Su Li is a highly respected designer and artist recognized for her impactful contributions to branding, packaging, and exhibit design. With a Bachelor of Science in Product Design from the esteemed ArtCenter College of Design in Pasadena, she has earned a solid industry reputation for her innovative, narrative-driven approach. Her academic training, coupled with extensive experience in diverse design roles, has positioned her as a sought-after creative talent who consistently merges brand identity with compelling visual storytelling.
Currently, Su serves as the Lead Graphic Designer for both NuLiv Science and its B2C subsidiary, Nature Restore. She began her journey at Nature Restore, where her expertise in crafting engaging product packaging and e-commerce visuals for health-conscious consumers quickly expanded into a dual role with NuLiv Science. Now, as lead designer for both brands, Su manages trade show experiences, including booth designs and promotional materials that enhance NuLiv Science’s B2B presence. Her work in these roles has solidified her as an influential figure known for her adaptability and her ability to translate complex brand values into visually captivating, market-driven designs. Su’s growing reputation as a creative leader in both B2B and B2C sectors underscores her ability to consistently deliver impactful brand experiences within the competitive health and wellness industry.
Central to Su Li’s design philosophy is the idea that “space itself is a narrative tool.” Her recent design for NuLiv Science’s booth at SupplySide West exemplifies this concept, as she translated NuLiv’s science-backed health mission into an engaging and interactive spatial experience. Known for its proprietary nutraceutical ingredients like AstraGin® for enhanced nutrient absorption and Senactiv® for athletic recovery, NuLiv Science needed a design that not only highlighted its products but also communicated the brand’s dedication to scientifically-driven wellness. To achieve this, Su crafted a modular, interchangeable panel system that could feature over ten of NuLiv’s unique ingredients, allowing for a dynamic presentation that remained fresh and engaging throughout the event. This adaptability symbolized NuLiv’s innovative approach to product development, while also creating a distinct experience for returning visitors.
Aesthetically, Su chose natural textures and a palette of deep greens, accented with black-and-white model imagery and wave-like molecular patterns, reflecting both the organic and scientific aspects of NuLiv’s mission. This balance between natural and technical elements helped create a professional yet approachable atmosphere, enhancing the brand’s credibility while inviting exploration. Su’s intentional use of deep green tones evokes wellness and nature, while minimalist accents and molecular motifs add an air of scientific precision, effectively communicating NuLiv’s dual focus on nature-inspired and science-driven products.
In line with her belief that “design should facilitate both exploration and understanding,” Su included an “Our Process” panel, visually detailing NuLiv’s core functions, from research and patenting to ingredient sourcing and production. Using icons and a timeline format, she created an accessible guide for visitors, simplifying complex processes into an intuitive layout that highlighted NuLiv’s expertise in the nutraceutical industry. This thoughtful design choice allowed visitors from both B2B and B2C backgrounds to quickly grasp the brand’s depth and capabilities, further reinforcing NuLiv’s authority in the field.
Su’s work also incorporated strategically placed sampling and informational materials, allowing visitors to engage with NuLiv’s products in a hands-on way. Rather than overwhelming the booth with information, Su created a layout that invited interaction, encouraging attendees to explore the brand at their own pace through samples and informative materials. Her design fostered tactile engagement, letting visitors connect directly with NuLiv’s offerings while gaining a deeper understanding of the brand’s health-driven mission.
Su Li’s work for NuLiv Science is emblematic of her broader approach to exhibit design, where spatial storytelling and brand narrative come together seamlessly. Her ability to create immersive environments that reflect brand values has earned her acclaim in the design community, where she is known for transforming complex concepts into experiences that resonate emotionally and visually. Su’s work goes beyond visual appeal, embodying brand messages in ways that invite deeper connections with audiences. With a growing portfolio of celebrated projects, she is regarded as a leader and respected artist in the industry, using design to forge lasting impressions and meaningful brand experiences.
