Yuling Zhou

Hi there! I’m a New York–based multidisciplinary designer focused on brand, visual, and digital design. With roots in Wuxi, China and a background in Illustration Design, I bring a cross-cultural perspective to creating work that is both visually compelling and strategically grounded.

My work sits at the intersection of branding, marketing, and digital experiences. I’m especially interested in how brand identity extends across touchpoints—whether through packaging, product graphics, retail presentations, websites, or campaign assets. At HNI Brands, I design for licensed consumer brands such as Haribo, Nissin, Kellogg’s, Hormel, Bob Ross, and Realtree, creating branding-led visuals while maintaining consistency with each brand’s established guidelines, voice, and merchandising language. That experience has strengthened my ability to work thoughtfully within existing brand systems while still creating fresh, cohesive, and commercially relevant design solutions.

I care deeply about typography, layout, hierarchy, color, and the small details that shape how a brand feels in the world. Whether I’m building visual systems, developing marketing assets, or translating trend insights into design concepts, I approach every project with a balance of creativity, clarity, and execution. I believe strong design should not only look good, but also communicate clearly, scale across formats, and stay true to the brand it represents.

Outside of work, I find inspiration in travel, museums, films, and everyday visual culture. These experiences continue to shape how I see design: as a tool for storytelling, connection, and building brands that feel distinctive, relevant, and alive.