VC1 | brochure five designers

kllylmrck (kelly limerick) – local

Kelly Limerick is the pseudonym of Singaporean-born artist Kelly Lim (born 1991).
She is a crotchet artist and also a graphic designer.
Having first picked up crochet in 1997 when she was 7 years old, Kelly then taught herself knitting, and has since been using both skills for her distinct artworks.

Kelly often creates without a sketch or set patterns to produce unique, one-off designs. Her work includes elements of ‘kimo-kawaii’ (きもかわいい)- a Japanese term meaning grotesque-cute- and focuses on textures and details.
Recently, she has been exploring large-scale installations, which inject unexpected visual impact in urban spaces and aim to provide immersive experiences by engaging the site.
Much like a living creature, her art ‘grows’ with new inspirations every single day.

Read more about her here:

I chose her as she is pretty well known in Singapore for her crotchet art, and she breaks people’s perspectives on what art should be. She really is Singapore’s pride as she is daring enough to be who she wants to be. She even changes many perceptions of crotchet art, as majority assumes it to be an old people’s art.

studio juju (local)

Studio Juju is led by Timo Wong and Priscilla Lui to practice design across disciplines in furniture, products and spaces.

The studio’s approach is fresh and optimistic and each project is a union of simplicity and warmth, functionalism and whimsy, refinement and relevance.

Timo and Priscilla consider their design practice as a freedom to exploration, and as a medium for collaboration.

Studio Juju has been honored the “Designers of the Future” by Design Miami/ in 2011. They were winner of the Design Report Award at SaloneSatellite in the same year.

In 2014, the studio was awarded the Singapore President’s Design Award, Design of the Year for their ‘Rabbit & Tortoise Collection’ for Living Divani.

A Tent, situated in W Hotel, Hong Kong

This is a really interesting product which was previously conceived for the Design Miami/Basel “Designers of the Future” award.

Back in 2011, Studio Juju captured both the Design Report Award for best newcomer contribution at SaloneSatellite, and the W Hotel Designers of the Future Award.  

Their design philosophy was designing a good experience with any project. They believe that the encounter with any physical design has to be both sensorial and emotional.

I chose them as I feel that the spatial furniture and other works done by them is really modern and creative.

Alexandra Alberta Yeo (Local / London)

From Indonesian Chinese heritage, Singapore born Alexandra’s core inspiration is travel and adventure as she has travelled the world extensively since she was a teenager. Having gone to all-girls boarding school in Sydney and Brisbane, Australia then a period of high school in Long Beach, California and completing college at University of Southern California in Los Angeles. California. Later, working in fashion in New York City and Los Angeles for designers such as Lanvin, Rag & Bone and Opening Ceremony. Her curiosity for culture and adventure is evident and undeniable. Her fascination with gemstones was intensified when she attended the prestigious Gemological Institute of America in New York City. Alexandra Alberta’s passion for playful, colorful gemstones are seen in her designs. Never boring, and unafraid of color, her designs display a rainbow array of different tones and colors. This really exemplifies Alexandra’s free-spirited, multi-layered personality, and her individual style. She believes in dressing however she wants, without any subscription to one particular style.  But always, polished and well put together.

From the moment Alexandra began designing jewelry, she has been smothered with requests to purchase her one-of-a-kind pieces.

mike voropaev (russia)

Digital artist Mike Voropaev was born in December 1992 in Kirov, Russia. From early ages he was interested in computer technologies and 3D graphics. At age of 11 he created his first 3D model for a elementary school talent show.He studied computer science and engineering at local university and graduated with a masters degree. Later he rediscovered his passion for design and 3D graphics, and started to work as a freelance designer with strong technical background.Now he lives in Saint Petersburg, Russia and works internationally with a lot of well known brands and startups, creating unique visual experiences.In each of his projects he actively experiments with different styles and unexpected tools – from 3D graphics, VR, AR, code, animation to paint, cloth and even analog film.
Intensively using his knowledge in technologies, fashion and every aspect of contemporary culture, he tries to resonate with zeitgeist and topics society worried about.

houth (taiwan)

Image result for houth taiwan

HOUTH is a creative studio based in Taipei, Taiwan that flexibly integrates creativity, strategy, design and resources to create fresh solutions for our clients.

HOUTH designers appreciate simple, pure things, and interpret “this hilarious world” through a unique perspective. They strongly believe there are no rules to follow in life; instead, there are only choices. Inspiration always comes from real life experience. The two H’s in ‘HOUTH’ represents the two co-founders, while ‘OUT’ represents their desire to transcend established systems or frameworks.

Ho Wan Chun – – – Art Director & Illustrator
Huang Chi Teng – – – Creative Director & Photographer

They specialise in:
Branding: Naming, Logo & logotype, Identity system, art direction, creative direction
Graphic Design: Event, Exhibition, Book Design, Packaging, Typography, Photography, Illustration
Motion Graphic

Till then,

VC1 | poster design final

Task: To conceptualize and create a poster that’s appropriate for the Singapore Design Week 2019.

