Depression and suicide are topics difficult to understand—often misunderstood and judged. How do we use design to help the mentally-stable to better understand the topic and to empathise with those experiencing depression or suicide?
A depressed or suicidal person may not need advice but what they do need is continuous support. However their state of mind is not easily understood by most. Therefore it is difficult for others to understand how to help.
Mistake is a publication designed and written to help people understand and relate to someone who is suicidal or depressed. It is a documentation of real life experiences. Hand-lettered typography design is employed to describe the emotions contained within the words of their stories. The publication resembles a personal journal of each of the interviewed subject. Before each story, questions are asked to the readers to help them see themselves in the shoes of the subjects.
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Closetstyles is a pre-loved luxury fashion platform in Singapore and Malaysia. The brand wanted social media and digital materials to look suited to their nature of business and to focus their communication materials to convey what their app does to new audience easily.
The revamp of their communication materials styling and their copywriting is focused on bringing out what the brand does and make their materials reflect the luxury brands that is offered on the platform.
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Calme is a new housebrand by CARiNG Pharmacy for its spa shower series. When designing for Calme, we wanted our design to clearly represent its positioning in the market while appealing to its intended target audience even in the midst of competition on the retail display. It had to be a balance of a pursuit of lifestyle while capturing the price bracket it was suited for.
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In 2018, GrabFood celebrated Deepavali with a Murukku delivery campaign. The client had tasked us to conceptualise a packaging design alongside a digital marketing campaign to inform its users of the availability of Murukku delivery during the festivities.
This project was pretty exciting for us as we had gotten a chance to use various skills to fulfill the role. We started off with conceptualising the digital marketing campaign and planning out the copywriting for their in-app and social media campaign. Once we were done with that, we moved on to designing the typography and the packaging.
Moving on to the campaign collaterals, we kicked off with a photoshoot of their talents and executing a stop motion of the product—down to animating the digital ads for their social media pages.
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Met Galleria is a new retail project by Naza TTDI located at KL Metropolis within Mont Kiara. In this project, we are tasked to craft the brand identity design for the retail project and define the tone of voice of its copywriting.
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CARiNG Pharmacy has had a long-running loyalty programme called Regular. When the client approached us with the project to redesign their loyalty programme and improve their marketing collateral, our first thoughts were—“Would Regular be clear enough to local audiences?”
As Malaysian consumers, we are accustomed to terms like “Loyalty Programme”, “Customer Rewards”, “Frequent Customers” and “Loyal Customers”. However, the term “Regular” might not immediately click in our heads without a clearer context. Our final chosen line was “I’m a Regular” with a play on words in its elaborated copy that regulars at CARiNG, get irregular rewards.
Most loyalty programmes are basically points collection systems—detached from a real client-customer relationship. We wanted to set the tone for CARiNG, to sound genuinely caring and thankful for its customers. Rewards and all good things remain—but ultimately it’s because CARiNG wants to thank you as a supporter of their brand.
The design approach is inspired by traditional communication—old school lovin’ between the brand and its customers—snail mails.
The marketing collateral aims to educate new and existing customers on how to transition from the traditional card system to onboarding to their all-new mobile application.
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In the year 2014, Nando’s launched a global campaign centered on friendships. The chain restaurant was commonly frequented by groups of 4 and above due to their restaurant layout, seating and conduciveness. We were tasked with the challenge of localising this themed message and making it relevant to our crowd of audience in Malaysia. In this project, Sueen Thoo contributed in conceptualisation, illustration, publication design and marketing collateral design.
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So-app? Soap?
Prior to the rebrand, our findings have revealed that there was a few aspects related to the existing branding that brought confusion to the brand. The first would be that it had a very similar colour to other chat applications which reduces its recognisability. Secondly, most users are confused in regards to the brand name. Users are often divided between called the brand “soap” or “so-app”. These two aspects weakened the brand recollection in its users and audience.
The Process
During the process of exploring a new design identity for Soapp Chat, our team explored ideas close to its original as well as sparked new ideas we believe could appeal to their targetted audience. As Soapp Chat’s unique edge is that it is a chat application that connects the dot between digital interaction to physical meet-ups through its chat, discover and scheduling functions, we played along the theme of the three ideas. We also sparked a wild idea involving soap bubbles as during our conversation with its founders, we gain insight that although Soapp is a combination term of “Social” and “Appointment”, it is intended to be pronounced as “soap” like a bar of soap.
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Hanker’s Suisse is a sugar made with Swiss technology to increase its sense of sweetness while reducing the overall carbohydrates consumed in ratio.
