Rod Paine Interactive Director and co-founder Rod Paine brings design sense, tech know-how and entrepreneurial enthusiasm for the continuously emerging field of web development to Pinpoint Design. Rod's expertise is utilized both on the web side of the business and the print side, especially for the projects' initial concepts, core creative work and subsequent copy direction. This process ensures that all components of a campaign — print-based and interactive — share a common message and motif. Rod occasionally jumps in to help with the coding and programming of the web projects. Primarily, however, he concentrates on the sites' information architecture, and also serves as webmaster for setup and administration of the servers. Before founding Pinpoint Design, Rod enjoyed a brief stint as art director in Simon and Schuster's Ad/Promo department. Prior to that, he spent six years in Bantam Doubleday Dell's Marketing Services division, the last few as the department's art director. Coordinating Pinpoint's charity work, Rod contributes to The Nassau Music Festival, Women in Publishing, and All Children Excelling. Rod holds a B.F.A. in Communication Design from Pratt Institute, having majored in Art Direction with a minor in art history. Residing on the Upper West Side, music, museums and travelling fill the balance of Rod's schedule. Li Chen Chang Design Director and co-founder Li Chen Chang brings an artistic eye, a creative edge, dedication and twenty years' experience in graphic design to Pinpoint. As design director, Li initiates all the visual communications for Pinpoint Design's print and web projects. After conducting a basic needs assessment for clients, she develops a recognizable 'core creative' to be integrated into all promotional vehicles. Running the direct response side of the firm is a huge task of creativity, production and details. Besides managing the print side of the business, Li also assists in shaping the design of the firm's website projects, enabling a unified approach that melds the print-based and interactive marketing into one cohesive message. Since co-founding Pinpoint Design in January 1996, Li has created numerous award-winning promotion and direct marketing campaigns. She works with publishing powerhouses such as American Express, Martha Stewart Living Omnimedia and Random House. She also creates promotion for Bon Appetít, Gourmet, Parents and Child magazines, Consumer Reports, and other independent cooking, travel and lifestyle publications. While Li's work today is more consumer-oriented, her earlier work in the publishing industry was heavily concentrated in the trade and business-to-business segments. She has designed many book jackets and covers for companies such as McGraw Hill Inc. and education and trade catalogues for NYU, St. Martin Press and others. Prior to founding Pinpoint Design, Li spent five years as designer and associate art director in Bantam Doubleday Dell's Marketing Services division. After graduating college, she was a graphic designer for Coopers and Lybrand, now PricewaterhouseCoopers. Li holds a Masters in Computer Animation and a B.F.A. in Graphic Design from the School of Visual Arts. A Taiwan native, Li moved to the U.S. as a pre-teen and has been a resident of New York City ever since. Sam Luk Sam Luk drives most of the web development at Pinpoint, from the familiar HTML coding to the Internet's most progressive technologies. Solving problems is the key feature of good web design, and Sam proves his great analytical skills every day. Showing his flair for innovation, he explores and expands the possibilities of Flash animation, web interactivity and client-side functionality at every new opportunity. As the main web contact for Pinpoint's account executives, Sam is proficient at juggling numerous tasks while applying great care to each. Unflappable by neither man nor machine, his cool presence is a model for the team. Sam graduated from Farmingdale with a bachelor of technology degree in visual communications. Before joining Pinpoint, Sam worked on various freelance projects, including web sites for online stores, club promotions and games. Back to The Firm