Making type design & typography education accessible to Asian designers & creatives.

Leadership and client-facing Creative Director to a boutique team of designers and third-party contributors to leverage consumer insights that translated into branding and visual communication solutions including logo development, brand concepts, photography, app and web UI & UX, publication and exhibition design – for a range of government, culture, media and technology companies. These include e-commerce retailer Luxola.com (since acquired by Sephora), SPH Radio’s KISS92FM and dessert queen Janice Wong’s eponymous retail brand. We also executed typography solutions for print, exhibitions, brands and digital experiences with clients such as NHB, OCBC, ACM, NLB and SAM. Relay Room also led design education events: series of 17 educational and networking events impacting more than 2000 designers and creatives between 2011-2017, including Letterlove and Creative Mixer (I-S Best Creative Networking Event), which respectively brought international thought leaders in typography to share knowledge, and converged local opinion leaders in design, culture, tech and entrepreneurship to redefine creativity together. Notable Projects:- Branding and Packaging for Janice Wong- Branding and Identity for SPH Radio’s Kiss92FM- Luxola.com Branding & Identity- National Heritage Board’s 20th Anniversary Branding- Publication Design for A*STAR’s 20 Anniversary Book- Publication for Cultural Medallion (Visual Arts) recipient Milenko Prvacki’s monograph, After Memory: The Art of Milenko Prvacki – 40 years- Various publications for Asian Civilisations Museum, National Library Board and ADM Gallery, Nanyang Technological University- Various Exhibition design and branding for OCBC Bank: ICONS of Design Showcase, Singapore Art Museum: Panorama Asian Civilisations Museum:Patterns of Trade, Buddhist Storytelling, Secrets of the Fallen Pagoda ADM Gallery: Intersecting Histories

Proactively led, inspired and managed a team of 30+ local volunteers while also reporting to global management to run story-led content creation and visual output for local and global social media channels and programmatic media content. employing great flexibility and creative solutioning under extreme deadlines. Increased local channel social media outcomes across measures of organic growth from 3000+ to 4000+ (33% increase) and engagement from less than 0.5% to averaging 1.7% (200% increase).

Design leadership, client and stakeholder management and hands-on oversight to steward a team of up to 10 designers, strategists and project managers, working closely with interior design partner and external project contributors to strategically deliver and influence story-led, integrated experiences for a variety of F&B, Hospitality and Corporate clients. Awarded Singapore Certified Management Consultant status for two cycles (2017-2020, 2020-2023).Notable Clients: Grain Traders, Janice Wong, SaladStop!, Aurum Group (Part of the Woh Hup Group), SPH Radio (ONEFM 91.3), Lee Hwa Jewellery, Crystal Jade Group, Park Hotel Group, SPRMRKT, Plentyfull, CapitaLand, The Co. Spaces.

Serving as the main visual design lead, led and managed a team of graphic designers supporting the work of the Experience Design Studio through visual and graphic interventions in a physical spaces that translated consumer insights and business strategy into tangible brand experiences.Key Clients: Housing Development Board, SaladStop!, Singapore Airlines, Tanglin Trust School, The Supermarket Group, Bjorn Shen

I taught Typography Fundementals for one block period to a class of 25 students. I was involved in presenting the material, augmenting the existing curriculum with materials and experiences of my own, and conducted consultation with students on their concepts and executions.

I art directed and designed a wide range of book covers, title pages and layouts. I was also responsible for editing, sourcing and photographing images, which included a still life and documentary series. I also redesigned several identity collaterals (letterhead, company namecard) and launch events invitations. The major book projects included:– Ernst & Young, An Account of 120 Years– 40|40, 40 years of National Service by Ministry of Defence – City of Small Blessings by Simon Tay (won Singapore Literature Prize)– Soya & Spice by Jo Marion Seow (Straits Chinese Cookbook)