Interview with Lawrens Tan

Lawrens Tan ("LT") interviewed on Saturday, 17 March.

Could you please tell us about your experience as a designer, artist, architect or creator?

LT : It has been a great journey being in design since I graduated in 2001 in Temasek Polytechnic, School of Visual Communications Design in Singapore. After which I joined an boutique advertising agency doing both btw and atl. We did work from print ads to television commercials. We have worked with clients like Johnnie Walker, TIME, FORTUNE, Nickelodeon, CNN and BBC. Having worked there for 7 years, I started being a design entrepreneur, since 2011 and have been growing our portfolio from having worked with 3M and more clients like Alcon, Singapore Cancer Society, HSBC, Vitagen, just to name a few.

How did you become a designer?

LT : I love ideas and translating thoughts into real executable concepts! And you might not believe me, back in the primary school days where people write in memo books before they leave the school, I was already drawing my contacts on name card sized paper that I could buy in a box! I love the entire idea of how my life could be filled with touches of design, from furniture to clothing, stationeries to many more! That's why we started Tee-Saurus, a happier gifting company in 2014, by creating happier products because we believe because everyday should be happy days!

What are your priorities, technique and style when designing?

LT : 1) Ideas and concepts first.Each campaign that we come out with should always work in many other medias, from print to interactive, packaging to television if applicable. The ideas must be able to attract, sell and convince consumers to go on an impulse buy.2) Creating a Happy Experience. When we design any ads, products or campaigns, we love having touches of quirk, humour and wit! We love creating subtle interaction and not right-in-front-of-your-face concept. Take the client on a journey, create an experience. Because customers like to buy but they don't like to be sold to.3) Benefits, benefits, benefits.What is the product selling? A lifestyle? A story? Many brands focus too much on the features and features but can't come out with a key benefit that the customers can relate to.

Which emotions do you feel when designing?

LT : Happiness. It all about creating a happier experience, crafting a happy story. For me, it's the crafting that I enjoy the most. Ideas without great crafting is simply just an idea.

What particular aspects of your background shaped you as a designer?

LT : Optimism. I always love being a positive thinking in my life. Perhaps the best influence in my design journey are my mother who worked so hard just to support me in my design education, I'll never forget how she would borrow from others just to buy me an A3 printer so my assignments can be submitted in time. My wife Doris, who was always behind me, giving me the encouragement to keep going even when things seemed so grey. She believed in me and that kept me going even till now. My family had never gave up on me and I'm truly blessed.

What is your growth path? What are your future plans? What is your dream design project?

LT : We are on the midst of transforming Tee-Saurus (the Happier Lifestyle Store) into the B2B market where we can build brands through gifting. As it's one of the most beautiful ways to make your brand memorable. After all you are what you gift!

What are your advices to designers who are at the beginning of their career?

LT : Never give up just because you hit the wall. Keep yourself surrounded with successful people and they would share their recipes of success with you! I myself have a business coach that tells me what to look out for! Create mentors of your own, it's always good to have two mentors, one who is very facts and figures, while the other is the one who looks at the bigger picture. Always envision what lies ahead in 5 years when you start.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

LT : Value. Always build value. It's always about what you can do for the client, solve their problems. Not what the client can do for you.

What is your day to day look like?

LT : Each morning I would always try to wake up earlier for a jog/walk with my wife to refresh myself, then on my way to work I would switch on my mp3 of business coaching, listening what I have missed on precious playback. Then I would get the daily newspaper and read while having my coffee. Then I would sit down and talk to my team on the job scope of the week. I would always write on my book on the top 5 daily must complete task on the left of my sketchbook. It keeps me focused on priority. The happiest little moments is when i click on the "Export as pdf" button. One task down, next to go!

How do you keep up with latest design trends? To what extent do design trends matter?

LT : I always love going to bookstores, grabbing the latest design annual, or searching google, follow some interesting imagery in Instagram or Pinterest! I've always like themed products, so I would always ask my client if they are interested to create any campaigns or promotion based on the latest movie themes, or any funny themed campaigns like "Salt Bae" kinda concept. It's a short-term idea but it can create a memorable brand recall.

How do you know if a product or project is well designed? How do you define good design?

