Graphic Designer & Creative Director

for  the  love  of  subculture

Online:



Contact:
kellyliustudio@gmail.com
Kellz is a multidisciplinary creative director and graphic designer with a focus on community-first campaigns, and storytelling that bridges gaming, music, and culture. With a background crafting bold visuals and immersive campaigns, Kellz brings a unique blend of design expertise, content strategy, and cultural insight to every project.

Raised between Singapore and Chengdu and now based in Los Angeles, Kellz draws from a global perspective to create work that centers emotion and subculture. Her creative journey began with her late grandfather’s camera, sparking a passion for capturing raw stories that evolved into music video direction and visual design for musicians and artists including Bohan Phoenix and Amber Liu.

Outside of work, Kellz spends her time behind a camera, exploring video game worlds, finding new music, or hanging out with her dog. → Based in Los Angeles Involvement:
Shaboom Records
Riot Games
Knights.gg

Client: ProjectYearPracticeAction
Riot Games: Social 2025 Thinkingbox View Project Close Project
As part of the brand channels team for Riot Games at Thinkingbox, I focused on content creation, social publishing, community management, and social listening to grow and engage fan communities around gaming culture.

I developed and pitched fresh, trend-driven content ideas to clients bi-weekly, blending real-time cultural insights with visual concepts that connected deeply with players. Working closely with the design team, I helped shape compelling visual assets that aligned with Riot’s community-first brand goals and storytelling approach.

Key contributions included analyzing social media metrics and sentiment data to refine publishing strategies, curating standout user-generated content, and scouting personalities for community features like “Player Feature” and “GGWP.” I also wrote interview questions that highlighted diverse creator voices and championed grassroots stories within Riot’s global community.

Through this role, I strengthened my ability to use design and content strategy to build authentic cultural narratives, amplify underrepresented voices, and cultivate vibrant subcultures within gaming.


Matty Chiu, Content Creator/Community Manager
Kelly Liu,  Jr. Content Creator/Community Manager
Nelly Le, Jr. Designer
Kevin Lam, Designer
JM Herrmann, Chief Strategy Officer
Tamiya Kabatoff, Senior Strategist
Linna Chang, Creative Director
Dan Midgley, Group Account Director
Ann Dinh, Senior Producer
Keyzvango: LATE; The Film + Zine      2021      Comissioned       View Project Close Project
LATE; The Film is an 8-part moody short interpretive experience I screenwrote and Art Directed, celebrating the exploration and journey of self, serving as the visual experience to artist KeyzVango’s album, “LATE;”.

The film is paired with a zine showing the expansion into the creative process behind the scenes. I lead the design and creative direction, crafting a zine that expands the cinematic world with lyrics, set design insights, visual breakdowns, and hidden details. The project bridges music and storytelling, giving fans a deeper, more tactile experience of the film’s moody exploration of self.

The Unyielding Imprint Productions
A film by Tommy Rebel and Kelly Liu
Screenplay by Kelly “Kellz” Liu

All Songs Written, Produced, Arranged, Recorded & Mixed by Keyz Vango
Mastered by Christal Jerez

Executive Produced by Keyz Vango, Tiffany Ruiz, Theron Corleone
Styling & Wardrobe by Emily Bogner & Ryan Conway
Set Design & Props by Jose Gallo & Santosh Faiia
Tyler Petrossi: Numb 2024 Comissioned View Project Close Project
Served as Creative Director, Art Director, and Editor for a music video that explores emotional detachment and loss through striking, layered visuals. My work shaped the film’s tone, story flow, and aesthetic, combining narrative direction with evocative design to amplify the artist’s voice and connect with audiences drawn to raw, vulnerable themes.

Directed by Kelly “Kellz” Liu
Filmed & Edited by Kelly “Kellz” Liu
Produced by Kelly “Kellz” Liu, Jai Thai Ta, Tatiana Behar Russy
1st AD by Tatiana Behar Russy

Starring Tyler Petrossi, Julia “Juju” Nieto

Song Performed by Tyler Petrossi / Kepler Beats
Song Produced & Written by Tyler Peterossi / Kepler Beats
Mix & Mastered by Kepler Beats

Bohan Phoenix: Lifted Asia 2021 Comissioned View Project Close Project
In March 2021, I had the opportunity to provide art direction and capture a striking portrait series of Bohan Phoenix for Lifted Asia's inaugural issue, titled “The Rush I Never Knew I Craved” . This project involved not only conceptualizing the visual aesthetic to complement his featured interview but also ensuring that each photograph captured the essence of Bohan's artistic identity and personal story. Through careful consideration of lighting, composition, and setting, I aimed to create a cohesive narrative that resonated with the themes of the interview. The final portrait series beautifully enhanced the publication, highlighting Bohan's unique style and creative vision while establishing a strong visual connection with the readers.

Direction by Bohan Phoenix & Kelly “Kellz” Liu
Photography by Kelly “Kellz” Liu
Produced by Allyson Toy
LIONSSHARE.WORLD: Brand 2021 LIONSSHARE View Project Close Project
I spearheaded Creative Direction and Visual Identity for LIONS SHARE, a DAO and creative collective amplifying emerging Asian artists and the diaspora. From logo design and typographic systems to event visuals and social strategy, I shaped a brand that empowers artists to share their stories and build community through music and culture.

Creative Direction: Allyson Toy, Andy Koh, Cathleen Cher
WALDO: Printed Matter 2020 Commissioned View Project Close Project
WALDO is a curated print magazine celebrating emerging voices shaping culture in New York’s fashion, music, and creative scenes. I led the editorial design, crafting a clean, modern layout that gives each feature room to breathe and elevates the stories and visuals of the artists highlighted.

By blending simple, thoughtful typography with spacious design, WALDO invites readers to pause with each page and connect deeply with the people and subcultures pushing New York’s creative edge forward.

Founders & Direction: Nico Achee, Kevin Minuttii
Treble.is: Social Branding 2021 Treble.is View Project Close Project
Development of a comprehensive social media strategy and visual identity for Treble, aimed at enhancing brand visibility and outreach. The strategy focuses on branded marketing initiatives designed to increase engagement, stimulate growth, and drive followers to Treble’s platform at treble.is.

The project includes the creation of cohesive visual assets that maintain a consistent brand aesthetic across all touchpoints. In particular, custom album artwork was designed for Treble’s monthly Spotify playlist, "Mark My Words," combining striking graphics and typography to capture the essence of the featured music while appealing to playlist curators and listeners alike.