Empowering SaaS & AI with Thoughtful Digital Design
© 2025
Based in Singapore
UI Interaction Designer/ Creative / UI/UX
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Talentmesh
Talentmesh is an AI-powered hiring platform that helps companies identify top talent faster by analyzing CVs, predicting performance, and guiding smarter hiring decisions with data.
01
Industry
Recruitment Technology
Deliverables
UX/UI Design
Product Strategy
Brand Identity
Dashboard Design
Data Visualization
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UOB SMS Q
UOB SMS Q allows customers to request a queue number remotely before arriving at the branch—minimizing wait times and streamlining the in-branch experience through a simple, mobile-first interface.
02
Industry
Banking
Deliverables
UX/UI Design
Mobile Experience
Product Design
Interaction Design
User Flow Optimization
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BW Group
BW Group is a global maritime company involved in shipping, floating infrastructure, and sustainable energy. The project focused on enhancing digital touchpoints to reflect the scale and innovation of their operations.
03
Industry
Maritime & Energy
Deliverables
UX/UI Design
Corporate Website Design Content Architecture
Responsive Design
Design System
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NTUC Income Blog
Income’s blog is a content hub designed to help Singaporeans make smarter financial decisions. The redesign focused on improving readability, navigation, and mobile responsiveness for a better on-the-go experience.
04
Industry
Insurance & Finance
Deliverables
UX/UI Design
Content Experience
Mobile Optimization
Information Architecture
Visual Refresh
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Super Coffee Group
Super Group, one of Asia’s most iconic instant coffee brands, embarked on a major rebranding journey to elevate its positioning across Southeast Asia. As Senior Creative Lead, I drove the transformation across multiple touchpoints—from brand identity and creative strategy to TV commercials and talent management.
05
Industry
Food and Baverages
Deliverables
Creative Direction
Brand Strategy
TVC Campaign
Photoshoot
Art Direction
Packaging Design
Multi-market Rollout
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BW Energy
A streamlined redesign of BW Energy’s website to improve user experience, showcase operations, and align with their brand vision in the energy sector.
06
Industry
Maritime & Energy
Deliverables
UX/UI Design
Corporate Website Design
Content Architecture
Responsive Design
Design System
I collaborate with brands and institutions on both national and international levels, focusing on product design, branding, and video advertising. My expertise spans graphic design, user interfaces, art direction, and digital experiences. I started in advertising—where storytelling, craft, and emotion shaped my foundation. But over time, I was drawn to the way product design solves real problems and creates lasting value. I believe that design should be genuine, capturing the true essence of products and brands. At the heart of it all lies human connection—an irreplaceable element no tool can replicate.
I started in advertising—shaping stories, crafting visuals, and learning how to move people.
But over time, I found myself drawn to digital—where design isn’t just seen, it’s used. After years in creative agencies, I shifted into product design to build things that solve real problems.
From internal tools to public-facing websites, I now work on products that are both beautiful and functional.Today, I help startups and tech teams create thoughtful digital experiences that grow with their users.
Product Strategy
Creative Direction
UX/UI Design
Design Systems
Prototyping
Motion Animation
Interaction design
• Gold – The Loyalty & Engagement Awards (2013)
• Bronze – Excellence in Data-Driven Marketing (2013)
• Finalist – Marketing Awards (2013)
• Gold – Asia Promax (2012)
• Bronze – Effie Awards (2012)
One of the highlights of my journey was shaping the refreshed identity for Super, a heritage coffee brand.The rebrand repositioned Super as a modern, lifestyle-forward name — helping re-energize its presence across Southeast Asia. The project culminated in its S$1.45B acquisition by Jacobs Douwe Egberts.