Meet The Team

Bassam is Chemistry’s managing director, consulting on product and service design innovation. He has led the team at Chemistry since 2002, evolving the business from a classic product and graphic design studio to the experience design think tank it is today. He’s passionate about applying design as a strategic tool, generating impactful solutions that make a difference in people’s lives.

Bassam holds a first-class honours degree in industrial design from Brunel University, UK. In his spare time, he enjoys painting with acrylics on canvas—enjoying creative freedom away from digital devices and client briefs!

Karin heads the communication and service design projects at Chemistry. As design director, she works with the team to craft engaging user experiences across various industries. Originally from Austria, Karin has worked across the globe for companies like KesselsKramer and IDEO, prior to joining Chemistry. She holds masters degrees in communication and experience design.

Karin strongly believes in the transformative power of human-centred design—whether applied to public service streams or whole city districts. This concern for strong impact with a clear social component can also be seen in passion projects such the for-impact-organisation Aiducation International www.aiducation.org which focuses on giving access to education for bright students in developing countries. In quite moments Karin loves sketching over a good cup of coffee, something that can likely be traced back to her time spent in the coffee houses of her hometown, Vienna.

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John is responsible for leading Chemistry’s product and spatial design practice. Born and bred in Singapore, John studied industrial design at the National University of Singapore. In his 14 years of consultancy experience, John has worked with diverse businesses, developing award-winning products in the consumer electronics, lifestyle products and medical and service industries. His work has garnered more than 6 design awards with clients from Dell, Motorola, Phillips, Panasonic and Procter & Gamble.

John is honored to be one of the designers invited by the Singapore Arts Museum to participate in MADE FOR SAM, the creative production of a critical and compelling range of products. His works have been showcased at the Singapore Design Festival 2009, the Singapore Arts Museum, the National Museum of Singapore and Singaplural Design Week 2012 and 2014. His design of the ‘Singlish’ notebook has become an iconic Singaporean souvenir since it was launched in 2010.

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Jeffrey is the Strategic Ventures Director at Chemistry. He is tasked to seek out partnerships that enable bluesky activities. He was a lecturer and researcher at UNSW, co-designed the undergraduate degree in Crossmedia and co-developed UNSW’s Coursera course on Transmedia Storytelling, and was a Peer of the Australia Council for the Arts.

An artist, designer and engineer, he designed catwalks for PRADA at OMA. He worked as an advisor in the areas of AI and circular economy. He earned his engineering PhD from NUS and has several peer-reviewed publications. He has patents in the US, Singapore and Japan and edited a book on Cultural Robotics where he is a pioneer in the field.

With over 20 years of experience in both design and business administration, Bas has been helping clients to connect the challenges their customers are struggling with to successful strategic design solutions.  Aiming for a sustainable relationship between brand aspirations and consumer needs, he believes digital transformation can help to create attractive, feasible and viable user experiences.

Previously as a key account manager, he worked with consumer, medical and professional brands like Accell, Alfen ICU, Rituals, SaraLee DouweEgberts, Inbev, Royal Friesland Campina among others.

In his spare time Bas enjoys playing classic guitar, restoring classic cars and renovating classic homes.

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Edo is an experienced brand designer and multiple award-winning creative director. He works as a strategic design consultant and can often be found as speaker, jury member, or guest lecturer on various national and international stages.

Edo has more than 3 decades of branding and design experience helping organisations navigate change. He has worked with large governmental and corporate clients and also with startups and SME’s in Europe and Asia.

Nicholas is Chemistry’s senior communication designer. Joining the team in 2013, has been leading impactful projects, from the re-imagining the design of Singtel’s consumer bill to various healthcare projects to improve patients and health professional’s experience to deliver service excellence at SMRT. He graduated from Lasalle with honours and BA in communication design.

In 2014 he co-founded Squelch Zines, aimed at growing the Singapore-based zine community onto the world stage. He has collaborated with the annual Singapore Art Book Fair on a curation of Zine Room which has been running since 2018. Squelch Zines launched their first solo gallery show in 2019, which showcases their ever growing Zine Library that currently holds 500-800 zines.

Keith believes in the exponential potential of synergising business, innovation and design, to create transformative change and generate lasting value for our partners and clients. By integrating the domain of design strategy with business objectives and adopting a multidisciplinary approach, Keith strives to create thoughtful, holistic and innovative solutions. In Chemistry, Keith straddles the domains of Business and Design, and his contributions have been instrumental in various strategic design, business innovation, and experience design projects across both public and private sectors. He blends a sensitivity towards systems thinking, and an empathic approach to problem-solving, which enable him to contribute towards the synthesis of actionable insights from ethnographic research and the translation of opportunities into tangible ideas.

Prior to joining Chemistry, Keith graduated with a Diploma in Business Studies, specialising in Entrepreneurship at Ngee Ann Polytechnic. In 2016, he co-founded and was the Chief Design Officer of, Munch Technologies Pte. Ltd., a full-stack AI-enabled food discovery platform that aims to provide true discovery solutions to help users find the perfect dining spot. Continuing to develop his design capabilities and creativity to complement his business and strategic acumen, Keith pursued a Degree in Design Communication at Goldsmiths, University of London, graduating with First Class Honours in 2020.