The product packaging was inspired by Swiss Design which is characterised by its no-frills usage of geometric shapes and bold colours. The packaging is designed to be infocentric without unnecessary ornamental elements. The final design chosen was intended to reflect an inclined graph to metaphorically reflect the increase in sweetness and health benefits.
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Initially, we were tasked to do an adaptation of CARiNG’s Fruity Handwash following their existing look and feel. However, during the design process we proposed this series as a design option to better portray the fun and fruity products.
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Softsrve Ice Cream and Dessert Bar is a local ice cream parlour. In the past, we had done works for them from merchandise design, print collateral design, photography, videography, social media content management, event planning, press release writing, PR and packaging design..
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During the Lunar New Year, Softsrve Ice Cream and Dessert Bar had decided on launching a Tofu flavoured softserve inspired by oriental flavours.
Popularly used in Chinese, is a term which directly translated means, “Eat Your Tofu”. This term is commonly used to connote flirting and interest in a person. Hence for the Lunar New Year season, to promote this new flavour, we created a social media ad based on this concept.
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Blu at the Mandala is a French restaurant located in Laos. They aim to redesign their identity to bring a more contemporary vibe to their aged restaurant.
In the proposal stage, we had drafted several possibly styling for the restaurant with the final one being the chosen option.
Inspired by their new menu and presentation, we proposed this identity which was based on the inspiration of paint and art as their new plating design had sauces and colours that resembled modern and contemporary art. The identity designed would experience a change in its colour palette with each season of menu change to connote that something new has arrived.
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During the conceptualisation of this product packaging design, we realised that most tissue and wet wipes design in the local market were plagued with cute illustrative elements and pastel hues.
The unique insight we discovered during our research process brought to light that many male counterparts do not seem to carry any form of tissue and wet wipes with them despite their constant habits of asking for it from their female counterparts. Could this partially be due to the fact that local wet wipes and tissue packaging were too feminine in its styling to be widely accepted by men?
Our wet wipes packaging redesign for CARiNG Pharmacy took this aspect into account and we had developed several designs based on minimal and contemporary designs which could be widely accepted by both male and female users. The final packaging which was inspired by pharmaceutical packaging design became the executed design due to the nature of the concept being well-suited for an antibacterial wet wipes.
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U Mobile’s #UnlimitedFlavours campaign collaboration with Softsrve tasked us with the responsibility to design and manage the print production of the product packaging to be used during their campaign as well as the design of some of the social media collaterals used on U Mobile’s Instagram page to announce the collaboration and event details.
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In 2014, when NGOs in Kuala Lumpur were being pressured to stop organising food kitchens to feed the capital’s poor and homeless, I co-wrote this social media posting for Nando’s Malaysia to weigh in on the matter. Kitchens ain’t a problem with the city. But heartlessness can be, if we choose to allow it.
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Annual Calendars are a tradition at CARiNG Pharmacy and for their 2018, they hope to invigorate the look and feel for their calendar design. We are tasked with to design a calendar that could fit the functionality of traditional Asian calendar while looking modern and contemporary enough for their younger customers to enjoy, keep and put it on display at their desks and homes.
In this redesign, we had to relook into the layout structure of traditional Asian calendars and think through how we can incorporate it with functionalities of trending planners and diaries.
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The Future of Asia is an Asian digital fashion week intended to ease the conveniences of retailers to scout out the designers of their choice and make orders for the pieces they would like to stock in their retail platforms.
We were approached for the rebranding of The Future of Asia to give it a sleeker and cleaner look fitting to showcase its designers’ works.
Our approach to the rebrand was inspired by wireframes as we wanted a graphic mnemonic non-disruptive but flexible enough to be present without interfering each designer’s unique brand for themselves and the changing collections with each season.
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In the age of fast moving consumer goods, it pays to take a second look at what we are really consuming. “Good Food Isn’t Good, Good Food Isn’t Food” is a publication researched and designed by Sueen Thoo. It takes a magnified look at common consumer products sold at the supermarkets and found in homes. Many of them which are labelled with “natural”, “good”, “healthy”, “fresh”, “fortified”, “wholesome”, “low fat” and other terminologies which at first glance sounds like a great product. However, what do these terminologies really mean? And how far are these “natural” products from what we actually purchase from the fresh segment in the supermarket.
This book dissects it all. The design approach and objective for this publication is to make the huge amounts of information easily digestible for the common reader. To make an intense subject lighter and more interesting so that as many readers as possible could absorb and benefit from the information contained within.
