Prologue | My Singapore Chapter
Late nights, coffee stains, restless minds
As designers, we navigate unique challenges, acquiring diverse skills along the way. Life's unpredictability demands resilience, and our design capabilities become our sharpest tools. Grateful for shared knowledge, growth opportunities, and humbling challenges.
Since 2000
Event Flyers
The web1.0 era, where the world still heavily rely on print-marketing.
'Hype' street-wear stores would lay out flyers of upcoming events and parties at their entrances. For design students, like myself in the early 2000s, it was a great opportunity to showcase our skills and get network exposure. Hence, my early hustles to get some income.
2004 - 2005
Product & Industrial Design
3 years of Tertiary Education in Product and Industrial Design was a transformative journey, enhancing my creativity, technical skills, and understanding of user-centered solutions.
2003 - 2004
Streetwear Apparels
- Afterlife Clothing
From trying to negotiate a consignment deal with 'afterlife' store owner to place my labels on their shelves, became a store rebranding project. I designed their first 2 seasons of apparel and accessories. Each season with its own narrative. This was one of my early experiences in textile supplier sourcing, screen-print industry and photography.
2004 - 2005
Burn Magazine
Around late 2004, the events company I was freelancing for, offered partnership to start a free street culture magazine. As he already had 3 investors onboard, I was tasked to assemble a team of designers, photographers and a network contributors to get the magazine up and running.
2005 - 2007 | Call of Duty
Singapore Armed Forces
- National Service (Singapore)
Regimental life does nurture discipline and the importance of teamwork amongst other things.
Yet, as a creative rebel, I had to leave my mark. I submitted my entry and won the SAF Transport Hub East Logo Design Competition. The formation badge is still in use today.
During my service, I'd take on any design tasks to keep my skills relevant to the industry. From designing logos and organising my unit 'Ninja Company' polo-ts to assisting in powerpoints presentations for the higher-ups.
2008 - 2009
Events and Production
- KINEMAT
At Kinemat, the 'Work hard, play hard' ethos shaped my growth. Reflecting on organizing corporate events, music festivals, and interacting with international celebrities, I smile. Key experiences include Sony Ericsson Traffic Jams parties with 'Arrested Development,' managing Beastie Boys logistics, and coordinating Heineken rooftop parties.
This time offered invaluable insights into the events industry.
2008... | Shopping Mall Adverts
Post-Production & Motion
While working at Kinemat and collaborating with the German Visual Artist 'Pathfindarei', I delved into the realms beyond vectors, exploring motion graphics and post-production. I secured contract work from a company specialising in media advertising for shopping malls.
My ventures into post-production and motion graphics proved transformative. Mastering the art of visual storytelling, this period equipped me with essential skills that extended beyond creative realms into marketing and web development. As technology advanced, the knowledge gained during those early projects became instrumental in navigating a dynamic and today's evolving digital landscape.
2008...
Letting go...
While not directly related to design, there was a pivotal moment in my personal and professional growth when I chose to part ways with two cherished activities from my younger years – skateboarding and breakdancing. In 2005, I gained sponsorship from Nike, followed by a couple of local fashion labels. Although the popularity garnered played a role in securing design opportunities, my deeper commitment was to the evolution of design itself. This decision marked a significant juncture that would test and shape my journey in the years to come.
2009 - 2010 | My Australia Chapter
B.A Design
Industrial Design | Interior Design
During my university years, I deepened my expertise in industrial and interior design, building on my diploma in product and industrial design to master both disciplines.
2010...
Remain Calm & Repeat Process...
"Forming a new network"
As I embarked on a new chapter of my journey, it was the ideal moment to satiate my creative impulses. Acknowledging the need to secure design projects once again, I faced the challenge of building exposure in a foreign land. Juggling pizza deliveries, studies, and a social life, I found myself surrounded by a network of fellow students. Recognizing that many couldn't afford my design services, I selectively chose projects aligned with impactful causes, navigating the complexities of being a foreigner in an unfamiliar environment.
In our capabilities we trust
My sharpest tool...
"Use it to survive!"
In the third month post-graduation, financial strain hit, and I found myself grappling to meet rent payments. Depleting my savings on a graduate visa, granting me two more years in Australia, I faced the harsh reality that my degree didn't qualify for direct permanent residency. Despite this challenge, I believed in the potential for accelerated growth by staying. Initiating the first version of this website marked the beginning of a series of iterations over the years. In the era of the transition to web 2.0, terms like UI and UX were unfamiliar, and responsive design was rare. Undeterred by the odds, I trusted that my capabilities held value for numerous companies.
Continual iterations of this online journal over the years.
2010...