Outside of design, Keith is a photography-enthusiast, a passionate scuba-diver, and an avid music festival-goer.

Kiahsheng believes that design is more than adding novelty to the form and aesthetic of objects. Design is the integration of concept, process and interface, where the results become the pivot points of better processes and systems. Today, the problem is not to produce more to sell more, it is to question the legitimacy of its right to exist.

A graduate from Singapore Polytechnic, Kiahsheng studied experience and product design. He has been exposed to the many facets of design, from the edibles to the intangibles, spaces to services and user research to designed solutions. His passion for design stretches across research and development, product design and enhancing user experiences.

An avid cyclist himself, Kiahsheng enjoys exploring places on two wheels because nothing compares to the liberating yet simple pleasure of riding a bicycle.

Clarence believes that great user experience stems not only from grand machination, but by connecting with your users. Introducing different ways of problem solving and methods for discovering what people truly need provides meaningful experiences for your users.

Prior to joining Chemistry Team, Clarence graduated with a Diploma in Interaction Design at Nanyang Polytechnic. He has also worked in-house as a UI designer at a fin-tech startup. Furthering his educational journey, he went on to obtain a Bachelors degree in Art, Design, and Media at the Nanyang Academy of Fine Arts with Upper Second-Class Honours.

Outside of design, one of his main hobbies is fish-keeping where he collects and raises a wide-array of exotic freshwater fishes right in his own home. He also started hand-painting custom jackets in recent times.

Aimee firmly believes that as designers, we have the incredible privilege to not only make the world and society a better place, but also the responsibility to do so. Aimee wants to help change the world for the better by understanding the emergent needs of people and to work with them to create a preferable future, by and through Design. Design, Engineering, Social Sciences, and the Commercial disciplines need to work together, differently, to enable this to happen as part of a collective approach.

Prior to joining Chemistry Team, Aimee graduated with a First-class honours degree from Brunel University London in Product Design BSc, before going on to complete a Postgraduate degree in Innovation Design Engineering MA & MSc from the Royal College of Art and Imperial College London. During her studies she worked in the Innovation Design department at Philips Design in Eindhoven, NL.

In her free time, Aimee finds great joy in designing and making her clothes, often from old, unwanted garments and you can often find her out in nature chasing adrenaline rushes with friends.

Gracia is a communications designer with a keen interest in critical design and human-centred design methodology. She believes in design as a method of challenging assumptions, preconceptions and conventional thinking. In her work, she enjoys using speculative design and humour to educate and engage the public on important civic issues.

With a background in design and mass communication, she enjoys dabbling in other creative endeavours including web development, videography and motion graphics. Before Chemistry, she completed her BA(Hons) in Design Communication at LASALLE College of the Arts, graduating with First Class Honours in 2021.

Asyraf believes in designing compelling narratives that influence change and create positive impact. He loves to explore unorthodox concepts, integrate speculative design, and challenge discourse to develop innovative solutions that are holistic, accessible, and inclusive. He is fascinated with creative ideas that push the boundaries of the unconventional and blur the lines between design and human experience.

With a background in Applied Theatre and Psychology, he is able to translate research and data into human-centred experiences. His experience as an educator enabled him to utilise a variety of methods to deliver and communicate effectively. 

Prior to joining Chemistry, he graduated with first-class honours from The Glasgow School of Art Singapore with a Bachelor of Arts in Communication Design. His degree equipped him with a breadth of design skills, which honed his creative process and strategic thinking.

Besides his love for design, he is a fan of Harry Potter, enjoys taking polaroids (not Instax!), and drinking coffee while listening to gossip.

Cardejah is naturally curious and inquisitive about human behaviour as a self-professed people person. She's convinced that every individual throughout humanity is a complex being with unique sentience and experience that we can learn from, begging to be understood. 

Cardejah's imperative is to help break down societal barriers by making knowledge accessible to empower everyone. 

Knowledge is power, and as a pluralist, Cardejah understands the responsibility of unbiased information. She takes information integrity seriously and exercises great care in balancing Emotion and Logic in her writing. She believes that using words to capture feelings honours the human experience and is as important as factual information.

Before joining Chemistry as a content designer, Cardejah was copywriting marketing collaterals and communications across various touchpoints for brands like Sony Music Entertainment, Google, YouTube, and more.

In her own time, Cardejah is obsessed with music and keeps her ears peeled for new sounds. She travels every chance she gets for a hit of new culture and people. She enjoys film and TV as mediums for exploring the human condition.

Jing Hui started his career as a CX strategist in a digital agency where he learnt to do target audience research and translate complex problems into simple solutions.

His passion to apply his creativity in more impactful ways led him to into the world of UX design. His motivation lies in being able to consider the users’ needs into the mix of project constraints and business imperatives.

During his time at DSTA's Digital Factory collaborative space, he helped to accelerate digital solutions using Agile methodologies, impacting thousands of personnel in the Singapore defence sector.

Jing Hui’s forte is in the mix of technical rigour and keen interest in the application of tools from Design Thinking to Scrum. He is also able to tap into his empathic abilities to judge team dynamos, nuance his style of communication and win trust amongst a diverse group of experts in order to deliver real outcomes.