Week 10 Assignment: Professional Creative Portfolio


Hi there! My name is Nadiah and I am a graphic designer who draws personal experiences as inspirations for a lot of my works. I enjoy doing branding and making illustrations. and packaging designs. As a graphic designer, I aim to make the world just a little more fun and colourful. Here is my website under works!

Best Projects

I designed a DIY lava lamp kit that aims to educate children on the phenomenon of Bioluminescence. Click here to find out more!

I created a typeface called ULANG inspired by a common manifestation of OCD which is repeating obsessions. I used repeated modules, hence the name ULANG which translates to ‘repeat’ in Malay. Click here to find out more!

A series of editorial illustrations on the importance of having breakfast. Click here to find out more!

Creative Portfolio/Branding Presence of Yellow Mushmellow

1. What are the main platforms that the artist/designer uses to communicate their brand?

Yellow Mushmellow has several platforms where she displays her works but she uses Instagram primarily to communicate her brand. On her website, she also recommends to stalk her social media links for more current updates. She currently has a 6,940 followers and is very active on Instagram.

2. How do they utilise each platform effectively?

On her Instagram, she would post both her commercial works as well as personal works. That way, she keeps an active presence on the platform which drives a bigger following as her constant updates makes it worth-while to follow. Additionally, she interacts with her followers through the poll or question-answer function. She would then use the responses in crafting her works. That gives her followers a sense of involvement in creating the beautiful works of art. She also always promotes budding graphic designers/artists through her platform which creates a sort of community, as opposed to exclusivity.

3. What did they do in their biography to communicate themselves effectively?

In her biography, she makes clear the type of works that she does along with her inspirations to sort of give people an idea of what to expect. By using words like wild, whimsical and playfulness, her biography exudes a sense of fun and colours which would be attractive to many. She also adds a few of her top achievements in her line of work to assure potential clients/hirers of her credibility.

Creative Industry Report: Yellow Mushmellow

Aida Sa’ad, better known as Yellow Mushmellow is a Singapore-based freelance illustrator who has worked with several large-scale brands including Starbucks, Mcdonald’s, Uber and Redbull. Aida’s illustration works are usually very whimsical and colourful. According to her, a lot of her works are mostly inspired by the spontaneity of a child’s wild imagination. What is special about her works to me is the way she uses art and design as an outlet for empowerment while facing different adversities in her personal life.

An example would be her struggles and experiences with her two sisters that are reflected in a lot of her works. Her sisters, Aisha and Sheila have special needs. In 2017 when both her parents went on their religious pilgrimage to Mecca, Aida was left to tend her sisters at home and according to her, it was mayhem. So many unpredictable things happened that caught her off guard so she decided to depict them in a series of comics that she posted on Instagram.

It was so well-received that she eventually compiled the 70 comics into a book titled Magic and Mischief. It helped raise awareness on the  It is really so admirable how she always involves her sisters and their friends in her work processes, from training them for tasks (like sewing) in a sheltered workshop to using their drawings, voices and ideas as inputs for bigger pieces. This is because she believes that one problem people with special needs face is that not all will qualify for jobs after graduating, and they can’t find meaningful activity to do for most of their adult lives so she always thinks of ways that would allow them to lead self-sustaining lives in the future. I aspire to create works of art with a greater purpose like she does.


Description: Deliverable 2 is a product of ‘Masak Time’ which is a cooking competition in the poster (Deliverable 1). It consists of a box to hold a sample of four recipe cards. The idea behind it is that they are recipe cards of recipes created by the participants of the competition. The recipe cards will be given out to residents after the competition as a little token from MY YEW TEE 2019. How the competition works is that residents are required to build a team with their neigbours to be qualified for the competition. They are then to create original fusion recipes. This way, it creates a platform that encourages neighbours to get to know each other by working together in something that everyone loves: FOOD!

Box Template
Front of cards
Back of cards

Final outcome:


Poster for a community day event called MY YEW TEE 2019

Description: A day filled with events specially organised for residents of Yew Tee where they are able to come together and carry out exciting activities suitable for all ages. The poster also works as a map for the events held that day with very concise and easy to read information bites. The colours I picked are limited but I believe are eye-catching. One of the activities available is a cooking competition called “Masak Time” and will link my first deliverable to the second.


