I founded UNIT Studio as a personal cross disciplinary practice, but most importantly to forge a shared creative process with collaborators with diverse talents and complementary skill sets to work on real briefs / commissions. It was previously setup as a subsidiary of a boutique design studio Greenhouse Design circa 2004 when I was an employee. After a buyout, I've continued to sustain the name as a personal website that showcases my past & present work with clients and agencies alike.

The ambition has always been to engage in projects that allowed me to strike a balance between brand, digital and personal projects which I continue to do so to this day.

As Head of Brand Design in foodpanda APAC, I was fortunate to be part of the leadership team with a dedicated design unit that was obsessed with the details and outcomes as I did. The team was integral to the hands-on creation of the brand’s identity systems and visual vocabulary as well as defining the creative outcomes of special projects. We built design systems, consumer experiences and methodologies across our portfolio of brands. In addition, we engaged in cross collaboration with product teams to optimise brand expression across our app.

To celebrate our 10th anniversary, we introduced our very own brand ambassador — Pau-Pau. His role was brought to life in full — from having his own language and cartoon series, to a full set of humanistic values, such as caring for the environment, empowerment and the belief in living life on one’s own terms.

In 2006, I was approached to design a no frills identity for a start-up label and this relationship continues to this day. A ready-to-wear label consisting a selection of menswear ranging from classic cut shirts, tailored trousers to accessories with a contemporary approach. The collection was always product-oriented, as opposed to seasonal topics or themes. Running the brand was a journey that took us to different places, experiences and pushing us out of our comfort zones. We’ve been very much hands-on at the process and designed everything from hangtags to the apparels, sourcing fabrics, art directed look books and setting up our maiden flagship store in Haji Lane. And not forgetting, literally our '30 seconds of fame’ on the runway with our first ever showcase at Zouk Club.

The label took a three year hiatus and it has since been rebooted and refreshed with a new approach with its founding partner. As of now, I’m designing on an ad-hoc basis focusing primarily on a series of thematic t-shirts.

The SAIS Group (Sarment Intelligent Services) was founded in 2012 providing “art de la table” products and services to both private individuals and enterprises active in the luxury community. They have evolved into a broader lifestyle service provider offering premium experiences to its expanding base of affluent clients in Singapore, Hong Kong SAR, Shanghai, Beijing, Tokyo, London and Paris.

The company launched it’s proprietary digital platform, Keyyes for high-net-worth users to access an international network of luxury brands and premium personal services. My responsibilities included ensuring the brand's visual communication was a strategic and seamless experience. I work closely with the two founders and the Marketing team to create the experience, brand and product globally and to optimise the consumer's journey end-to-end.

The company has ceased business operations in 2020.

Lectured and mentored students on their final year assignments. Their modules focused on integrated communications design, which involved disciplines such as branding, advertising and digital design.

Setup by an ex-colleague from DDB Singapore, I co-led his start-up on brand projects while undertaking my full-time studies at UWE. In addition taking the opportunity to build his website and showcase two decades of his work.

Took a 2 year sabbatical to complete my Bachelor's Degree, Graphic Design at UWE.

Previously as a contract freelancer working on a couple of branding projects, I returned in 2013 to lead a nimble design team together with Quentin Berryman, founder of the firm. A great run as a partner and working on a slew of handpicked brand projects. A time when we did not engage in free pitches but relied solely on building informed client-designer relationships.

The studio has ceased business operations in 2015.

The past 15 years has seen me earning my stripes through various brand and advertising agencies:
Greenhouse Design / OgilvyOne / Tribal DDB / Qube Studio / EuroRSCG (Havas) / CRAFT McCann

Every glass is a celebration
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Straits Wine is a leading wine importer, retailer, and distributor with a presence in Singapore and Malaysia. They offer a wide range of wines and spirits from around the world, including all key producing countries and exotic regions. Their previous identity was outdated and lacked the legibility and sophistication of their competitors.