Your poster should include the following:

  • Singapore Design Week 2019;
  • A Slogan (of no more than five words) that captures and reflects the aims of the event.
  • 04-17 March 2019
  • Singapore Design Week champions design thought leadership by bringing the design, business, and public policy worlds together to answer how they can intersect better to bring about needed innovation and solutions to build businesses, engage communities and enrich people’s lives. Save the date!

This is the look of it after being printed and filtered by apps .

Concept: Design Playground

For my Singapore Design Week theme, I wanted to show that design and creativity is fun, playful and colourful. I decided to use a water playground, as playground shows the fun and playful element. By using water playground, I am able to show colourful as there are splashing going on, and it’s pretty similar to the colour run concept, when you go in clean and out filled with colours. I wanted to show that there’s no limit to how creative one can get, and if you’re in the water playground, you can keep hanging around there!

Slogan: Slidin’ with Creativity

I came up with this slogan to play around with the words of “working” with creativity. But instead of “working”, it’s to slide with creativity, as my work has many slides.

My concept is that the aim of Singapore Design week is to showcase designers and the endless boundary of creativity, there’s no limit to how creative one can get, and creativity is all about being fun and playful! This slogan helps to strengthen my concept as what my slogan means that at this water playground, you will slide with creativity, and the slides you take will eventually lead you to the common pool, where it’s filled with creativity juices / elements. It also enhances the point that creativity and design make life more fun for designers and audience!

We all need a little creativity and design in our life to brighten up our lives!
Read here on my design process and explorations!

VC1 | poster design brainfarts

VC1 | poster design explorations

Reflection on Assignment 2:

I never expected so much thought to be put into doing up a poster design, and that as a designer, there are so much more underlying meaning to everything we do, more than what the audience actually depicts. With the meanings we want to show to the audience, we try to make it into a creative, fun and visually engaging artwork. I think that I managed to hit that! However, I think doing up such an illustrative artwork was probably a risk I took, as I am not very well-skilled at illustrations and I was very afraid of it. There are still much more room for improvement for my illustration, and I need to pay a lot more attention to details, especially for artworks as complex as the one I did up. Doing up an illustration, there were many things I had to consider of, and one important one was perspective. I wanted to show a 3D water playground on a 2D platform, and perspective was very important which sometimes I overlooked. But from that, I learnt more about Illustrator functions and how it’s able to help my perspective issues!

Feedback I got from Michael was that my slogan doesn’t really pop up due to the colours I’ve used, and it seems to be fighting with attention with the rest of the elements. There can also be more breathing space for the graphics part, and for the body text, it’s a little too tight on space, compared to the rest of the part. The slides were also a little too big and can afford to be smaller. With that, I tried changing my slogan’s words all into one colour and I think it really stands out more!

Overall, I enjoyed doing this assignment and I’m glad I took the risk of doing an illustrative poster!

Till then,

VC1 | poster design explorations

Design Explorations

As concept 3 was the weakest concept I have, I chose to further work and digitalize on concept 1 & 2, and came up with these.








For Concept 1 (Left), I used slides, to show the fluid movement of design and creativity and to show that it is fun and playful. I also tried to put the title “SDW” inside, by having the slide as S, pool as D and the deck chairs as W.

For Concept 2 (Right), I wanted to use the architecture of Singapore to talk about the advancement of design in Singapore, and to use the neon effect to show futurism.


The humans in concept 1 looks pretty weird as they are all the same and very robotic (hahaha) but it was just a mini draft I did up to show that there will be humans in there!

I should play out more, make it more playful and interesting, and add more colours. As there’s only one slide now, it seems finite instead of endless. If I want to use letters, maybe I should make them into floats.

Concept 2 is definitely a no go and I should just focus on concept 1.

From these feedback, I went back and started drafting a few more layouts for Concept 1.

I decided to focus and digitalize the left sketch as my final as I think that there it shows more creative elements and “fun” due to it being seen as a water playground.

I did it up with stroke on Illustrator first, without adding in colours for the elements.

Next up, I added colours into the elements and started playing around with the fonts.

draft 1

draft 2

draft 3

draft 4

Amongst all, I preferred Draft 1 and showed it to the class.

Feedback (for draft 1):

Slogan and Singapore Design Week seems to be fighting with each other as they are of same size. Body text can be smaller for breathing space. Can shrink down to lock the space. Can have a greater affinity with creativity, add more creative elements as now there’s too much summer parts. – maybe diving / water splashing / paint.

Can emerge colourful after sliding?

Can have a common pool, as a gathering point where people converge? Pool can be colourful? Shift location of slogan to form it in the pool, can have some humans holding the words. Bring in some of the play.

Design Refinement

From the feedback, I tried to incorporate and add in the comments mentioned by everyone.

I came up with a rough draft.

I think the humans holding the boards showing the dates and Singapore design week worked really well, but the pool seems abit weird and messy due to the colours.

