OVERVIEW: Even before COVID-19, businesses were adapting to the usage of using e-Menus instead of physical menus. Physical Menus get dirty overtime, are expensive in the long run and takes up unnecessary space.

CHALLENGES: The first challenge was to adapt to the small screens that customers have. Unlike traditional print media, it is harder to control where you want the customers to look at, with an A4 or A3 sized menu, getting their eyes moving is an easier task.

SOLUTION: Made the elements stand out extremely, made sure that the flow of the eyes were linear, from top to bottom. With the dotted lines and assisting in eye movement, the customer did not feel that it was a hassle.

RESULT: The menus led to a lot of praise, with each item standing out, along with the prices, leading to an easier and faster ordering experience.

OVERVIEW: I have always felt a slight irritation whenever an older uncle calls out to me and tells me that we have it easy now, and life was so much harder back then. But over the years, I have slowly developed empathy towards their thoughts, and I have begun to understand what they mean. A lot of it is the lack of understanding in today's technology, as well as how the world moves forward.

CHALLENGES: Trying to understand why the older generation feels this way is challenging, only because it starts of as a nice explanation and it ends up being a heated 'blame game'. But of course I found different ways, I read research papers and commentaries on similar topics. As such, I wanted to write my own commentary on this.

SOLUTION: Eventually, it turns out that every generation has got this problem. Ray Dalio's book 'Principles for Dealing with the Changing World' talks about this exact topic, and as it turns out, there are only so many personality types. He goes back into 500 BCE and it is actually all a loop: Tough times create tough people, tough people create good times, good times create weak people, and weak people create tough times. Whatever that is happening right now, has actually happened back then.

OVERVIEW: I was tasked with writing an article on "How to start a consulting business in Hong Kong", with a requirement of 1000 words, explaining in simple terms on what is required to start a consulting business based in Hong Kong.

CHALLENGES: As I have never started a company on my own, nor do I know anyone who has started a business consultancy in Hong Kong, it was down to research and reading. Due to the different structures we have here in Singapore, I had to read up a lot about the different structures and ask my self questions like "What is the equivalant of a sole proprietorship in Hong Kong? Do they even have this structure?".

SOLUTION: Fortunately, information is everywhere on the internet, and after reading up and understanding the differences betweeen Hong Kong and Singapore, I managed to finish the article. Along with my background in a Singaporean consultancy, I had an idea on what to write in the second page - things like maximising efficiency, and understanding the purpose of your business.

OVERVIEW: Chong Yee Temple is undergoing refurbishment and renovation, due to wear and tear and I was tasked to write a short copy for the temple to use in their brochure.

CHALLENGES: Likewise with many of my other projects, I was never exposed to things like architecture, traditional chinese architecture furthurmore. Therefore the process was difficult, as well as understanding what was to be offered and how this renovation would be done.

SOLUTION: I met up with the committee of the temple to understand the overall picture better, asking questions and listening is the key to help you write good copy

OVERVIEW: Due to COVID-19, many traditional business were suffering as they were not well-equipped with the correct resources for Digital Transformation. With the world revolving around tech and digital space, many buzzwords were thrown around, making things even more confusing. Our company then created a Whitepaper, to address and help out traditional businesses.

CHALLENGES: One of the big challenges here was to return to our textbooks, to try and re-understand the differences of what Digital Transformation, Digital Integration and Digital Optimization was. As this was a book for traditional businesses, our target audience were split into 2 groups, the older generation of people who have been running their businesses for a long time in a traditional way, as well as a young adult audience whose dream was to become a digital entrepreneur.

SOLUTION: Therefore, with these in mind, I went with the art direction of big, bold and striking elements, I made use of negative space to redirect eye movement back to the topic at hand. And as the book was filled to the brim with text, I split it up, and placed "breather" elements in between, so that the consumer will not be overwhelmed.

RESULT: The book was well received, and an unexpected marketing and branding tool was created, we would send these out to clients, be it local or overseas and the books would get shared with even more people. Several business and consultancy websites picked up on it.

OVERVIEW: Pinnacle is a learning and development initiative, spanning NextGen empowerment and upskilling, entrepreneurship bootcamps and executive education.​ As part of a Brand Transition exercise, I was tasked to lead the design on the new collaterals Pinnacle required, first and foremost were things such as Namecards, email Signatures and Certificates for participants.

CHALLENGES: As Pinnacle is a broad learning initiative (as mentioned in Overview), a key challenge would be to incorporate the design elements/narrative of each vertical product (1. Nextgen 2. Entrepreneurship bootcamps 3. Executive Education) and showcase a combined whole into a single fluid design for Pinnacle as a platform, because each product is very different in itself, and thus posseses different design narratives individually.

SOLUTION: Made contact with the overseas counterparts, there were times where my team had no idea what we were marketing and creating, therefore to make things easier, we would do taste tests on some of these products. There's no better way to understand the product, other than to use/consume it, and this was what I did. As for the missing assets, most of the time it would be pictures of wine bottles or certain ingredients, that was were I did my own photoshoot for the products.

RESULT: Overtime the social media page gained traction and more customers purchased the products. Our counterparts overseas were thoroughly impressed with the visuals and requested for some of the visuals to be reused in their own countries as well.

Misc UI + Copy