This refresh is built around a wine glass symbol that commands attention with a bold, sharp word mark applied across the full-width of applications. The result is real, spontaneous and authentic, as with all fine wines.
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Creative Direction — Art Design & Design — Identity — Guidelines — Typographer

Juices for your well-being
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being is a smoothie beverage that dares to defy all conventions. The new visual identity is deeply rooted in their mission to serve as opposed to being superficial. The brand’s clear mission statement leaves nothing to the imagination and it should be - by keeping it real. The tagline, “Juices for your well-being” helps consumers remember it is the beverage that undeniably takes care of them, always.

The word ‘be’ derived from the main name thus becomes a shorthand and actionable word that empowers the brand with depth and allows the persona of the brand to be amplified.

The proposed key imagery palette creates a heightened sense of the characteristics of mixology and blending precision - emphasising the natural richness of fruit flavours. The intent is to pique the consumer’s interest and break away from the conventions of juice advertising.
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Brand Architecture — Design Management — Identity — Guidelines — Strategy — Spatial Design — Typographer

Finding favour in a busy marketplace
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Brightfields & Gourmeal are foodpanda's FMCG private labels to boost grocery sales and meet rising customers demand for high-quality, low-cost goods. The house brand complements foodpanda's online grocery platform pandamart, which offers round-the-clock on-demand deliveries. Brightfields selection includes household essentials such as bathroom paper towels, as well as fresh produce and snacks. Every item under the label is the result of in-depth research and rigorous testing to ensure the products are high-quality and affordable.

Gourmeal focuses on time-pressed white-collar gastronomic individuals who seldom cook. Consumers who are busy but still have an acquired taste for delicious food and are willing to pay slightly better food experience. Essentially, gourmet meals on the go.
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Brand Design Team:
Eu Fabula / Megan Low / Mainna Rahman / Warakorn Keeranan (Got)

Brand Architecture — Design Management — Identity — Guidelines — Strategy — Packaging — Typographer

What makes a good rider gear sustainable? It's all the traits that tick the right boxes: Durability, utilitarian, high production values and of course, good design sensibilities. We used this opportunity to rethink and incorporate learnings from our feedback from foodpanda riders and put them into practice. With the overhauled design of the riders' uniforms, we wanted to demonstrate the brand design team's commitment of looking at the needs through our riders’ lens.
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Creative Direction — Art Design & Design — Identity — Typographer — Production Supervision

Elevating the brand & design system
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As a q-commerce brand, our service offerings are always evolving. it was time to expand and further optimise the design system to greater heights prior to the first refresh. This also means incorporating our mascot, Pau-Pau in every touch point, with more visual expressions to follow as part of the extended design system.

I worked with my Brand Team to oversee all aspects of the implementation together with the product squad teams. By expanding the Master brand guide, it provides an in-depth knowledge about our teams, rules and creative solutions. For those who are new to the organisation, it is introduction to the lively ingredients of our visual identity and how they can be optimised effectively. The core purpose of this document empowers each marketing team in their respective countries to make confident choices that will lead to consistency and greater quality across our communications and experiences.
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Brand Design Team:
Eu Fabula / Megan Low / Mainna Rahman / Praewploy Santiviriyapadung / Warakorn Keeranan (Got) / Weerapat Ppatthalakul (Paint)

Brand Architecture — Design Management — Identity — Guidelines — Strategy — Packaging — Typographer — Motion Design

Done in part of foodpanda's brand refresh V3 exercise, the typeface was entirely redrawn based on the existing foodpanda word mark. Apart from looking towards type foundries to articulate the brand system, an alternative way forward was to bring the word mark to fruition.
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Art Direction — Typographer

With the mascot & creative assets in place, we started producing merchandise and gain traction via roadshows, co-branded events and food products.
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Character Design: Preawploy Santiviriyapadung / CGI: Carbon

Creative Direction — Design Management — Packaging — Production Supervision

Nurturing a pink panda
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To coincide with foodpanda's 10th anniversary, we introduced our inaugural mascot: Pau-Pau. His role as a brand ambassador was brought to life in full – from possessing his own language, cartoon webisodes to a full set of behavioural values and limited edition merchandise.
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→ Pau-Pau meets the World
→ The Adventures of Pau-Pau

Character Design: Preawploy Santiviriyapadung / CGI: Carbon / Animators: Daehwan An, Moe Salti, Sarann Singha / Sound EFX + Music Score: Neon Sound

Creative Direction — Design Management — Identity — Guidelines — Strategy — Packaging — Production & Story Supervision

Painting the town pink
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At my previous tenure as Head of Brand Design in foodpanda APAC, I was fortunate to have assembled a dedicated team that was obsessed with the details and outcomes as I did. I worked closely with the APAC Marketing team to sustain the brand experience and product regionally, and to optimise the consumer's journey end-to-end.

