Stories by MAJORIE CHIEW

(The Star is an English-language, tabloid-format newspaper in Malaysia. It is the largest in terms of circulation in Malaysia, according to the Audit Bureau of Circulations. It has a daily circulation of between 290,000 to 300,000. The Star is a member of the Asia News Network.)

Pg4, The Star, January 1, 2012
CHALLENGING JOURNEY TO SUCCESS
It took grit and determination – not to mention a lot of instant noodles – for this Malaysian to turn her passion into an award-winning business.

WHEN Mel Lim chose her field of further education, there was much wailing and crying. Literally.

“There was a ton of family drama involved. No one really knew back then (in the 1990s) what career you could build with a design degree. It all seemed so silly but, at that time, my decision to become a designer came with a lot of tears and quarrels,” says Lim, 34, in an e-mail interview from San Diego, California, where her award-winning design and business consultancy is now based.

After finishing secondary school at Convent Green Lane in Penang, Lim urged her mum to allow her to attend art school. “My mother always knew that I was going to grow up to be a designer,” says Lim. “Nonetheless, like most Asian parents, she was very apprehensive about the design field I was going into since my first choice was fashion design.”

So Lim ended up in a local college to prepare for more “normal” tertiary education either in Australia or Britain. But then, a couple of months into her term, Lim attended a British Council education event and spoke to a representative from the prestigious London Institute (now University of the Arts London). After that, she was all the more determined to enrol in an art school.

Faced with Lim’s renewed determination, mum wavered – and it certainly helped Lim’s case that mum herself ran an interior design business. And so, in 1996, Lim finished her Art & Design Foundation Studies at the London Institute’s Central Saint Martins College of Arts and Design through the twinning programme at Kolej Bandar Utama, Petaling Jaya. She then went on to graduate with a Bachelor of Science in Environmental Design (1997 to 2000) from the Art Center College of Design in Pasadena, California, with the highest distinction.

The design world is lucky Lim stubbornly held onto her dream because since graduating, she has worked with top architectural and design firms in the United States on projects ranging in variety from retail centres, museums and casinos to stadia and mixed-use developments.

Since establishing her own design studio, Mel Lim Design, in 2003 when she was just 26, Lim has been consulting and designing for Fortune 100 companies with the result that her works are now being seen the world over, from London and Copenhagen, all the way to Tokyo and the United Arab Emirates.

Lim has also been recognised by numerous prestigious accolades including the Creativity International Annual Awards and the American Institute of Architects (Los Angeles chapter) awards. In 2010, her studio picked up three Graphic Design USA awards, one of the highest and most difficult design awards to achieve in America.

Apart from being invited to participate in international exhibitions like 100% Design Tokyo, an annual event that gathers the latest designs and leading designers, museums have come calling too. In London, the Institute of Contemporary Arts has among its exhibits Lim’s recycled cotton totes, which were also featured in designer Jitesh Patel’s iconic book, The Tote Bag, published last year.

Today, Lim also writes and gives seminars and workshops on design and innovation. She is an active member of America’s Design Management Institute where she contributes articles on design thinking, client management and design and business innovation.

And, yes, today there is much laughter and cheering back home in Penang, we’re sure, replacing the “quarrels and tears” that marked the beginning of Lim’s journey!

Making her own way

“Challenging, exciting, sad, happy, confusing!” – those are the words Lim chooses to describe the first few years of American college life in Pasadena.

Lim says: “I got off at Los Angeles International Airport with two giant suitcases, and a friend’s friend of my sister helped me find an apartment to rent near my college. Three days later, I found a roommate and moved in. And then school started.”

For the first three months, she walked (or hitchhiked) 3.2km to school and lived mainly on instant noodles (her mum sent her boxes of the stuff!).

A couple of months after her arrival in the United States, the 1997/98 Asian economic crisis hit and even the instant noodles began looking good.

Lim’s father had to ask her to choose between returning home and staying on but managing on her own, as “money will be tight”. After going through all the drama of choosing this field of study, Lim wasn’t about to turn tail and return home, of course. She chose to stay.

Attending private art school was very expensive, so Lim took three part-time jobs at college and, amazingly for someone who was just 18, she also managed to get a position as a part-time intern at well-known local design agency, Hunt Design Associates. Lim had shared her financial problems due to the crisis with her college’s career counsellor, who then went the extra mile to get that position for Lim.

