We recently connected with Joanna Li and have shared our conversation below.

Joanna, appreciate you joining us today. Can you talk to us about how you learned to do what you do?

I’ve loved drawing and painting since I was little, and I’ve always been fascinated by stories—especially the differences in how people tell them. As I grew older, I became more curious about how people’s past experiences shape their decisions, which led me to spend a lot of time observing and reflecting on human behavior. Beyond just learning the fundamentals of drawing, I realized that understanding people is just as important in creating compelling characters and stories.

My interest in character design grew naturally from my love for people. I’ve always been intrigued by how individuals think, feel, and interact with the world, and at some point, I realized I wanted to invent new “humans”—characters who could think, feel, and maybe even influence others. Bringing them to life through art became a way for me to explore human nature while also giving others something to connect with.

If I could have sped up my learning process, I would have focused more on committing to my strokes instead of second-guessing them. There are times I relied too much on undoing and redoing small details instead of trusting the natural flow of my work. But over time, I realized that slowing down and being more intentional with each line actually helped me finish projects faster. I also think I would have grown quicker if I spent more time reading, watching films, and observing the world around me—rather than getting stuck overthinking everything in my head.

The most essential skill, honestly, is maintaining a positive mindset. There are so many incredibly talented people out there, and it’s easy to feel discouraged or avoid facing my own mistakes. But if I never try, I’ll never improve—so I’ve learned to embrace the discomfort of failure and keep going. The biggest obstacle was (and sometimes still is) my own self-doubt. Technical skills can always be built over time with practice, but maintaining a healthy, resilient outlook is what truly keeps me moving forward.

Joanna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi, I’m Joanna! I’m a visual development artist, illustrator, and character designer with a deep love for storytelling and human connection. I’ve been drawing since I was little and always found it fascinating how people tell stories in different ways. Along the way, I fell in love with manga and was heavily influenced by Gintama, K-On!, and The World of Machida-kun—stories that focus on small moments and character relationships. That curiosity eventually led me to study illustration at the School of Visual Arts, where I honed my skills and developed my own artistic voice.

During school, I worked on various freelance projects, helping clients bring their visions to life through package design, pattern design, and album covers. After graduating, I continued working with musicians and brands, and one of my proudest moments was having my artwork featured as a banner on the opening page of the NetEase Music app. I’ve also been honored to receive recognition in the industry—being shortlisted for Communication Arts, earning a 3×3 Merit Award, and having my work featured on the official iJungle Illustration Awards Instagram account. Seeing my work out in the world, reaching audiences in unexpected ways, has been incredibly rewarding.

What sets me apart is my approach to character design. I don’t just focus on making things look nice—I think deeply about personality, backstory, and emotion. I love exploring how people’s experiences shape them, and I bring that same thoughtfulness into my work, creating characters that feel like they have lives of their own.

At the heart of everything I do is the desire to bring joy. Whether I’m designing characters, illustrating for a project, or collaborating with clients, I want my art to connect with people, spark emotions, and tell stories that make them feel something. I believe that good design isn’t just about being seen—it’s about being felt. And that’s what I strive for in everything I create.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Rather than traditional business books or management guides, I’ve been most influenced by storytelling—especially slice-of-life works like K-On! and The Tale of the Princess Kaguya. These stories highlight how small, everyday moments shape a person’s identity, and that resonates deeply with me. They remind me that even in the grandest narratives, what truly moves people isn’t the scale of the world but the connections between characters, the emotions they share, and the quiet, fleeting moments that make life meaningful.

This philosophy naturally influences how I approach my work and collaborations. Whether designing characters or illustrating stories, I focus on the subtle yet powerful details that bring authenticity to a piece. I believe that creativity, like life, isn’t just about big, dramatic milestones—it’s about the small, personal moments that build something real and lasting.

What’s a lesson you had to unlearn and what’s the backstory?

A lesson I had to unlearn was believing that art school alone would give me clarity and direction. When I first started, I had hope that it would be a structured path toward a career, but in reality, it often felt like I was pouring time and energy into something without a clear destination. Every class gave me space to explore my creativity, but instead of guiding me toward a solid direction, it left me more confused about what I truly wanted to do.

Looking back, I don’t regret the experience—there were valuable moments of learning and growth—but I had to let go of the idea that school would “figure things out” for me. True clarity came when I started taking control of my own learning, seeking out mentors, and working on projects that aligned with what I genuinely loved. Art school can be a tool, but it’s not a roadmap. You have to chart your own course.

Contact Info:

• Website: https://joannali.com/
• Instagram: https://www.instagram.com/joannali100/
• Linkedin: https://www.linkedin.com/in/joanna-li-art

Image Credits

Personal Photo: Ocean sun