I was responsible for designing new product packaging from concept to retail as a designer at Sutton Tools. 

This involves designing print artworks, dielines, mock-ups, photography, and producing web image library of final products. 

Collaborating with multiple stakeholders and different makers, we produced products with unified brand language so users instantly recognises them while they shop.

Taking cues from the original brand, I created a new logo and brand identity for Carbitool that was modern, minimalist and reflected the company’s commitment to progress and innovation. 

The new brand identity was applied across all of Carbitool’s products, such as its website, marketing materials, social channels and product packaging. 

To keep the product catalogues looking fresh, I conceptualised, styled, photographed, and retouched the new covers and section dividers. 

I also designed and produced the interactive PDF and finished art for the printing of the physical catalogues.

Among one of my most favourite projects, I conceptualised and designed the campaign for “100 Years of Sutton Tools” that include special edition products and corresponding event collateral including the logo, advertisements, web banners, billboards, brochures and photography.

Working with the printers and stakeholders, we went through many iterations of the packaging before arriving at the final design that met the design goals and budget.

A range of tools geared towards hobbyist and project-based applications, I conceptualised and designed new product packaging for P&N Workshop and Quickbits range, from mock-ups to print. 

I also photographed the products, retouched the images, and created digital assets for the web.

I conceptualised and re-designed the service guide and advertisements for Surface Technology Coatings, giving it a new visual identity. 

This identity was subsequently applied to its website and other marketing collateral.

To mark the 70th anniversary in business, I updated the original logo and redesigned new product packaging for Frost from mock-ups to print. 

I also photographed the products, retouched the images, and created digital assets for the web.

I art directed and designed the in-flight entertainment magazine Tiger Tales for Tiger Air.

Working closely with creative directors, editors and stakeholders to ensure that the magazines met their needs and reflected their brand identity.

I also managed the entire design and production process for the magazines, from concept to completion. This included working with writers, photographers, illustrators, and other creative professionals to develop the content; and overseeing the proof checking and printing of the magazines.

I art directed and designed the in-flight entertainment magazine Air Macau.

Working closely with creative directors, editors and stakeholders to ensure that the magazines met their needs and reflected their brand identity.

I also managed the entire design and production process for the magazines, from concept to completion. This included working with writers, photographers, illustrators, and other creative professionals to develop the content; and overseeing the proof checking and printing of the magazines.

I art directed and designed the in-flight entertainment magazine for Air Macau.

Working closely with creative directors, editors and stakeholders to ensure that the magazines met their needs and reflected their brand identity.

I also managed the entire design and production process for the magazines, from concept to completion. This included working with writers, photographers, illustrators, and other creative professionals to develop the content; and overseeing the proof checking and printing of the magazines.

I art directed and designed the in-flight entertainment magazine Tiger Tales for Tiger Air.

Working closely with creative directors, editors and stakeholders to ensure that the magazines met their needs and reflected their brand identity.

I also managed the entire design and production process for the magazines, from concept to completion. This included working with writers, photographers, illustrators, and other creative professionals to develop the content; and overseeing the proof checking and printing of the magazines.

I brought UENO’s fashion label to life through my photography and art direction. 

Making the most use of natural lighting, I captured the essence of the brand in the images, and I designed a minimalistic profile booklet that showcases the label’s unique style.

Wheels Asia Magazine is a leading publication for car enthusiasts in Singapore. I was an art director, designer, and photographer for the magazine. 

My work in this publication is characterised by its use of bold typography, dynamic compositions, and striking imagery.

Wheels Asia Magazine is a leading publication for car enthusiasts in Singapore. I was an art director, designer, and photographer for the magazine.

My work in this publication is characterised by its use of bold typography, dynamic compositions, and striking imagery.

Wheels Asia Magazine is a leading publication for car enthusiasts in Singapore. I was an art director, designer, and photographer for the magazine.

My work in this publication is characterised by its use of bold typography, dynamic compositions, and striking imagery.