This turned out to be a crucial step because Lim met her first mentor at Hunt Design: her boss Wayne Hunt, who was also a teacher at Art Center College of Design.

“Wayne was a great mentor and an awesome businessman and his team was fantastic. They taught me everything I know about placemaking and environmental graphic design,” says Lim.

When Lim turned up for the interview, though, Hunt thought she was terribly young to be hunting (pun fully intended, says Lim!) for a job. “Wayne said, ‘Mel, you’re not even of legal drinking age! You’re so young!”

But she needed to work desperately to pay her way through college. Not only that, “I was so willing to learn. I was relentless. I would do anything and everything to learn about American businesses, office cultures, projects – and what they say is true, when you learn on the job, you will learn fast!”

She remembers the first time Hunt took her along for a meeting in Las Vegas to see a big wig at the famous MGM Grand Hotel and Casino – and she had no clue who he was.

“And the next thing you know, we flew back to LA, and off I went to class that same evening. It was super cool for me, to be in two completely different worlds in one day!

It was a great learning experience for her, and by 1999, she was working full time; upon graduation in 2000, Lim worked for several other design agencies, and by 24, she was designing retail centres and malls in the United States and Spain.

An early start

Working hard is nothing new to this gutsy Penangite. At 13, when her friends were hanging out at the mall, Lim already had a job!

This was thanks to her mum, says Lim: “What I learned mostly from her was tenacity and dedication to work and business. I think I inherited those traits from her.”

Lim’s mother, the late Katherine Ch’ng (she died in 2010), owned a small interior decor/furniture shop. On weekends, Lim would watch her select fabrics and materials for various projects.

“I helped her write out furniture, finishes and equipment specs for projects and learnt how to put mood boards together. We often had deadlines for events in big hotels and mum was always stressing out,” Lim reminisces.

After that, her mum had her learn drafting on the job. Her first drafting experience was at 13 and was for an open plan office system for an automobile showroom; she also learned how to make furniture sales, Lim says.

Lim’s father, the late T.C. Lim (who died last year), a developer, also inspired her work ethic: “My father was a man of few words. But watching him rise in business from humble beginnings, with seemingly endless courage and perseverance, inspired me tremendously,” she says.

A career in architecture did cross her mind years ago but she did not pursue it. Instead, Lim knew her calling because “my passion for design spans beyond spaces and experiences”.

It was the right choice, it seems. Over the last few years, Lim says, the emphasis in corporate America is on innovation and design-based thinking. “I’m very happy that I stayed on this path. Now, I get to be among the movers and shakers in using design thinking as a tool in business innovation.”

Balancing act

Since she left to study in the United States in 1997, Lim has only been back to Malaysia twice. Once on her honeymoon after she married her creative partner, Joe Keylon, and once for her mother’s funeral. With both parents having passed away, her older sister decided to move to America too last year and now lives in New York.

After those hard early years, “It’s nice to finally have a blood relative close by,” says Lim. “After a while, I got used to living alone, away from my family and all I was accustomed to,” adding that she “misses Penang food the most!”

Lim is also building her own family. She met her husband of 10 years while in college: “We’ve known each other for almost 12 years now. He is also a designer. He is my business partner, my confidant and my best friend,” says Lim. And in April last year, the couple added a third member to the family, a son.

“Motherhood has definitely changed the perspective on my life’s goals but it hasn’t stopped my pace whatsoever. I’m still working as hard as ever. Harder actually. Now, I’m balancing all the different roles I have to play: mother, entrepreneur, designer and wife – and it’s a BIG challenge.”

Indeed, there are days when she is in meetings with clients seven to eight hours straight, and there are days when she’s running around dealing with vendors. She also travels a lot for conferences and events. And in between all those meetings and the travel, she designs and manages her staff….

When she has the time, she will catch a movie with her husband and go for walks with their son and an 11-year-old Chihuahua. And despite all the travelling she does for work, she likes to travel for holidays, too. “We take a big vacation about once a year or whenever we can,” she says, “and since I travel quite a bit for business during the year, when it comes to a vacation, we always choose a place where we can either enjoy the scenery or where we can explore new cultures.”

Everything, from vacations to neighbourhood walks, it’s all fodder for her imagination and her designs – it almost seems as if Lim is constantly working.

“I have no set working hours,” she agrees, adding, “that’s the joy of running my own business, I get to dictate my own hours – though, at the same time, I’m at the mercy of my client’s schedules and deadlines!