I tweaked it around and changed it having a blue pool, and when the humans jump in, there’s extra colours (to show them bringing creativity into the pool)








Initially, I was thinking if I should go ahead with a pale blue background or yellow background, but I think that the yellow background shows more contrast!

I presented the following to the class:


Many preferred the one with the purple slide sliding the words Singapore Design Week. Watch out for the body text, can afford to be smaller, and it’s not as readable now, can be cleaner. There’s too many humans, can cut down for breathing space. Currently very cluttered. As I had orange slides for some and yellow slides, many agreed that yellow slide is better. Can shrink down to 80% of the current artwork, focus more on the main areas. There’s perspective issues for the purple slide, need to work on that. Can shift the placement of the slogan in the pool to make it more fun.

With all the feedback I’ve got, I edited it and am done with my final artwork!

Stay tuned for the next post to see my final work!

Till then,

INT1 | principles of new media essay

For my short essay, I will be talking about the Principles of New Media in relevance to my Interactive I Installation Project – The Tree. I will referring to the notes mentioned in class, and also the reading from Lev Manovich, “The Language of New Media”.

Numerical Representation

From the reading, I understand that when new media are created from scratch or converted it’s composed of digital codes and are numerical representations.

There are 2 key consequence

  1. Can be described using a mathematical function
  2. Can undergo algorithmic manipulation and media becomes programmable.

It was created on computers and originate in numerical form, but were converted from various forms of old media. Digitization happened when converting continuous data into a numerical representation.

To make the tree function in a certain manner, tons of coding was done to set the movement of the tree. Our project definitely involves numerical representation as we have to key in specific numeric data while coding the movement of the servo motors, specifically the seconds and angle, and also the distance of ultrasonic sensors. Behind that, it involves a literal numerical representation whereby the information we typed on the front of the screen converts into binary data.


It is the fractal structure of new media. New media objects are object-oriented, composed of parts made up of smaller parts reminiscent of a “fractal structure”. It consists of a number of separate objects. It is made from independent parts which retain a measure of autonomy even if embedded in another new media object.

Our Tree Project definitely has modularity, be it physically wise or coding. The tree is made up of many individual branches that comes together to form a whole, which shows the physical modularity. For coding wise, each branch is attached to a servo motor, and we have coded it into a manner where every servo motor moves at a different speed, time and angle, and will not be exactly the same or affects one another.


Numerical coding of media and the modular structure of a media object to allow for automation of many operations involved in media creation, manipulation, and access. Human intentionality can be removed from the creative process.

Our Tree Project definitely am able to run by itself without a user, once it’s being coded in. As it is set on loop, the project will keep on running and emits data when needed, until the power source is gone.

However, there is only a certain level of automation for our project as we do need human interaction to make the project work, else it will be static


A new media object is not something fixed once and for all, but something that can exist in different, potentially infinite versions. This means that each time an audience reacts to the interactive art, the output varies. Variability is a consequence of numerical representation and modularity combined and is closely connected to automation.

There is variability for our project as each audience will get a different experience from our interactive art depending on the location that they are standing. We coded our project to react in a different manner when at a different distance away from the tree. Furthermore, 360 degrees around the tree, the branches will react differently depending on which direction/angle the audience is coming from. Therefore, there is variability based on the distance of the audience and tree, and everyone will get a different experience.


It is the reconceptualization which occurs during computerization, the transformation of media into computer data. It creates a composite blend of human and computer meanings. It is also the most substantial consequence of media, which suggests that there are two distinct layer – the cultural layer and the computer layer. Both layers influence each other and are being composited together.

For our tree project, it was the theme ‘interstice’ that made us think of doing up an interactive tree, which signifies our cultural layer, whereby we talk about the interstice between people’s comfort zone with the usage of a non-human.

This influenced our computer layer which was when we started to work on how to make the interactive art work the way we want to and also portraying our message.

In conclusion, I believe that my group’s project does consist of the 5 principles of new media and I can’t wait to see it in full action! Now it’s time for me to go back to coding it to make it work!!

Till then,

HOD | art nouveau

For my Art Nouveau design, I decided to come up with an abstract design that is relevant to Singapore and my childhood.

I used ixora flower, which is found in Singapore. It’s often used as a garnish to add colour, but I think Singaporeans know it as the flower to suck nectar! It contains sweet and edible nectar, you can just pull a bunch of them out by the stem and suck on the base of it. I remember when I was a kid, my parents told me about the  I always searched for it outdoors so that I can suck the nectar!

Here’s an image of the flower I referenced from!

Image taken from

I also wanted to add other elements of my Singapore childhood into my abstract design and thought of the mimosa. Mimosa leaves are commonly found at grass patches in Singapore, and when I was in primary school, I realised that mimosas close up when something comes too near! Since then, I always like to find mimosas and purposely go close to them.

Here’s the image I referenced from

Image result for mimosa leave
Image taken from

I incorporated both the mimosa and ixora into my abstract design, to show that this is my unique Singapore art nouveau! Here’s the final design!

Till then,