Graphic Design • Illustration
ABOUT
Designer with three years of agency experience across nationwide campaign visuals, event identity, and social content. My signature style blends hand-drawn illustration with graphic design to communicate a client's message and deliver on their goals. My work spans key visuals for major campaigns, cross-platform assets for digital and OOH formats, and evergreen social content.
Before working in Graphic Design, I studied Animation with a strong interest in character illustration and design and occasionally take on professional commissions.
Please note that this image is a mock up.
Official on-site photos taken by MSE are linked below.
01
Go Green SG 2025
Ministry of Sustainability and the Environment (MSE)
In celebration of SG60 in 2025, I designed the SG60 key visual for Go Green SG 2025 to feature the three major public agencies under MSE – Public Utilities Board (PUB), National Environmental Agency (NEA) and Singapore Food Agency (SFA), and illustrate how their efforts are key pillars to Singapore's sustainability, water resilience, and food security.
To aid in outreach, I assisted with adaptations for cross-platform rollouts which included in-app ads for Grab and Viu, key OOH placements, and sustained social media content on MSE's instagram page.
Click here for official photos from MSE for OOH Placements such Stellar Ace 6-sheets, Condominium DDPs and Bus Wraps.
02
Celebrating our Grands 2024
Families for Life (FFL)
Celebrating Our Grands (COG), now renamed Connecting Our Generations as of 2025, is an annual campaign by FFL to encourage younger generations to foster stronger intergenerational family bonds.
I led in animating the two different KVs our agency designed for the 2024 celebration, with the first video driving sales for Singapore's Mandai Birds Paradise and the other to showcase the Mobile Phone Stand craft and the Door hanger craft.
+15%
Engagement on
Youtube & Instagram as compared to COG 2023
+10%
Interactions via digital ads as compared to COG 2023
"
So cute and charming!
Our bosses love it!
"
03
The Creative Process
Four drafts were initially given, with each iteration showcasing comics in different, dynamic angles.
BB Week 2026
The Boys' Brigade Singapore
Boys' Brigade(BB) Week is an annual campaign to raise essential funds and resources for individual BB Companies to support their daily operations, purchase equipment, and organize character-building activities for their members.
My aim for this KV was to showcase the events the BB Boy experience through a lens of adventure and play, hence the comic format that mixes flat drawings and 3D forms.
In line with the 2026 headline "Transforming Lives, Inspiring Futures," the comic panels showcase the different and iconic experiences that shape the BB Boys' journey forward.
(Internal) Rough Idea
(External) Sketch
Flat Colours
Render & Detailing
FA
Donation Card Mock Up
Together with our efforts, the donations received by the Boys' Brigade via BB Week 2026 amounted to
$13,780
Mailer Leaflet Mock Up
04
Maligayang Kaara-one
Freelance Commission
Event Identity • Art Direction • Logo Design
In Tagalog, 'Maligayang Kaarawan' is the traditional way to greet the birthday celebrant. To celebrate the first birthday of my client's son, Keon, I shaped the event identity and the creative direction of his birthday party with his image in mind.
For this event, the headline was tweaked to 'Maligayang Kaara-One' both as a pun and to make it clear that it is her son's 1st birthday.
To view the entire creative process for this project, please view this site on a desktop or a tablet.
Thank you!
To view the entire creative process for this project, please view this site on a desktop or a tablet.
Thank you!
Energetic
Playful
Nickname-inspired
Celebrant-focused
Filipino Fiesta-Inspired
We need a logo that's fun and bright, cute but not tacky or too kiddy.
Many of our guests are senior citizens so it must be legible!
The Creative Process
After an onboarding call with the client, I came to understand that they were exploring options on what kind of logo they wanted, and were still unsure what the headline will be for his birthday.
Thus, this was their problem statement:
Part I: Creative Direction
On our working slides deck, I provided them with moodboards that showcase two broad and distinct directions for the logo. Alongside the moodboards, I provided them rationales behind the recommendations, and how they address the concerns they raised in the call and in their problem statement.
