GO
GREEN
SINGAPORE
BRAND & MARKETING CAMPAIGN
Go Green SG is a nationwide sustainability movement led by the Ministry of Sustainability and the Environment, bringing together over 300 activities and 160 partners.
I developed the visual direction for the winning pitch, shaping the campaign’s identity through a playful cast of characters that makes sustainable living relatable across diverse lifestyles and interests.
INNOSUITE
GALLERY
SPATIAL & EXPERIENCE DESIGN, CONTENT DEVELOPMENT
InnoSuite is ST Engineering’s 500 sqm flagship gallery, presenting complex capabilities through spatial storytelling and interactive experiences.
The project involved developing the gallery’s design and content, using storytelling and interactive technology to make complex solutions clear and engaging.
NUS
GIVING
ON-GROUND BRAND ACTIVATION (AUGMENTED REALITY)
NUS Giving is the university’s philanthropic arm, and its new brand identity uses a seed to represent its brand theme ‘Seeds of Change’.
To bring the seed to life, we created a life-size seed sculpture on campus which has an AR element that allows on-screen engagement though a Virtual Sculpture Garden.
SIGMA
COLLECTIVE
BRAND IDENTITY
SIGMA is more than its tuition services; it is a STEM-focused learning space where curiosity meets community.
I crafted SIGMA’s identity to reflect how it unites learners and educators through engaging lessons, real-world insights, and a shared love for discovery.
SAVING
PENANG
TRISHAW
BRAND & MARKETING CAMPAIGN
The project aims to revitalise Penang’s declining trishaw trade while preserving its heritage. A refreshed look and new business opportunities aim to support existing riders and attract a younger generation to the trade.
Inspired by traditional Chinese seals, the logo design combines distinctive trishaw elements into a recognisable, elegant mark.
NIESSING
POP-UP
STORE
SPATIAL DESIGN, BRAND EXPERIENCE
A pop-up retail experience for Niessing Asia Pacific, translating the jewellery brand into a tactile environment for discovery and interaction.
Under my design direction, the space combined sculptural forms with product displays, brand graphics and hands-on activities that invited visitors to explore the jewellery and its craftsmanship.
NATIONAL
FAMILY
WEEK
EVENT MARKETING CAMPAIGN
Supported by the Ministry of Social and Family Development, National Family Week brings partners and communities together to celebrate the importance of families.
A distinctive visual look and feel is created and adapted to various touchpoints. We created a vibrant, modular visual system using simple geometric shapes to represent diverse family types, adaptable across a range of touchpoints.
Note: This project was submitted as a pitch.
THE
PRIVILEGED
CIRCLE
BRAND ACTIVATION
TPC is a luxury concierge for clients of financial advisory firm representing Manulife.
Targeting a younger generation of wealth, it is a shift away from the usual luxury narrative of sterile suits and ties, limo back seats, and overlooking skylines.
TPC focuses on living, experiencing, celebration and allure. It is about access to excess and the brand is designed to embody that.