One Under 30: Young Creative Spotlight – Sui Ying Hon

Highlighting young talent in the ad world – one person at a time.

In our ongoing series spotlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature focused on rising talent in the advertising & marketing world – one person at a time.

This time we talk to Sui Ying Hon, Senior Designer at Design Bridge and Partners in Singapore.

Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the job, what she’s not so crazy about, some of her favorite campaign work, and more.


 

The Basics

Name: Sui Ying Hon
Age: 29
Company: Design Bridge and Partners
Position: Senior Designer
Hometown: Singapore
Current Location:
Singapore
Education: Victoria University of Wellington, Bachelor of Design Innovation, 2015


Seven Questions

How did you get your first break in the industry?

Getting to where I am today was not at all planned but a result of eliminating what I was not keen on going through an academically rigorous education system to figure out academics was not for me, graduating with a major in Industrial Design to figure out that the work itself while fun was too niche.

So, with the criteria of creative and variety, I took a chance, applied to heaps of design agencies with a portfolio full of lamps, and started a design internship which turned into a full-time position.

What is your mantra?

Be nosy!


 

I am an inherently nosy person, which I believe benefits my creativity. I just have to know more about anything that piques my interest. And you never know when all these nuggets of information can help to inform your work in the future.

From what person, place or thing have you drawn your greatest creative inspiration?

I have been fortunate to spend time in different countries from a young age, exposure to different sights, speaking to different people and experiencing different ways of living has kept me hungry for more beyond my immediate comfort zone.

We have so much to learn from each other.

“Being a designer has encouraged my varied interests in culture, fashion, gaming, film, photography, storytelling… The way every project is a new challenge means you have to stay curious.”

What do you love about the job?

Being a designer has encouraged my varied interests in culture, fashion, gaming, film, photography, storytelling… The way every project is a new challenge means you have to stay curious. It’s a job that keeps you on your toes.

What about your job are you not so crazy about?

The business side of things, numbers, practical considerations.

What is some work you’ve done that you’re most proud of?

I had a lot of fun with the work we did for Colgate Optic White O2. It was an entirely new product, new technology that needed a new identity.

From sitting down with the R&D team in Colgate to get right into the science of how the product works, to developing an identity from scratch that speaks to people and packaging that stands out in a sea of whitening toothpastes, this project is an example of the breadth and depth we at Design Bridge and Partners go through with every piece of work, while cementing my love of design as a vehicle to explore vastly different fields.

If you had to choose another career what would it be?

Living off the land on a homestead or running a bed and breakfast somewhere close to nature.

Picture of Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

 

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