Concept 1: Icon-based
Icon-based logos places emphasis on their son's likeness, making his face the star of the show.
Logos like these are memorable as people would recognise their son as the celebrant quickly.
Concept 2: Text-based
Text-based logos places more emphasis on the event, evoking more of a fiesta/get-together feel.
These logos are direct and legible and thus better for recall, and clarity about the event.
Part I.I : Prerequisites
After presenting the options, the clients felt confident and clear about direction. We discussed their prerequisites on a call so we were on the same page on expectations, what they wanted to see and how they wanted to interpret it.
Then, they requested two distinct drafts from each concept and I was given permission to suggest alternative color directions.
Part II: Logo Development
The logo development has four distinct phases. We started with Art Direction to establish the visual language and strategic approach, then moved into Key Element work to work on the core visual that would anchor the logo. From here, Logo Drafts let us explore my answer to the brief and pain points in multiple directions. The final stage was where everything came together.
STAGE 01: Art Direction
Concept 1: Icon-based
C1-01
An homage to my client affectionately calling their son 'Siopaobei' before he was born.
Siopao is a pork bun in Tagalog.
C1-02
I captured the likeness of their son with his bright smile and by having his hair spell out his name, Keon.
Concept 2: Type-based
C2-01
My first suggested headline.
'The First One' can hold multiple meanings: he is their first child, his first birthday celebration etc.
C2-01
A headline that leans more fun, and is a play on 'Wonderful' and making it clearer that it is Keon's first birthday.
STAGE 02: Key Element
Revisions on the KEON Key element
The client loved C1-02!
After their feedback, I created three closer variations as they felt V0 KEON was on the right track but read too young. Simultaneously, they appreciated the branding direction in C2-01, and once they saw Revision B, they decided that what they actually wanted was a hybrid of C2-01 and C1-02.
STAGE 03: Drafts
The brief asked for a headline that felt culturally rooted. So instead of using 'Happy Birthday', we used "Maligayang Kaarawan" but with a playful edge for a first birthday.
Maligayang Kaara-One.
it keeps the Tagalog phrase intact while the "One" punchline signals this is the debut, turning the cultural reference into a cheeky wordplay.
I presented the following 3 options with explanations on how these solves pain points they had while fulfilling their prerequisites.
"
We prefer the 3rd one's colours and fonts. But we feel like it's a little rigid. We also love the subtle '1' in the 2nd logo!
Could you make one with both?
"
STAGE 04: FA
When the client's timeline shifted due to vendor changes, we streamlined the approval process. Rather than presenting multiple logo variations, I delivered two cohesive design with font and color variations, allowing for faster decision-making without sacrificing the core concept.
From here, she went with Option 2 and requested for the colour palette to include reds/pinks and greens.
"
We adore option 2B!
It's perfect!
Good to go.
"
Part III: Extras & the Brand Guide
Extras: The KEON Expressions
For most of the guests, this will be the first time meeting Keon. Before the guests even meet him, we wanted them to see the different sides of him through the expressions he often makes.
From left to right: Dazed-KEON, Happy-KEON, Smiley-KEON, Pouty-KEON, Fussy-KEON.
Lastly, I explained the purpose of this brand guide to the client and how it sets a standardised reference point for fonts, logo application, and colours.
This aided in ensuring that the different products they ordered from various vendors come in the same colors, regardless of print/production method.
In the interest of online and child safety, certain details & the face of the client's son are ommitted/blurred out.
Digital Signage
Backdrop (Hand drawn & painted by vendor) + Digital Slide
Part IV: Implementation & Adaptations
The party was a success! During the coordination of the events with the different vendors, the brand guide served as the reference point for them, ensuring their deliverables maintained visual and color consistency throughout the event.
A5 Digital Invitation Card
Part III: Extras & the Brand Guide
Event Venue Entrance
05
Comissioned character work
Besides Graphic Design, I utilise my education in Animation and take on paid commisions for Character Designs and/or Character Illustrations/Fan Art ranging from fully rendered pieces to B&W sketches.
My character works do not utilise Generative AI in any capacity or at any stage of the creative process.
Other Notable work
