Visual Designer · Brand Systems · UI/UX
Hello — I'm Lili
A visual designer with over a decade of experience crafting brand identities, product interfaces, and scalable design systems. With a multidisciplinary background in graphic design, UI/UX, and front-end development, I bridge storytelling with structure to create visual experiences that are clear, engaging, and quietly bold.
A Global Design Perspective
My journey began at Arup in Shanghai, where I worked on visual communications for one of the world’s leading engineering firms. Drawn to the clarity and craft of British design, I moved to the UK to pursue a Master’s degree and have been designing across cultures ever since.
Where Strategy Meets Visual Craft
Over the years, I’ve led design for early-stage startups, fintech platforms, and cultural institutions — building everything from motion-led campaigns and mobile apps to editorial layouts and accessible websites.
My practice spans:
Brand Identity & Design Systems – building clear, scalable visual languages
Product & UI Design – designing web and mobile interfaces with purpose
Editorial & Packaging – turning information into visual storytelling
Motion & Campaigns – adding rhythm and emotion to brand narratives
What I Believe
My approach combines strategic thinking, system design, and attention to detail.
I love working with collaborative teams to solve complex problems through visual clarity — always designing with empathy and a focus on what feels human.
Let’s Make It Happen
If you’re launching, scaling, or evolving something meaningful
— let’s build visuals that make sense and spark connection.
📄 Download Resume
📧 llxiao.design@gmail.com
🔗 LinkedIn | Behance
📧 llxiao.design@gmail.com
🔗 LinkedIn | Behance