Interview with Jesvin Yeo

Good communication design should be based on the value of culture and heritage and include new ideas and thoughts to stimulate people to think beyond the obvious. It should also be beautiful, connect with people emotionally and leave a profound impact.

I am interested in projects that allow me to examine the different notions and levels of aesthetics that are manifested in the tradition of Asian arts and crafts. Especially how the value of what is deemed culturally acceptable in aesthetics changes in response to its ongoing dialogue with the contemporary. The facets that I wish to focus on are the age-old question of self-identity and semantics; how these evolve and transmute themselves in the cultural zeitgeist or whose meaning is erased through globalisation. It is interesting to observe how the pockets of diverse culture collectives view and struggle to comprehend internationalism through the coloured lenses bestowed on them by their respective heritage and how this, in turn, influences cross-regional and international relations.

My creativity comes from everyday experience, and my inspiration comes from Asian culture, traditions and lifestyles. I am always fascinated by cultural elements, the integration of cultural identity and practices, and their interaction with aspects of the modern world.

I live in Singapore. My cultural heritage profoundly influences my design because I believe that creativity and innovation can be derived from the deep roots of local cultural heritage and crafts. My design can be regarded as cultural artefacts. Visually, they are very oriental. In Singapore, I feel that we visual communication designers are limited by printing technology. Local printers are not open to experimental printing because they are more business-driven.

The leading quality of a successful communication designer is hard work, being considerate in terms of social responsibility and ecological sensitivity, and can express the attitudes and ideas of customers and themselves.

jesvinyeo@gmail.com

So far, the construction of Singapore's Chinatown Visitor Center has been the biggest challenge for me. My team must pay attention to all aspects of our design because this is an architectural project. The challenge includes integrating display, graphic design and architecture into a unified work. We are learning every day while doing this project.