Kefan Shi

For Kefan Shi, creativity starts with curiosity – and always ends with a smile. Born in Shanghai and based between New York and New Jersey, the designer and illustrator can’t help but bring a touch of playfulness to everything he creates. From hopping between creative fields to figuring out how to land clients, Kefan has learned to roll with the punches with a big dose of optimism and an open mind. We chat with him about building a career that’s fun, flexible and never short on imagination.

What I do

How would you describe what you do?
I’m a designer and illustrator who creates fun visuals that are positive, inclusive and playful for brands and users. My strength lies in storytelling and bringing different creative perspectives together – combining illustration with motion design, user experience and strategic thinking.

What are the main influences and inspirations behind your work?
I draw inspiration from a lot of places but manga and anime have had a huge impact on me. Since I was a kid, I’ve loved everything about them, from their visuals to their knack for telling stories in bold and funny ways. Now I try to bring the same energy into my work: fun, eye-catching and with a story behind it.

My cultural background also plays a big role. I’m from China and I love how art in my culture – like traditional Chinese painting – is incredibly grand and full of dramatic stories. That’s shaped my work and influenced my sensibilities, in both obvious and subtle ways.

I also find daily life really inspiring. I grew up in Shanghai and now live in New York, which are both vibrant and lively cities where I’m always looking for people and things that catch my eye. I love exploring interesting streets, going into galleries or checking out stores. One of my favorite things to do is just watch people pass by and imagine where they’re going.

Oh and not to forget, Hieronymus Bosch – he’s one of my all-time favorite artists!

Would you say you need any specific training for what you do?
Basic training in design and illustration definitely helps. I learned a lot at art school, but also through real-world projects and teaching myself things after graduating. Being open-minded and curious is really important in this role.

What’s been your favorite project to work on from the past year, and why?
Designing the key visuals for the Manhattan Lunar New Year Fair was definitely a highlight. For the project, I collaborated with Welcome to Chinatown, a nonprofit that supports local businesses and entrepreneurs in New York. The aim was to design visuals that would celebrate Chinese culture while also highlighting inclusivity and diversity, which meant having to blend traditional elements with a modern vibe. I love creating work that connects with my culture and community, so it really spoke to me.

What made the experience even better was how open the communication was between me and my creative director. It really felt like we were working toward the same goal as a team – and along the way, I even came to understand my strengths better, see where I could improve and align my work with the team’s needs. Good communication is so important!

What does a normal day-to-day usually look like for you?
I like to begin my mornings by smiling at myself in the mirror – just to make sure I’m feeling positive! – before starting work around 9am.

Now that I’m freelancing, a lot of my time goes to looking for new clients and opportunities. If anything new or interesting strikes me, I usually jot it down on a sticky note. I’m a big fan of sticky notes and have a wall full of reminders, goals and random ideas that I look through whenever taking a break at my desk.

Cooking for myself is another important part of my daily routine. It's not just about the food – it’s also about appreciating the small things in life and reminding myself that I can create good things, both in the kitchen and in my work.

Kefan's work area

If there was a starter pack for your job, what would be in it?

How I got here

What was your journey like when you were first starting out?
When I graduated from college, I was pretty sure that I wanted to become an independent artist. I spent a lot of time doing exhibitions and artist residencies, which I’m really grateful for because they let me fully focus on my personal creative practice.

But I began to rethink my career after a few chance experiences. First, a brand asked me to do some packaging illustrations. Then I got roped into working on the visual design for a children’s playground at a museum in Shanghai. These led me to discover my love for brand illustration and creative projects.

After that, I started exploring brand design and creative strategy more. Last year, I had the chance to work on a campaign for Duolingo as part of The One Club’s mentorship program, which really helped me understand my direction and goals.

My journey has been far from fast or smooth, but I’ve been actively reaching out to people in the industry. I’ve found that asking questions and learning from others really helps me clarify what I want and where I’m going.

How did you go about landing your first few jobs, clients and/or commissions?
My first illustration job came through a lucky break – a friend recommended me for a project with a Chinese sportswear brand. But that one-off gig landed me my next big opportunity, which was a commission from the World Wide Fund for Nature (WWF) for an exhibition in Shanghai. The piece I created, “Garden”, was recognized at the World Illustration Awards, Communication Arts and 3x3 International Illustration Show.

Of course, things didn’t always flow easily after that – finding new work definitely had its ups and downs. Pitching via email and building connections proved to be the most helpful ways to open doors, especially in those early stages.

Garden - commission from the World Wide Fund for Nature (WWF), Shanghai

What has been your biggest challenge along the way?
Transitioning from a fine art and illustration background into more of a creative strategy role hasn’t been easy. It’s involved a lot of trial and error – I’m still figuring out how to land roles and find the right projects. Getting clients can also be tough. You have to make sure people know about you, which is why I'm really grateful for platforms like Creative Lives In Progress that give creatives more visibility.

But I see every part of the process – even the mistakes – as a valuable learning experience. Everyone’s path is different and it takes time to really understand your strengths, as well as see how they fit into the industry. For me, exploring new areas helped me realize that illustration is what sets me apart. It brings visual storytelling and a sense of playfulness to my work while reflecting my personality. Realizing that has helped me set more meaningful goals and focus on building up my abilities.

Fine Art-Lithography work

What skills from your creative work have you found helpful – and vice versa?
Being able to clearly communicate has been really important for me because this job isn’t just about being creative – it’s also about providing a service. Whether I’m presenting work, figuring out what a client needs or collaborating with others, open and transparent communication keeps things running smoothly.

Generating ideas has also been key to my creativity. Strong ideas are what make a project really shine, both for the audience and the client. Mine tend to always carry a sense of fun or have a story behind them, which I call “hooks” that I like to build into my visuals.

How important are social media and self-promotion to your work?
Self-promotion is essential! Social media isn’t my strength so I mainly send cold emails or set up coffee chats. I’m not at a stage where people discover me on their own just yet, so I’ve had to be proactive at reaching out and making connections to share my work.

My department chair, Whitney Sherman, encouraged me to do this – she would arrange one-on-one meetings between us students and professional designers or illustrators, which helped me see how valuable these conversations can be.

What are three things that you’ve found useful to your work or career, and why?

What have been your greatest learnings with making money and supporting yourself as a creative?
I’ve learned that being a creative means wearing many hats. I can’t just focus on doing the work – I also need to think about how I position myself, price projects, pitch ideas and negotiate with clients. A lot of it comes down to teaching yourself and learning things on the fly. 

My Advice

What’s the best career-related advice you’ve ever received?
My mentor, Jamon Deaver, once told me, “Don’t compare yourself too much to others – compare yourself to who you were yesterday.” That stuck with me, especially because social media now shows us so many young, talented people and makes it easy to feel pressure or self-doubt. It’s hard not to compare yourself, but I’ve learned that going at my own pace and focusing on my own progress is what matters.

What advice would you give to someone looking to get into a similar role?
I’m not a perfect example, but I’d encourage anyone who’s thinking about going into the field to just start something. If you have an idea, go for it – set a timeline for yourself and dive in. If something sparks your curiosity, that’s a sign – go and give it a real try.

Where do you go to feel connected as a creative?
I like online mentorship programs, which you can search for on LinkedIn or on specific creative platforms. They’re such a great resource for connecting with people in the industry, learning from them and growing together. It’s also a good way to share your work and get feedback. Besides that, alumni networks are valuable to stay connected, both online and in real life.