Projects
- Signage System - Encorp Strand Garden OfficeEncorp Strand is a comprehensive mixed development including business suites, residences and a shopping centre. Each section of the development was individually branded, with Encorp Strand Garden Office being the name for the business suite section. Through their directional signage system, the client wanted to portray the idea of gardens to match the name and the landscaped surroundings whilst keeping true to the architectural style. The materials chosen speak to the architecture while stylised leaves create patterns that evoke the natural aspect of the project.
- Branding & Packaging - Hoja del OroHoja del Oro and Tesoritos Del Oro are brands created for a line of Indonesian cigars and cigarillos. The company’s principal investor wanted to develop a brand that would have an affinity with other more established cigar brands, while acknowledging the product’s provenance. The cigar brand (Hoja del Oro) is modern and utilises the shape of a tobacco leaf to create a pattern that is used throughout their products. The typography used is a combination of contemporary and classic, which speaks to the idea of a new brand that values quality and tradition. The second brand, Tesoritos del Oro, uses an old Dutch coin to create an emblem that hints at the idea of treasure. The typography is playful and, in combination with the cartography used as graphic detail, presents a friendly image that reflects a product that is quality focused yet attainable to a broad consumer base.
- Encorp Berhad Annual ReportsEncorp is a Borneo-based developer with a variety of properties, including residential and commercial. My team has been entrusted with the design of Encorp's Annual Reports and Sustainability Reports since 2002, the year Encorp was first listed as a public traded company. Two of them, those produced in 2011 and 2012, were awarded Best Overall Annual Report by the Sarawak Chamber of Commerce and Industry.
- Branding - Economic Planning Unit (EPU) MalaysiaThe Economic Planning Unit (EPU) in the Prime Minister’s department of Malaysia is in charge of planning the country’s socio-economic development. The minister in charge wanted to differentiate this unit from the rest of the ministries in the Malaysian government. The brief was to create a new logo that would give this section of the government a fresh look that was more corporate and less like that of a government entity. It also needed to depict the idea that this unit was the “nerve centre” of Malaysian development. The use of a wire mesh globe with multiple intersecting paths alludes to a nerve system, while its shape and colour speak of a "Bull's Eye" target. The typography resembles links on a chain hinting at the idea of everything being strong and interconnected.
- Branding - Domus Vita DesignDomus Vita Designs is a furniture line targeting young urbanites. The brand is based in Canada with production ties to China, Malaysia and Italy. Their designs are contemporary and practical and the product line is dominated by high-end sofa convertibles. The Board of Directors wanted to capture the essence of the product’s design in the logo, as well as suggest a link to Italy, where they purchase some of their designs. Clean and modern typography was chosen to compliment a stylised representation of the sofa convertible idea represented by the "D" and "V" that form the logo. The colours of the Italian flag were chosen as the main palette to link the brand to Italy without claiming provenance. Currently, Domus Vita has showrooms in Toronto and at the Las Vegas furniture show.
- Branding - Bloomberg TV MalaysiaBloomberg TV Malaysia was launched in April 2015. Every Bloomberg subsidiary has to create their studio and branding materials in compliance with the international brand guidelines set by the Bloomberg TV teams in New York and Hong Kong while injecting them with local flavour. A “songket” (a traditional Malay textile) motif was incorporated into the kaleidoscopic collage images that dominate the environmental graphics throughout the Bloomberg network, while adapting the colour palette and images to suit the target market. These images where used throughout the TV station’s public areas and studio sets, and were applied to their marketing materials.
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Work history
Executive Creative DirectorGravytrain
- Teddington, United KingdomFull Time
B2B Advertising, Design and Branding agency.
Transformed an execution-oriented team into a creative-centric one | Redefined Base One’s business objectives and developed a sustainable marketing and communications plan to achieve them | Devised and implemented a solid inbound marketing strategy, resulting in a thirty percent increase in traffic to Base One’s website and social media channels | Created and executed training schemes for new talent and clients | As creative lead, supervised and led a multidisciplinary team in various successful pitch efforts.
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Creative DirectorNorthern Magic Sdn Bhd (Malaysia)
- Kuala Lumpur, MalaysiaFull Time
Multidisciplinary design studio offering Advertising, Branding, Communication Design, Environmental Design and Interior Design and Marketing Services to a wide range of clients.
Built and led a team of creative-centric, multi-disciplined individuals | Drove a steady expansion of the organisation’s client portfolio from four clients to over twenty five | Created and executed training schemes for new talent and clients | Led the various teams through a number of successful pitch efforts creating meaningful, solid partnerships with a number of our clients resulting in Northern Magic being named AOR for many of them | Increased company’s pitch rate success by seventy percent | Received the 2012 and 2013 SCCI Annual Report Award for Overall Excellence | Developed and implemented sustainable business and marketing plans.
Key Clients: AIA . AP Media . Bloomberg TV Malaysia . Cahaya Alam . Cobra Puma . Enclave . Encorp Berhad . Encorp Strand Mall . Enfinity . La Mexicana . Lexus . Malakoff . Maybank Malaysia . Maybank Philippines . Monfils Pictures . Petronas . Puteri Harbour . Telekom
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Skills
- Design
- 360 Branding
- Advertising
- Brand Developent
- Marketing Strategy
- Art and Creative Direction
- Brand Identity
- Brand Marketing
- Brand Creative Strategy
- Concept and Ideation
Education
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BFA Communication DesignParsons School of Design
- New York, United States