Founded Pericraft in New York City in 2001. A "catalyst for communication", Pericraft is a vehicle for delivering communication design consultancy. After two years in business, Pericraft ceased it's operations in New York and was re-established in Singapore in 2005. As Principal, managed a loose network of freelance developers, illustrators, photographers, and graphic designers. Conducted key operational tasks involving client servicing, project management and creative direction, as well as providing leadership in Pericraft's strategic planning and in new business development. A selection of Pericraft's past and present engagements are highlighted below.



Pericraft Singapore

• F J Benjamin is a key player in the fashion, timepieces and lifestyle industry in Asia. Established in the late 1950s, F J Benjamin holds the distribution rights to luxury and casual fashion labels such as Valentino, Celine, Banana Republic, Gap, GUESS, Marciano, LaSenza and RAOUL. In the timepieces category, Girard-Perregaux, JeanRichard, Bell&Ross, Chronotech, Mac Ecko, Nautica, Victorinox and Nike. F J Benjamin's recent venture in the lifestyle/F&B/entertainment segment produced St James Power Station. An entertainment complex housing nine venues ranging from dance clubs, live music, sports bars to restaurants.

Initiated a pitch and was awarded the task of website redesign and development. Conducted a comprehensive analysis of the organization's needs and proposed an intuitive User Experience and Information Architecture for the website. Conducted brainstorming sessions with the client on business requirements, crafted functionality documents for the website and generated guidelines for online branding. Planned a systematic online marketing and communication strategy through consistent branding, website design and development, operations management, information design within the site and building relevant online communication channels with users. The website focused on creating destination points for investors, showcasing the brands that F J Benjamin represents and assisting recruitment initiatives. Presently, Pericraft has been entrusted with F J Benjamin's business for 4 years running.

• Appointed to redesign the RAOUL website, F J Benjamin's in-house fashion label focusing on mid-range business, casual and formal wear. Pericraft designed a sophisticated, yet flexible system to accommodate the brand's seasonal campaign colors. Provided design templates for the shopping area and extended the design direction of the main website for a seamless user experience.

• Developed branding for online and offline applications for Privé. Three venues located at Keppel's private island, Marina at Keppel Bay, constituting a high-end New York Steak and Grill restaurant, a Waterfront Bar and a Bakery Café. Art directed and created illustrations used as cornerstones in the brand's communication through the website, print advertisements and marketing materials.

• Collaborated with Xsago in developing mobile applications. Provided product branding, interface design, illustrations, User Experience wireframes and marketing materials for foyage; a venue finder, peer-to-peer review and location-based social networking application for iPhone and Android platforms launched in Singapore, Jakarta and Surabaya.

• Collaborated with global advertising agencies as well as locally based design studios to spearhead online and offline communication design projects for clients such as: Accenture, ArcelorMittal Asia, Aviva, F&N, Lasalle College of the Arts, Levi's, Mastercard, Media Development Authority of Singapore, Motorolla, NUS, O2, Pan Pacific Hotel, Samsung, Sony, Sony Walkman, Singapore Airlines, Singapore Navy, Singapore Tourism Board, SingTel, Standard Chartered Bank, Taj Hotel, UOB.



Pericraft New York City

• Took part in the mtv.com site redesign in 2001 as one of four freelance Art Directors. Specified style guides and designed layout templates, focusing on the Community and Bands sections. The site enabled MTV to fully integrate television programming with their online community. The website design and architecture features functionalities for message boards, member pages and profiles, sweepstakes and newsletters.

• Created an interactive brochure used by the Chase Manhattan Bank Small Business Unit sales teams to acquire new customers nationwide.

• Union Pacific Corporation 2001 Annual Report - Designed layouts, assisted the remote art direction for photography. Coordinated photo retouching, illustrations and pre-press production.

• generationrice.com - Designed layouts, produced templates and architected the information structure of an online magazine about Asian American culture. Escalated subscription by more than 200% and won "Website of the Year" for the 2002 Philippine Web Awards - News and Zines category.

