Li Li spent her teenage years captivated by the popular television series Mad Men. The iconic series, following Don Draper and one of the most prestigious advertising agencies in the world, did not only entertain Li, but inspired her. She wanted to be a part of the same world, working with prolific brands and creating unique advertising content. With a passion for the arts and business savvy, it didn’t take her long to emerge as an in-demand art director in her home country of Taiwan and abroad.
Li spends every day doing what she loves, and that passion translates directly into her work. Award-Winning Jewelry Designer Evelyn Huang has been greatly impressed with Li’s work, bringing her on board to promote both her brands EvelynH Jewelry and Light Legion, seeing tremendous growth from Li’s efforts. She saw similar success working with lifestyle brand Neon Beige and has no plans on slowing down.
“There’s no limitation to how you want to complete a project as an art director, as long as you have a great team and good connections. It is always interesting to work with various talents around you. It is also very rewarding when I can bring the best out of someone and put everything together as a masterpiece,” said Li.
Li currently works with the exclusive brand Only in Beverly Hills. One of the city’s newest boutiques has become the number one spot for gifts that celebrate the inimitable glamour of Beverly Hills.
“I like the idea of celebrating Beverly Hills and especially that the products are not limited to apparel but accessories, home goods, and books. I thought it would be a great opportunity to discover art direction in a different category,” said Li. “I like how the owners are very open to new ideas and are always willing to try something new. The idea of the brand is also original, and I think it’s one of the keys to success of building a business.”
Li took over as Art Director for the store almost a year ago and has a variety of tasks that are essential to its success. She arranges/directs photoshoots for marketing materials and lookbooks, manages the social media and creates original content for the channels, and designs promotional artwork such as posters, store cards, and flyers.
“I love to be included in the design process as well as promotion decisions. The two owners value my marketing ideas and aesthetics. This gives me a lot of opportunities to grow the business,” said Li.
On top of her everyday responsibilities, Li has found other ways to help the brand grow. She brought in Vogue model Hanna Gebrehiwet to be featured in the promotional material for Only in Beverly Hills. Besides photoshoots, she also brainstorms with the owners each week regarding new promotional ideas.
Li has improved the aesthetic of the brand, allowing the new business to emerge as a Beverly Hills staple. She feels grateful when she sees continued sales increases due to her efforts, her hard work paying off. Most importantly, in her opinion, she builds content for daily posts online.
“When people hear of a brand, they go on its Instagram and scroll through to get an idea of what the brand is about, especially millennials. This is why social media is so important to business nowadays. It can be a good catalogue as well as a bridge between business and consumer,” she concluded.