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Work Background
Bitget WalletVisual Lead
Jan. 2025Singapore- Creative Leadership: Develop and communicate the overall vision for Bitget Wallet, ensuring it aligns with brand goals and resonates with the target audience. - Team Management: Lead, mentor, and inspire a multidisciplinary creative team to deliver high-quality, innovative work. - Brand Refresh and Development: Conceptualising and oversee the development and consistent application of the brand identity across all platforms, ensuring a cohesive and compelling brand presence according to its brand strategy/positioning
World Table TennisHead of Creative Design
Jan. 2023 - Dec. 2024Singapore- Brand custodian/gatekeeper, define brand strategy and managing brand positioning for the World Table Tennis (WTT) brand to all stakeholders globally. - Oversee brand, creative and design requirements within the ITTF Group which consists of International Table Tennis Federation (ITTF), World Table Tennis (WTT) and ITTF Foundation. - Establish brand event design guidelines, define and create visual expressions within the WTT event's brand architecture and system. - Lead and manage a design team of 5; manage creative/design requests from various departments; communicate and foster a collaborative and innovative environment within the team. - 50% manage and 50% hands-on with design work; conceptualise, develop, provide brand strategic leadership and design vision to all WTT brand touchpoints across all events tiers, marketing, activations, brand campaigns, event brandings and promotional materials. - Collaborate closely with global event organisers, content and creative, PR and marketing, partnerships and business development and event teams to understand event objectives, business design, and creative requirements. - Liaise closely with third-party vendors / design, media agencies / event organisers (sports government organisations and federations) and maintain a good working relationship. - Lead and manage freelance designers and external agencies; providing guidance and feedback to ensure consistent, high-quality output.
Singapore Armed Forces (SAF)Deputy Chairman for Branding and Publicity (National Day Parade 2023)
Sep. 2022 - Aug. 2023SingaporeAppointed as Deputy Chairman for Branding & Publicity under the Strategic Communications Group Committee (Creative Director) in organising National Day Parade (NDP) 2023 - Singapore's 58th year of Independence organised by the Singapore Armed Forces annually. - Manage a team of 6 senior army officers appointed to be part of the branding and publicity committee, guiding and assigning roles and tasks for individuals. - Directly oversee tertiary institutions and creative agencies appointed in brand identity design creation & brand communications. - Brand guardian in the new National Day Parade 2023 brand creation - Onward As One. - Inspire, mentor, and lead the team in developing strategic brand design solutions. - Collaborate with different sponsors to create bespoke brand and publicity materials, activations and collaboration communications to promote the National Day Parade 2023. - Oversee monthly content and design creation for social media management - NDPeeps (Instagram, Youtube, TikTok, Facebook).
Julie's BiscuitsDesign Manager
Dec. 2020 - Dec. 2022Singapore- Brand champion & guardian for Julie's Biscuit (new Masterbrand relaunch) - Contribute to brand & design strategy and discussion led by the brand and marketing department. - Develop creative/marketing objectives, design concepts & developments for both offline & online brand activations/communications, and new innovative packaging extension offerings. - Collaborate closely with Director, PR & Marketing and Production team to understand business objectives and design requirements. - Perform daily quality checks for deliverables created by the external vendors to set high design standards for our brands, and oversee the print production process to ensure design integrity, colour accuracy, and image quality. - Oversee, lead, manage, provide training and mentorship to design team to ensure the output meets the design requirements. - Manager in charge of social media management's content and design (Instagram, Facebook).
SuperunionSenior Designer
Jul. 2019 - Nov. 2020SingaporeBrands I've worked on
Consumer: Julie's Biscuit, Ultra Jaya, LION, P&G, NTUC Fairprice(House brand and private brands)
Corporate: Ringan, World Table Tennis (WTT), Cheers Award: Transform Award Asia 2021
Julie’s Biscuit Masterbrand Refresh
Gold award - Best visual identity from the FMCG sector
Gold award - Best internal communications during a brand development project
Silver award - Best creative strategy - Face-to face client liaison for global brands at a mid to senior level. - Participate in creative workshops and strategy for projects before start of project. - Participate and manage creative projects from conceptual stage by bringing original ideas to life with fresh visual solutions which able to adapt across touchpoints to production stage. - Participate in press checks, colour proofing or print production to ensure design output effectiveness. - Responsible in mentoring and inspiring junior creatives in the team; Provide artistic and technical
guidance to the team, ensuring a high level of quality and consistency. - Oversee external vendors and provide art direction for external project (photography, digital imaging, illustration) - Partner with Senior Directors and finance to create project budgets and ensure resources are managed
COWAN DESIGNMiddleweight Designer
Aug. 2016 - Jul. 2019SingaporeBrands I've worked on
Consumer: Diageo, F&N, The Cola Coca Company, Pepsi Co, Johnsons&Johnsons, Vinda, Nestle, P&G, Hosen Group Singapore
Corporate: Go-Jek - Develop creative/conceptual ideas that meets both our clients’ objectives and briefs. - Participate and manage creative projects from Conceptual to Production stage. - Bringing original ideas to life with fresh visual solutions which able to adapt across touchpoints. - Responsible in double check final artwork making sure its correct and printable and signing off. - Oversee external vendors and provide art direction for external project (photography, digital imaging, illustration)
Jones Knowles RitchieDesigner
May. 2014 - Aug. 2016SingaporeBrands I've worked on
Consumer: Tiger Beer, Thaibev, Myanmar Brewery, Suntory, Kirin, F&N, Unilever - Bringing original ideas to life with fresh visual solutions which able to adapt across touchpoints. - Participate creative project from Conceptual to Production stage. - Participate in presentation of work and be ready to receive feedbacks from team.
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