Lay Hiang's Portfolio




2010 . May
Nanyang Technological University
Bachelor of Fine Arts (Honors) in Visual Communication
2004 . Jul
Singapore Polytechnic
Diploma in Multimedia Technology



2014 . Mar
The Design Society Journal
One of the selected magazine covers published on The Design Society Journal issue 1
2009 . Mar
Photographers’ Stories
A photography showcase in both Ang Mio Kio Public Library and Central Public Library
World Skills Competition
Represented Singapore Polytechnic in preliminary round of graphic design competition



The Valley of the Deer
Marketing Events Awards 2015

  • Best Event Production – Gold
  • Best Event Ambience (Consumer) – Gold
Glenfiddich Love, Lineages & Legacies
Marketing Events Awards 2014

  • Best Venue Experience – Bronze
The Glenfiddich Experience
Marketing Events Awards 2014

  • Best Venue Experience – Silver
The Elite Assembly
Marketing Magazine’s Agency of the Year Awards 2014

  • The MARKies: Best Idea – Direct Mailer
  • The MARKies: Best Idea – Business Events
Festival of Media Asia Pacific Awards 2014

  • Best Targeted Campaign
Marketing Magazine’s The Marketing Awards 2013

  • Best B2B Event – Bronze
  • Best Event Ambience (B2B) – Bronze
  • Best Digital Integration (B2B) – Silver
Marketing Magazine’s Marketing Excellence Awards 2013

  • Excellence in Integrated Marketing (B2B) – Silver
Sephora Hot Wheels
Marketing Magazine’s The Marketing Awards 2013

  • Best Pop-Up Shop – Silver


Professional Experience

2013 . Jan
2015 . Oct
GOODSTUPH Private Limited
Art Director

  • Conceptualise and execute creative briefs from various Account Executives
  • Manages a creative team of 3
  • Portfolios include: AXN, Balvenie, Castlery, Electrolux, Hewlett Packard, Glenfiddich, Monkey Shoulder, Reyka, Sailor Jerry, Sephora, Spa Esprit, The Straits Times, The Damn Good Shop and UOB
  • Job scopes include:
    • Establish brand tonality and visualise social media contents for various brands
    • Create contest Facebook tabs during campaign period
    • Involve in building brand materials such as brand guidelines
    • Design microsites and eDMs for campaigns
    • Provide visuals and recommendations for events and campaign constructions such as Sephora Hot Truck, The Glenfiddich Experience, The Reyka Encounter and The Valley of the Deer
    • Design event invites, direct mailers, collaterals and take-away gifts
    • Ideate and design merchandises and packaging for The Damn Good Shop
    • Create pre-production mood boards for shoots.
    • Art directs photo and video shoots
    • Cast talents to work with, for example, illustrators, photographers, videographers, programmers and product designers
    • Coordinates production and execution with various vendors
2010 . Jun
2012 . Jun
First Food Industries Pte Ltd
Graphic Designer

  • To reinforce corporate branding
  • Portfolios include: Bonmil and Glico
  • Job scope include:
    • Reinforce corporate branding through stationery design
    • Revamp older packaging design
    • Design and conceptualise new products’ packaging
    • Revamp Glico gift packs annually
    • Photograph and document products for company website
    • Maintain and update website
    • Liaise production with printers
2009 . May
2009 . Aug
First Food Industries Pte Ltd
Intern as Graphic Designer

  • Job scopes include:
    • Packaging design for in-house products
    • Design catalogue for the marketing team
    • Photograph and document products for company website
2004 . Jul
2006 . Jun
Alexander Forbes (Singapore) Pte Ltd
Communication Executive

  • In-house designer in Alexander Forbes
  • To reinforce and standardise corporate branding across the Asia Pacific region
  • Coordinate and adapt global materials for Asia Pacific markets
  • Job scopes include:
    • Conceptualise and design corporate brochures, advertisements, training materials
    • Design Intranet portal and coordinate contents for Asia Pacific employees
    • Organise and prepare overseas conferences
2004 . Jan
2004 . May
Pixal Pacific Pte Ltd
Intern as Multimedia Developer

  • Layout and design chapters of Chinese idiom comic books



Spoken Languages
English, Mandarin, Hokkien
Written Languages
English, Mandarin
Branding, Packaging, Illustration, Merchandise Design, Event Conceptualisation and Execution
Software Proficiency
Photoshop, Illustrator, InDesign, Dreamweaver, After Effects
Programming Languages