Leeyau Chun Chuan
Co-Creation Satellite
Design & Spatial Branding
Chun Chuan is a strong advocate of innovative and service-oriented design, aimed at delivering accessible, result-oriented creative work for clients who seek targeted “service” design for brand and shopper experiential solutions. These are driven by design thinking and customer-centric consumer journeys, particularly in the areas of retail and fast-moving consumer goods. With insights garnered from AGA in co-creation and design thinking, he aims to bring about the best approach for clients to deliver cutting-edge integrated design solutions, including the development of experiential environments and brand innovation. Chun Chuan aims to bring a positive impact to life, and to the world of brands, businesses, and society with the APAC Global Advisory Change Marketing team.
With over two decades of expertise in design practice, Chun Chuan specialises in helping organisations achieve service innovation objectives through design-led solutions. His experience spans client engagement, project management, and brand design communication consultation. He strongly believes in understanding the needs of both clients and their customers, using design as a bridge between business goals and impactful solutions.
He has led design accounts and projects across diverse sectors including Fast-Moving Consumer Goods, Retail Food & Beverage, Electronics, Telecommunications, Public Spaces, and the Manufacturing industry.
He was the lead designer for Goodyear (Asia Pacific) in launching their first one-stop tyre and automotive services shop under the brand Goodyear Autocare. He designed the brand identity, interior finishes and communication, signage system, space planning, and the retail experiences, which have since been adopted and localised across Asia Pacific. He was also involved in creating a differentiated in-store customer experience for the Philips Light Lab, the first of its kind in the Asia Pacific. He has worked with brands including Lenovo, Singapore Post, Lactalis, and MSIG, Singapore Philatelic Museum and Sport Singapore Employee Recreation Club, to name a few. With APAC Global Advisory, Chun Chuan has collaborated on Westlite Accommodation and Dwell Student Living amongst other brand projects.
Chun Chuan’s commitment to advancing the design profession is reflected in his roles with the Design Business Chamber Singapore (DBCS). As an Executive Committee (EXCO) member (2021–2023) and Honorary Treasurer (2023–2025), he advocates for the transformative power of design in driving both business impact and societal progress.
Chun Chuan has volunteered with MyCommunity since 2019, contributing to community-building efforts. As part of the Community Design team, he played a pivotal role in designing Singapore’s first community museum in Queenstown, fostering inclusivity and intergenerational cohesion through participatory design.
Known for his listening heart and can-do spirit, as well as a strong background and training in design strategy, thinking, and brand management, Chun Chuan understands and delivers implementable solutions. As an entrepreneur with a creative and innovative streak, he always ensures that designs are seen through to deliver results. Prior to establishing Pinch Design, he was with the Design Division at Intraco Limited, Singapore's industrialisation trailblazer, and was responsible for projects spanning diverse sectors including automotive, F&B, engineering, and telecommunications.
CERTIFICATES
• Specialist Diploma in Design Strategy & Business Management (Nanyang Polytechnic)
• Specialist Diploma in Strategic Brand Management (Nanyang Polytechnic)
• Diploma in Graphic Design/Applied Arts (Baharuddin Vocational Institute)
• Professional Singapore Certified Management Consultant (by TUD SUV)
• ACLP Certified Adult Trainer & Facilitator (WSQ Advanced Certificate in Learning and Performance 2.0)
• Certified Digital Marketing Strategist (Equinet Academy Singapore)
• Masterclass in Service Design (Royal College of Art & NYP)
• Masterclass in Service Design (Copenhagen Institute of Interaction Design)
AWARDS
• Our Favourite Place by URA, Placemaking Entry – Merit, 2017
• Singapore Packaging Star Awards by SMF/PCS, 2016
• AsiaStar Awards by APF, 2016