Jane Li has found creative autonomy and freedom of expression by taking a chance on herself. A senior art director at a major company by day, and business owner by, well, whenever she can be, the USC Iovine and Young Academy alumna’s unique brand of clever and unique products are definitely designed to stand out. All while working a nine-to-five, Li has managed to take her love for experimenting artistically and turn it into a budding business, selling everything from pins and keychains to totes and clothes that represent her whimsy, background, and playful sensibility. What started as an Etsy shop and a desire to nurture a passion is now more than a hobby – it’s a fulfilling career path that allows Li to put her literal stamp on the intersection of art and commerce. 

When she’s not designing landing pages, social assets, and TV spots for her fintech marketing position, Li lets her imagination run wild producing products featuring her original artwork. Combining humor and heart, her imagery is quirky and inviting, reflecting who she is while speaking to customers’ spirits. A “you’re rad” radish sticker? Prints featuring Taiwanese foods as ceramics? Cards with cut fruit love languages? These offbeat ideas are all among Li’s repertoire, and one of her driving creative forces is making sure her vision resonates with others.

“My personal work, it’s kind of a creative playground for me. I like to make things I personally find interesting that I think other people will relate to. What I really like sharing is my Asian American background and the culture behind that, and I really like to share little humorous things I find in life,” Li says. “I have a pretty strong personality and I have some attitude and that really shines through in my work. That’s what I like to share. Having people relate to it and find it funny and share it with their friends really motivates me.” 

Li has been selling her work online, as well as local stores in the Bay Area. She utilizes social media as a promotional tool and also makes time to connect with customers at craft fairs to spread the word about her work. Getting an art company off the ground was a daunting prospect for Li, but she committed to her dream. Once she got herself out there and saw promising numbers, she recognized the value of this type of creative endeavor.  

What I’ve learned over the years, it doesn’t always have to be so grand. If you’re passionate about something and if it’s an art business or having a bakery, it doesn’t have to be so huge and different and require a bunch of funding from VCs and things like that. There are many ways to have a business and they’re all different in their own ways,” she says. 

Inspired by the streets and sights of San Francisco, Li literally dipped her toes in business starting in high school, selling custom hand-painted shoes. Art has always played into her interests, but a love of animals also factored into her academic journey. Deciding between vet school and a life in design, she ended up at IYA because of its art, design, and tech foundation. The software she learned as an undergrad helps her immensely with managing her company today, as did the motivation she earned from being empowered to try new projects regularly.

“IYA’s framework really helps in that regard because it’s so flexible and you really get to be proactive on what emphasis you put on things. Having that freedom to choose and explore my interests is the same way I do things now,” Li explains. 

As she continues to work in the space both full-time for a corporation and on her own, Li sees a design future not solely consumed by trends like crypto and NFTs, but by tangible experiences. 

“Digital is important and we’re always doing digital, but I think people want hand-held things and to touch and see and feel things in person. That’s why I think experiential design is interesting and has room for people to grow in,” she notes. 

Analyzing her own generation’s entrepreneurial aspirations, Li sees the typical career route as growing more “stale” since “people have ideas and they want to see how far they can go.” She’s one of those people. 

“Because it’s my business and I’m running everything, I can make choices,” she concludes of the flexibility she’s given herself as a creator. 

Art is personal, but if selling work is also the goal, it’s also commercial. Even though she’s navigating those conflicting concepts, Li doesn’t compromise her creativity when keeping marketing and sales in mind. It’s her name on her designs. She doesn’t have to. 

Jane Li has managed to take her love for experimenting artistically and turn it into a budding business, selling everything from pins and keychains to totes and clothes that represent her whimsy, background, and playful sensibility. What started as an Etsy shop and a desire to nurture a passion is now more than a hobby – it’s a fulfilling career path that allows Li to put her literal stamp on the intersection of art and commerce.

The Art of Being Yourself