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Gerard Teo

Art Director / Senior Brand & Experience Designer

Clear thinking.Properly made.

I make complex briefs easier to understand, then turn them into brands, products, campaigns and experiences that hold together in the real world.

View WorkView my CV
26+
Years designing, directing and producing work
3 → 15
Grew the Blacksheep creative team from 3 to 15
6
Major agency networks, plus independent and in-house roles

Expanding the system

Applying senior visual craft to digital product problems.UX design · Product thinking · NTU PaCE 2026

Good work gets weaker when thinking, design and production drift apart.

I like to stay close to all three. I help make sense of the brief, set a clear direction and carry the idea through the awkward real-world details that decide whether it works.

That means fewer handovers, fewer lost decisions and a finished piece that still feels like the original idea.

Direction
A clear idea before the design starts
System
Rules that keep the work recognisable and usable
Delivery
Hands-on through prototype, artwork and production

Working principle

Clarity before decoration.

The work should make sense before it tries to impress. Once the idea is clear, the visual choices have something solid to do.

Featured case studies

Work with a point.

Brand systems, product thinking, spatial experience and consumer craft. The medium changes; the need for a clear idea does not.
SGInnovate identity overview showing the modular orange and charcoal line symbolOne identity system / multiple applicationsSGInnovateBrand Identity · Campaign Design · MotionOne clear visual language for a complex innovation brand.UX / Product capstone · NTU PaCE 2026

Put the explanation where the confusion is.

A medical-literacy concept for HealthHub lab results, shaped by 76 survey responses, 10 interviews and first-round Maze usability testing.HealthHub medical literacyResearch · Prioritisation · Prototype · Usability testingA small UI intervention aimed at a specific comprehension and trust gap.Dow ChinaPlas Industrial Packaging zone with bulk-material displays and bilingual overhead signageVisitor flow / four application zonesDow Chemical · ChinaPlasExperiential Design · 3D Visualisation · ExhibitionMaking industrial innovation easier to navigate.Sunsilk Damage Reconstruction campaign with the orange haircare range and modelBrand / label / pack form / campaignSunsilk · UnileverFMCG Branding · Label Design · Product ShapingA global haircare brand, made clearer.

Archive

More of the work.

ModajarA fashion identity built from naming through digital retail and physical touchpoints.Naming · Brand Identity · Digital RetailModajar wordmark and bird symbol over black-and-white fashion photographyAmerican Express · DBS card conceptsFour premium card ideas, including two DBS co-branded directions.Product Design · Card Concepts · Visual SystemsFour American Express card-face concepts, including Prime and two DBS co-branded directions100 Pasir PanjangA property identity drawn directly from the building.Brand Strategy · Identity · Launch CampaignOpen 100 Pasir Panjang property brochure showing the building visual and editorial layoutRaffles InstitutionA more consistent identity without erasing the school’s history.Institutional Identity · Editorial · EnvironmentalRaffles Institution identity system across editorial, stationery and environmental applicationsSkechers collaboration conceptsLicensed characters worked into the shoes, not simply printed on top.Product Design · Licensed Collaborations · Footwear GraphicsSkechers x Keith Haring footwear collaboration concept in yellow, black and whiteBENEO Product ConceptsTechnical ingredient benefits turned into products people could picture.Product Concepts · Packaging · 3D VisualisationBENEO Fruity Sensations snack-pack range presented in a colourful fruit-led campaign layoutPassion GroupSix restaurant brands connected by one clear group structure.Brand Architecture · Hospitality Identity · EnvironmentalPassion by Fu Lin Men restaurant brochure with food photography and dark wood coverUnilever beauty packaging conceptsThree beauty ranges made clearer at shelf while keeping their brand cues.Packaging Design · Product Visualisation · Range SystemsPond's skincare range concept with white packs and orange product coding

Experience

I lead the work and stay close to it.

I have worked in major agency networks, independent studios and in-house teams. Along the way I moved from hands-on designer to creative director and studio co-founder.

More recently I formalised my UX and digital product training. The useful shift is not pretending brand experience makes me a finished product designer; it is applying years of systems thinking to users, tasks, flows and prototypes with more rigour.

I still like making the thing. I stay close to the brief, the team and the production details so the idea does not get polished into something bland on its way out the door.

Direction

Find the idea worth backing, then make the brief clearer for everyone.

  • Creative direction
  • Brief clarification
  • Concept development
  • Team leadership

Systems

Turn that idea into a visual language that can stretch without falling apart.

  • Brand identity
  • Campaign systems
  • Packaging systems
  • Visual language

Product

Use research, flows and prototypes to make a task clearer before polishing the interface.

  • Research synthesis
  • User and task flows
  • Wireframing and prototyping
  • Product thinking

Delivery

Stay with the work through the details, formats and production decisions.

  • Campaign rollout
  • Exhibition production
  • Artwork and adaptation
  • 3D visualisation

How the work gets made

Start with the problem. Build what lasts.

  1. Get the problem straight

    Work out who it is for, what is getting in the way and what actually needs to change.

  2. Map the system and the task

    Find the relationships, hierarchy, flow and rules before adding visual polish.

  3. Make, test and carry it through

    Prototype the idea across real situations, learn what breaks and stay close through delivery.