I am a multidisciplinary Art Director based in Singapore. Practicing design since 2004, I do feel I have a good grasp of the types of design I love and styles that speak of myself. As an interactive designer it is important to keep up to date with the latest trends, however I do a lot of looking back when inspirations are concerned. I believe design should be 'kept simple but not simpler' as quoted by Einstein. Design to me, is about efficency and I strongly believe it adopts the Occam's Razor Principle. "one should not increase, beyond what is necessary, the number of entities required to explain anything". These principles remain intact when I create design driven works, but there is the added personal style which I enjoy doing, in these pieces of design. I approach Design as a past time, a hobby. I treat it as an enjoyable release and expression of myself.