The design team was integral to the hands-on creation of the brand’s identity systems and visual vocabulary as well as informing and defining the creative outcomes of every touchpoint. We build design systems, consumer experiences and methodologies across our brand offerings. We were also responsible for the conception of the brand's own series of FMCG products – from naming, identity design and packaging solutions. In addition, we engage in cross collaboration with regional product teams to optimise brand expression and customer facing visual elements across our app.

My first remit was to refresh the brand’s visual identity and language that amplified it's core values. To coincide with our 10th anniversary, we introduced our inaugural mascot: Pau-Pau. His role as a brand ambassador was brought to life in full – from possessing his own language, cartoon webisodes to a full set of behavioural values and limited edition merchandise.
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Brand Design Team:
Eu Fabula / Megan Low / Mainna Rahman / Praewploy Santiviriyapadung / Warakorn Keeranan (Got) / Weerapat Ppatthalakul (Paint)

Brand Architecture — Design Management — Identity — Guidelines — Strategy — Packaging — Typographer — Motion Design

Building a lasting legacy
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The Heritage Partnership is a wealth management practice with more than 30 years of combined financial advisory experience serving affluent, high net worth individuals, trustees and businesses. They are a partner practice of St. James’s Place Wealth Management, a UK FTSE 100 company which is one of the largest wealth management companies serving the local and expatriate communities in Asia.

The scope involved aligning the firm’s vision, the development of a new logo and visual language, brand strategy and positioning, messaging, and verbal identity.

The identity captures the firm’s four unique pillars: Personal, Proactive, Principled & Posterity — identified through a brand audit and internal discussions with the founding partners. The surrounding letters forms a motif and is held firmly by the letter ‘H’ (Heritage), the monogram is in itself a symbol of intelligence and trust. The tagline ‘Building a last legacy with you‘ was developed to reinforce their positioning. In support of the new design system that consists of detailed and practical usages, a creative direction was developed and employed for the brand’s photographic needs. We emphasised natural light, spontaneity and authenticity in the image library and steered away from images that captured materialistic things or illuminating an ostentatious lifestyle that is most often than not associated with the affluent.
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Brand Architecture — Design Management — Identity — Guidelines — Strategy — Typographer

Singapore's very own gin
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Revolver Asia is a boutique corporate advisory that specialises in lifestyle businesses with a specific focus on the food & beverage sector in Asia. Part of business focuses on the cutting edge of global beverage trends that launched amongst other concepts, The Orientalist Spirits, the world’s first truly pan-Asian craft spirits brand as well as the upcoming brands Sin Gin and KOR Beverages.

I’ve designed the identity for the first of their series, SIN GIN—a unique, distinct and collectable range that would connect with new customers. The brand identity needed to reflect the authenticity of the product, emphasising its sense of place and the distinct flavour of gin; mixed with the region’s finest botanicals. The bespoke typography is influenced by Singapore’s colonial architecture, Neoclassical and Art Deco letterings dating mainly from the 1930s to 1940s. A celebratory nod to the artisanal traits of the brand.
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KOR is a limited run of spiked seltzers with salted raspberry and verbena—containing purified water, real fruit flavours and gluten-free. The partners adored the logo so much that they printed it on t-shirts themselves.
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Creative Direction — Art Design & Design — Identity — Typographer

SIN GIN Illustrator: Chris Chai

Meats, Beats & Cocktails
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Located at the lively Robertson Walk in Singapore, Lil’ Tiger is an exciting casual dining space & local watering hole serving up amazing food including small bites with amazing tacos, steaks, hand-crafted burgers. Think funk and disco tunes reviving up with lush botany.

