TINY GIANT•CLIFF LI
ART DIRECTOR | CREATIVE
An eye for detail and a heart on my sleeve.
I am an art director based in San Francisco. The best creations have a core, purpose and meaning and it's my job to find and commit to those aspects of any given project whether it's design, ux or creative based. I believe that good brands also have this intrinsic center and, like a well written character, they need to be true to themselves to continue their arc and keep us interested. I seek to become part of that story and allow others to do so too.
2016 - Current | AKQA - Senior Art Director
Conceptualized, art directed and executed campaign, product and values sites. Developed design directions for mobile and desktop websites and apps. Design directed and mentored designers as well as career managed and retained talent.
2013 - 2016 | iCrossing - Senior Art Director
Developed design directions for mobile and desktop websites and apps. Art directed and executed web based campaign identities. Campaign and UX concepting. Prepared creative deliverables for pitch projects. Art directed designers in the execution of site/campaign artwork to ensure creative quality and brand consistency.
2011 - 2013 | LEVEL Studios - Senior Visual Designer
Developed design directions for mobile and desktop websites and apps. Art directed and executed web based campaign identities. Campaign and UX concepting. Prepared creative deliverables for pitch projects. Art directed designers in the execution of site/campaign artwork to ensure creative quality and brand consistency.
2008 - 2011 | DDB : Senior Designer
Designed for a wide range of clients in brand, retail, direct response, campaign, packaging and digital formats. Participated in the formulation of large scale campaign pitch projects for national and international corporate clients. Art directed designers and mac operators in the execution of campaign artwork to ensure creative quality and brand consistency. Worked closely with creative directors/art directors in developing and creating brand/campaign identity and artwork.
2005 - 2008 | Oliver Young : Designer
Designed for a wide range of clients in brand, retail, direct response, campaign, packaging and digital formats. Headed design and concept development for brand identity systems. Lead new business pitch projects.
EXPERIENCE
Art Direction, Creative Direction, Web Design, Illustration, Packaging, Brand Identity Development, Visual Design Direction, Campaign Identity Development
SKILLS
D&AD shortlisted (Direct - 2012), Axis Silver (Design - 2012), Axis Bronze (Art Direction - 2012), Axis Silver (Guerilla Advertising - 2011)
AWARDS