Lay Hiang's Portfolio | Resume
Lay Hiang's Portfolio
lay hiang, li xiang, resume, portfolio
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2010 May

Nanyang Technological University
Bachelor of Fine Arts (Honors) in Visual Communication

2004 July

Singapore Polytechnic
Diploma in Multimedia Technology


2013 January to
2015 October

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 June to
2012 June

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 to
2009 August

First Food Industries Pte Ltd
Intern as Graphic Designer

  • Job scope include:
    • Packaging design for in-house products
    • Design catalogue for the marketing team
    • Photograph and document products for company website

2004 July to
2006 June

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 January to
2004 May

Pixal Pacific Pte Ltd
Intern as Multimedia Developer

  • Layout and design chapters of Chinese idiom comic books

2014 March

The Design Society Journal
One of the selected magazine covers featured and published on The Design Society Journal Issue 1

2009 March

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

Marketing Excellence Awards 2015

  • Excellence in B2B Marketing – 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


The Elite Assembly

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





Merchandise Design0

Event Execution0



  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe After Effects
  • Adobe Dreamweaver

Programming Language

  • Basic HTML
  • Basic CSS