© 2013 The Design Society. All Rights Reserved | Credits Garage Interactive & Elen Winata.

Thoughts from the New Exco

We are honoured to have the opportunity to lead The Design Society. It is a heavy responsibility for us to build upon what the previous Exco has achieved. We will continue in their good work of establishing the Society and solidifying its position as a platform for the betterment of Applied Graphic Design in Singapore.

We will also continue to provide and extend a base for connecting and building relationships amongst designers as we together work towards tightening the design fraternity.


The Design Society is dedicated to the goal of raising the general standard of design in Singapore. We focus on Applied Graphic Design and its contributions to Singapore visual culture and society.

We hope to connect with and inspire local designers and engage the public through greater understanding and appreciation for good design.

Vision / Mission


Document & Archive

Appreciation of our design history must begin with a keen effort to catalogue significant works and their authors. We will start off with a digital archive, collecting and compiling culturally relevant, historical and important works. In time, we believe sufficient content can be amassed to start a Museum of Modern Design as a depository and activity hub for seminars, exhibitions and workshops.


Promote & Educate

We hope to address the current lack of discourse on the state of Singapore design through the publication of a periodical and a more comprehensive website. Our focus should include academic writings, interviews, research, and the collection of information and artworks. We will also hold conferences, talks, seminars, roadshows or any relevant activities that can help us engage with more designers or the public in our bid to better local design.


Celebrate & Recognize

Besides collecting and archiving works, we also seek to showcase local designers via our various platforms, from publications to conferences to our website which will allow us to feature, interview, highlight more designers and students as we seek to be more inclusive.


Community & Outreach

Locally, we will strive to establish a steady network and community within our industry; we hope to outreach and connect with even more designers and students as we work towards building a stronger Design Society. And with greater connectedness, designers can participate in local, regional and international design and cultural activities. The Society will be a bridge for Singapore design by initiating dialogue and exchanges with the worldwide design community.

Jerry Goh

Creative Director

Hjgher & Underscore

Jerry is a creative director of Hjgher, a creative consultancy specialising in Design Psychology that has won over multi-national clients with its holistic cross-disciplinary approach to design and business thinking. His love for print has led him to create Underscore, an independent art and culture magazine that can be found in select shops and museums in more than 50 cities globally.

Both Hjgher and Underscore have garnered multiple local and international awards including D&AD, The One Show, ADC and President’s Design Award. Between serving in awards jury, mentoring design apprentices, as well as guest speaking in an international radio programme, Jerry frequently participates in design festivals, seminars and exhibitions around the world.


Design Director

Somewhere Else

Yong currently heads Somewhere Else where he and his team dream up solutions for a wide range of selected clients. Some of these works have been featured in a number of publications worldwide.

Outside of work, Yong actively helps out in the design industry: having served jury duty for the Creative Circle Awards and mentorship for Noise Singapore. He has most recently taken an adjunct position in Temasek Polytechnic Design School.


Creative Director/Curator


Yanda is the founder and creative director at design and curatorial studio ‘DO NOT DESIGN’. He believes in the approach of marrying design disciplines with artistic creativity, and is a multi-disciplinarian. His body of work includes print, interactive, exhibitions, spacial design and content for theartistandhismodel.com, a carefully curated portal of all things creative and inspirational started in 2005 for creative professionals, students, and anyone who shares the same love for art and design. The site garnered an average of 40,000 visits per month from around the world.

In 2011, Yanda curated ‘I have a room with everything’ – a graphic design exhibition dedicated solely to the art of print with the idea of bringing an empty room to life with rich and rare printed materials. Featuring the likes of such rare printed materials are works from design studios, publishers and publications all around the world.

Jonathan Yuen

Creative Director


Jonathan Yuen is the founder and creative director of Roots, a new independent interdisciplinary design studio based in Singapore. He has worked in interactive, print and advertising fields, producing cross-disciplinary works for a wide spectrum of clients including global brand such as Nike and Nokia.

Over the years, his works have been recognized in numerous award shows, including Cannes Lions, D&AD, One Show, Art Director Club, YoungGuns Awards, Singapore Creative Circle Awards, and featured in numerous design publications. Most recently, he was selected to represent Singapore as one of the Cyber jury for Cannes Lions 2012.

Yah-Leng Yu

Ambassador of Design

Foreign Policy Design Group

Yah-Leng was formally trained at the Art Institute of Boston before moving to New York City where her creative career blossomed. In 2007, Yah-Leng moved back to the tropical island of Singapore where she co-founded Foreign Policy Design Group. Her works have been recognized and honored by AIGA, Brand New Awards, FPO Awards, Tokyo Type Director’s Club, Graphis, The Art Director’s Club et cetera. She wears multiple hats as creative director, art director, designer, idea maker and problem solver.

Edwin Tan

Founder / Creative Director

Bravo Company

Edwin Tan is the founder and creative director of Bravo Company which specialises in brand creation. Since independence, he has created many memorable branding projects which have been loved and featured in many international design publications and websites. These include the landmark Five & Dime Eatery, Singapore’s food ambassador Violet Oon’s Kitchen and The Chain Reaction Project which has become case study for design for non-profit organisations.

