sinkid

advertising / design / events & public relations

• Advertising Agency
• Public Relations Agency
• Brand Agency

sinkid believes that in a chaotic market landscape,
a brand can be distilled by filtering the subconscience and
extracting its core idea.

an idea that breathes life in a brand.
an idea that grows a brand in any entity.
an idea that projects immense brand presence.

"A dream is a complete moment in the life
of a client. Important experiences that tempt
the client to commit substantial resources.
The essence of the desires of the consumer.
The opportunity to help clients become
what they want to be."

Gian Luigi Longinotto-Buitoni
CEO, Ferrari North America

sinkid is a boutique integrated communications agency with a spectrum of capabilities ranging from advertising, design (identity, print, packaging, editorial, experience, environment), public relations and marketing communications services.

Our in-depth experience in retail (beauty & fashion), food & beverage and lifestyle through the years, combined with our knowledge and understanding of these industries have given us a distinctive expertise in our client working relationships.

How on earth can a boutique agency offer such a wide scope of services?

Our goal is to work with clients who are like minded — create great brands and enjoy great creatives. Hence it is not the size of the agency that matters most, rather it is the size of the idea that makes the difference.

Thus we have the luxury to create a unique work environment with a nucleus of thinkers and networking with the best minds in the industry to tailor-made the specific needs of each client, on a project and retainer basis.

Our professional services:
> branding
> advertising
> design
> environment (retail space planning & designing)
> event management
> public relations & press services

new clients: Chinoiserie Blu • Crabtree & Evelyn • Dove • Kiss & Make-Up • Ralph Lauren • Parco • shu uemera

current clients [SG]: Anna Sui • Metrox — Metrox, The Little Things She Needs • P&G Prestige Fragrances — D&G, Dunhill, Escada, Gucci, Hugo Boss, Lacoste, Mont Blanc • P&G Professional Haircare — Wella Professional, Sebastian Professional, System Professional • Unilever — Wall’s Magnum & Cornetto

past clients [SG]: Appletiser • The Arts House @ The Old Parliament • Auxigen • Black & Decker • Bonhams (HK) • Cartier Polo Tournament • Clinique (Asia) • CTRG — Cancer Therapeutics Research Group (NUH) • Dorian Ho (HK) • Forever 21 • Gas • Grand Hyatt • Hugo Boss Fashion / Lewis Hamilton F1 • Levi Strauss & Co. (Asia) — Levi’s, Dockers, Levi Strauss Signature • L’Oreal — Kiehl’s, shu uemera • Luxasia • Mantra Boutique • Mercede-Benz Asian Fashion Award 2004 • My Secret Garden • National Geographic Channel • Orchard Scotts Dental • Panpac Media — 24/7 (Magazine) • Pois Boutique • Season (Malaysia) • Paragon SC • Singapore Fashion Festival 2005–2007

past clients [US]*: Billboard • Chiemsee • Converse • J.Crew • The Learning Company • Lotus Corporation • Massachusetts College of Art & Design • Media 100 Inc. • Progress Software • Reebok / Boks • Scudder • Thomson Financial Services • Timberland • [SG]*: Barang Barang • Calvin Klein Fragrances • Chanel (Asia) • DBS — Development Bank of Singapore • Hewlett-Packard (Asia) • Le Meridien Hotel • Singapore International Foundation • PSB — Singapore Productivity & Standard Board (renamed as Spring Singapore) •Temasek Holdings

*in association with past agencies or companies


Way aka sinkid Tay
creative director, principal & founder

After graduating from Massachusetts College of Art & Design with a BFA in '94, Way embarked on a six year tour of corporate America. His journey traversed Boston to New York City, where his creativity graced such renowned studios as Gary Koepke ( ID Top 40 Designer & founder of Modernista!) and multi-national corporations like J.Crew.

Upon homecoming to Singapore at the turn of the millennium, he served as a pioneer member of Fitch as senior designer and subsequently lending his talent as Design Director to one of the top international brand consultancy, Enterprise IG (Brand Union).


Joyce Chia
communications director, principal

Joyce has amassed a wealth of over 25 years’ experience in the retail, lifestyle and hospitality industry, including Regional PR for Chanel (Asia Pacific), Marketing Manager for Luxasia (Fragrances — Calvin Klein,
Burberrys, Tiffany & Etc) and PR for Grand Hyatt Singapore and Le Méridien Hotel (Orchard & Changi).

Joyce also previously founded a very successful marketing communications agency — Directions M&C with key accounts including Hard Rock Café, Atelier (unique gift shop), Lushington Entertainment (Eric Clapton, Kenny G concerts & more), Alkaff Mansion and Max Mara (fashion).