Select Works


People Profiles | High Net Worth
Profiling high net worth individuals for deeper insight into them as humans beyond the professional and public fronts. Features include: politician Baey Yam Keng, arts practitioner and ex-MNP Janice Koh, venture capitalist Pocket Sun, and Executive Director of ArtScience Museum & twice-TED speaker Honor Harger.

Cultural Streetscaping | Kantar Consulting
Reporting on market trends and providing case studies to shape business and marketing strategy for global brands.

Business Case Studies | Twitter B2B content to showcase how Twitter switched on growth for global leading brands. More examples on request. Social Media Content | Uniqlo Creating relevant content that humanises products via people features. Styled for photoshoots.

Curators of the Month | SilverKris Magazine
Profiling tastemakers and experts for opinions on trending industry topics.

Property launch marketing | FARM
Edited, wrote and coordinated with designers for a series of 5 newsletters and a 72-pager print for the launch of GEM Residences; links to digital PDFs: Food, Design, Wellness, Community, Transport + 72-pager print). A total of 500,000 copies were printed and distributed.


More information on other skills including content localisation and strategy, PR relations, SEO and social marketing, as well as client recommendations, can be found on LinkedIn.
References from past experiences available on request.


Social Campaigns

50forFifty Changemaker — Tackling mental health stigma
For A Golden Home (more information below) — Elderly staying alone in 1-room flats
WhyBeTowkayTan — Integration of migrant workers
TapTalk — Parent-child relationship in the digital age


Corporate Identity, Copywriting | Kat Asia 
Corporate Profile, Corporate Brochures, Case Studies, Copywriting | People's Association 
Exhibition Design, Content Management, Copywriting | Singapore Day (2014)
Interviews, Case Studies | Eastern Health Alliance
Website Design and Copy, Press Kit, Social Media Marketing | For A Golden HomeEditorial 

Spatial Design & Photography

Cromly | The Working Capitol 
 Redefining traditional notions isn't an easy task, but it's what this sleek new hybrid coworking space is here to do.
Cromly | Democratising Design
library@orchard aims to bring new meaning to the word "design"―one that is accessible, communal and essential.
Cromly | Playground of an Office 
Spotify is all for the literal meaning of "Play Everywhere".

Interviews & Photography

Cromly | Cellini’s Legacy 
Cellini was named for a lesson that survived centuries: a moment of serendipity with an artist’s masterpiece that challenged the beliefs of a metallurgist.
Cromly | The Collector of Stories 
 There is senseless hoarding, and there is the careful collection of memories via physical memorabilia.
Cromly | Kaye and Justin 
Kaye and Justin are travel aficionados that bring the magic of travelling right into their home.


RØMP Magazine | Hawker Fare 
As significant as they are in our heritage as a symbol of our diversity and disapora, hawker stalls mostly run on the toils of older generations. Yet even these elders may prefer their children to seek more well-perceived livelihoods despite the importance of lineage in a hawker dish’s authenticity. [pg 10-15]
Cromly | Traditional Bookbinding in The Modern World
Amidst the growing buzz of our local handmade movement, older craftsmen mostly stay out of the spotlight, choosing to quietly continue their work with the skills that have veined their limbs with age. Bynd Artisan brings traditional bookbinding and leather making to life through their own artisans and a century of shared experiences and knowledge.
Cromly | Our Homes of Our Past 
An SG50 initiative exploring how Singaporean homes have evolved in the past decades. Read them here and here.

Arts and Culture | Lifestyle | Travel

City Nomads | Barcelona
RØMP Magazine | Japan
City Nomads | MONSTER CAT
City Nomads | Ilo Ilo
Challenge Online | Dinner Conversation Guide
Cromly | Preschool Spaces Redefined
Cromly | Guide: Differences between IDs, Contractors and Design-and-Builds
City Nomads | Social Food Enterprises
City Nomads | Artistry Cafe

Creative Direction |  Production | Design

Video Production | Poppy Flora x Cromly
Infographic Design and Copy | Cromly
Art Direction | Cromly DIY


Social Campaign: For A Golden Home

For A Golden Home is a campaign to raise both awareness and funds for our elderly living alone in one-room flats via Habitat for Humanity Singapore, while empowering and crowdsourcing projects. I conceptualised, organised, wrote proposals, website and marketing copy, worked with a designer and programmer for the website and blog, did media press relations, project managed, created a video, held events, and other nitty-gritties of carrying the campaign out. Without the help and support of so many who came together, this would not have happened.

During the live period of two months, the campaign raised $61,122.93, gathered 50 pledgers such as The Yoga Co, The Paper Bunny and duostudio, created a video, and garnered various media mentions on The Straits Times, ChannelNewsAsia, and Lian He Zao Bao. 

You can also check out our community on Instagram at #ForAGoldenHome.

Happy to speak. Email me for creative projects, editing and writing commissions, as well as social campaigning work!


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