As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we talk to Soh Shi Kee, a 29-year-old Senior Design Consultant from Malaysia, now working at Transmission Agency in Singapore.
Speaking about sparking inspiration for the clients she works with she told us: “The design direction for the local B2B design industry has changed so much in recent years, I believe that B2B doesn’t have to be boring. My goal is to spark something in our clients’ hearts by pushing a bit more creativity in every work I produce.”
The Basics
Name: Soh Shi Kee
Age: 29
Agency: Transmission Agency
Position: Senior Design Consultant
Current Location: Singapore
Seven Questions
How did you get your first break in the industry?
Since I was young, I’ve been drawn to typography without knowing what it’s called. Then, I enrolled in a design college and majored in graphic design, which was a dream come true.
I was an intern at Peranakan Museum in Malacca Malaysia, which was introduced to me by a lecturer, which then led me to get recruited right after my graduation to work as a full-time in-house designer.
In the month before my one-year contract expired, my employer at the museum told me about an opening at the B2B marketing agency in Singapore where her previous designer worked, and encouraged me to apply. The interview went well, and I moved to Singapore seven years ago, and have been working in B2B marketing ever since.
What is your personal mantra?
Push yourself, don’t settle.
I had this inked permanently.
The design direction for the local B2B design industry has changed so much in recent years, I believe that B2B doesn’t have to be boring. My goal is to spark something in our clients’ hearts by pushing a bit more creativity in every work I produce.
From what person, place or thing have you drawn your greatest creative inspiration?
A walk in the supermarket – I’m a sucker for beautiful packaging.
What do you love about the job?
Being the vessel to communicate complicated information by using visuals, using design to give meaning to a brand, and seeing the design as part of campaign’s success.
What about your job are you not so crazy about?
Deadlines, even though they are huge motivations too.
What is some work you’ve done that you’re most proud of?
One of my biggest projects since I joined my current company – The HP Speaker Series.
The client wanted something sleek and modern in terms of design, but most importantly, it needed to clearly represent the campaign and leave a lasting impression. We delivered.
“The design direction for the local B2B design industry has changed so much in recent years, I believe that B2B doesn’t have to be boring.”
Together with audience research, influencer strategy, and media strategy, our interactions online are up 850% above the benchmark. So far, we have worked on more than 20 virtual events across the Asia Pacific, you can check out the case study we did here:
If you had to choose another career what would it be?
Being a foodie and recent pescatarian convert – F&B is my first choice apart from being a designer. Good food will bring smiles to people’s face and sharing a good meal is an expression of love.