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In conjunction with the launch of GUESS x A$AP Rocky’s capsule collection, GUESS collaborated with local ice cream parlour Softsrve to reach out to the young local audiences. In this collaboration, we were tasked to photograph a series of photos reflecting the new collection as well as the collaboration.
The retro vibes styling was adapted from A$AP Rocky’s capsule collection.
In collaboration with Chris Fowler, Liam Chong and Liaw Mun Ee.
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In 2019, we were tasked by Le Croissant to design a pillar wrap and several standees located around Gateway @ KLIA2 where their newly launched outlet is located at. They wanted a product-centric design that would guide people to their location within Gateway.
However, we encountered an unexpected hiccup in the midst of this straightforward brief. Upon receiving a batch of newly shot photos from the client, we realised that none of the photos shot showed the products clearly nor portrayed a delicious appeal. We were a short timeline away from production and installation and we cannot afford to delay the timeline any further. How can we make this work?
With a tight budget and no further allocation for photography, we provided a simple guideline to the client and their in-store staff to help them get a photo good enough to describe the product while bringing out some sense of deliciousness. Upon receiving the photos, we have used our photo retouching and digital imaging expertise to put together a visual fitting to its purpose and their existing visual identity.
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How do we make a lengthy guideline easier and more fun to read? Check out how we did it with illustrations and iconography.
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During Decathlon’s Merdeka celebration, we were tasked with designing their social media ad to push for their promotions.
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During Astute Clinic’s 2018 Raya celebration, we were tasked with designing a set of social media content to push for their promotions and products.
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When Softsrve Ice Cream and Dessert Bar in Kuala Lumpur first launched their Watermelon Softserve, we were tasked to create noise about it on social media. After employing various strategies, we gained huge responses and coverage from local media and influencers. One of the coverage includes Insider Food and Insider Dessert as well as AOL’s In The Know. We were also in charge of videography for the outcome..
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A Singaporean children’s books publisher needed to improve their look and feel on social media. To do that, we designed a set of social templates for different usages catered to the types of content available on their page to bring higher impact to their digital presence.
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Two Sisters Pantry is a whole foods store started by two sisters who loved travelling around the world to collect different types of food like nuts, dried fruits, honey and etc. One day, they’ve decided to start a store to include their best finds from various countries to share them with the public.
The design identity crafted for this brand intends to invoke a warm sense of home to show the idea that the two sisters are actually opening up their own pantry to share it with you. Hence the entire identity is very hand-illustrated with handwritten. Each collateral hopes to give its audience a sense like it was sent by their very own good friend to them whether it be from the invite, the bottle labels or the gift tags.
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Reimagine is an annual magazine distributed by His Sanctuary of Glory to publish on its work done over the past year while establishing an annual theme of the year.
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CONNECTVTY was a concept proposed to Astro and won the Gold Kancil Awards by Malaysia’s 4As.
As Astro was transitioning from traditional television to Astro On-The-Go, we wanted to target a growing generation of young working adults living away from home. As most of them live in small living quarters, they are unlikely to have a television in their living spaces and are more likely to opt for services like Astro On-The-Go.
However, during 2011 when services like Netflix and iFlix were not yet popularised in our local market, how do we convince people to use a subscription service like Astro On-The-Go? Local audience’s mindset is that you can still watch free content if you were to watch anything online and if you want to watch TV, you should get the real deal (big screen is always better).
In our conceptualisation of CONNECTVTY, our insight was that Astro (and television in general), is something well-loved by Malaysians due to its nature which allows people to watch content together and share these moments of interaction.
CONNECTVTY is centered around bringing these moments of interaction to an online streaming service like Astro On-The-Go where people can not only comment on content with other users (like Youtube or Facebook), but screen share and watch with your loved ones. Even if you’re away from home and miss watching TVB dramas with your mom while she gives funny reactions, Astro On-The-Go will be able to share screen between the both of you as you watch the content and watch each other’s reactions and live commentary of the shows. Astro is always better when you’re watching it together.
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Perivilege was a long-time Nando’s Loyalty Programme that has a mobile application based on a stamp card mechanics. Every time you dine at Nando’s, you are one step close to a quarter chicken, a half chicken and a whole chicken. Based on this digital reward system, “How to Download Free Ayam” became the concept of this entire campaign. Despite this campaign being done in 2015, parts of the campaign materials like the diecut table standee is still a prominent in-store feature until today.
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A photography coverage of the undocumented children in East Malaysia. What happens when second generation illegal immigrants gets left behind when their parents get deported from the country? A child without identification documents are left without rights to education, job, proper housing and are isolated in hiding within the undiscovered waste grounds of townships.
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