Where It Started

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Mid 90s. Fresh out of school, ranked top ten, headhunted by an English firm and flown to London before I even had a proper portfolio spine. Months of training, then back to Singapore to help build their local office. That was where I learnt the craft. Not just how to design, but how to talk to printers, colour separators and suppliers. CMYK was not theory. It was survival.

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Learning the Big Game

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Late 90s. I wanted speed. Bigger stages. Real pressure. I stepped into agency life at DDB Beyond as a freelance art director. Retail design, ad campaigns, brands like 3M. Tight deadlines, sharper instincts. No room for ego, only ideas that worked. That was my real-world education.

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Building Something Real

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Before the 2000s even warmed up, I co-founded an agency with two people and a lot of nerve. Over the next two decades, it grew into a 25-strong team. We built seven-figure revenue on design alone. Intel. Motorola. Epson. Hilton. BASF. This wasn’t a comfortable ride. It was grit, late nights and accountability. Creative leadership with a P and L.

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Back to the Craft

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After more than twenty years of running an agency, I shifted gears. Not to slow down, but to get closer to the work again. Freelancing sharpened the blade. Property campaigns. Tech launches. Brand systems. Strategy and execution, side by side. Hands on. No distance between thinking and making.

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Expanding into Space

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In recent years, the canvas expanded. I stepped into Dezign Format as Creative Director with one clear intent. Raise the bar. From Singapore Grand Prix to Marina Bay Sands, STB and luxury brands, the work moved beyond flat visuals into spatial and experiential design.

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Loving the challenge.
Loving the chaos.
Loving the team.