I made use of instagram’s poll and question feature for my survey as I figured that it would get the most outreach. Furthermore, since my target audience are adults and young adults, my followers were suitable for the survey. Attached is a look at my instagram survey:


Instagram Survey

Example of responses

I curated my questions to target the awareness on the importance of social cohesion between neighbours and the results are as follows.

  1. Do you know any of neighbours?

90% YES 10% NO

2. Do you know their names/have their contact numbers? 

49% YES 51% NO

3. Do you interact with them? If yes, when and how often? 

Common answers:

  • Only acknowledgements when they chance upon each other
  • Once or twice per month
  • At corridors/lift lobby
  • Special events e.g; hari raya, chinese new year etc

4. What could be possible reasons neighbours do not communicate?

Common answers:

  • Busy
  • Arrogance and unfriendliness
  • Lack of common topic
  • Racial separation
  • Shy/reserved

5. Do you think it is important in today’s context, that we know our neighbours?

90% YES 10% NO

6. Would you be open to getting to know your neighbours better?

92% YES 8% NO

7. What are some of the ways in which we can improve social cohesion between neighbours in Singapore?

Common answers:

  • Gathering during festive seasons (eat together)
  • Community gatherings/events
  • Sharing food
  • Smile more

Conclusion: From my survey, I have found that there are indeed many Singaporeans who are open to the idea of getting to know their neighbours but it has become too much of a norm for it to be awkward or weird to interact with neighbours beyond a smile or a hi. Thus, in my project, I aim to break that stigma and normalise interacting with neighbours in hopes for a stronger social cohesion between them.

Reflection – Dialogue in the Dark


  • Briefly share your experience going through Dialogue in the Dark. What were some of the feelings, thoughts, challenges and insights gained while role playing a blind person?

The room was pitch black. The last time I experienced darkness like that was in Batu Caves in Malaysia but that was with some light still. When I first entered the room of total darkness, I felt like I could not breathe for a few seconds because my brain was not used to not being able to see while having to navigate my way through. It was in an instant that I realised how much I have relied on my sense of sight. I felt helpless as I walked throughout the tour as I had to rely more heavily on my other senses which I realised was sadly, not that good either. 

What really hit me was when we had to cross the road without our sight, something I never took notice of. I had no awareness of how far the other end of the crossroad was and how long I had to cross which made me panic. Then, I knew I really take for granted my eyesight as I would always use my phone while crossing roads.

I have always known of the existence and struggles of the blind community but never have I thought to experience or empathise with them. I always just thought “Oh, blind people cannot see” but never have I gone beyond to think that the simplest daily activities are struggles to complete due to their blindness. Yet, struggling was not the case for our lovely tour guide. I found it heartwarming to know that she finds the beauty in being blind. Most of what she shared with us were positive experiences which made me realise that we should really be more grateful.

  • Drawing on your experience, can you think and list some of the benefits inherent in the design research technique of role-playing?
  • Being able to experience first-hand and empathise to thoroughly understand and uncover the needs of the target audience
  • Create more bespoke products that tackles more specific issues through better understanding
  • Create better user experience
  • Be more aware of things you would not have taken note of before without role-playing and later doing a more extensive research
  • Clear doubts and assumptions on the matter of research


  • Can you think of some contexts where role-playing can be useful to help discover and definition of design challenges or contribute to the development of design solutions?

Role-playing allows one to fully immerse in the certain experience which I believe design can only go so far to do so. Design more so communicates a message but not so much, the experience. Again, role-playing creates empathy to allow the audience to understand more deeply, the issue at hand.



  1. Forced Marriages

Unlike arranged marriages, forced marriages are marriages without the consent of either or both parties. It occurs for reasons of preserving wealth or family reputation. As old-fashioned as it sounds, it is unfortunately still a part of various cultures around the world despite it being illegal in many countries



2. Ocean Habitat Loss

Habitat loss causes the displacement of many creatures and living beings in this case, in the ocean. Unfortunately, most of the time, ocean habitat losses are caused by the doings of human beings such as urbanisation, pollution and so on. Not only does it directly affect the organisms in the ocean, it in turn threatens those whose jobs rely heavily on life in the ocean such as the fishermen.



3. Food Wastage

Food wastage is a global issue that is caused by poor economic behaviour or stock management as it occurs not only past consumption but also during production and retail. With negative impacts towards the environment, for Singapore, NEA has been working to combat the issue in many means.



