About Me?

Art Direction. Visual Branding. Strategic Design. Creative Consultation.

What better way to sum it up than calling myself a Design Strategist — or more simply, your business partner.

My journey started in London after graduating from the University for the Creative Arts, UK. I got to work with leading creative agencies like The Design Conspiracy, Stylorouge, and Deep. In 2009, I came in second in the 2D Design category at Cut&Paste, an international digital design competition.

When I returned to sunny Singapore, I continued honing my graphic design craft at several advertising agencies, including BBDO (one of the world’s largest global advertising agencies), before landing a role at Zalora — where I saw firsthand how strategic design drives user engagement and sales. That insight still shapes how I approach every project today. Along the way, I picked up writing too, which gave me a deeper understanding of how content and design work best together, not in silos. (It helps me to be a better AI prompter too!)

Now, running my own business independently, I take a holistic approach to visual communication — one that goes beyond aesthetics to consider how branding, marketing, customer relationships, and user experience all work together to drive strategic art direction and real business results.

My work has taken me across borders — partnering directly with clients in China, Italy, Japan, and Palau, and collaborating with teams in Australia, Indonesia, the Philippines, India, Thailand, and Hong Kong.

Outside of work, you will find me enjoying art jamming, traveling, cooking, singing, dancing, or volunteering for a good cause.