Creative Director | Brand Identity / Design specialist

Perpetual Creative Explorer
Visual Storyteller by Trade
Brand Strategist at Heart

Helen Hsu is a creative professional known for versatility across different mediums and a passion for exploration and experimentation.

She started her career as a motion designer and swiftly ascended to the role of Art Director in the LA creative landscape where she honed her craft, working on a spectrum of projects across various media, constantly pushing the boundaries of what's possible.

In 2017, she embarked on a transformative journey to Shanghai, driven by the desire to take her career to new heights and explore uncharted territories. Leading a team of designers, she took on the role of Creative Director, orchestrating pitches for TV commercials, interactive experiences, and short films.

In 2021, she took on the position of Brand Director at JIDU, a pioneering EV startup in China,  Here, she embarked on the extraordinary task of crafting the brand from scratch. Beyond brand identity, she also played a pivotal role in defining the visual identity of our retail spaces. The groundbreaking "ROBOVERSE Sanlitun" experience, not only received numerous accolades but also set a precedent in the auto industry with its innovative digital experiences.

With a solid foundation from the Western design scene and a strong aesthetic, she was uniquely positioned as a bicultural individual to quickly adapt to China's market. This fusion of East and West influences allowed her to offer something truly distinctive, bridging cultural divides and creating designs that resonate across borders.

Professional Experience
Additional Experience Freelance Director/Designer Oct 2020 - Present
  • Engaged in multi-faceted design and direction roles, adapting to diverse client needs and delivering bespoke creative solutions. 
    Studio collaborations include:  The Mill, DevaStudios, Tendrils, Stinks...

Brand Director / Creative Director JIDU, Shanghai, China
Jul 2021 - Sep 2023

  • Established a comprehensive brand strategy and brand identity system from scratch (0-1).
  • Oversaw brand management and controlled end-to-end brand identity creation to ensure consistency across online and offline channels.
  • Built and managed brand assets, responsible for creative and asset production for all S-class brand projects, ensuring tone and delivery quality.
  • Developed innovative ideas and assets for various media based on brand strategy and vehicle marketing, including brand launches, TV commercials, automotive visuals, on-site events, and online H5 content.
  • Managed a diverse team of skilled designers, including graphic designers, motion designers, copywriters, and spatial designers, proficiently utilizing various execution methods to create high-quality brand content.
  • Defined and shaped the visual style (SI) for brand experience stores and retail spaces.
  • Guided and executed the groundbreaking "ROBOVERSE Sanlitun" brand experience store project, centered around the ROBOVERSE concept, creating a series of user digital experiences, continuously pushing the boundaries of digital experience and leading innovation in technology and user experience.

Creative Director Digital Domain, Shanghai City, China
Nov 2017 - Sep 2020

  • Led a creative team in developing pitches and executions for high-profile TV commercials, interactive experiences, and short films. Clients including Huawei, Nike, Biotherm, Acer, Marie Dalgar...

Art Director The Mill, Greater Los Angeles Area, USA
Jan 2013 - Sep 2017
  • Advanced from a motion designer to Art Director, honing a diverse skill set across a spectrum of projects and media.
  • Championed creative strategies that expanded the company's reach and strengthened its position as a leader in visual content.