The Full Fold-Out — Drag Sideways
The book, the field work, and the drawing archive — where much of the thinking behind the commercial work begins.
A 122-page study of Chinese restaurant design that folds out to eighteen and a half feet, documenting dozens of recurring motifs across rooms in California, Massachusetts, Ireland, Australia, and China. Researched, written, designed, and produced independently.
Short assignments across three very different venues: a tournament, a decommissioned aircraft carrier, and one of the largest convention floors in the country. The brief was the same at each — audit the site, measure brand execution against standard, and resolve the gaps before doors opened.
Tournament week at the Indian Wells Tennis Garden: walked the site, measured brand execution against standard, and cleared the gaps before gates opened.
The report delivered after tournament week at Indian Wells: a signage audit of the grounds, the attendee personas developed from it, and a prioritized set of opportunities for the next event. Nineteen pages, presented 3.25.25.
Every sign on the grounds, photographed and measured against brand standard: what read from a distance, what didn’t, and what was missing at the points where a guest makes a decision.
Who is actually walking the grounds: ticket type, the group they arrive with, how long they stay, and what each one needs to find before they will buy.
The prioritized list: the fixes worth making before the next tournament, ordered by cost against return, and closed out with the client Q&A.
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An ongoing strip about everyday life, written and drawn by Austin Li. Select any panel to view it full size.