Her craziest record of work hours to date is 1,500+ hours in three months. “That’s, like, an 18-hour work day, seven days a week for three months straight!”

Stress? It’s not stressful when you love your work, maintains Lim, and are successful at it.

“Success is being able to do what I love and be rewarded both monetarily and emotionally,” she says. “It’s the moment when clients call and tell me that the work we’ve done for them has propelled them in directions they could never have imagined before.

“Success can also be simply sitting at my desk, enjoying the work that I do, and doing it with integrity and passion,” says Lim.

Her biggest hope for her business is to continue to have opportunities to work with amazing people, and produce meaningful designs. “Nothing too extravagant, as I have realised that, sometimes, the simplest goals can be the most challenging.”

Like the simple goal a Penang lass had to become a designer – just look where it has brought her!

Pg5, The Star, January 1, 2012
MEL’S SAVVY MOVES

THERE she was, a young Asian woman in Alabama, faced with 10 white men from the American Deep South who wanted to use the Confederate flag as a design element in their retail project.

“Back then, I lacked an understanding of American culture, brands and business etiquette,” recalls Mel Lim.

She didn’t realise that, historically, Alabama was Confederate territory during the American Civil War, and that the use of that old flag would be very controversial indeed in the 21st century.

When she went back home to the studio she was working for then, 11 years ago, and relayed the request, her bosses asked, “Mel, do you know what a Confederate flag is?” and she admitted she didn’t. That’s when hubby Joe Keylon decided to “educate” Lim: “It’s time to watch some Civil War movies, like Gone With The Wind, and understand what the South is all about!” he said.

After immersing herself in all things Southern, Lim realised she couldn’t use the flag as a design element to reflect the client’s “Southern pride” So she devised another way: “I showed them beautiful illustrations and colours inspired by Southern flowers and trees, and they were blown away. We were all happy, and no Confederate flags were needed in any banner designs. Phew!”

This and other early experiences taught her a great deal about how she runs her business and treats clients today, says Lim.

“It’s always better to be honest than to pretend to know something you don’t. Allow yourself some leeway to research and strategise so that you can bring better, more impactful ideas and solutions to the table.”

She also learnt how not to run a business after several unpleasant experiences when interviewing for jobs.

“I had yet to learn about office politics. I remember having to wait three hours to be interviewed by a legendary designer in LA, and everyone made out like she was some kind of celebrity and a tiger lady. It turned out that her staff had hyped it all up and she was the most pleasant, cool lady ever.”

And then there was the time the interviewer completely forgot Lim was to meet her! “After I waited for four hours, I knew it was a place I would never ever want to work for!”

After setting up Mel Lim Design in 2003, Lim became her own boss and soon expanded her business beyond design to also offer workshops on corporate culture- and brand-building as well as strategy sessions for brand managers, CEOs and management teams.

Mel Lim Design is also a green consultancy, she says: “Our green consulting is woven into every service offered to our clients. Sustainability to us is not just hype or a marketing tool,” she explains.

“It’s a commitment to understanding the processes of creating and producing products and ideas, and how those processes impact on the business and customers both socially and environmentally. And we do this from the inception of an idea all the way through to the user experience on the shelf.”

Lim also uses licensing partnerships to great effect. “An example is Mel Lim by Blik, where Blik, an award-winning studio in Los Angeles (which offers removable wall graphics), took our designs and turned them into wall decals,” she explains.

“We’re able to not only promote their Blik products alongside ours during trade shows in London and Tokyo but we have brought their brand international exposure, and we got them published in the New York Times and in other big media publications.”

Lim has also launched her own lifestyle product line called Joy – it was the line’s charming online site, joybymellim.com , that drew our attention to her, actually. The line’s paper and home decor items are sold to more than 500 retailers in the United States and internationally, according to Lim.

Despite sounding like a very savvy businesswoman, Lim insists that “I’m quite the unwilling entrepreneur and never wanted my own business!” and says that hubby Joe handles a lot of the workload.

“For Joy, he is the production manager, dealing mostly with order fulfilment, production and trade shows, while I deal mostly with the product design and customer/client management,” says Lim, adding that they bring in seasonal staff when needed.

One place that I really enjoyed visiting is the Palm Springs Aerial Tramway, one of the most unique adventure attractions that I have ever seen. It’s an amazing trip to the top of the Mountain Station from where I could appreciate a fantastic overview of the city. The sensation of riding up to the mountains is indescribable. It’s so exciting! Everyone should definitely have this experience.

