

 

Clients: Canada Goose, Canadian Tire, Red Lobster, KFC, Air Miles, Kids Help Phone, The Beer Store, Indigo Chapters, MadeGood Foods, Sandbanks Winery, Tokyo Smoke, Samsung, Volkswagen Group, Humber College Student Union, TedX Toronto.

 

  • Sheridan College Institue of Technology

  • General Assembly