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.
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