Sofiah’s story

Sofiah’s passion for design shows up in the level of care visible in every detail of her work. It’s simple, meaningful, and impactful.

She began her career in advertising, honing her craft in visual storytelling and art direction before moving into digital and experience design. You’ll find her fingerprints on some of the region’s most visible experiences, from DBS and OCBC to ION Orchard and Mandai Wildlife Group - both print and digital alike.

As a leader, she pushes the team to make design choices that carry weight, and to hold themselves to a standard where nothing is accidental.

Her appreciation for the natural world runs deep and influences how she thinks about the role of design in the world we share.

Standout chapters

• DBS Bank. Led UI design and prototyping for the Trade Finance and DBS Connex digital platforms.
• OCBC Bank. Designed the RM Workbench interface, supporting relationship managers across key workflows.
• Mandai Wildlife Group. Designed interface and prototype experiences for the group’s digital transformation.
• ION Orchard. Crafted digital visual design, interactive layouts, and a scalable design system for one of Singapore’s most iconic retail destinations.
• Robinsons, Maybank, HPB, NEA. Art director for ATL (Above-the-Line) and BTL (Below-the-Line) campaigns for these regional brands.

Favourite part of her job as an ice cream flavour

Strawberry basil gelato. The strawberry's sweet, punchy notes mirror the exciting sparks of inspiration in every project while the unexpected whisper of basil adds depth and sophistication that elevates designs from merely pretty to purposeful.

On what keeps her curious

‍She's drawn to the questions behind sustainable cities, wildlife coexistence, and whether design can shape environments that feel both functional and alive. And in a hyper-connected world, she wonders: can design help us be more present, not more overwhelmed?

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