I’m Justin Li, a Creative Director working across brand, campaigns, retail, and content, with a focus on turning strategy into something people can actually see, feel, and remember.

My work is about building brand worlds that hold together. Over the past 10+ years, I’ve led in-house and agency-side creative across fashion, lifestyle, and consumer businesses, creating systems that connect direction, design, and execution across markets. I’m drawn to work where creative thinking has to hold up in the real world, across teams and the pace of the business.

I currently lead brand creative at Esquel Group across DETERMINANT and PYE, shaping everything from identity and seasonal storytelling to retail experience and content ecosystems, setting the standard, building the structure, and making sure the work has the ability to scale.

Before that, I led the global Collaboration & Artist program at CASETiFY, and earlier worked on brand and launch initiatives across APAC for clients in luxury, retail, culture, and education.

I’m interested in work that demands both taste and structure, where strong creative ideas need equally strong systems to make them real.