By SGN | 5 Feb 2024
“I come from a humble background. My parents were hawker stall owners who worked 15-hour days selling hokkien mee and fried rice,” says Rainy. “To be able to live out my New York dream, and bring back and apply what I’ve accomplished, it’s like I manifested it!”
“But looking back, every decision I made was intentional.”
The allure of the Big Apple has drawn thousands of go-getters hoping to leave their mark on the world’s biggest stage. For Rainy, those sparks were set off at the age of 7, when she saw the Times Square ball drop being televised.
“I want to be in New York City!” she declared, turning to her parents.
More than 20 years later, that desire to be in the thick of culture has driven her to deck out the most iconic Spotify billboards and pop-ups across the metropolis. And in 2018, she was recognised and ranked as ‘Global 4th Art Director of the Year’ at the One Show, the world’s most prestigious annual award in advertising and design.
Some of the biggest stars in music she’s collaborated with include Dua Lipa, H.E.R. and The Weeknd.
Now, she’s setting her sights on cross-pollinating the creative buzz of New York, with the dynamic sensibilities of Singapore through her new startup – Design Never Sleeps (DNS).
Making it to the States
In 2009, Rainy was one among twenty who earned a full scholarship from IMDA. “Even then, I remember pitching my aspirations of bridging creativity between the States and Singapore,” she says.
“That’s how I found my way to the Savannah College of Art and Design (SCAD). It was eye-opening – the freedom of expression in America, which helped me find my own creative voice and identity.”
Thriving on the exposure to design thinking, Rainy quickly found herself embracing creative collaboration and specialising in motion graphics. Her penultimate project at SCAD saw her contributing to FOX Sports’ 2014 Super Bowl opener.
But that was just the start. “After graduating, I packed my bags and drove 10 hours to New York City with two friends for internships,” Rainy recalls. “I started out with $500, and even slept on a couch for three months! But that’s New York, right?”
It wasn’t long before Rainy started catching the attention of New Yorkers in the arts. From 2014-16, she designed installation motion graphics at the Museum of Modern Art (MoMA), contributing to the Association of Independent Commercial Producers (AICP)’s annual event and archival project.
“We wanted to develop something aesthetically on par with other exhibits in MoMA,” she explains. “The concepts had to have a timeless beauty, be immersive and also visually stimulating.”
Taking the Stage with Spotify
Through connections Rainy formed while working at a production house, she landed her big break – Spotify.
As one of the earliest design hires of their creative studio in New York, Rainy watched the brand grow from its nascent stages as a music streaming platform to the leading entertainment brand it is today.
“We started with a team of 10 that has since multiplied tenfold.”
Within the span of eight years, she’s worked on 215 projects and more than 40 campaigns. These include experiential design and leading the Spotify Wrapped campaigns for 2018, 2020 and 2021.
“There’s so much creative liberty at Spotify. I’ve had the chance to direct different aspects of pop culture – art and content, user experience, and events for VIPs.”
“Being at the centre of music and entertainment, gives me a strong grasp of what drives culture. It informs what I’m trying to achieve as a specialist interested in shaping the zeitgeist.”
One project Rainy is incredibly proud of is Spotify’s K-POP ON!, a 360 campaign she led, featuring visuals and content of artists like BTS, BLACKPINK and Sunmi.
“K-pop has been part of the picture in Asia for two decades, but it was only in the last few years that it became a global phenomenon. I’m thrilled that I got the chance to be part of a bridge between the East and the West,” she says.
Design Never Sleeps
Rainy’s expertise in blending influences is now making its leap across the ocean once again. In early 2023, she co-founded Design Never Sleeps, a trans-Pacific brand consultancy with her friend Jean Tet, who’s based in Singapore.
“It finally felt like the perfect time to launch what I had pitched for my scholarship years ago. In terms of creativity, presence and opportunities, Singapore’s design industry is growing, and we want to be a catalyst for cultural exchange,” she shares.
They recently held their inaugural launch event in Singapore, featuring a panel of experts discussing the cultural nuances in shaping brand perception.
Rainy shares, “In New York, design is driven by culture from the ground up. Everything’s quite organic when you have people coming in from around the world, trying to make it with their best or wildest ideas.”
“In Singapore, that bolder sense of creativity is still being cultivated, as we’re a smaller and younger country,” she notes. “There’s less risk-taking here, but it’s evolving. The great thing is that there’s a lot of top-down support, and innovation in new areas like sustainable urban design and brand strategy.”
When asked about her long-term vision, Rainy explains, “At DNS, we want to help brands unite their group on a global scale, to propel things created in Singapore to the US, or to enhance the trickle-down from US to Asia Pacific.”
For those hoping to follow in Rainy’s footsteps, she shares this advice: “Master your craft, trust in teamwork, and be dedicated to perfection. That’s what I learned from watching my parents cook in hawker centres for 25 years.”
“More importantly, for anyone hoping to make it in New York, my advice is to be open and confident. When I was younger, I wanted to blend in. I even took elocution classes. But the older I get, the more I’ve noticed that my real value comes from being different, and from my identity as an Asian woman.”
“As Singaporeans, we have a unique point of view and voice. Embrace your differences and be brave!”
Interested in working in Singapore or starting a business here?
Find out more about the new Overseas Networks & Expertise (ONE) Pass as well as other work passes that may suit you.
Meet Rainy
Rainy is an art director and graphic designer specialising in motion graphics and experiential design. She is based in New York and Chicago, where she works as a senior art director for Spotify. She is also the co-founder of Design Never Sleeps, a brand consultancy based in New York & Singapore.
Connect with her here.
