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Tulika | Studio Giraffe

Tulika | Studio Giraffe
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I am a graphic designer and the founder of Studio Giraffe.

UX design and interaction design are fields that have boomed in the past few years but as a seasoned designer, how do you think your beginnings in the field were different from designers of today?

When I first started out with my degree in visual communication, the industry was a pretty different place from what it is now. "Website design" was an optional module at university that I took out of interest - I can't imagine that not being a key part of the design curriculum now! However, the core foundation and principles of the field remain the same - though it's certainly important to take the time to stay up to date with what's happening in the industry and not get stuck on any particular space or tool as the field is constantly evolving, and so should designers.

Product design layout for Melior

How do you make sure that the system that you create is a flexible system that adapts to a growing and changing brand? How do you define flexibility and how do you make sure you make it flexible?

Creating a brand is about finding the delicate balance between creating a cohesive system that will create a unified brand identity; while not being too restrictive and not leaving any room for creativity. It's important to nail down key details, whether typography, colour palette or imagery style; but I would caution against being too restrictive beyond the basics as ultimately designers need some room for flexibility to create something interesting and memorable. Overly complicated brand guidelines also tend to get lost in translation when being implemented in the real world. There's no one-size-fits-all answer here, but I think these are the main things to keep in mind when creating a new brand language.

Business card layouts for Satyate

How do you walk the line between being unique, giving a good user experience, and having commercial appeal?

When working with an established brand, the brand guidelines create the basis on which we develop materials, and this determines most of the end of the result. However it is for us to put a unique spin on how we can implement those guidelines in a way that is cohesive with the brand, but not being repetitive or boring. It's important to understand the ethos of the brand as well as the target audience that you are designing for, and then make design choices accordingly.


What has the course of your journey as a Creative been like so far?

After completing my BFA in Visual Communication, I began my career in an agency, where I gained invaluable experience working on diverse projects with multidisciplinary teams. After a few years, transitioning to an in-house graphic design role allowed me to deepen my understanding of marketing and art direction while leading brand initiatives across the Asia-Pacific region. This experience inspired my entrepreneurial spirit, leading to the creation of Studio Giraffe in 2018. By founding my own studio, I embraced the opportunity to channel my creativity into a venture driven by my vision and passion for design. Six years on, the studio continues to evolve, taking on new types of work and cultivating strong client partnerships.

product design layout for Fireside

What’s your advice to young Creatives just starting?

Be open to new ideas, and always make the time to learn. Whether through courses, reading up online, talking to other designers or even going to your local museum, inspiration is everywhere and it's important to take the time out to find it.

Design layouts for Singapore Emerging Tech Startups

Which popular comic character represents your artistic self the best?

I think I'd go with Hawkeye - precision and a keen eye for detail!


How do you balance creativity with the business side of things?

My career has been largely focused on working with corporate clients, so this is something that I learnt with experience. It takes practice to learn how to take on a piece of work and infuse it with your ideas and vision while staying true to the business itself, and not leaning too much into your own "style".

Pamphlet layouts for Temasek

How do you work with clients to ensure their vision is accurately represented in your work?

Communication is key! Asking loads of questions, understanding as much as I can about their business and audience. Trying to get on the same page before coming up with a first draft is important; and then the vision can be fine-tuned through a few rounds of feedback.

Let’s get creative together.

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