Strategy clarifies meaning.
Design gives it form.
Narrative allows it to travel.
01. Who we are
MoonTing Studio is a narrative strategy and creative direction studio based in Vienna.
We work with founders, cultural brands, and global organizations to transform ideas into identities, visual languages, and narratives that resonate across cultures.
Founded by MoonTing Li, the studio operates at the intersection of strategy, aesthetics, and culture — helping leaders and brands articulate their ideas with clarity and influence across global contexts.
Our work combines: brand strategy, visual direction, cultural intelligence and narrative systems.
This interdisciplinary approach allows ideas to move across borders, industries, and media.
MoonTing Li, Founder
MoonTing Li is a senior brand strategist, creative director, and journalist. Before founding the studio, she worked across international communications and media within the United Nations system in Paris, Geneva, and Vienna.
Her practice bridges narrative strategy, visual culture, and emerging creative technologies.
The goal is simple:
to help ideas take form — and travel.
Previously engaged in international relations and media at the United Nations for more than a decade, she has led global campaigns and strategic communications on human rights, justice, education, gender equality, sustainability, and digital transformation. Her work spans continents — from field missions in Africa and the Middle East to program design in Europe, the Americas, and Asia.
Across journalism, digital design, and creative direction, MoonTing’s work seeks to create spaces where brands’ stories are seen, valued, and culturally centred. Her ongoing mission is to build narratives and systems that drive cultural shift and social transformation through clarity, care, creativity, and the fearless pursuit of truth.
02. What we do
The MoonTing Studio Arc™
Our work begins with meaning:
What does a brand stand for? What role does it play in the world?
From there, we shape how those ideas take form—through visual direction, design systems, and digital environments that express identity with clarity and elegance.
Finally, we design how narratives move: through media, platforms, and public discourse.
This approach forms The MoonTing Studio Arc™:
Meaning → Form → Movement → Cultural Presence
Because the brands that endure are not those that produce the most content, but those that express meaning with clarity and allow it to travel.
Strategic Foundation
Defining the intellectual and strategic core of leaders and brands. This stage clarifies identity, worldview, and positioning — establishing the conceptual structure that guides all expression and communication.
Brand Expression
Translating strategy into visual and aesthetic form. Through visual direction, design systems, and digital environments, we create coherent aesthetic languages that make ideas visible and recognizable.
Narrative Distribution
Designing how ideas circulate through media, platforms, and public discourse. We transform identity and creativity into narratives that travel — building influence over time.
Let your ideas travel further.
Strategic Foundation
Strategic Foundation
Leadership Identity
Crafting the intellectual and narrative identity of founders and visionary leaders. We articulate a coherent public presence that transforms personal vision, philosophy, and experience into lasting influence.
Strategic Foundation
Brand Direction
Strategic Foundation
Global Strategy
Designing cross-cultural brand strategies for companies entering international markets. We help companies translate their ambition for global audiences.
Brand Expression
Brand Expression
Visual Design
Shaping the visual language that expresses a brand’s identity. Our work includes visual direction, graphic design, and generative aesthetics that create a coherent and distinctive brand presence.
Brand Expression
AI Creative Systems
Building AI-enabled creative infrastructures for modern brands. From generative visual systems to scalable content frameworks, we help brands harness artificial intelligence while preserving a coherent aesthetic identity.
Brand Expression
Website Design
Designing elegant digital spaces where brands present their ideas, identity, and narrative. We build websites that combine strategic clarity with refined visual experience.
Narrative Distribution
Narrative Distribution
Digital Narrative
Your digital world is where your identity meets your audience. We build intelligent, platform-specific strategies that ensure visibility becomes intentional — and influence becomes measurable.
Narrative Distribution
Influence Architecture
Transforming public presence into structured influence. We capture key public engagements and translate them into narrative assets that accumulate intellectual and reputational capital over time.
Narrative Distribution
Intellectual Presence
Cultivating ideas and perspectives that travel across media, essays, podcasts, and public discourse.