I’m a creative director and brand identity designer with over a decade in APAC, shaping design systems that align strategy with cultural context. I’ve led identity refreshes for Singapore International Film Festival, Chinabank, Cycle & Carriage, and Abenson, bringing clarity and structure across digital, retail, and environmental touchpoints.
My approach is objective and principle-led. I help teams and clients make decisions with confidence, building brand identities that elevate their brand purpose and foster positive brand experiences.
I’ve worked with global agencies like IDEO, Interbrand, and Landor & Fitch, and now leading creative at Louken, a Singapore-based venture builder and brand consultancy. Outside of client projects, I produce electronic music, a practice that keeps my creative thinking experimental.
Work Experience
Creative Director
🇸🇬 Louken Group
JAN ’25 – CURRENT
Brand Consultant & Designer
🇸🇬 Singapore International Film Festival
JUN ’24 – DEC ’24
Brand Designer
🇸🇬 Freelance
JUL ’23 – DEC ’24
Associate Creative Director
🇸🇬 Cowan
APR ’21 – JUL ’23
Senior Experience Strategist
🇸🇬 Landor & Fitch
MAR ’19 – APR ’21
Design Director
🇸🇬 Interbrand
SEP ’16 – NOV ’18
Designer
🇸🇬 Design Bridge
NOV ’14 – SEP ’16
Senior Communication Designer
🇺🇸 IDEO
DEC ’10 – OCT ’14
Contract Designer
🇺🇸 Astro Studios
JUL ’10 – AUG ’10
Design Intern
🇺🇸 Volume Inc.
JAN ’10 – MAY ’10
Publishing Design Fellow
🇺🇸 Chronicle Books
JUL ’09 – DEC ’09
Selected Clients
Actis
BDO
Chinabank
Chronicle Books
Coca-Cola
Diageo
Eu Yan Sang
Jardine Cycle & Carriage
Johnson & Johnson
Keppel Land
National University of Singapore
Pan Pacific Singapore
Philippine Airlines
Singapore Interntional Film Festival
Starbucks
SGX
Shiseido
Awards & Publications
Transform Awards SEA 2022
Iryasa, Silver for best brand architecture solution
Vocsta, Bronze for best visual identity from lifestyle & wellness sector
Landor & Fitch, 2021
‘The Purposeful Workplace’, written article
The Laughing Squid, 2013
Wormhole Map for 826LA, a non-profit writing & tutoring organisation
U.S. Design Patent, bottle design for Coca-Cola Company, 2012
Patent No.: US D796,332 S
GOOD Magazine, Issue 19, 2010
The Neighborhoods Issue
Graphic Design USA, 2008
Annual Inhouse Design Awards