Rising Stars: Meet Xinyi Alice Liu of Los Angeles

Today we’d like to introduce you to Xinyi Alice Liu.

Hi Xinyi Alice, we’d love for you to start by introducing yourself.
My story really started with music. I’ve always been drawn to the way music creates emotions, memories, and entire worlds around it — not only through sound, but also through album covers, concert visuals, posters, stage design, and merchandise. Those things made me realize that visual design could become another way of telling stories.

I studied Graphic Design at SCAD, where I developed my foundation in typography, branding, visual systems, and communication design. Later, I continued my MFA in Design at USC Roski, which allowed me to expand my practice beyond traditional graphic design and explore design through music, performance, installation, space, and cultural experience.

A lot of my work today sits between music, theater, branding, and visual art. I’ve worked on posters, key visuals, merchandise, stage photography, album-related visuals, and identity systems for cultural and entertainment projects. Through these experiences, I became more interested in how design can shape the way people feel, gather, remember, and connect.

I would describe my practice as emotional, narrative-driven, and interdisciplinary. I’m interested in building visual worlds rather than just making single images. Whether I’m designing for a musical, a live performance, a brand, or my own art practice, I always try to create something that carries a sense of atmosphere and meaning.

Where I am today feels like a natural extension of where I began: still inspired by music, still moved by stories, and still using design as a way to connect personal feelings with larger cultural experiences.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t always been a smooth road. One of the biggest challenges for me has been learning how to find my own voice as a designer while also adapting to different cultural and professional environments. I studied and worked across both Chinese and American contexts, and at times I had to learn how to communicate my ideas in different languages, different visual systems, and different expectations.

Another challenge has been balancing personal expression with client or industry needs. A lot of my work is emotional and narrative-driven, but in professional projects, I also need to consider strategy, audience, budget, timeline, and feedback from different people. Learning how to protect the core idea while staying flexible has been an important part of my growth.

As a young creative, there is also always uncertainty — about opportunities, career direction, and how to build a sustainable practice. I’ve had moments where I questioned whether my work was “professional enough” or whether my style fit into the market. But those challenges pushed me to become clearer about what I care about: music, storytelling, culture, and emotional connection.

Over time, I’ve learned that obstacles are not separate from the creative process. They often become the reason the work grows deeper. Every challenge has helped me become more patient, more confident, and more intentional about the kind of designer and artist I want to become.

Can you tell our readers more about what you do and what you think sets you apart from others?
I’m a graphic designer and visual artist specializing in branding, music, theater, and cultural projects. My work includes visual identity systems, key visuals, posters, album and merchandise design, stage photography, art direction, and digital/social media assets.

A lot of my practice is connected to music and performance. I’m interested in how design can translate sound, emotion, and storytelling into a visual world. Whether I’m working on a musical, a live performance, a brand identity, or a personal art project, I try to create work that feels atmospheric, narrative-driven, and emotionally resonant.

A meaningful part of my work has also been the people I’ve met along the way. Through working in music, theater, and cultural projects, I’ve had the chance to collaborate with many artists, musicians, directors, producers, and creative teams. Those collaborations taught me a lot — not only about design, but also about communication, trust, timing, and how different people bring a project to life together. These experiences also gave me a deeper understanding of the entertainment and cultural industries. I learned that good design is not only about making something visually strong, but also about listening carefully, understanding the story behind the project, and helping different voices come together through a shared visual language.

What I’m most proud of is being able to move between commercial design and personal artistic expression. I care about strategy and professionalism, but I also want the work to carry feeling and personality. I think what sets me apart is my sensitivity to mood, story, and cultural context. I don’t just design how something looks — I try to design how it feels.

Is there something surprising that you feel even people who know you might not know about?
Something surprising is that I’m actually quite introverted in daily life, even though my work can be very expressive, colorful, and emotional. I don’t always express everything directly through words, so design became a natural way for me to communicate feelings, memories, and stories.

I also really enjoy the quiet, behind-the-scenes part of the creative process. People may see the final poster, identity, or artwork, but they don’t always see how much listening, observing, researching, and thinking happens before that. I like collecting references, organizing emotions, and slowly finding the right visual language for a project.

In a way, my work often says things that I may not say out loud. Through color, typography, texture, image-making, and atmosphere, I can translate emotions into something visible. I think this quiet sensitivity is a big part of my creative identity, and it allows me to create work that feels personal, emotional, and connected to real experiences.

Pricing:

• Custom pricing based on project scope and deliverables
• Branding, key visuals, posters, album/merchandise design, and art direction available by inquiry
• Please reach out for a tailored quote or project proposal

Contact Info:

• Website: https://alicexinyiliu.com/
• Instagram: https://www.instagram.com/xinyi_liuu/
• LinkedIn: https://www.linkedin.com/in/xinyi-liu-506821214
• Other: https://www.instagram.com/greenhole.studio/