Jesus Li

Motion-blurred portrait of two figures against a warm red backdrop.

Over the last couple of years, I have had the pleasure of working with CLUES, the largest Latinx organization in Minnesota, and these two initiatives stand out as some of my favorite projects. When they needed a visual system for their signature fundraising event, Gala Latina, I built a modular iconographic system inspired by pre-Hispanic architecture, delivering a grounded, rhythmic, and culturally rooted identity that intentionally avoided overused stereotypes. Additionally, when the organization required visuals for a community event exploring queerness and Latinidad, I created a warm, expressive poster that seamlessly balanced cultural nuance with bold illustration, framing the gathering with clarity and a vibrant celebration of diversity from many angles.

Portrait of a woman with short hair and sunglasses against a clear blue sky

The iconic American restaurant chain needed a refreshed visual direction that honored its heritage while introducing a modern, energetic feel, including unified illustration, typography, and campaign visuals to bring its new look & feel to life.

Portrait of a person with white hair and a black vest against a green garden background.

To help Xfinity cut through crowded social feeds with timely, viral-ready content, I developed concepts, illustrations, and design systems rooted in platform-native storytelling. By leveraging cultural moments across diverse campaigns—ranging from movie releases to major sports events—these dynamic deliverables successfully strengthened Xfinity’s social voice and drove sharper engagement.

Person in a white blazer holding a smartphone against a clear blue sky.

For the Bush's Beans activation at Austin City Limits, I designed a dynamic, Austin-inspired illustration anchored by the brand's iconic bean vector. The artwork was carefully crafted to represent the vibrant energy of the city and its music scene, while also highlighting the signature "heat" of the Grilling Beans partnership with Mike's Hot Honey.

I recently led the packaging redesign for One Mighty Mill's entire lineup of stone-milled breads, bagels, and tortillas. The goal of the project was to give the packs a fresh visual glow-up that puts the brand name front and center while more boldly sharing their story and mission. With a revamped logo by Matt Rector, I created a packaging system that rewards the art of crafting and quality of the products reassuring messaging that the classic baked goods inside haven't changed.