For Carrots by Anwar Carrots, Market (previously known as Chinatown Market), The Splashh, The Metz
at Practice Theory
Sedar Properties, formerly GYP Properties, focuses on developing commercial, retail, and residential projects. Over the past 15 years, Sedar has been guided by a simple belief: growth must come with a conscience. The company's all-encompassing approach to conducting business with integrity and sustainability continues to be lacking in fully defining and communicating this vision to its staff. Their recent privatization provided an opportunity to redefine their identity, one guided by a clear, articulated purpose.
Sedar believes that places carry meaning, memories, cultures, and people—that every project they pursue has to prioritise the betterment of the community, allowing its people to thrive while upholding the integrity of the local environment. This was the driving force behind their success and the underlying principle that gave voice to their new vision: We build spaces to grow places.
with in the wild studios
for National Arts Council, Singapore
Semi-permanent role as a retainer art director and designer in between 2018—2021
SELFHOOD is a global apparel distribution that offers fully vertical 360 services while continuing to build bridges across markets and industries with offices in New York, Los Angeles, Hong Kong and Singapore.
Consumers, and even brands, had a hard time understanding the distribution process and in turn, what Selfhood does and how they operated. I identified the flaws and pitfalls of their original branding and set out a new creative and brand direction for them.
I built and managed SELFHOOD’s global branding and communications from the grounds up namely in the form of their creative strategy and direction—which included social media, B2B newletters and mailers, campaigns, brand collaborations, event popups and collaterals, to spatial design of their showrooms running in Seoul and Paris twice a year.
with artist, Lenne Chai
for OH! Open House
Salvation Made Simple™ is an interactive mixed-media art installation exploring the conflations between religion and commerce via a fictional spiritual organisation called The School.
Creating an immersive universe surrounding The Goddess, a fictional being pieced together from actual rituals and traditions from 13th-century Temasek, inspired by the erasure of native culture that occurs as a result of colonialism. The installation riffs off the appropriation and instant gratification that is commonplace in pop culture today, provoking the question, “What if this long lost religion survived, how would they make themselves relevant and appealing to millennials today?”. Salvation Made Simple™ appeals to millennials with #Blessed merchandise dispensed via vending machines.
salvationmadesimple.art