Meet Sofiah,
Design Manager & Animal Empath
Sofiah is a passionate designer dedicated to creating simple, meaningful, and impactful solutions through the power of creative and design thinking. With expertise spanning both print and digital realms, she excels in designing intuitive interfaces, engaging digital assets, captivating publications, and compelling brand identities.
Her career began a in advertising, where she honed her skills in craft and art direction before transitioning into the dynamic fields of service design, user experience (UX), and user interface (UI) design. Sofiah thrives on leveraging her creative expertise to design solutions that leave a lasting impact on users.
Sofiah’s portfolio spans diverse industries. Her multidisciplinary approach ensures that her designs are not only visually appealing but also strategically aligned with business goals. Through her work, Sofiah continues to bridge the gap between creativity and functionality—delivering solutions that resonate with users while driving measurable outcomes.
Sofiah’s most relevant experiences includes:
UI Design & Prototyping: Led the design of user interfaces and prototypes for high-profile projects such as DBS Trade Finance, DBS Connex, OCBC RM Workbench, Frasers Hospitality, Ulo Travel, ION Orchard, Hong Leong Bank, XpertiseNow, Mandai Wildlife Group, Tuan Sing Holdings, and Golden Equator Partners.
Brand Identity & Design: Spearheaded brand identity development for Ulo Travel, XpertiseNow, Medtronic APAC LinkedIn presence, Re:Nue (Red Shield Industries), and Mendaki Club.
Creative & Art Direction: Directed ATL (Above-the-Line) and BTL (Below-the-Line) campaigns for renowned brands such as Robinsons, Maybank, Health Promotion Board (HPB), and the National Environment Agency (NEA).
Imagine your favourite part of your job as an ice cream flavour. What would it be, and why?
Imagine Strawberry Basil Gelato as the essence of my job. Each spoonful is a burst of vibrant creativity—the strawberry’s sweet, punchy notes mirroring the exciting sparks of inspiration in every project. But it’s the unexpected whisper of basil that truly captures the magic. This herbal undertone adds depth and sophistication, much like the strategic thinking that elevates my designs from merely pretty to purposefully impactful.
This flavor, like my work, is an adventure for the senses—familiar yet innovative, sweet yet complex. It’s the perfect scoop of what makes my job so deliciously satisfying.
What is something you are deeply curious about?
I’m deeply curious about the intricate dance between nature, technology, and human progress. My mind buzzes with questions about how we can innovate to protect endangered species and their habitats while advancing as a society. I wonder if we could create urban environments that seamlessly blend human needs with wildlife conservation.
Simultaneously, I’m fascinated by the challenge of digital minimalism in our hyper-connected world. How can we harness technology to boost productivity while reducing screen time and fostering meaningful offline experiences?
This curiosity extends to the intersection of art and science, pondering how creativity can spark scientific discovery and inspire environmental stewardship. These intertwined curiosities drives me to imagine how we can create a more balanced, sustainable future where technological progress and nature conservation coexist harmoniously. No concrete thoughts yet, just many questions...
Make an impact with us.
We are always on the lookout for the curious, bold and driven. Join us for the opportunity to push your bounds, hone your craft and make an impact.