By 1950, technicians were moving ahead on designs for the Tramway, spending more than $250,000 solving riddles of road and tower construction. Funds for the construction of the Tramway were raised by the sale of $8.5 million in private revenue bonds. Since the attraction opened in 1963, more than 12 million people have been safely transported by the Tramway into these unique mountains up to the Valley San Jacinto State Park, located 8.516 feet of altitude.

At the Mountain Station tourists can enjoy a cocktail lounge, restaurants, breathtaking views, hiking places, 14.000 acres of pristine wilderness, and during the winter, can also have a lot fun playing around with snow.

Modernism Week in Palm Springs
From February 16-26, the city will be celebrating the Palm Springs Modernism Week and I have been asking myself “How would I define desert modernism”?

I am hoping to attend this incredible event, and check out what’s new in modern design, architecture, and culture in Palm Springs. This upcoming event will offer 11 days of attractions as tours, films, lectures, an architectural symposium, educational events, fun parties and even more!

Don’t miss it!

courtesy photo from limitemagazine.com

For more information about the modernism week in Palm Springs and the Aerial Tramway, check out the websites below.

http://www.modernismweek.com/

http://www.pstramway.com

Named one of the world’s 25 most modern libraries, the futuristic concrete and glass Geisel Library building was designed by world-renowned architect William Pereira in 1970. The building’s unique geometric design has inspired descriptions such as “a beacon” or “a grounded spaceship bringing knowledge to an imperfect world”.

Pereira, an American architect from Chicago, Illinois, of Portuguese ancestry was admired by his futuristic designs of landmark buildings, such as the Transamerica Pyramid in San Francisco, the master-planned community of Irvine, space-launch facilities at Cape Canaveral, and the Houston Center. The University of California invited him to design the library for the San Diego campus in the late 1960s.

Refinement of the building design
After the approval of the Regents, for economic reasons, the design of the structural system was analyzed and reevaluated. William Pereira & Associates began studies to eliminate as much structural steel as possible in order to keep the building within the construction budget. A system of reinforced concrete construction was developed and was subsequently accepted by the Regents.

Renovation of the existing building
The existing building had not been renovated since it was built in the 1960s. During 1992 the building was functionally updated and the tower, as it is called, was restored to a floor plan similar to the one originally designed by Pereira which allows for more reader stations. In 1992, underground wings were built by Gunnar Birkerts & Associates.The addition was designed to add extra space while preserving the original silhouette of the building. The underground wings are remarkable architectural feat, in spite of their subterranean nature they let in as much natural light as is found on the upper floors.

The interior design of the building is aimed at bringing the readers into as close as possible contact with the books themselves. The total cost of the project, including construction, architect, furniture, equipment and administration was $ 5.400.000,00

This library is definitely a must see when you get a chance to visit the beautiful UC San Diego campus, in La Jolla!

Hi everyone,
I would like to introduce myself as the newest member of MLD. My name is Elisa, I am from Brazil and I just arrived in San Diego to take my Business Management Program at the University of California, San Diego. From this moment I would like to share with you a bit of my experience during the program and also in San Diego, where I lived three years ago, to study English, and which the beauty of the city along with the great people I have met made me come back for a new challenge and to find great opportunities for my career. My background includes a Bachelor’s Degree in journalism and over three years of experience in communication and marketing departments at public and private companies.

Last year, when I decided to come back, I was working for a printing company in Brazil, and I started the long process to enroll in the program. Applying for a program like this at first seems easy but it actually requires your willingness to go over all the steps necessary to finally come and start it, including taking an English test, to prove your ability in English Language, explaining to your boss the reasons you’re quitting your job for a new adventure in a new country and also asking him to write a recommendation letter for you, being approved by UCSD, which is a worldwide recognized university, and finally the last but not the least, applying for your student visa to be approved by the US government to come and take the course. Wow! It really has been lot of work, and that’s just the beginning…

Experiencing a bad room design
When you move to another country, you usually try to make your new place “look like” home, making it the most comfortable place as possible. So, from Brazil I booked a place to stay in San Diego while studying, and to my surprise, when I arrived I had the most unexpected experience one could ever had. Originally, I had contacted the manager of a residence in Down Town San Diego, to ask about private bathrooms and I got the following answer: “Each room has a toilet and a sink, but you have to go into the hallways to get to the shower.” I thought: “Great! I will have my own restroom and use the hall when I need to shower”. But as I came to find out upon my arrival, I found the toilet to be in the middle of the room, so close to “kitchen” and my bed… OMG! What an experience on arrival! My studio apartment has one large bed, a microwave, a mini fridge, a bureau, a sink and, of course, the unforgettable toilet. And this is supposed to be the large size studio in this building? I can’t imagine how the small one looks like! I moved away in one week…

This is also a great example of how a bad room design can make you feel uncomfortable and unsettled when arriving in another country.
Everyone I have told this story was impressed, and one even told me that they had a similar experience in an Asian country. I had never seen something like this!