(Venue is permanently closed for business)
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Creative Direction — Art Design & Design — Identity — Typographer
Illustrator: Andrea Furci

A marketplace platform that supports startups & businesses
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Optima is a new community-based marketplace set to transform the way people run their business and to follow their passion. Whatever the challenge, they are here to help businesses on the bigger things. Offering products and services that help with important but crucial operational tasks when running any business — these products are rated, reviewed and recommended by the business community.

Our tasks on this new brand exercise included onboarding the client, insight workshops, defining value proposition, brand strategy, brand identity user-journey and interim website design.

The name stems from both words ‘optimise’ & ’optimistic’ with the wordmark set in lowercase to avoid the appearance of austerity. The ‘o’ is intentionally made hollow, which allows a dynamic visual vocabulary and an ownable visual mnemonic to represent community. The shape also allows us to employ it as a viewfinder which we could incorporate a series of assigned colour palettes or imagery to represent the various industries we are communicating to.
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View the commercial here

Brand Architecture — Design Management — Identity — Guidelines — Strategy

Branding a service platform that empowers SMEs
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'Red Carpet' is a platform within Standard Chartered’s multi-purpose programs that connects all Standard Chartered clients with their trusted partners to ensure their big move in Singapore goes smoothly and puts them on a path to growth. They get a head start with specialist advisory, special offers and preferential services. Working closely with their executive team on a brand vision for the platform, a brandmark was eventually designed in the process to bring clarity and recognition.

Besides overseeing the functionality details in the website, they also wanted to a simple and charming way to articulate the merits of the program via an illustrative diagram. Instead of commissioning an illustrator to bring this to life, I took this opportunity to flex my illustration skills.
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Design Management — Illustration — Strategy — Website Design

Rejuvenating a platform for a world-class financial services corporation
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Mastercard has since developed a global platform called 'Mastercard Marketing Center (MMC)' that houses all related products and offers. The site is intended for issuers to source available Mastercard products and offers where they can then share with their own cardholders. Each of these product and offer pages allows for Mastercard content owners to upload ‘assets’ that can include toolkits, images, T&C documents, videos, social media assets, digital banners and more – where the issuer can then download and use in their own marketing materials.

I was tasked to re-design the repository that sits within the larger domain of the platform. Using the best practices of user experience design to improve and increase issuer traffic, I decided on the outset that the repository should relay intuitiveness – allowing users to pre-select their search and choices to establish clarity and purpose as opposed to being bombarded with an entire gamut of information upon arrival on the homepage.
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Architecture — Design Management — UX & UI Re-design

An unconventional identity for an independent production studio
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Feature is a video and post production company based out of Singapore, working alongside advertising and design agencies to produce promos, idents and content creation. Eschewing a conventional identity, the abbreviation of the company name is incorporated as the identity and informs the logotype.

This idea is applied with a corresponding design system that alludes to the credit listing format, placing emphasis on the relationship between the client and company. The tweaked typeface based on Lineto Type Foundry’s Replica was employed to reference typographic letterings seen on cameras and video production hardware.
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Identity — Typographer — Website Design

Programmes to ignite amazing experiences
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Keyyes is a digital luxury lifestyle club and marketplace for the modern seeker. Their curated and unparalleled network of partnerships with fine restaurants, wineries, fashion houses, art events and more, puts the brand at the frontier of elevated experiences. Designed as a secure, personal portal to the luxury world, the mobile app aggregates all the different facets of the luxury lifestyle into a single ecosystem that offers users access to rare and fine products, curated services, and specialist content. As a Creative Consultant within the in-house design team, we were tasked to develop secondary wordmarks as extensions to the brand language. These are crafted to work at any size — from the opening of a motion graphics piece, a social media endeavour to a discreet but memorable mark of the brand on an invitation card. Each wordmark utilises a typographic symbol developed to visually express and suggest the purpose of each brand extension.

