I’m passionate about brand identity and design systems with over a decade building principle-led brands across APAC. I’ve led identity work for Singapore International Film Festival, Chinabank, Cycle & Carriage, and Abenson, bringing strategic clarity to every digital and physical touchpoint.
My approach was shaped by IDEO, Interbrand, and Landor & Fitch. I now lead creative at Louken, a venture builder and brand consultancy. Outside the studio, 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