Check out the picture below and until my next post!

A shot of the room with exposed bathroom, downtown San Diego

ink&paper from Ben Proudfoot on Vimeo.

Directed by Ben Proudfoot

Original Music by Kyle Malkin

Sound Design & Mix by David Bolen

Show your support:

Aardvark Letterpress
2500 West 7th Street
Los Angeles, CA
(213) 388-2271
www.aardvarkletterpress.com/

McManus & Morgan Paper
2506 West 7th Street
Los Angeles, CA
(213) 387-4433
www.mcmanusmorgan.com

October 2011.
ben@benproudfoot.com
www.benproudfoot.com
www.dinnerwithfred.com

http://www.youtube.com/everythingfilm

Well, I have to say now that I am sitting at my desk, doing a quick recap of all the great stories, somehow, amidst an information overload, travel stress, fatigue and project deadlines, I am actually feeling quite ZEN. Maybe it’s because I have discovered a new sense of purpose for my business and life. And it’s all because of BIF7.

I am not going to go over in details what each speakers stories were about, since you can watch the videos on BIF’s website. And I probably don’t have to do many introductions since they are all so famous! But I am going to share with you how the stories from BIF speakers have resonated with me as a hungry child, as an immigrant, as an entrepreneur and now as a mother.

AS A HUNGRY CHILD
I rarely talk to strangers about my childhood. Maybe it’s because I have never wanted pity. When Angela Blanchard from Neighborhood Centers, said, and I quote “You can’t build on broken …The best way to move things along is to focus on what’s strong, not what’s wrong.”

Angela Blanchard, CEO of Neighborhood Centers - Image courtesy from BIF website

Rather, I’d like to be recognized and acknowledged for my strength, my perseverance, my dedication, my talents and my joyful sense of being! Even when moments were dark and lonely, I was able to muster up and make people around me feel good about themselves. I am able to deliver “joy” through my work to others. I am able to see the best in people. Now that is Mel Lim.

Angela, I’ve inducted you into my Hall of Heroes! Thanks for empowering us all.

“We don’t care where you’re from, we just care we’re you’re going.” – Angela Blanchard, CEO of Neigborhood Centers

AS AN IMMIGRANT
Ah, we’ve all heard immigrant stories. I’ve heard so many, that I myself have forgotten what it was like to leave everything you know; friends, families, familiarity, comfort, safety net, and throw that all away and with a leap of faith, move to a new country and start everything from scratch…from ZERO.

Eva Timothy. Image courtesy from BIF website.

Then I thought to myself, boy, that truly brought back memories…of the day I landed in the US, with one bag of clothing and a portfolio case, ramen noodles for 3 months straight, 3 jobs to put myself through private school, hitchhiking to school, 4 hours of daily sleep for 3 straight years, I don’t know if I would be able to repeat that if I had to do it all over again!!

To me, my true inspiration wasn’t so much about achieving a dream. To be honest, all I could think of was SURVIVING. I remember thinking…gosh, if I have enough food, oxygen and strength in me, I can pursue another day. And fear…fear of returning home to volatility. I didn’t have that many options.

Chinese people have a good saying…It’s called “eating bitterness”. Part of becoming successful, is you have to “eat some bitterness”. That way when you succeed you will know that it is sweet!

So now that I have lived here for 15 years, eaten loads of bitterness, built skin thick enough to deflect challenges and hardships, accustomed to the American ways, have I lost my sense of identity? No fucking way. I will always be a Malaysian-born Chinese American. And I am here to stay!

AS A LONELY ENTREPRENEUR
Both my mom and father when they were living, were serial entrepreneurs. And let me tell you, my sister and I witnessed our fair share of bankruptcies, divorces, hardships, and family dramas. Trust me. Our stories would put Dynasty, Knots Landing, Melrose Place, or any of your classic Hollywood sitcoms/ day time soaps to shame!!!