1: Keyyes Experience Series
Events-led program that celebrates and introduces the finest products from all over the world. The interpunct—commonly known as the middle dot is often used as a list separator. This alludes to the multitude of different events and products coming together.

2: Keyyes Moments
A weekly newsletter roundup of the Keyyes world. The use of round brackets in the wordmark mirrors the purpose of a newsletter—to compile and categorise varying content.

3: Keyyes Insiders
A supplementary feature on the editorial content with key opinion leaders sharing their insights, recommendations or a list of their favourite things. The use of square brackets functions as a pull quote, and upon closer inspection the brackets have been redrawn to resemble a door ajar; extending an invitation to a myriad of experiences.

4: Keyyes TV
The official YouTube channel. The letters were drawn to mimic lines reminiscent of interlaced lines of a TV screen.

5: Keyyes HiFi
The lowercase dots are replaced by circles which suggests both a speaker cone or a microphone, which emphasises the duality of the playlists. Cover artwork templates were created to increase brand presence on Spotify, Apple Music and respective social media platforms.
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Brand Architecture — Design Management — Identity — Typographer

Elevating content with a robust online experience
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Keyyes is a trusted guide to gated luxury, the site presents the finest products, tailored experiences and expert opinions. The redevelopment of the website focuses on upholding the brand’s vision and curatorial energy into a powerful, visual and engaging experience. All this adhering to a hierarchical and disciplined display with a strong visual stance.

Each of the categories utilises a very concise set of typographic styles, developed in detail for good legibility across all devices. This is coupled with a subject–centric browsing experience that allows both imagery and text to co-exist harmoniously.
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Creative Direction — Art Design & Design — Website Design

Content: Keyyes
Development & Build: Love Nakagawa

Uniting a diversified global business
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The SAIS Group (Sarment Intelligent Services) was founded in 2012 providing “art de la table” products and services to both private individuals and enterprises active in the luxury community. They have evolved into a broader lifestyle service provider offering premium experiences to its expanding base of affluent clients in Singapore, Hong Kong SAR, Shanghai, Beijing, Tokyo, London and Paris.

The company has recently launched it’s proprietary digital platform, Keyyes for high-net-worth users to access an international network of luxury brands and premium personal services.

The website was re-designed to consolidate all three business units while offering a rich, detailed information and a seamless experience on all aspects of their offerings. The crest and wordmark were tweaked to coincide with the progression.
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Brand Architecture — Design Management — Identity — Typographer — Website Design

Building a visual language for a leading bank
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Working closely with The GOVT, the agency of record for OCBC, I was tasked to rework and strengthen their brand language and design templates across their advertising campaigns without eliminating the status quo. We identified and filtered the requirements into two differing needs: Thematic campaigns and Business-As-Usual (BAU) pieces. Following an extensive and rigorous consultation phase with senior management, we introduced refinements to the existing brand language that is adaptable and flexible to work across all executions and to improve the internal processes of developing work for both ends of the spectrum.

For thematic campaigns, elements of the existing template were reshuffled to enable the design team to introduce a visible product name demarcation and a wider canvas for the image placeholders. This in return allowed more creative freedom in the areas of image-making for the design department without the hurdles presented in the current template.

Under BAU executions, we devised a series of templates to ensure quick turnaround studio time and introduced contextual imagery and illustration backgrounds for specific merchant partnership executions.
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Creative Direction — Art Design & Design — Strategy

Celebrating in a big way for a public art museum
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The National Gallery Singapore is a new visual arts institution which oversees the largest public collection of modern art in Singapore and Southeast Asia. The Gallery is housed in two national monuments—former Supreme Court and City Hall, that have been beautifully restored and transformed into this exciting venue in the heart of the Civic District. In conjunction with the gallery’s first anniversary, they have lined up a myriad of interactive installations, coupled with engaging festivities and content—ranging from film screenings to music performances, which ran from dawn to dusk over two weekends.