LT : To me it's about the message that is brought across. I love design that is well thought through. And some elements that requires you to study and then "I get it"! In short I like designs with a catch behind. Because it sticks.

How do you decide if your design is ready?

LT : Whenever I'm done with the complete draft, I would always do the "overnight" test. Do I still like the idea after a day? I would turn on my laptop, or even the printout and look at it with fresh eyes. If the execution looks good to me, I am ready to send it out to my client. I don't believe in 'perfecting' because you will tend to over think and it will never end. Once you think its good, move on to the next one. In this way, you can trigger your brain to think faster, focus and deliver, then next. It's more efficient in my context.

What is your biggest design work?

LT : Creating the hilarious Office Buddy for the workplace is one lifestyle stationery that I enjoyed the most. It creates a positive mood in the workplace, creating laughter to the monotonous day. The product solves the very problem of updating where you are and minimises miscommunication in the workplace. Be it in a meeting to on vacation, everyone would know where the individual is or is at. Humour is always the best medicine! Now we have created a new version which is based in the themed movie concept! http://kck.st/2FtdjXl

Who is your favourite designer?

LT : Karim Rashid. He's one of the product designer I love very much. All his creations seems so lively and fun! I like his minimalist design that speaks character!

Would you tell us a bit about your lifestyle and culture?

LT : Asia. It's where I was born. And the interesting culture and heritage never fail to amaze me. But if I were to choose, it would be largely Taiwan. I love how they embrace their culture and how they turn it into goods of desire. Their products are fun and modern and yet it reflects their rich traditions. In any of my design works, I would always implement a touch of the local culture into the idea or the product. For example, we just finished a project with Fuji Xerox, in creating a localised Singlish (singapore language slangs) for their event. It was very well received by their guests and the idea and culture immediately stuck in their head. They remember Fuji Xerox as a company that brands itself as being a Singapore brand and fun in their approach.

Would you tell us more about your work culture and business philosophy?

LT : As a brand, our values are largely very similar to "Delivering Happiness" by Tony Hsieh. Zappos culture. We are big in having fun both in the office as well as our clients. It is easy working with me because we are very solutions driven company. We believe in always creating a win-win for both parties. We advise if their concepts or suggestions work or how we can improve on it. In our work culture, there's no "I can't do it." It should be more like "Can we do it this way." And in our philosophy, "When you take care of clients, they will take care of your pockets."

What are your philanthropic contributions to society as a designer, artist and architect?

LT : We always make it a point to donate a part of our profits to charity. So far in Singapore we have worked with organisations that does repainting for old folks home, dyslexia and organisations that protect women from abuse. But one of my biggest aim is to hire the deaf, and in creating possibilities with them because we have interviewed one back in my agency days (I learnt basic sign language) and the stories that I heard from them is always heartbreaking.We would always be open to mentor the new startups or designers who just started their journey.

What positive experiences you had when you attend the A’ Design Award?

LT : Think Local, Win Global1) What I love about the A'Design Award is that it's solely based on capabilities and creativity. Each participant can join in irregardless if you are a solo designer, a company or a MNC. Its a fair judging system and the jury carries a wide experience in their own field.2) The pre-evaluation system. This simple system tests your project and refines your presentation skills. The stringent checks ensures that you will be delivering top notch presentations as if you are meeting your next prospective clients. Same rules apply to the working world. If you want to impress, your work presentation should be top-notch quality.3) Testing your idea in the global market. This is where I love the most. Pitching your idea in the international stage and see if it fits. How would people perceive your idea and your products? Do they get the message you are conveying? Are you speaking to yourself or the global market? This platform is the best answers to your question.Awards speaks volume, not only about you but the brands who believes in you. When we win, the clients gets the most exposure for their project will be immortalised in recognition. So it creates a win-win situation for all, adding on value and trust.I'm very proud being the Designer of the Day, and I hope this can be a testimony that you can reach for the stars, just like me. Never give up on your dreams, designers are there to bring life to ideas and shape them into effective communication media, turning them into profitable revenues for the client. We have managed to turn brands into success stories. Because seeing your brand succeed is also my success.

Lawrens Tan Profile