Selected work from 2015—2026
Levi’s: For Her
2026
Art Direction, Campaign Identity, Web Design, Social MediaCompleted at The Secret Little Agency
Australia, New Zealand, Singapore, Malaysia, Indonesia, Philippines, Thailand, Japan, Korea, China, Taiwan, and Hong Kong
Art direction and campaign design for Levi's: For Her, as an extension of the global Behind Every Original campaign. A women's microsite was created to bridge the global campaign featuring ROSÉ with five editorial halo looks, balancing the narrative with a shoppable experience.
(View more →)
Klook: The Best You
2025
Campaign Identity, PR & Activation DesignCompleted at The Secret Little Agency
United States, Australia, Singapore, Hong Kong, Japan, Taiwan, South Korea, Thailand, Vietnam, Malaysia, Philippines, and India
Klook: The Best You is the brand’s first global integrated campaign, shifting the focus from booking deals to the personal value of travel. The campaign combined brand storytelling, global OOH, experiential activations, and multi-sensory moments across Asia and North America.
(View more →)
Levi’s: Festive Campaigns
2024—2025
Art Direction, Campaign Identity, Retail Design, Social Media
Completed at The Secret Little Agency
Singapore, Malaysia, Indonesia, China, Taiwan, and Hong Kong
Art direction and campaign design for two of the region's biggest festive campaigns—Lunar New Year and Hari Raya.
(View more →)
NOWHERE Baths
2023
Branding, Illustration, Wayfinding, Web Design, Social Media
Singapore
Brand identity and concept for a modern all-gender bathhouse that reframes bathing as a quiet pause from constant motion, where presence becomes the central ritual.
The name plays on the dual reading of nowhere and now here, reflected in a wordmark that gives equal emphasis to now and here.
(View more →)
Wilt
2023
Logo Design
Singapore
Logo design and brand concept for Wilt, a floral studio. The identity positions bouquets not just as temporal objects—meant to be observed only at bloom—but appreciated at all stages through their gradual decay.
Matte
2023
Logo Design
Singapore
Logo design and brand deck for Matte, a stills and production house. Developed closely with its partners, the identity balances the precision of production with a more human, approachable character. A friendly, distinctly shaped M anchors the identity, while a fiery chilli red brings warmth and energy.
The wider system keeps things deliberately simple, allowing the mark, colour and imagery to do the talking without feeling overly polished or corporate.
Altered States
2022
Art Direction, Branding, Web Design, Social Media
Singapore
Art direction and branding for an alternative wellness studio with a focus on breathwork, meditation, and communal practice as tools for self-awareness and inward return.
(View more →)
Palm Ave Float Club
2021
Art Direction, Branding, Social Media
Singapore
Brand refresh for a floatation center that offers sensory deprivation as a pathway to mental clarity and self-awareness.
The brand refresh moves away from its previous tropical beach club aesthetic, into a direction that would best represent the experience and hospitality at the float club: laid back, warm, and free-spirited.
(View More →)
Dear Vol 1: Lost and Found
2015
Editorial Design
Completed at Do Not Design
Recognition
Wood Pencil, D&AD 2016, Magazine & Newspaper Design
Wood Pencil, D&AD 2016, Independent Magazines
Tokyo Type Directors’ Club, 2017, Annual Vol. 27, In book
Singapore
DEAR is a zine that collects, archives and immortalises in print, including casual conversations to visual essays.
The concept of Lost and Found was visually interpreted through a noisy mass of text. Removal of word spaces and usage of die-cuts created an overlapping mass of letterforms, providing a familiar but disorientating visual experience. Words and meaning are lost at first glance, but later found again upon careful inspection.
Architecture and the Architect
2015Editorial Design
Completed at Do Not Design
Singapore
A publication on the built landscape of Singapore that
looks at place, memory, and nostalgia through architecture,
while attempting to understand the images of Singapore in
the collective minds.
Singapore’s Visual Artist Directory
2015
Editorial Design
Completed at Do Not Design
Singapore
A comprehensive repository that
celebrates the work and achievement of artists whose passion
and creativity have captured, contextualised and re-imagined
the rich cultural past, present and future of Singapore.
The directory profiles living artists across different generations
and various visual art practices—drawing, painting, print,
sculpture, moving image, photography, and performance art.