Available to hire
I am SONEIYA, a Strategic Creative Lead and Art Director with 10 years of experience spearheading brand transformations for global industry leaders, including Heineken, EDB, and TÜV SÜD. I am an early adopter of Generative AI, integrating AI-driven workflows to enhance visual storytelling, streamline concept prototyping, and scale creative production. I excel at bridging high-level creative vision with technical execution to drive professionalization and deep community engagement.
I thrive in leading multi-stakeholder projects, from national educational initiatives for MOE to building digital brand identities that drive engagement and sales. My approach combines design excellence with practical production discipline to deliver high-quality, scalable results.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Junior Art Director at REDINOX
January 1, 2025 - September 24, 2025Led end-to-end project execution for branding and marketing initiatives, ensuring timely delivery that aligned with client goals and brand standards. Primary liaison with clients, offering creative direction and solutions under tight deadlines. Supervised and guided creative teams in developing storyboards, videos, and social media content using Adobe Creative Suite, Canva, and other tools to ensure quality output within short timelines. Produced high-quality visual assets across platforms by efficiently managing workflows and utilizing industry-standard design software. Designed and built responsive EDMs using Stripo, contributing to improved campaign quality and faster deployment of email marketing assets.
Art Director / Assistant Director at Cinephile Film Lab
January 1, 2025 - September 24, 2025Worked closely with the director to shape scenes that matched the script and visual intent, contributing to cohesive storytelling. Managed pre-production planning and on-set logistics, using organizational tools and templates to streamline coordination. Provided creative input during editing and reviews to enhance narrative flow and visual consistency using Premiere Pro and After Effects.
Graphic Designer at Pistiprints
January 1, 2017 - September 24, 2025Designed and prepared a variety of print materials including banners, name cards, and T-shirts, using Photoshop and Illustrator to deliver polished results quickly. Ensured visual consistency across deliverables while managing revisions and approvals with efficiency. Adapted to tight production schedules, creating multiple outputs in short periods without compromising quality.
Graphic Designer at Times Experience
January 1, 2016 - September 24, 2025Created event-related marketing visuals using Photoshop, InDesign, and Illustrator, aligned with brand and promotional goals. Delivered design assets promptly for campaign launches, demonstrating speed and proficiency in multiple creative tools.
Graphic Designer at Marshall Cavendish
January 1, 2016 - September 24, 2025Updated layouts and enhanced visuals for educational publications using InDesign, Illustrator, and Photoshop. Collaborated with editorial teams to ensure layout accuracy and production readiness within tight deadlines.
Creative Lead at Bhaskar’s Arts Academy
January 1, 2025 - September 24, 2025Created promotional materials — posters, teaser videos, and social media content — using a range of software including Premiere Pro, Photoshop, Illustrator, Adobe Express and Canva. Aligned all creative outputs with the academy’s vision while managing multiple deadlines for different productions.
Creative Lead (Freelance) at Bhaskar's Arts Academy
January 1, 2016 - January 1, 2026Brand transformation: Built the Academy’s social media presence from scratch; established a professional brand identity for an Indian classical dance school in Singapore. Crisis strategy: COVID-19 digital content strategies to maintain community connection and brand visibility. Multi-channel execution: produced promotional assets, including teaser videos and social media campaigns; utilized AI image expansion and generative design to create high-impact posters and multimedia content.
Project Lead (MOE Tamil Language Project) at REDINOX
January 1, 2020 - January 1, 2025Orchestrated the full production lifecycle for educational animation, including flow design and storyboard preparation. Integrated AI-generated visuals and AI audio enhancement to streamline storyboard and refine VO quality. Operational efficiency: Reduced email marketing production timelines, delivering high-quality, responsive EDMs within 1–2 days using Stripo.
Art Director | Assistant Director at Cinephile Film Lab
January 1, 2024 - January 1, 2025Award-Winning Direction: Contributed to film projects that achieved festival selection and won industry awards. Logistics Management: On-set logistics and pre-production planning to ensure a seamless transition from script to screen.
Graphic Designer at Pistiprints, Times Experience, Marshall Cavendish
January 1, 2016 - January 1, 2017Executed high-volume print and digital assets, from educational publication layouts to event-related marketing visuals, consistently meeting rapid production schedules.
Junior Art Director / Project & Graphic Lead at REDINOX
January 1, 2020 - January 1, 2025Project Lead for MOE Tamil Language Project: orchestrated the full production lifecycle for educational animation, including flow design and storyboard preparation. Integrated AI-generated visuals and AI audio enhancement to streamline storyboarding and refine VO quality. Operational efficiency: Reduced email marketing production timelines, delivering high-quality, responsive EDMs within 1–2 days using Stripo.
Art Director / Assistant Director (Freelance) at Cinephile Film Lab
January 1, 2024 - January 1, 2025Award-Winning Direction: Contributed to film projects that achieved festival selection and won industry awards. Logistics Management: Oversaw on-set logistics and pre-production planning to ensure a seamless transition from script to screen.
Art Director | Assistant Director (Freelance) at Cinephile Film Lab
January 1, 2024 - January 1, 2025Award-Winning Direction: Contributed to film projects that achieved festival selection and won industry awards. Logistics Management: Oversaw on-set logistics and pre-production planning to ensure a seamless transition from script to screen.
Education
Diploma in Visual Communications at Nanyang Polytechnic
January 1, 2017 - January 1, 2017Bachelor's Degree in Professional Communication at SIM Global Education
January 1, 2019 - January 1, 2019O Levels at Woodlands Secondary School
January 1, 2013 - January 1, 2013Bachelor’s Degree in Professional Communication at SIM Global Education
January 11, 2030 - April 10, 2026Diploma in Visual Communications at Nanyang Polytechnic
January 11, 2030 - April 10, 2026O'Levels at Woodlands Secondary School
January 11, 2030 - April 10, 2026Foundations of User Experience (UX) Design at Coursera (Google)
January 11, 2030 - January 1, 2026Bachelor’s Degree in Professional Communication at SIM Global Education
January 11, 2030 - April 10, 2026Diploma in Visual Communications at Nanyang Polytechnic
January 11, 2030 - April 10, 2026O Levels at Woodlands Secondary School
January 11, 2030 - April 10, 2026Foundations of UX Design at Coursera (Google)
January 11, 2030 - January 1, 2026Bachelor’s Degree in Professional Communication at SIM Global Education
January 11, 2030 - April 26, 2026Diploma in Visual Communications at Nanyang Polytechnic
January 11, 2030 - April 26, 2026Foundations of UX Design (Google) at Coursera
January 11, 2030 - January 1, 2026O'Levels at Woodlands Secondary School
January 11, 2030 - April 26, 2026Qualifications
Diploma in Visual Communications
January 1, 2017 - January 1, 2017Bachelor's Degree in Professional Communication
January 1, 2019 - January 1, 2019Foundations of User Experience (UX) Design
January 11, 2030 - January 1, 2026Bachelor’s Degree in Professional Communication
January 11, 2030 - April 10, 2026Diploma in Visual Communications
January 11, 2030 - April 10, 2026O'Levels
January 11, 2030 - April 10, 2026Foundations of UX Design (Coursera)
January 11, 2030 - January 1, 2026Foundations of UX Design (Google)
January 11, 2030 - January 1, 2026Industry Experience
Media & Entertainment, Education, Professional Services, Software & Internet, Government, Healthcare, Consumer Goods, Retail
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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