About
Suho is a passionate Korean creative based in Singapore, who seeks unexplored angles, guided by the belief that the best ideas exist right outside the obvious, and ensures that that these ideas look as good as they sound through his work.
His professional experience includes an art director internship at 's TBWAMedia Arts Lab, where he contributed to Apple campaigns across Southeast Asia, supporting both strategy and creative development.
Additionally, he worked as a branding designer at The Booth Brewing Co. (South Korea), developing design systems that strengthened brand identity and audience connection. He was also a branding designer at Initia SG (Singapore), creating brand assets that enhanced visibility and engagement across lifestyle and beauty businesses.
SF Pro Heritage: Hangul
SF Pro Heritage: Hangul is a creative campaign that reimagines the original 1443 Hangul characters through Apple's modern SF Pro typeface. It aims to bridge the gap between history and the digital age by bringing 'forgotten' traditional letters back into contemporary Apple devices.
Operation: Literary Infiltration
They say Gen Z read less than any generation before them. The truth is they are reading more than ever, just not books.
Every day, they scroll through threads, gossip, headlines, group chats, news and emails. Studies show they consume the equivalent of a 200-page book daily. While literature remains within bookstores and libraries, Gen Z's lives has moved entirely onto screens.
This campaign brings literature to the places where Gen Z already exist. By recreating iconic passages from bestselling Penguin books as screenshots of typed tweets, gossip and headlines, it turns the language of the scroll into literature, allowing people to encounter great writing within the digital environments they inhabit.
Puma Big Cat
PUMA is literally named after a big cat—so why wasn't it doing anything about them?
Puma Big Cat takes the Speedcat, already one of Gen Z's most wanted sneakers, and turns every purchase into a direct act of saving a real endangered animal. No forced messaging. No abstract pledges. Just a brand finally living up to its name.
Chng Ya Xuan Renee
Sarah Lim Xu Xi
Seo Jeonghye
Andrea Lau
Sadaf Khan
Jiang Luoyi Chloe