Industrial Designer
- Sterling Products
Over the subsequent years, I dedicated myself to refining skills and expressed deep gratitude for those who generously shared their knowledge. This journey involved mastering diverse areas, from vinyl graphics to operating large CNC machines, tackling manufacturing and engineering issues, challenging traditional design norms and gaining inadept understanding of materials and manufacturing processes. Innovative approaches, enhancing production efficiency as well as project tenders. I embraced opportunities for a comprehensive understanding, leading to design with heightened empathy. The journey extended beyond design, encompassing website upgrades, marketing, and strategic segmentation of company capabilities. Connecting prior knowledge, this holistic approach aimed to improve outcomes strategically.
2014 | Education in Business IT
M.A Business Process Management
In 2014, I decided to pursue a Master's degree in Business Process Management, with a focus on IT and Business, while working full-time. This decision was influenced by the desire to gain a more comprehensive understanding of the business landscape and its intricacies. The course provided a platform to explore the potential of technology to enhance business processes and outcomes. The knowledge gained proved invaluable in navigating the digital landscape and its rapid evolution.
2015
After five years of professional experience, I found myself at a crossroads, prompting a thorough reevaluation of my career trajectory. Recognising the need for a fresh perspective and seeking personal growth, I confronted the question: was I accumulating five years of genuine professional development or simply repeating one year of experience five times? Faced with a stagnant career and rising living costs, I embarked on a transformative journey. By strategically relocating to India, where the Australian dollar could be stretched further, I temporarily stepped away from my job. The ensuing month-long backpacking expedition across India provided a valuable opportunity for self-reflection, exploration, and gaining clarity about my aspirations. This life-affirming experience became a pivotal moment as I meticulously planned and envisioned the next chapter of my professional journey.
2015
Entrepreneurship
In late 2015, I met my future business partner, a former CTO prioritising family over his career. His mentorship guided my entrepreneurial journey, leading to the founding of Digital Hustlaz. Combining his experience with my drive, we sought capital for the business and living expenses, while I balanced full-time work and property ownership.
2015..
Digital Hustlaz
- Co-Founder & Creative Chief
Embarking on the journey of establishing Digital Hustlaz was a profound and transformative experience. Motivated by the prospect of reducing costs, the decision was made to set up the company in Malaysia, navigating the challenges of an unfamiliar business landscape. The initial struggle to generate sufficient income prompted a relentless pursuit of knowledge in coding, design, business, and marketing. This multifaceted learning journey proved to be extremely challenging, yet the potential unlocked by acquiring new skills, experience, and capabilities was promising. The endeavor involved forging and fostering partnerships, emphasizing better value offerings to clients. However, the anticipated scalability did not materialize as swiftly as expected. In a miraculous turn of events, an interior design position in Singapore was offered, despite the exhaustion of juggling two jobs over the last decade. While the acquired skills were priceless, the determination to learn and harness knowledge remained unwavering, propelling forward on the path of continuous growth.
2016 | Returning to Singapore
Leap of Faith...
After a decade of managing dual roles, I embraced change by accepting a job in Singapore to address financial concerns. Motivated by a passion for design and technology, I sought a balanced lifestyle and an opportunity to enhance my expertise in the interior design industry. The decision to relocate was also driven by a desire to be closer to family. Joining a renowned firm marked a dream opportunity, prompting me to make the most of the experience. This move not only marked a new chapter in my professional journey but also led to a significant personal milestone—meeting my future life partner.
2016
Interior Designer
SCA Design (Ong & Ong Group)
As a Commercial Interior Designer in Singapore for a year, I successfully managed to win projects encompassing that accounts to more than 25,000 square feet of commercial spaces with a cumulative project cost exceeding 3 million dollars. My responsibilities spanned the entire project lifecycle, from conceptual designs to winning tenders. Followed with overseeing the design process, ensuring a harmonious blend of functionality, aesthetic appeal, and adherence to budget constraints. This experience offered invaluable insights into the dynamics of large-scale project management, client engagement, and navigating the intricacies of the commercial interior design industry within an extremely fast-paced economy.
2019 | Back to BrisVegas
"The Design Hustla"
Digital Hustlaz | Heather Grey
My relentless design hustle encompassed a diverse array of projects, spanning web/app development, UI/UX initiatives, interior design ventures, and branding projects. The journey involved navigating remote pitching, providing 3D visualization support, and crafting intricate construction drawings. In the realm of tech support, challenges were met with resilience, echoing the army adage, "Tough times don't last, tough men do."
As the world grappled with the challenges of the COVID-19 pandemic, the design landscape became even more demanding. In the midst of uncertainties, a silver lining emerged when one of my clients extended a senior full-time position as the contract concluded. This opportunity not only provided stability but also afforded a chance to breathe easier amid the evolving professional landscape.
Design trancends into code...