In his 8 year career which started at Asylum Creative, he has won numerous international awards from One Show, Art Directors Club, Communication Arts, as well as the local Creative Circle Awards and Asia Interactive Awards. He also served as a jury for the Crowbar awards. In 2013, he was named one of 40 Under 40 roster of rising talents by Perspective Magazine.

Yishan Lam



Yishan Lam is a designer at IDEO. She has led a variety of projects connecting business and social impact, such as helping to shape a more human-centred public sector and inspiring leading companies to innovate in rapidly changing markets. 

Shan has published widely in art and design publications such as Singapore Architect, Blueprint, Broadsheet, Underscore and beyond, to elevate the appreciation of creativity in Singapore.

She graduated with Highest Honors from Brandeis University on a scholarship and trained as a performer in London and Boston.

Chris Lee

Creative Director


Chris is the founder and creative director of Asylum. Since 1999, he has worked on a wide range of cross-disciplinary projects including interactive design, product development, environmental & interior design, packaging, apparel design, branding, and graphic design, garnering more than 60 international awards including One Show and D&AD, and numerous mentions in international publications. He is also active in creative education, giving regular guest lectures and talks to universities and conferences around the world.

Jackson Tan

Creative Director

Black Design

Jackson is the co-founder of :phunk, one of Singapore’s most successful and internationally renowned art and design collectives. As creative director of Black Design, he designed and curated Singapore’s landmark ’20/20′ design showcase in 2004. The Singapore Design Festival 2007 saw the premiere of ‘Utterubbish’, an exhibition based on the theme of sustainable design. In 2008, he was invited by Japan’s Center for Creative Communications to curate and present, ‘New Wave – Singapore’s Contemporary Design Culture’.

Benjy Choo

Creative Director

Kilo Studio

Benjy has been involved with interactive media for the last 10 years, having co-founded Kinetic in 1999 where he worked on brands like Nokia, Heineken, Nike and Microsoft. In 2005, he started Kilo Studio, an interactive company that explores new technology while maintaining his root sensibilities for graphic design. He has garnered numerous international awards including One Show and D&AD, and is also the first Singaporean to win a Gold for Interactive at The Clio Awards.

Roy Poh

Creative Director

A Beautiful Design

Roy was a founder of Kinetic and spent eight years as creative director at this highly awarded agency. Since starting Beautiful, he still contributes regularly to the Design Council, 4As and local art schools. Named by IAS as one of Singapore’s 15 most influential Creative Directors in 2006 & 2007, Roy was invited to speak on ‘Creativity in Singapore’ with Minister of Communications and the Arts, Dr Lee Boon Yang, in London where he was a judge for D&AD.

Hanson Ho

Design Director


Hanson Ho is a recipient of Singapore’s highest design accolade, the President’s Design Award 2012 'Designer of the Year'.

As founder and creative director of Singapore-based design studio H55 which he founded in 1999, Hanson has created numerous visual identities, brand applications, and publications which have represented Singapore on an international level. These include the visual identity designs for the Singapore Pavilion at various Venice Biennales and the Lee Kuan Yew World City Prize.

Featured by the Sunday Times as one of the top Graphic Designers in Singapore, Hanson has also received recognition and awards from some of the most prestigious international design competitions for his works, including the British D&AD, New York Type Directors Club, New York One Show Design, Creative Circle Awards, Tokyo Type Directors Club, and the New York Art Directors Club.

Larry Peh

Creative Director


A co-founder of Neighbor Studio, Larry set off on his own in 2005 and has since created an eclectic body of work that is noted for its deft handling of Singapore inspired themes. In 2008, he was part of the ‘New Wave’ exhibition by Japan’s Centre for Creative Communications and represented Singapore at the Venice Biennale International Architecture Exhibition. His work has been featured in numerous online media and print publications such as Hitspaper, Mr Porter, Taschen book, Tokyo Type Directors Club Annuals, and Wallpaper* magazine.

Pann Lim

Creative Director


With 10 years of experience, Pann has lent his creative touch to numerous brands including Citibank, Formula 1, HSBC, M1, Nike, Nokia, Singapore Airlines and Starhub. In the process he has bagged over 200 industry awards including a silver and bronze at New York One Show 2008. Currently ranked 12th in Australasia by Campaign Brief – The Work, he has also been named by IAS as one of Singapore’s 15 most influential Creative Directors for 2 years in a row.

Felix Ng


SILNT / Anonymous

A recipient of the 2011 Young Guns 9 Award from Art Directors Club New York, Felix Ng is the co-founder of design practice, SILNT and its research facility / think tank, Anonymous.

Justin Long

Creative Director


With a background in behavioural science, Justin founded HJGHER, a creative consultancy specialising in Design Psychology, winning over multinational clients with its holistic cross-disciplinary approach to design and business thinking. Internationally awarded by D&AD, ADC, AIGA, CLIO and HKDA, and having been on local award juries, his self-published magazine UNDERSCORE received the coveted President’s Design Award and can be found in select shops and museums in more than 50 cities around the world.

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