The biggest lesson I learned from them both; it’s a lonely world out there, when you are trying to do something bigger than yourself. The moment you unplug yourself from what is considered normal, you become an outsider. But it is also how you choose to navigate through your journey that makes it unique, exciting, and inspirational. Your world doesn’t have to be lonely if you are emitting messages that connect.

Attending BIF7 made me realize that I am no longer lonely. There are millions of people out there doing great things. Look at Dennis Littky with The Big Picture Company, Alex Jadad with Global eHealth Innovation, Mari Kuraishi with GlobalGiving Foundation, and Whitney Johnson with Rose Park Advisors.

8 years ago, I started my business with less than $1500. I was told that I would fold in less than 5, that I should just settle for another fulltime job. But I had bigger goals for myself. After all, if I had wanted just another regular fulltime job, I would NOT have left my country in the first place!! DURH!!

Dan Pink - Image courtesy from BIF website

Now the question to me, isn’t so much about failures or successes but rather how one measures them. Eudaimonia was the word of the day at BIF7, with Umair Haque, the director of Havas Media Lab, Skyping in from Pakistan, asking the audience, how we might create a more functional, aspirational, meaningful economy.

Does consumerism + opulence + capitalism = happiness / success? Hmmmm.
What do you think?

AS A MOTHER
Most business/ design conferences I have attended were filled with Type A, aggressive, testosterone, loud obnoxious male speakers. Yes! Admit it. Some of you love the aggressiveness. That’s what most people expect from “successful” big wigs.

Mallika Chopra - Image courtesy from BIF website

Deepak Chopra instilled in her the power of intention:
I am responsible for what I see,
I choose to the feelings I experience
and set the goals I will achieve
and everything that seems to happen to me
I ask for and receive as I have asked

Mallika then had the audience perform a short meditation asking these following questions:
Who am I?
Who am I?
What do I want?
What do I want?
How can I serve?
How can I serve?
My intent is…..

With that, I ask myself, what kind of values and teachings am I going to pass on to my baby? Which leads me to my new sense of purpose…

WHAT’S NEXT?
From teachers to doctors, scientists to musicians, authors to spiritual leaders, each and every one of us has a purpose. And if you came to BIF7 not having one, I am sure you will have one by the time you leave. How could you not?

This conference has brought me clarity, focus and a new sense of purpose. Using Mallika Chopra’s meditation exercise, I am surer than ever on my next project. My intent is to build cultural tolerance through food & art. Having grown up in a household with a Roman Catholic father, a Buddhist mother, a Jewish Aunt, a Muslim Aunt, a Caucasian atheist husband and an African American Christian brother-in-law, I think I have some kind of knowledge in bridging cultural differences.

And with a selfish purpose of not wanting my baby to be teased in school when mommy makes him weird Chow Mein with beef tripe for lunch, Joe and I are planning on something exciting for next year. Stay tuned everyone. And I am more determined than ever, to bring cultures together through beautiful art of food and people! YEE HAW!

If someone had told me 30 years ago, that I was going to grow up owning a business, work on the most exciting projects with great people, create meaningful products and services for them…me…someone who speaks with a Chinese accent (however Americanized my husband says he has made me), who grew up poor, from a third-world country (no I didn’t swing from trees), that I would be in a room filled with movers and shakers of our 21st century, I would have said GET OUT OF HERE! Well, ain’t that something? So what are you waiting for??

Notes on BIF7:
- I would recommend reading Amanda Fenton’s notes on her blog. Super cool mappings.
- For really cool visuals, check out Jessica Esch’s doodles.

But when Victor Hsu, Axure CEO, approached us with his big idea of creating a fun loving UX Man superhero character to represent their Axure RP’s software capabilities, we said, “What….whoah?”

Well, nothing is too crazy in this studio! We took on the challenge, executed his vision, using a lose pen and ink style, combining whimsy with wit, turning otherwise dry technical jargon into fun, easy-to-learn intuitive user experience, suited for both their corporate Fortune 100 clientele and edgy, creative UX designers.

While their in-house developers built the website and managed the information architecture, we designed the overall typography, illustrations, ux and ui design. It turned out to be a truly successful collaborative project.

Axure Website Design

Axure Web Pages + Illustrations

Iconography + UI

Creative Team:
Design Director & Illustrator: Mel Lim
Designer: Joe Keylon
Developer: Axure In-House Dev Team

Award:
// W3 Award – Silver – General Website Category – Computer/ IT Software