VISIT
Singapore’s highest honour for designers and designs across all disciplines
One of Asia’s premier design festivals that champions design thought leadership
National Design Centre

Address
111 Middle Road
Singapore 188969

Opening hours
Everyday 9am to 9pm

Q&A

Leading by Design

4 min read

Ms Judea Cheong Xiao Si is our DesignSingapore Scholar 2016. She graduated from the University of the Arts London (London College of Communication) with a BA (Hons) in Design Management and Cultures in 2019. Now, she hopes to bring new perspectives and drive strategies that uplift our design sector through her role at DesignSingapore Council.

Developing the Industry

I have recently taken on the role as an Industry Development Assistant Manager in the DesignSingapore Council (Dsg). This opportunity allows me to deploy design management as a powerful tool for strategic development, embodied through gathering insights, designing opportunities and shaping scenarios through robust initiatives like the Good Design Research initiative. My prior training in communication design has also shaped my approach to design management, allowing me to oscillate between strategic developments and design implementations across diverse portfolios. I am very excited about converging more of such interdisciplinary portfolios, collectively building towards our national identity through design.

A Fulfilling Development Journey

As a recipient of the Dsg Scholarship, I graduated from the University of the Arts London with a BA (Hons) Design Management and Cultures in 2019. During which, I was given opportunities to work across both private and public sectors, namely with the London Design Festival, D&AD London, and Southwark Council, taking on design research, graphic design and project management roles.

Previously, I was working with The Merry Men Works; an experience design studio, where I provided creative and strategic solutions for cultural producers such as the permanent exhibition for Singapore Chinese Cultural Centre, SINGAPO人. During my time in London, I co-designed research processes with Southwark Council to review their Movement Plan Policy for a regenerating borough, and led the design research for boutique furniture studio, ByAlex, to sharpen their brand philosophy.

More than just a Scholarship

Dsg invests and supports scholars beyond their education. I am very grateful for the opportune networking, mentorship and professional opportunities that the Council has connected me with beyond my studies. These diverse engagements with Dsg’s network have also expanded my understanding of Singapore’s creative ecosystem and our global positioning, enabling me to better identify the disciplines I fall under and mobilise them for greater impact.  

Being a part of the DesignSingapore Associates Network (DAN) has also been one of the most rewarding experiences for me. As a self-organised collective of Dsg scholars, we develop projects together to democratise design through active engagements with the public. This is where we exchange ideas and collaborate with other likeminded individuals whom I have come to call as friends.


This article was first published in the 2021 issue of BrightSparks Guidebook. Republished with permission from CareerBuilder Singapore.

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VISIT
President*s Design Award
Singapore’s highest honour for designers and designs across all disciplines
Singapore Design Week
One of Asia’s premier design festivals that champions design thought leadership
National Design Centre