GAGA ABOUT GRAPHICS
Singapore has a rich culture of visual creativity borne of historical roots and young mavericks
Do we take graphic design for granted when we're walking Singapore streets?
"As a relatively young nation with a limited design history compared to the rest of the world, Singapore is still in the early stages of developing its unique design identity."
Ryan Len on Singapore Graphic Design
IN THE MIDST of green landscapes, exciting architecture and fashion statements there is visual richness in the form of colour, typography, motifs, murals, signs, illustration and textural optics.
Singapore’s Graphic Design culture may be young but we can easily rank in the same bandwidth as other cities in the world. In 2015, Singapore was named ‘Creative City of Design’ by UNESCO.
The aim of graphic design is to tell a story, to communicate an idea, to sell. To do this effectively without boring someone to death, you make use of clever elements such as colour, geometry, illustration, shapes, space, contrast, typography and texture. Car decals, music covers, menus, packaging, movie trailers, tshirts, road signs, superstar concerts, logos, the fonts of Apple and Razer and Irvins snacks, 4D slips, casino chips, burger wrappers – all these have taken hours and hours of graphic design work to help in branding success.
Aaah Studio
A few studios are making an impact in the local graphic design scene and are elevating their market presence. One of these is aaah.studio founded by husband and wife team Ryan Len and Ella Zheng.
They named their studio “Aaah” as it conveys a wide range of emotions, depending on how it’s pronounced. It can signify happiness, sadness, anger, puzzlement, enlightenment, and many other feelings.
“This versatility is what we want our viewers to experience when they interact with us and our creations—a full spectrum of emotions and connections.”
A Chat with Aaah founders Creative Director Husband Ryan and Creative Director Wife Ella
1 Graphic Design these days involves a whole swathe of fields such as web design, UI and Interactive Design, ad and marketing, packaging, product, animation, gaming, illustration, publication/typoraphy. Must a graphic designer in Singapore know all these to be successful and marketable?
No. While having a broad understanding across various fields can be advantageous, being a specialist allows designers to develop deeper expertise and unique skill sets. Ultimately, the choice between being an interdisciplinary or multidisciplinary designer depends on individual preference, as both paths have their own merits. Furthermore, I believe that true success in design hinges less on technical skills and more on the spark of a brilliant idea. It’s this creativity that drives and enhances all other aspects of design.
2 Personally what is your favourite type of design or specialty, and what are the software tools needed to create?
Personally, I enjoy web design and creative coding in my free time. It’s an exhilarating and sometimes frustrating process – trying to crack codes and translate text into visuals. While it’s not always easy for me, I find it highly rewarding. Interestingly, you don’t need any special software to get started; you can even use basic tools like the TextEdit app that comes with every computer.
3 Design software is extremely expensive. How does a freelance designer or newly set up design company handle this aspect? Are these software/subscription costs passed on to the customer?
While design software can be expensive, it is not entirely out of reach. With subscription models now available, designers can spread the cost over time, making it more manageable. Additionally, open-source alternatives offer a viable starting point for those just beginning their careers. Many companies incorporate a portion of these software costs into their project fees, ensuring sustainability. Regardless of the expense, investing in quality design tools is a necessary step and should be viewed as a long-term asset for any design business. When there’s a will, there’s a way.
4 When a great idea flashes in your brain what do you do to remember – sketch on paper with markers and pencils, use smart tablet/phone?
I typically write down or sketch my ideas in the Notes app on my iPhone, as it’s the most accessible and convenient tool I have with me wherever I go.
5 Does travel inspire your work? Which country’s/city’s design culture do you have a soft spot for?
Definitely. Travelling enables me to view the world through a fresh perspective, immersing myself in different cultures and learning from diverse environments. I do have a fondness for Japan’s design culture, which seamlessly blends traditional and modern influences. The simplicity and functionality inherent in Japanese design, along with its rich subcultures, continually inspire me.
6 How would you describe Singapore’s Design culture?
Both young and exciting, yet also somewhat stifling. As a relatively young nation with a limited design history compared to the rest of the world, Singapore is still in the early stages of developing its unique design identity. The country’s multicultural environment, drawing from both Asian and Western influences, accelerates its growth and potential. However, the prevalent bureaucracy and pragmatism in our society can often stifle creativity and hinder boundary-pushing innovation. Despite these challenges, there is hope that through proper education and continued efforts, this landscape will gradually evolve, fostering a more vibrant and dynamic design culture.
7 What advice do you have for a young student who wants to be a good graphic designer or artist?
Keep reinventing yourself. Embrace new techniques and trends, stay curious and never lose your beginner spirit. Burnouts are real. Remember, it’s a marathon, not a race. Take periodic breaks and find ways to let your mind wander and relax outside of your design work.
8 How do you relax after a hard day at work and what Singapore food do you enjoy?
Ryan: To unwind, I often find myself becoming a bit of a couch potato, catching up on shows or going for a long ride on my motorcycle. Lately, I’ve discovered the joy of stand-up paddling with my wife as another way to relax. As for food, I usually fall back to the classic combination of prata with fish curry, or I would opt for mixed vegetable rice, which lets me mix and match different dishes to suit my mood.
Ella: I relax by playing Minecraft and Stardew Valley but I get too invested so now they feel like a job too. Haha. My favourite Singapore food is Fried Chicken Breast from a Nasi Padang restaurant called Rendezvous.
Story by Carol Kraal. Selected photographs courtesy of Aaah.Studio