Jason Liu


Jason Liu is an award-winning designer with eight years of experience creating culture-shifting brands around the world.

His work has been shown at the Grammys, Good Morning America, the New York Times, and CNN. Jason is also an exhibited visual artist and published photographer.

Jason is based in Brooklyn by way of DC, LA, Shanghai, and Michigan. He attended the University of Southern California, where he majored in Urban Planning and minored in Architecture.

More about Jason


 Projects
01     The Labor Force
02    AIGA DC Design Week
03    Amnesty USA
 04    Helena
05    Cinema United
06    Personal Work
Ask me about living in Shanghai as a kid, Mac Miller’s discography, postmodern architecture, airline liveries, and basketball.
 New York 
  Los Angeles
  Shanghai


Articulating the Visual Language of Moviegoing

 Scope: Brand Expansion
Agency: Teal Media, 2026
Creative Direction: Amanda Buck
Project Manager: Bri Henry
Cinema United represents more than 500 theater companies and 60K+ screens across 80+ countries. They approached us to build out their brand on short notice in time for their flagship event, CinemaCon, the world's largest gathering of the motion picture theater industry. Cinema United CEO Michael O'Leary was slated to deliver a “State of the Industry” keynote address, followed by remarks from director Ryan Coogler.
As lead designer, I had three weeks to conduct a discovery workshop, develop two unique visual brand expansion concepts, apply the chosen concept into a keynote, and systematize the whole thing into a brand kit that the client could use to create materials on their own. Amanda and I were given a skeleton of a brand. The one-page guide contained a newly refreshed logo, three colors, and Proxima Nova. Here’s how we did it.



Expanding on a Logo, Three Colors, and Proxima Nova
During the kick-off, Cinema United articulated their brand tension as a balance “between the Smithsonian and Letterboxd.”  We researched imagery and visual references from movie theaters to inform our two brand concepts.




A Brand Fit for the Main Stage at Caesar’s Palace
We presented our thinking behind the concepts. Cinema United liked both but selected concept 1 for its flexible geometry. The resulting brand signals credibility while also celebrating the timeless joy of going to the movies.

We originally weren’t scoped to deliver animations. However, with leftover budget due to swift client buy-in from the concept round, I created key slide animations to dynamically announce the brand and cue in the CEO’s story beats. 








Systematizing Cinema United’s New LookFollowing the keynote, we built out Cinema United’s brand multiverse with physical and digital touchpoints. To create the visual system, we took the curved geometry of the mark and adapted it into a toolkit of thin flared shapes. When combined with a fresh headline serif (GT Ultra Fine) and a set of cinema-themed secondary colors, the brand becomes a fluid system that can flex for a range of mediums, tones, and audiences.








Exploring New Tools
We outlined the brand system and documented our design decisions in an interactive guide created with Figma Make so the client could easily view the guidelines and access logos, colors, photography, and elements.

We’ve since showed this tool to other clients, showing them new possibilities beyond the standard PDF brand guide. 




Addressing the Industry at CinemaCon “Theatre owners work every day to make their cinemas special, from reinvesting in technology and infrastructure to special events. And not surprisingly, audiences are responding.”

Michael O’Leary, Cinema United President and CEO
On April 14th, Cinema United President and CEO Michael O’Leary took the stage at the Dolby Colosseum to deliver his annual State of the Industry address at CinemaCon 2026. He cited record increases in moviegoing, especially Gen Z moviegoers, whose frequency of attendance grew by 25% over the last 12 months. Michael also warned against increasing studio consolidation in Hollywood, calling on regulators to protect the art form from profit-driven actors.

We live in a society saturated with short bites of digital content vying for our attention, our outrage, and our souls. Going to the movies brings us together in a physical space, takes us out of our own bubbles, and teaches us how to empathize with the stories of others. It’s an honor to design for the team driving moviegoing around the world.