• Participated in the creation of online campaigns for clients such as: Microsoft WindowsXP, MSN, Rockstar Games.

As Senior Interactive Art Director, provided leadership in concept development and execution for key OgilvyOne accounts. Performed as creative lead in concept development and execution for online advertising campaigns with clients such as Nokia Asia Pacific and Worldwide, DHL, IBM, Cisco, Levi's and American Express. Contributed as creative lead in new business pitches for online, below the line and above the line campaigns for Levi's 501 Reborn, Singapore Airlines - Airbus A380, Guinness Singapore and several global as well as regional Nokia product launches. Concept development for above and below the line American Express CRM and market acquisition initiatives.

• Played a significant role in developing and winning new business for Levi's global and regional accounts through the Levi's 501 Reborn campaign. Lead the creative team and supervised the production of the Levi's 501 Reborn campaign site. The site attained international and local awards such as the 2004 OneShow Gold Pencil, Silver and Bronze Clios, D&AD Merit, New York Festivals Gold and Bronze WorldMedals, CCA Singapore Gold, and Macromedia Site of the Day.

• Lead the design and development of an online campaign consisting of a microsite and banners and EDM for the Nokia 3200. Aimed for the teen market, the microsite features DIY templates and drawing tools to create personalized print-outs for the Nokia 3200's clear plastic covers. The campaign was awarded the 2004 OneShow Merit, Clio Merit, D&AD Showcase, New York Festivals Finalist, CCA Singapore Bronze, DM Asia Best of Show, Macromedia Site of the Day, and Favorite Website Awards.

• Conceptualised, designed and coordinated with the development team in producing an online racing game for the DHL campaign "No One Knows Asia Like We Do". Played an instrumental role in the concept and design stages of the below the line campaign as well as DHL's internal corporate campaign.

• Spearheaded interactive projects for Nokia Enterprise Solutions, including the NES microsite for Nokia Security and Servers and the Nokia Business Mobility microsite.

Lead the creative team at UNYQ Inc. in the execution of online brand building as well as advertising campaigns and communication design projects. Managed Unyq's day-to-day operations including liaising with freelance developers and designers, crafting client presentations, as well as participating in directing Unyq's internal brand development.

• Engaged in brand consultancy and management for Insyght, an events management and communications company for the medical sector; and Colette Malouf, a high-end jewelry and fashion designer.

• Art directed, designed and produced online advertising campaigns for clients such as MasterCard, Whirlpool, Kraft, Hilton Resorts, TurningLeaf Wine, and Flonase through the Martha Stewart/Omnimedia website.

Performed as Design Lead in the development of interactive projects. Coordinated efforts between the Design Department, User Interface Architects, and Technology Department to assess user interaction specifications and branding objectives.

• Lead the design team in producing a website and interactive kiosk for MoMA Open Ends 2000 - A permanent exhibition on Pop Art from the 1960s to the present. Was awarded a Merit Winner in the HOW Interactive Design Competition, as well as featured in HOW Magazine August 2001.

• Produced website designs and interaction ideas for Concrete Inc. and Concreteinc.tv. The two sites demonstrated Concrete Inc.'s capabilities as a global e-business consultancy. Participated in the re-branding campaign of Concrete Inc. (formerly Concrete Media).

• Produced website layouts and templates for the Bechtel Telecommunications marketing and recruiting website which featured worldwide Bechtel projects, job postings, media releases, online brand applications and graphic style guide.

• Developed interactive prototypes and created presentation materials for Fox Interactive/News Corp., Bechtel, Avon, DotTV.

Designed Environmental Graphic and Navigational Sign Systems for private and government institutions. Created detailed construction drawings, programmed location plans based on information hierarchy versus traffic flow diagrams, as well as supervised construction and installation of these systems. Clients included Alliance for Downtown NY, American Museum of Natural History, City of Red Bank - New Jersey, Brooklyn Public Library, MTA, Prospect Park Wildlife Center in Brooklyn, Queens College, and the Smithsonian Institute - Hubble Space Telescope Travelling Exhibition.