He understands quite a bit about culture, coming from China, a place of profound cultural heritage. Li also spent over a decade in Japan, where he learned to value balance and subtlety. “This journey has inspired me to merge diverse perspectives, turning design into a dialogue between cultures,” Li says. His love of design started in early childhood, when he’d spend hours drawing and creating small objects. “I was always fascinated by how I could transform my ideas into something tangible,” he says. “That curiosity has grown into my career today.” 

His design approach isn’t strictly linear. Instead, he researches and ideates at the same time, refining the problem statement before moving into the visuals. “From there, I explore options, prototype, gather feedback, and iterate toward a stronger solution,” Li says. “On smaller projects I sometimes skip a full mood board, but the principle is the same: learn fast, iterate, and keep the story clear. For me, creativity and strategy shouldn’t be in conflict. A strong idea is meaningful by nature, and that meaning is what makes it strategic.” For Li, the most important part of design is that it communicates clearly. “Design should have meaning, not just visuals,” he says.

His work, The 12 Eternal Castles, won Indigo Gold and has been instrumental in helping Li prepare to launch his own design studio. “Building my personal brand is extremely significant, and the Indigo Award is a key part of that brand development,” Li says. “I believe it will play an important role in the near future.” He also uses his Indigo win in professional branding and pitches. “It helps strengthen my brand and creates opportunities to connect with the wider design community,” Li says. “Indigo is a wonderful platform for designers. It gives you work visibility, helps with self-promotion, and supports the development of your personal brand. It’s definitely worth participating.”