Design

I am a Strategic Designer.

I have more than 30 years of experience in Branding and Graphic Design, spending my career in several multi-national branding agencies. With the experience I gained working with branding and marketing consultants over that time, I’ve developed a good understanding of branding and marketing strategies. This understanding is incorporated into my design process, resulting in effective communications design. My design solutions carry strategic intent as well as aesthetic appeal.

My strength is in identity design. By effectively bridging Strategy and Design, I’ve conceptualised, produced and directed many thematic visual identity systems that optimally express the brand ideas and marketing strategies they represent. These design systems are applied to all communication designs across online, print and environmental graphics.

I am well versed in all aspects of graphic design, from conceptualisation, designing, preparing artwork and supervising production. As Design Director, I have led and managed teams of designers, while being hands-on in the design process. My role includes project scheduling and sourcing for third-party support. I am comfortable presenting design concepts to clients and stakeholders, as well as managing and supervising vendors.

EXPERIENCE

My experience includes work in both public and private sectors including StarHub, Marina Bay, OSIM, IDA Singapore, SLA, Dumex, Philips, Telekom Malaysia, Pertamina, Bank Indonesia, JTC, Institute of Adult Learning, Singapore Management University, National Healthcare Group, Duke-NUS, NTU Lee Kong Chian School of Medicine, National University Health System, The Singapore Red Cross, Singapore Anti-Narcotics Association and NCSS, amongst others.

Most of the projects I’ve worked on were for clients in the corporate, public, social service and education sectors.

ACTIVISTE BRANDS

2015 – Present
Design Director

ROFI ART & DESIGN

2011 – 2015
Artist, Illustrator, Principal Designer

FUTUREBRAND SINGAPORE

2007 – 2011
Design Director

Freelance

2005 – 2007
Independent Designer

INTERBRAND SINGAPORE

1994 – 2005
Junior Designer, Designer, Senior Designer, Design Director

MY STRENGTHS

  • Logo Design

  • Logo Constructs for Brand Architecture

  • Vector Graphics for Illustrations and Infographics

  • Brand Identity and Visual System Design Principles and Guidelines

  • Motion Graphics and Video Storyboarding, Screenplay and simple Editing

  • Translating Brand Strategy to Design Strategy

  • Creative Conceptualisation based on Brand and Design Strategies

  • Design Strategy for Brand Identity and Brand Expression

  • Intermediary between Strategy and Design Teams

  • Design Team Management

  • Design Direction and Art Direction

NON-DESIGN SKILLS

  • Strategic use of A.I. for content and concept generation

  • Planning and leading brainstorm sessions for internal and client teams

  • Facilitating group discussions and exercises in co-creative workshops

  • Strategy and design consultation for clients

PROFICIENCIES

  • Adobe Illustrator

  • Adobe InDesign

  • Adobe Photoshop

  • Adobe Premiere

  • Adobe After Effects