Annie Li Portfolio

Annie Li®

Angel With Clipped Wings

Book Design

Women In America

Infographics

Double Mala Tang

Branding

Landscape of Hope

Motion Design · Documentary

Directive Consulting

SaaS Brand & Performance Design

Motion Graphics

Illustrations

Directive

Consulting

OVERVIEW– Performance Creative

Performance Creative

At Directive Consulting, I designed marketing creative with one purpose: measurable impact. My work supported B2B SaaS campaigns across paid social, organic content, and motion graphics, all produced inside strict brand and platform constraints. Rather than treating each asset as an isolated post, I helped develop a repeatable visual approach—clear typography, high contrast messaging, and focused CTAs—that could be deployed in multiple sizes and formats. I analyzed live ad-performance data to understand how hierarchy and composition influenced click-through rates and demo bookings.

At Directive Consulting, I designed marketing creative with one purpose: measurable impact. My work supported B2B SaaS campaigns across paid social, organic content, and motion graphics, all produced inside strict brand and platform constraints. Rather than treating each asset as an isolated post, I helped develop a repeatable visual approach—clear typography, high contrast messaging, and focused CTAs—that could be deployed in multiple sizes and formats. I analyzed live ad-performance data to understand how hierarchy and composition influenced click-through rates and demo bookings.

#1 Growth is in our DNA

Overview

This campaign required translating Directive Consulting’s service ecosystem into a single square advertisement that felt modern and data-driven. I designed a clean, scalable DNA strand as the foundational metaphor and layered it with KPI and analytics screens representing paid media, SEO, CRO, and content capabilities. The final composition communicated that real growth comes from integrated systems working together toward conversions.

This campaign required translating Directive Consulting’s service ecosystem into an advertisement that felt modern and data-driven. I designed a clean, scalable DNA strand as the foundational metaphor and layered it with KPI and analytics screens representing paid media, SEO, CRO, and content capabilities. The final composition communicated that real growth comes from integrated systems working together toward conversions.

This campaign translates Directive Consulting’s service ecosystem into advertisement that felt modern and data-driven. I designed a clean, scalable DNA strand as the foundational metaphor and layered it with KPI and analytics screens representing paid media, SEO, CRO, and content capabilities. The final composition communicated that real growth comes from integrated systems working together toward conversions.

Outcomes

[ 1080px * 1920px ] [ 1080px * 1080px ] [ 1920px*1080px ]

[ 1080px * 1920px ] [ 1080px * 1080px ]

[ 1920px*1080px ]

#2 Is Your Agency Ghosting You?

Overview

This campaign involved creating motion graphics to transform a static B2B advertisement into a short, high-energy animated ad. I designed and animated typography, transitions, and visual emphasis in After Effects to highlight the core message and CTA within LinkedIn format constraints

Outcomes

15 second motion graphic

#3 One Team, One Goal

Overview

Short animated ad created to position Directive Consulting as a unified, full-funnel marketing engine. The motion graphic visualizes services including SEO, Content, CRO, and RevOps as inputs flowing into a central machine. Those inputs are transformed through animation into a single outcome: qualified bookings.

Outcomes

15 second motion graphic

#4 Your GTM Plan has Gaps

Overview

The ad targets companies whose go-to-market plans aren’t hitting revenue goals. It explains that marketing teams often have structural gaps and siloed functions. The piece positions Directive Consulting as the partner that diagnoses and fixes those gaps with data-driven strategy, inviting viewers to book a session to improve performance.

Outcomes

Two Square Ads

#5 We make B2B Brands Discoverable

Overview

This ad shows how Directive makes B2B brands discoverable across search engines, social platforms, and LLM-powered tools. The connected system of platforms and performance metrics reinforces the idea that visibility today requires coordinated, cross-channel strategy—not isolated tactics.

Outcomes

[ 1080px * 1920px ] [ 1080px * 1080px ] [ 1920px*1080px ]

#6 LinkedIn Ads Don't Work

Overview

This ad speaks directly to frustrated B2B marketing leaders who feel their LinkedIn campaigns are failing. The crumpled paper visual captures that moment of irritation and skepticism toward paid social performance. The bold headline reframes the problem by implying the issue isn’t the channel—it’s the agency behind it.

Outcomes

[ 1080px * 1920px ] [ 1080px * 1080px ] [ 1920px*1080px ]

[ 1080px * 1920px ] [ 1080px * 1080px ]

[ 1920px*1080px ]