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.