SUNNY LA

E3 Expo Rebranding


The game industry has changed dramatically since the first E3 Expo in 1995, but the annual trade fair has remained the same. The new E3 will transform from a business-oriented trade show to an international platform geared towards gamers and fans, making it easer than ever for game developers to reach an audience beyond the trade show floor.

Brand Identity, Generative Design, Motion Design, Environmental Design, Packaging Design

Node is a rebrand of PlansMatter, an aggregator of global architectural hotel + vacation rentals for the design savvy traveler.

This rebrand aims to promote the value of design and preserve significant architecture by crafting a well-designed identity and a new name to better target the audience.

Brand Identity, Web Design, Motion Design, Editorial Design, Naming

SpaceX is an American aerospace manufacturer and space transport services company that manufactures and launches advanced rockets and spacecraft. Their ultimate goal is to enable people to live on other planets.

The new logo I created is called “The Impossible”, and it seeks to represent SpaceX’s journey of actively developing the technologies to make humanity be out exploring the stars.

Brand Identity, Environmental Design, Motion Design

Sigur Rós/ Liminal


Liminal explores the ramifications of ongoing environmental collapse to the oceans and its inhabitants. It captures the connections and blurs the boundaries between work done and work to come; between new music and ideas barely yet born. It is the beginnings of a transition–the Earth in crisis.

Album design, Typography

© 2021, TONG LI

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