4. Neighbourhood Social Cohesion

In a fast-paced country, it is no surprise that the social cohesion between neighbours in Singapore is not very strong. Everyone is too caught up with getting by their days that they overlook the importance of getting to know neighbours, people who are physically closest to them, second to their family members. This is my topic of biggest interest as I would like to explore creative ways to solve this seemingly small but important and relatable issue and bring light to it.


Singapore has seemingly lost its ‘kampung spirit’ where neighbours would visit and interact with one another on the daily. Children playing with one another while conversations brewing between the adults were the norm. According to a study by HDB and the National University of Singapore Centre of Sustainable Asian Cities and Sociology department, interactions between residents today are ‘incidental and minimal‘. It goes as far as a smile or a hi only when they run into one another. Otherwise, everyone is behind closed doors.

This stems from the pride of being independent in today’s modern society. As such, no extra efforts are put in to getting to know neighbours that do not value-add to personal lives on the surface level. In fact, neighbours, being people living in the closest proximity to you, are likely to be of big help in emergency situations. Knowing your neighbours would be good for the sake of safety and security.

In a survey of 2,200 residents in five HDB towns, they were asked to score their frequency of interactions with neighbours, from a score of one (never) to five (daily). Overall, they ranked “exchange of greetings/ small talk” as the most frequent activity, with a mean score of 3.47. Safekeeping of house keys and borrowing and lending household items ranked the lowest at 1.11 and 1.25 respectively.

Undoubtedly, there have been efforts to counter the issue such as the Good Neighbour Movement:

In this project, I would like to adapt some of the current measures taken to improve the social cohesion while also tackling it in a creative viewpoint. This lack of interaction between neighbours proves to be a problem and I would like to create means that become catalysts for a heightened social cohesion in Singapore neighbourhoods.


My main target audience would be adults who I believe are largely the victims of the lack of social cohesion between them and their neighbours. In the busy school and work lifestyles, they do not see the importance of getting to know their neighbours but instead rush for their precious and minimal private hours. They put up a sub-concious barrier without realisation and eventually becomes a norm. Besides that, adults could also be a leading example of better neighbourhood bonds as their children would mirror their actions which would later follow them in life.


Sensing Punggol by Spang & Lei

Sensing Punggol is a collaborative artwork between residents in Punggol. They were from neighbourhood environmental data collected by Punggol residents of all ages. The data sculptures allow you to discover hidden life stories behind sensor data such as air particulate-matter levels, sound levels, and UV levels, as a way of quantifying the relationships between humans and their environment across a period of time. I believe it is a fresh and creative way to present connections in neighbourhoods that is interactive and suitable for all ages. It really targets the interaction between neighbours when they interact with the artwork collectively.

HDB Image

HDB Community Week 2019 Poster

The poster is very clear in presenting the available activities throughout the community week and has very simple and concise illustrations. The connecting lines helps my eyes move throughout the poster which makes it easy to digest. However, I feel like the colours used could be improved as it looks quite dull and not exciting.

Kejiranan by Toby Tan

This project involves residents from different neighbourhoods in Punggol coming together to repaint their neighbourhood basketball court. I believe that this project directly improves the issue at hand, being social cohesion between neighbours. It involves neighbours of all ages painting, which is a job anyone can partake in. I commend the inclusivity of this innovative and meaningful project.

Assignment 3 – Multi Fold Print (Process)

For this project, we were tasked to make a brochure based on the poster we made for Assignment 2. Here’s my poster:

My “exhibition” revolves around the endangerment of species of frogs which was what I wanted to portray in my 3D brochure. I was very inspired by these layered cards.

cool b-day card.... the next time someone needs one, I'm gonna make one with this in mind.

I wanted to create an image through layers as such but I wanted mine to be simple and to the point. Here are my messy sketches for the brochure.

Time to illustrate it! I retained most of the frogs and plants as I wanted consistency between the brochure and poster.

A quick b&w test print:

Here’s my final brochure design:


It did not turn out exactly as I had in mind but I’m still okay with it. I don’t like the exposed white back parts on the plant and frogs that are sticking out and should have seeked assistance to counter the problem. Otherwise, I’m happy that it looks consistent with my poster which was one of my initial goals.