We identified three components and built the idea around the notion of ‘duality’—dawn to dusk, two weekends, Supreme Court & City Hall. The event’s brand mark and illustrations became visual identifiers that elevates the theme of the event. The orientations of each print application can be viewed from both ways with the flip-side conveying the festivities in the night, reinforcing the dual nature of the festivities.
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Creative Direction — Art Design & Design — Identity — Strategy

Illustrator: Andy Yang

An identity program to recognise the arts & its patrons
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Gallery Insider
The Gallery Insider is National Gallery Singapore’s membership programme. As a Gallery Insider, they enjoy benefits including unlimited access to exhibitions, priority bookings and discounts on dining, shopping, and ticketed events at the Gallery. The welcoming disposition of the new membership identity is intentionally expressed through a graphic abstraction of a door ajar executed in the letter ‘I’ in ‘Insider’, conjuring an inviting door to a myriad of experiences. The wordmark acts as a viewfinder for content showcasing existing images of the institutions’ activities, details of National Gallery’s distinct architecture and private collections.
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Patron’s Programme
The Patron’s Programme offers a year-long calendar of networking and behind-the-scenes access for the Gallery’s community of like-minded individuals and corporations who believe that fine art can have a profound impact on people from all walks of life. The new identity takes the form of the shape of a key—monolithic, elegant and purposeful at the same time and represents the Patron as a connector and an enabler in the arts community. The two plinths (derived from the National Gallery identity) serves as the anatomy of the design.
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Creative Direction — Art Design & Design — Identity

Branding the tallest property in the Central Business District
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Tanjong Pagar Centre (now renamed as Guoco Tower), is a multi-billion integrated mixed-use development in the Central Business District (CBD). Designed by Skidmore, Owings & Merrill LLP (SOM), one of the leading architecture and urban planning firms in the world; this development will be a significant contribution to the evolving skyline of Singapore and will become a landmark destination, serving as a gateway to the future waterfront city.

The bold and contemporary identity centers on a bespoke word mark and symbol. The symbol reflects the semiotic unification of the five unique, complementary spaces — namely, Tanjong Pagar Park (Community/Lifestyle), Guoco Tower (Business & Commerce), TPC (Retail/F&B), Sofitel (Hospitality) and Wallich Residences (Residential). The word mark reflects the robust, sharp elegance & refined qualities of the building and draws connections from the past and gleans towards the future. Both word marks and symbol can be used alone or combined, as well as alongside the name of the division.

The identity serves to maintain continuity and clarity across the broad array of communication touch points. As part of the brand identity system, we developed three bespoke wordmarks representing specific property units: Tanjong Pagar Park, Guoco Towers, TPC all under the Tanjong Pagar Centre portfolio. The goal is to ensure all touch points strengthen and promote the parent Tanjong Pagar Centre brand. Supporting collaterals and secondary brand elements make up the visual system, all intended to work together to create a brand language that is uniquely evocative of the property.
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Brand Architecture — Design Management — Identity — Guidelines — Strategy — Packaging — Typographer — Website Design

A new milestone for a cold storage company
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Strategy, identity, content and website design for Jurong Cold Store (JCS), a fast-growing cold chain logistics and warehousing services company for the food & beverage industry in Singapore. With three decades worth of experience, JCS operates an 11-storey fully-automated cold storage warehouse that offers a 24/7 efficient service solution. Their vision: to create a holistic environment where perishable foods can live up to their fullest quality potential — in terms of freshness and value. With the logistics landscape in Singapore evolving, Jurong Cold Store aims to stay on top of it — investing a S$30 million automated logistics system within a new multi-story warehouse facility.

The remit for this rebranding exercise was to help them capture and convey their innovative and pioneering spirit and democratic approach, through a new brand identity system. Inspired by the vernacular of the thermometer, the bulb is defined within the swash of the letter ‘J’. The dot, now replaced by a solid stroked ring serves to connote the celsius symbol and to visually link the relationship of frozen temperatures.

