About Me

Li Hsing Lu  (pronounced Lee Shing Look)

A multi-disciplinary art director & designer who specializes in branding, motion graphics and 3d, working on channel branding and rebranding projects. He is responsible for taking the project right from it’s infant stage from crafting an iconic logo, to defining a visual language, to creating a channel station ID, to the main program titles, to conceiving the onscreen design elements, he has pretty much donned all hats. His philosophy on developing brands and rebranding is clearly focused on finding and communicating the authenticity of the brand to the target audience and then overseeing designers, design creatives that is relevant both aesthetically and strategically for the target market

Apart from being a designer he dons the role of a problem solver, mentor, critic and advisor from time to time. He insists on creating work that inspires and has fun doing it. His diverse talents and interests has allowed him to work with major television networks such as Discovery, ESPN-Star Sports and ad agencies such as W+K, Euro RSCG, O&M on brands like Lays, Gilette, Johnson & Johnson, Mortein, Samsung, Reebok, Worldspace, Xerox, Dupont Corian, Weekender, Dzires, Ddamas. He considers himself fortunate enough to be able to collaborate with international design studios from around the world.

He has held workshop for designers in Manorama News, Sakshi TV and for students at Amity University.

Some recognitions & featured work

- X-Sports featured on Behance

- Illum Intro Animation featured on Behance Motion Served

- Play Clan Viral featured on Bechance

- Queen of Spade, The Wise One & The Challenger featured on Abduzeedo’s Daily Inspiration

- Work featured in the book ‘Best of 3D Virtual Product Design‘ by Julien Martinez Calmettes, Editor, Monsa Publications


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