In today’s crowded digital landscape, standing out requires more than just bold ideas; it’s about communicating them effectively through design. For this project, I had the opportunity to work on creating a brand identity for “Somewhere Else” — a project that needed to cut through the noise and capture attention with subtlety and purpose.

The challenge was to develop an identity that was simple yet impactful, with a design that felt both modern and timeless. The visual language I created was built around the concept of space and individuality, using minimalism as a key strategy to make the brand feel fresh and unique. Clean typography, thoughtful color choices, and a straightforward logo were central to the overall aesthetic.

✜ Before we get started — how are things on your side today?

→ Pretty good, thanks for speaking with us! It’s been a full week, but in a good way. Lots of conversations, lots of thinking, a nice momentum this late in the year.

✜ Let’s go back a bit. How would you describe the studio’s focus today, and how has that shifted since you started?

→ Today we’re much more focused on working with ethical and responsible businesses; especially challenger brands bringing new types of value to people. We also rely much more on primary research now; having that foundation helps us address our clients’ business concerns and strengthens the strategy behind the work. In the earlier years, we couldn’t always be selective about whom we worked with, and purpose-driven businesses were less common. We also weren’t always able to operate at a more strategic level. Took us years to earn that trust, especially in the FMCG space.

✜ And being based in Singapore — a global hub but also a small market — how does that influence your perspective?

→ Singapore’s domestic market is very small, so most businesses here naturally think beyond the country from day one. That forces us to adopt a global viewpoint too, drawing influences from everywhere. We aren’t held back nor try to establish a Singaporean voice or identity either. Instead, we’re more interested in expressing values that resonate with a contemporary audience anywhere in the world.