Shan X. Liao is a visual designer, agency veteran, image maker, and poet. She is based in Brooklyn, New York.
廖玄林，位于纽约布鲁克林区，是一名高级平面设计师、制作总监。
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廖玄林，位于纽约布鲁克林区，是一名高级平面设计师、制作总监。
CATALOGUE
HomeAbout
Visual design
Commercial
Analog imaging
Writing
Mapping
GenAI
Commercial
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Nowadays – NYC
Q4 2023
A mainstay of Ridgewood’s nightlife corridor, Nowadays hosts The Zumbador, a Mexican restaurant that specializes in the cuisine of the city of Puebla.
While it is well known that a night out at Nowadays promises the option to waltz off the dancefloor to a tasty snack, a social audit revealed that there is room for growth in promoting The Zumbador’s larger daytime menu.
To put The Zumbador on the map in this part of Queens as a staple destination for Mexican cuisine, we developed a month-long marketing plan to boost awareness and daytime foot traffic by combining enticing promotions, unique events, and strategic social media marketing.
The plan recommended to start by leveraging existing menu photography to tell a story behind every dish and cocktail through a carousel format until the entire menu is represented on social media.
During the second week, we ride that wave and promote weekday happy hours to draw the after-work dinner crowd, making offers to customers who engage us on review platforms.
The remainder of the month will see continuing social efforts while The Zumbador will host a ticketed dinner & drag show, reminiscent of the restaurant singer of the Old World coupled with ballroom scene of Nueva York, on the nightlife platform RAGuide.
One cannot exist without another, so it would be natural to end the month of celebration with a Nowadays nonstop event, a classic all-night party featuring the scene’s foremost acts in electronic music.
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HP Latex
Q3 2024 at Monks
Monks partnered for an RFP for the HP Latex FS fully modular commercial large-format printer line of business and developed a campaign using the existing brand book and assets to celebrate the parts that make the whole: an enterprise-level printer that grows as your business grows.
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Adidas
Q3 2024 at Monks
Leading up to several Copa America matchups in Los Angeles and Miami, Adidas partnered with Monks to develop point-of-sale, in-store retail, email marketing, and out of home wildposting around brick and mortar locations to reach the most fervent fútbol fans on the ground.
The campaign ran wildpostings in Los Angeles to draw fans to retail locations to customize their federation kits and enter a sweepstakes to win a rare vintage jersey and Copa tickets, which included in-store signage, flyers, and sandwich boards. In Miami, Adidas only ran a ticket sweepstakes.
Emails
Los Angeles in-store signage
Miami in-store signage
Q2 2024 at Monks
LinkedIn Recruiting Services provides valuable tools and insights for talent recruiters on the platform and frequently runs social ads to promote relevant industry trends that are useful to hiring managers and their stakeholders.
In conjunction with the release of the 2024 edition of the Future of Recruiting report, LinkedIn Recruiting Service partnered with Monks to create a social media campaign to promote the report. The campaign and report was localized and translated into myriad markets and languages, requiring iterative adjustments to the creative.
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Report carousel
EN / NL / DE localizations
Progressive
Q1 2024 at Monks
As a part of their efforts to bolster its brand image as a leading umbrella insurance company, Progressive partnered to develop concepts for social, web, and end cards.
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“Protect Yours”
Liberty Mutual
+ SONY Pictures
Q4 2021 at Goodby Silverstein
A pop-up newsstand was designed and produced in New York’s Upper East Side for Liberty Mutual, in partnership with Sony Pictures’ Spider-Man: No Way Home. Creating an interactive experience on the corner of 86th and Lexington, fans flocked from far and wide to bring home a piece of the Spider-Man multiverse.
For the one-day event, the team developed a 12-page full-color newspaper and produced mechanicals for all newsstand-related advertisements. The newspaper also referenced the 30-second “Spider Bite” LiMu Emu & Doug TV spot.
Due to its success, the activation was later featured at the film’s premiere in Los Angeles.
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Genentech
Q4 2020 at Goodby Silverstein
A team of GS&P designers and producers collaborated in an embedded capacity with Genentech’s CMO to launch a brand campaign aimed at attracting new talent and enhancing the company’s reputation among industry leaders and policymakers.
The team produced an animated banner campaign and full-page advertisements for POLITICO magazine.
TRULY Hard Seltzer
Q2 2019–Q1 2021 at Goodby Silverstein
A team of designers, producers, and strategists launched a series of multi-city campaign for TRULY’s portfolio of seltzers, spanning digital, print, experiential, and transit out-of-home placements across New York, Atlanta, Los Angeles, and Miami.
As a sponsor of the virtual 2020 New York Fashion Week during global COVID-19 lockdowns, the team also created Couch Couture-branded sweats as part of an influencer media kit.
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“No one is just one flavor” Q4 2020–Q1 2021
“Live Truly” Q2 2019–Q3 2020
At the 2020 NY Fashion Week
Q4 2019–Q1 2020
One Medical
Q2 2019–Q2 2020 at Goodby Silverstein
A team of designers and producers developed a multi-city out-of-home advertising campaign targeting commuter hubs, including downtown areas and suburban train stations.
Using One Medical’s strong brand identity and extensive key artwork library, the team created a cohesive design system for various out-of-home media, including full station dominations at BART stations, LinkNYC kiosk displays, digital placements at Madison Square Garden, and bus wraps on SFMUNI.
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Dublin–Pleasanton BART platform takeover
Q2 2019
Market Street Pillars, San Francisco
Q4 2019
SFMUNI bus wraps
Q3 2019
Transit shelter, Midtown Manhattan Q4 2019
Liberty Mutual
Q4 2018 at Goodby Silverstein
Direct mail advertising can be expensive, with costs adding up for paper, ink, postage, and packaging.
As part of a new business pitch, a team helped introduce Liberty Mutual Insurance’s brand message, “Only pay for what you need,” by creating an ultra-cost-efficient direct mail piece—a tiny mailer, roughly the size of the postage stamp used to send it.
To round out the project, the team developed a print ad and mailer that comes with the ever-elusive yet familiarly sweet “new car smell”.
BMW
Q3 2018–Q4 2019 at Goodby Silverstein
During the partnership as AOR for BMW of North America, a team of designers, copywriters, account managers, and producers developed web banners, print marketing, out-of-home advertising, and takeovers at motorsport and trade show events.
To ensure a cohesive brand experience across regional markets and the BMW fleet lineup, these materials were designed, templated, and produced for automation through BMW’s Dealer Kit program, allowing localized dealership information to be seamlessly integrated into a uniform design system.
BMW iPerformance, Volta destination chargers
2019 BMW X5, San Francisco–Oakland Bay Bridge toll plaza
BMW 8-Series, print dealer kit
2019 BMW X7, customized to dealer specifications using automated template
BMW M8 GTE Motorsport at Sebring, 2019
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Unified dealer kit design system