* Genevieve Li

Designer Collaboration

2025

Genevieve Li is a New York–based independent fashion brand. The branding focuses on its debut collection, (un)Professional Fabulous, translating its exploration of implicit bias, workplace dress codes, and gender expression into a bold and structured visual system.

Branding
Editorial
Art Direction

* Sooki

The Collected Works

2025

WIP

Branding
Packaging
Illustration
Art Direction

* Hovr

The Collected Works

2025

Hovr is a no-code tool that adds interactive previews to websites, allowing users to explore destinations, amenities, and experiences by hovering over text or images. For Hovr’s brand refresh, the new identity reflects its intuitive, layered experience with a clear, engaging design. The playful, motion-driven system makes it easy for businesses to showcase content seamlessly. Nimbus, the newly introduced bird mascot, symbolizes Hovr’s ability to hover, explore, and offer a broader perspective.

Branding
Logo
Icon

* Pluto TV

Gretel

2023

Pluto TV is a free ad-supported streaming television service owned and operated by the Paramount Streaming division of Paramount Global. The new branding system focuses on revamping the brand expression— so audiences everywhere know, feel, and believe how Pluto TV is different. The core idea of this rebrand is "find your orbit." Using 3D spaces to show the whole Pluto universe to be more involved and playful.

Branding
Icon
UI/UX