OVERVIEW: Due to COVID-19, many traditional business were suffering as they were not well-equipped with the correct resources for Digital Transformation. With the world revolving around tech and digital space, many buzzwords were thrown around, making things even more confusing. Our company then created a Whitepaper, to address and help out traditional businesses.

CHALLENGES: One of the big challenges here was to return to our textbooks, to try and re-understand the differences of what Digital Transformation, Digital Integration and Digital Optimization was. As this was a book for traditional businesses, our target audience were split into 2 groups, the older generation of people who have been running their businesses for a long time in a traditional way, as well as a young adult audience whose dream was to become a digital entrepreneur.

SOLUTION: Therefore, with these in mind, I went with the art direction of big, bold and striking elements, I made use of negative space to redirect eye movement back to the topic at hand. And as the book was filled to the brim with text, I split it up, and placed "breather" elements in between, so that the consumer will not be overwhelmed.

RESULT: The book was well received, and an unexpected marketing and branding tool was created, we would send these out to clients, be it local or overseas and the books would get shared with even more people. Several business and consultancy websites picked up on it.

OVERVIEW: Pinnacle is a learning and development initiative, spanning NextGen empowerment and upskilling, entrepreneurship bootcamps and executive education.​ As part of a Brand Transition exercise, I was tasked to lead the design on the new collaterals Pinnacle required, first and foremost were things such as Namecards, email Signatures and Certificates for participants.

CHALLENGES: As Pinnacle is a broad learning initiative (as mentioned in Overview), a key challenge would be to incorporate the design elements/narrative of each vertical product (1. Nextgen 2. Entrepreneurship bootcamps 3. Executive Education) and showcase a combined whole into a single fluid design for Pinnacle as a platform, because each product is very different in itself, and thus posseses different design narratives individually.

SOLUTION: Made contact with the overseas counterparts, there were times where my team had no idea what we were marketing and creating, therefore to make things easier, we would do taste tests on some of these products. There's no better way to understand the product, other than to use/consume it, and this was what I did. As for the missing assets, most of the time it would be pictures of wine bottles or certain ingredients, that was were I did my own photoshoot for the products.

RESULT: Overtime the social media page gained traction and more customers purchased the products. Our counterparts overseas were thoroughly impressed with the visuals and requested for some of the visuals to be reused in their own countries as well.

OVERVIEW: There was a request from a Buddhist Temple in Singapore that required designs for the upcoming Chinese New Year, as Chinese New Year is an occasion where many goodies are being given out, they wanted something that looked good, somewhat traditional and something that stills carries the chinese-styled design. They required a box in which to place dried goods in it, with a circle cut out in the middle, to showcase the 发糕, along with a carrier for Mandarin Oranges.

CHALLENGES: It has been a while since creating full packaging. What was required within the box has to be customized, split into 5 compartments. Finding a vendor who could do it will prove costly. Lastly, the request came in slightly late, meaning it was a rushed job.

SOLUTION: I sourced for several vendors and settled with one that could create a customized box as they had a factory that produces these boxes, taking into account the time required for printing and folding of the boxes. We managed to finalise on the design and colours, as well as the materials, and it is currently in production.