The brand slogan ‘The Freshness Keepers’ was devised, articulating the passion and performance that is supported by a state of the art vertical cold storage facility, enabling technology and the good old fashioned high standards of service. The deliverables went on to include business cards, stationery, brochure, print advertising, wayfinding graphics and website design.
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Brand Architecture — Design Management — Identity — Guidelines — Strategy — Typographer — Website Design

Site development: Digital Folks
Photography: Sean Lee

Revitalising an iconic resort brand
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In a world where luxury is too often used in marketing speak, being tasked with developing the brand position for a hotel group whose DNA has always been to embellish life’s moments, we knew the task ahead of us was going to be a challenge we passionately embraced. Cenizaro Hotel & Resorts, the hospitality arm of Bonvests Holdings Limited, is a leading international property and hospitality company with a portfolio of independent luxury hotel properties in some of the world’s most desirable locations.

Part of the project included building the hotel chain’s new image library for each of the 4 properties: Maldives, Mauritius, Zanzibar and Tunis. It was during one photo shoot in the Maldives that we caught a unique photo of two models as they cycled back to their villa. Light bathed their backs and the white powder sand in front of them lit up their faces as they joyfully enjoyed their moment. It was only when we had returned to the studio in Singapore and opened the file that we realised this was the image we had all been looking for all along. It was the essence of pure bliss caught in a split second. It’s that place we all go to when we need an escape where moments are enriched. The shot was a happy accident—the sunlit bathed photo lent itself perfectly to become something unique in the hospitality environment.

On the heels of the new global campaign came digital applications, print and on-property collateral culminating in the re-launch of the brand back into the hospitality limelight with stunning results.
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Creative Directors: Quentin Berryman & Daniel Koh
Photographers: Quentin Berryman & Masano Kawana

Brand Architecture — Design Management — Identity — Guidelines — Strategy — Online Marketing

A playbook for the bold & extreme
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Smirnoff, the best-selling distilled spirit brand in the world has recently unleashed two new flavours – Chilli Hot & Honey Sweet. The ‘Where Will The Night Take You?’ brand campaign imagery features two new flavoured bottles – set against the backdrop of the ‘Heaven & Hell’ imagery combined to communicate a single idea – the two extremes. Tasked to develop the campaign imagery and create secondary brand visual elements from bottle photography to building print and digital assets for the launch campaign. With art direction and complete assets in place, they were consolidated in the toolkit which was built right up to completion.
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Brand Architecture — Design Management — Identity — Guidelines — Strategy — Packaging

In 2006, I was approached to design a no frills identity for a start-up label and became part of the team as a Creative Partner. WanderWonder is a ready-to-wear label — a selection of menswear ranging from classic-cut shirts, tailored trousers to accessories with a contemporary twist. The collection was always product-oriented, as opposed to seasonal topics or themes. Running the brand was a journey that took us to different places, experiences and pushing us out of our comfort zones. This was very much a stab at what entrepreneurship meant to us for more than a decade. We’ve been very much hands-on at the process and designed everything from hangtags to the apparels, sourcing fabrics, art directed look books and setting up our maiden flagship store in Haji Lane. And not forgetting, literally our 30 seconds of ‘fame’ on the runway with our first ever showcase at Zouk Club.

The label took a three year hiatus and it has since been rebooted and refreshed with a new approach and aesthetic. Since then, the line has evolved into a more laid-back, street-forward expression to reflect our intake of counter culture, cinema, and music. This new line celebrates serendipity and unexpectedness — qualities that defined our journey from the beginning. Presently, I’m back to designing the collection on an ad-hoc basis focusing primarily on a series of thematic t-shirts.
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Creative Direction — Art Design & Design — Identity — Typographer — Social Marketing

↗ Shop ↗ IG

Singled Out is an exhibition featuring 50 vinyl artworks by local artists. Each artist was challenged to transform vinyl records or sleeves into unique pieces of art, based on a song which made a positive impact on the artist’s life. All proceeds from the auction will go towards Thunder Rock School to provide music outreach, education and mentorship to financially disadvantaged youths.
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youtube.com/@singledoutsg

An exhibition celebrating Dieter Ram’s “10 Principles for Good Design”. Conceived by Anonymous, this exhibition pays homage to the enduring influence of Dieter Rams’ work and his ideas on what makes good design. 10 graphic designers were each tasked to create a poster based on one of the 10 principles. What if the 10 principles were visualised? Is it possible to use graphic design to not only translate but elevate the written word?