Experience

BBH China

• China
• Advertising Services
• 1 - 100 Employee

• Senior Design Director

  • Aug 2018 - Present

  Accountable for the creative of the brand identity and design, ensuring that our creative solutions solve the problems or challenges that the clients have. Leading the design team, ensuring the quality of creative work. Creating creative energy, culture of moment and team building. With a good eye for aesthetic and design crafting, I believe that every good design begin with a story, that creates a good user experience to bring things effectively to life.Clients include: Starbucks, Greystar, Keppel Land China, MINI Cooper and Roborock. Show less

• Design Director

  • Jan 2017 - Aug 2018

• Freelance Design Director

  • Sep 2016 - Dec 2016



Ortus Group

• China
• Advertising Services
• 1 - 100 Employee

• Design Director

  • 2012 - Jul 2016

  Reviewed creative briefs from the account team and have brainstorm sessions with the design team. Accountable for design quality, and a team of designers. Ensured that the new creative directions fit with the client's requirements Inspired and motivated the design team to produce good work. Mentored emerging creative talents. Supporting the Creative Director by overseeing the development during the design process. Clients include: Keppel Land China, The Oasis Resort & Spa, Starbucks, Banyan Tree, Ippudo, Senryo, Jumbo Seafood and so on. Show less



The Brown Bag Studio

• Singapore

• Founder / Creative Director

  • 2005 - Sep 2012

  Founded The Brown Bag Studio - a boutique design studio providing design solutions and visual branding communication, from logo creation to brand collateral. Created branding and marketing collaterals in partnership with Mercury, Singapore’s leading lifestyle event agency, for key fashion and lifestyle events such as Singapore Fashion Festival 2008 and the inaugural Blueprint Singapore 2010. Designed launch collaterals for lifestyle brands such as New Majestic Hotel, Porsche, Microsoft, and developed marketing premiums and collaterals for top clients of MasterCard and Möet & Chandon. Pitched and won a two-year “Read Singapore” campaign (2011, 2012) for the National Library Board of Singapore, rolling out a key campaign design and associated marketing collaterals in four languages. Developed a series of bilingual marketing collaterals to create awareness for the Singapore showcase of “A Moving Masterpiece : The Song Dynasty As Living Art”, attracting over 150,000 visitors. Develop new business leads, cultivate existing client relationships, and manage client projects from concept creation and art direction, to the pitching of design ideas and production for multiple accounts. Managed all operational, strategic, financial, tenders and administrative functions. Clients include: Perlini's Silver, Marina Bay Sands, National Library Board, Singex Exhibition Ventures Pte Ltd for A Moving Masterpiece, Green Urbanscape Asia, Singapore EXPO and MAX Atria, Möet and Chandon, OTTO Ristorante, OTTO Locanda, Bata, Singapore Workforce Development Agency. Show less



Full-time Freelance

• Singapore

• Full-time Freelance Art Director

  • 2002 - 2005

  Directed the first model-shoot campaign and developed marketing collaterals for Perlini's Silver - a trend-setting accessories brand, retaining Perlini's Silver as a client for five consecutive years. Created key visual and below-the-line collaterals for UOB Regional Credit Card Privilege Program across 14 countries in Asia and Australia. Developed a direct marketing series and promotional press advertisement for Biotherm Singapore. Conceptualised logo and developed corporate brochures for Lotus Fine Art Logistics, the premium logistics arm of Asian Tiger K. C. Dat. Clients include: Asian Tiger K. C. Dat (Lotus Fine Art Logistics), Biotherm, Perlini's Silver, The Catalyst Marketing Group, and UOB Regional. Show less



Green House Design + Communications

• Singapore
• Design Services
• 1 - 100 Employee

• Art Director

  • 1998 - 2002

  Promoted in 2001 to Art Director provide client servicing, pitch leadership, creative direction and team management. Led project creative processes, from concept development through to production, working with designers to develop creative marketing solutions for clients. Managed external vendors for a range of printing and photographers during photo shoots and digital imaging to ensure dynamic and effective results. Successfully led pitches and presentations to clients' marketing and management teams. Established strong and reliable relationships with designers, vendors and clients. Creative Manager (1999 – 2001) Promoted to assist the Creative Director in managing the creative team and ensured the quality of all creative work to meet project requirements. Exceled at inspiring and motivating the creative team. Senior Graphic Designer (1998 – 1999) Successfully translated creative solutions into print work such as brochures, direct mailers, newsletters, annual reports, point of sales collaterals, event graphics and retail store visual displays. Participated in team effort to develop creative concepts, present to clients as required, and execute end-to-end design process, including final production. Clients include: Lucent Technology for CommunicAsia 1999, Changi General Hospital, Legrand, British High Commission, National Parks Board, Philips Mobile, Nobel Holdings, OCBC Securities, Perlini’s Silver, Sterling Commerce, Keppel Insurance, DBS Bank, Infocomm Development Authority and Urban Redevelopment Authority. Show less



Su Yeang Design

• Singapore

• Graphic Designer

  • 1993 - 1995

  Core member of a creative team supporting the art director and senior designers in key client projects. Developed brand building concepts, corporate identity development, packaging and packaging material designs, 3D structure and printing techniques, photo art direction, final artwork and print production. Clients include: Asia Dairies Pte Ltd (Singapore), ADA (Indonesia) Ciba Geigy S.E Asia Pte Ltd, Nestle (Singapore), and Lam Soon Gardenia Foods (S) Pte Ltd (Singapore). Core member of a creative team supporting the art director and senior designers in key client projects. Developed brand building concepts, corporate identity development, packaging and packaging material designs, 3D structure and printing techniques, photo art direction, final artwork and print production. Clients include: Asia Dairies Pte Ltd (Singapore), ADA (Indonesia) Ciba Geigy S.E Asia Pte Ltd, Nestle (Singapore), and Lam Soon Gardenia Foods (S) Pte Ltd (Singapore).