Showreel &
Selected Works
Asyraf, also known as Ash, is an interdisciplinary designer based in Singapore specialising in design research, motion graphics and visual designs. His practice in design aims to kickstart conversations and change perspectives through speculations and reimaginations; creating meaningful visual experiences.
Branding
Client
Don’t Tell Mum
oditi.com
Creative
Asyraf Affandee
Illustrator
Asyraf Affandee
Client
Don’t Tell Mum
oditi.com
Creative
Asyraf Affandee
Illustrator
Asyraf Affandee
(2024) Drink Pics or It Didn’t Happen
Designing an out of the ordinary wine label that will fit on a clear glass wine bottle for a red wine named, “Don’t Tell Mum”.
The wine industry is characterised by traditional brands that exist in traditional ways and attract traditional mature audiences which led to a mass consumer drop off of 18-28 year olds that are not exploring wine as an alcoholic beverage of choice. In a generation immersed in social media, where value is determined by experiences, the wine label invites a different approach to celebration. The label design indirectly encourages consumers to savor and appreciate wine not just as a beverage, but also providing an opportunity to create and share personal, curated moments online promoting a culture where every glass becomes an opportunity to capture and share authentic experiences.
Branding
Editorial
Creative
Asyraf Affandee
Hafiz Sohaimi
Lecturers’ Consult
Tay Siang Hwee
Ash Yeo
Editorial
Creative
Asyraf Affandee
Hafiz Sohaimi
Lecturers’ Consult
Tay Siang Hwee
Ash Yeo
(2024) A Quiet Revolution, AKAR
A branding and fashion project that redefine Malay's cultural identity, where future generations stand tall and free from misconceptions. Amidst the negative connotations of being Malay in Singapore, fashion serves as a medium of advocation for change,
rewriting the narrative, and reshaping perceptions of the Malay community through unity and empowerment.
Activation
Creative
Asyraf Affandee
Hafiz Sohaimi
Lecturers’ Consult
Tay Siang Hwee
Ash Yeo
Creative
Asyraf Affandee
Hafiz Sohaimi
Lecturers’ Consult
Tay Siang Hwee
Ash Yeo
(2024) Who Are We:
The Malay Identity Crisis
The prevalent prejudice, discrimination, and stigma surrounding the Malay community, often arising from their own actions and behaviours, remain largely unaddressed. By showcasing past headline news about the Malay community in communal spaces, the goal is to foster dialogue and encourage Malays to express their opinions and take responsibility for change.
Socials
Creative
Asyraf Affandee
Supervisor
Tay Siang Hwee
Creative
Asyraf Affandee
Supervisor
Tay Siang Hwee
(2024) Into New Horizons
As we approached NAFA’s Gradshow titled “Venture Boldly,” the visuals designed for BA (Hons) Design Practice Year 3 students’ Final Year Project work-in-progress session convey a message of individuals being prepared to take the next step in embarking on a journey of exploration. These visuals offer a glimpse into the students’ confidence, eagerness and pride.
