I am one of nineteen recipients of 2018 Ascenders Awards from the Type Directors Club recognising “remarkable achievement in typography, type, design, and lettering” amongst 230 international entries for designers under the age of 35.
Bringing more than 11 years of experience with a specialty in type design., I oversee branding and communications output of Relay Room's diverse range of commercial clients. As previous Founding Partner of Parable Studio, I've designed the identity for JJ Lin’s coffee kiosk, Miracle Coffee, and helped Southeast Asia’s largest fragrance and beauty distributor, Luxasia, design a new retail brand concept.
Before Parable, I was a Branding Lead at ONG&ONG’s Experience Design Studio, where I worked on the redesign of SaladStop’s logo leading to their eventual global expansion, and graphic embodiment of the Singapore Girl into Singapore Airline’s first and business class lounges. Prior to this, I was designing brands for various ventures that have since received commercial acclaim. These include e-commerce retailer Luxola.com — which was eventually bought by Sephora (LVMH), Singapore’s KISS92FM and dessert queen Janice Wong’s eponymous retail brand.
I believe typography and type design are key to enhancing a brand’s message, creating the fine balance between aesthetic appeal, formality, and legibility. My work on the branding and custom typeface design for F&B client Plentyfull was awarded a Certificate of Typographic Excellence 2017 by Type Directors’ Club, New York.
Landmark Books Pte Ltd
Designer & Assistant Editor
Art directed, designed covers & layout, edited photographs & assisted with copy editing for a wide variety of books ranging from corporate commemoratives to cookbooks and novels.
- June 2010
Design Manager (Branding)
I lead and managed a team of graphic designers supporting the work of the Experience Design Studio through graphic interventions in a physical space with branding, wayfinding and research.
- March 2016
I oversaw the branding and graphic design output of the studio’s diverse range of commercial clients, ranging from hospitality, media, healthcare and F&B.
- March 2019
Diploma in Visual Communication
Bachelor of Arts (Hons) Graphic Design
- June 2008
Type @ Cooper Condensed Programme
- July 2012
New York, New York, United States
Masters in Type and Media
- June 2014
The Hague, Netherlands
Design of The Year (Product Design)
Certificate of Excellence (Plentyfull)