As he's a Communication Designer at Facebook and a former designer at Google, it's no surprise Ji Lee knows how to get his message across.
While he's not helping shape the way we experience the internet, the 40-year-old is also an illustrator who has released a book and clocked up over a million YouTube views with his project Word As Image.
Taking single words and thinking creatively about the shapes of their letters, Lee makes subtle typographical changes or simple illustrations to show how the 'signifier' (the word) can reflect the 'signified' (meaning).
If only his project had been around while I was at university, I might not have flunked out of Advanced Saussure.
Lee says the project, which began while he was still studying at art school, is an attempt to see words as "shapes and characters with expressions and personalities".
He's also now working on an interactive animated ebook version of the project.
Which is your favourite?