KITCHEN. LABEL is a Singapore and Tokyo-based independent creative studio, record label and publisher.

The studio arm specialises in the fashion, music, retail and lifestyle sectors. Founded in 2005, KITCHEN. LABEL’s thoughtful approach to design where visual storytelling and tactile sensitivity parallel have been recognised by publications, such as Creative Review, The Wire & Independence: The History of Graphic Design in Singapore since the 1960s.

Incorporated in 2008, the record label arm is known as a vital outpost for artists between Japan and Singapore exploring the ground that lies between fine ambient, modern classical and the avant-garde, with a carefully honed and distinctive visual aesthetic to match. Kitchen. Label has released 20 albums and has 12 artists in their roster to date. Together with their Japanese partners p*dis / Inpartmaint Inc, Kitchen. Label actively promotes in the Japanese music scene among other regions around Asia.

• Headed a 10-strong Regional Creative Team including graphic designers, fashion stylists, copywriters and photographers.
• Managed remotely the local creative departments for all ZALORA Southeast Asia ventures.
• Developed fashion editorial guidelines and enabled sharing of visuals across ventures to reduce costs.
• Developed regional guidelines for brand identity, tone of voice and graphic design (banners, display, newsletters) to strengthen brand communication and improve con- version.
• Optimised and managed production budgets.
• Creative directed marketing campaigns, fashion clips and key visuals.
• Worked with ZALORA’s Regional Private Label to produce seasonal editorial campaigns.
• Creative directed key marketing campaigns such as “Make Me A ZALORA Model”, “12.12 Online Fever”, ATL campaigns, presentations at local fashion events and TV partnerships such as “Asia’s Next Top Model”.
• Implemented processes & systems to increase output and improve efficiency.
• Trained the Regional Creative Department in photography, product styling & retouching.
• Collaborated closely with Customer Relationship Management, Performance Marketing, Product and Analytics departments to develop digital strategies, enhance user experience and boost funnel conversion of user journeys for all platforms.

Overhauled publication design. Renewed typography, layout, look & feel and paper material for consistency and quality in accordance with readership and editorial, and to represent more clearly the magazine’s vision. Art directed and styled fashion editorials.