You’re an English lass with a stunning portfolio of elegant identity design and hand lettered wedding stationary – how did you end up branding a SexTech business in Singapore?
Za Za Zu was a very new area for me, I’ve always worked with clients in the fashion or lifestyle areas, so female pleasure was definitely outside of my comfort zone! However, as a feminist through and through I really believe in the principles behind the brand – supporting women, and making them feel safe and empowered.
In addition, my speciality as a designer is elevating brands, bringing them into the luxury sector. Za Za Zu’s marketplace is often trashy, obnoxious and in-your-face, and it doesn’t need to be. There are some great brands out there normalising self-pleasure and showing that it doesn’t have to be something embarrassing or dirty – I loved the idea of being a part of that movement.
Can you share any stand out moments from the creative process of developing the identity for Za Za Zu – maybe funny, shocking, thought-provoking, a new way of thinking or similar?
I think the standout moment from this brief was sharing the two creative routes. I really felt this was an opportunity to flex my creative muscles and the two routes I produced couldn’t have been more different, yet I was really proud of both of them – for once I didn’t have a favourite! Watching the client’s faces as I shared the routes and then hearing how hard they found it to choose between them was really rewarding.
You describe yourself as an ‘analogue girl in a digital world’ – how do you merge the two and make that work?
As the world has become more and more digital, I think a lot of designers today rely solely on the software that is out there to produce their work. For me I begin every project in my sketchbook – old school pen on paper. I think if you start on the computer your immediate reaction is to start perfecting your designs, but on paper it’s more about the creative and exploring new ideas. It sounds strange but a lot of designers are hugely creative but they can’t actually draw, this is therefore something that I’ve found as a real USP and something I try and bring into my work as I believe it really helps my clients stand out from the computer created crowd.
Any advice for other independents setting up a business in Singapore?
Chat to anyone and everyone! When I first moved here I had no idea how hard it was going to be to set up a business in Singapore, I started speaking to friends and friends of friends and through their help and advice I was able to navigate my way through