Meet The Team
We are a team of multi-disciplinary designers, innovators and business consultants.
Bassam JabryPartner & Managing Director
Bassam is Chemistry’s managing director, consulting on product and service design innovation. He has led the team at Chemistry since 2002, evolving the business from a classic product and graphic design studio to the experience design think tank it is today. He’s passionate about applying design as a strategic tool, generating impactful solutions that make a difference in people’s lives.
Bassam holds a first-class honours degree in industrial design from Brunel University, UK. In his spare time, he enjoys painting with acrylics on canvas—enjoying creative freedom away from digital devices and client briefs!
Marcel HeijnenCo-founder & Creative Director
Marcel Heijnen is a visual artist, designer and musician. Originally from the Netherlands, Asia has been his home since 1992. Marcel’s creativity is driven by a general curiosity about life and its meaning. He currently uses photography as the main medium for his art, exploring its boundaries in a quest for beauty and expression that goes beyond realism, but gets perhaps a little closer to truth.
Over the past few years he has had solo exhibitions at Month of Photography Asia, Vue Privée and Galeri Utama. He has participated in numerous group shows and the Affordable Art Fairs in both Singapore and Hong Kong. He is represented by Eduard Planting Gallery in Amsterdam and Blue Lotus Gallery in Hong Kong.
Marcel is a co-founder of both Chemistry, and Artistry – the Gallery Cafe.
His most recent project, Chinese Whiskers, captures shop cats in Hong Kong’s disappearing street markets.
Karin AuePartner – Communication, Experience
Karin heads the communication and service design projects at Chemistry. As design director, she works with the team to craft engaging user experiences across various industries. Originally from Austria, Karin has worked across the globe for companies like KesselsKramer and IDEO, prior to joining Chemistry. She holds masters degrees in communication and experience design.
Karin strongly believes in the transformative power of human-centred design—whether applied to public service streams or whole city districts. This concern for strong impact with a clear social component can also be seen in passion projects such the for-impact-organisation Aiducation International www.aiducation.org which focuses on giving access to education for bright students in developing countries. In quite moments Karin loves sketching over a good cup of coffee, something that can likely be traced back to her time spent in the coffee houses of her hometown, Vienna.
John ChanPartner – Product, Environments
John is responsible for leading Chemistry’s product and spatial design practice. Born and bred in Singapore, John studied industrial design at the National University of Singapore. In his 14 years of consultancy experience, John has worked with diverse businesses, developing award-winning products in the consumer electronics, lifestyle products and medical and service industries. His work has garnered more than 6 design awards with clients from Dell, Motorola, Phillips, Panasonic and Procter & Gamble.
John is honored to be one of the designers invited by the Singapore Arts Museum to participate in MADE FOR SAM, the creative production of a critical and compelling range of products. His works have been showcased at the Singapore Design Festival 2009, the Singapore Arts Museum, the National Museum of Singapore and Singaplural Design Week 2012 and 2014. His design of the ‘Singlish’ notebook has become an iconic Singaporean souvenir since it was launched in 2010.
Jeffrey Koh, PhD
Jeffrey Koh, PhDPartner – Strategic Ventures
Jeffrey is the Strategic Ventures Director at Chemistry. He is tasked to seek out partnerships that enable bluesky activities. He was a lecturer and researcher at UNSW, co-designed the undergraduate degree in Crossmedia and co-developed UNSW’s Coursera course on Transmedia Storytelling, and was a Peer of the Australia Council for the Arts.
An artist, designer and engineer, he designed catwalks for PRADA at OMA. He worked as an advisor in the areas of AI and circular economy. He earned his engineering PhD from NUS and has several peer-reviewed publications. He has patents in the US, Singapore and Japan and edited a book on Cultural Robotics where he is a pioneer in the field.
Nicholas LokeLead Communication Designer
Nicholas is Chemistry’s senior communication designer. Joining the team in 2013, has been leading impactful projects, from the re-imagining the design of Singtel’s consumer bill to various healthcare projects to improve patients and health professional’s experience to deliver service excellence at SMRT. He graduated from Lasalle with honours and BA in communication design.
In 2014 he co-founded Squelch Zines, aimed at growing the Singapore-based zine community onto the world stage. He has collaborated with the annual Singapore Art Book Fair on a curation of Zine Room which has been running since 2018. Squelch Zines launched their first solo gallery show in 2019, which showcases their ever growing Zine Library that currently holds 500-800 zines.
Fariz JunaidiSenior User Experience Designer
Fariz brings a wealth of experience in crafting robust and well structured digital user experiences. His strong ability to conduct empathic research to identify both current and future customer journeys in the context of digital interaction and systems has allowed him to create relevant solutions that resonate deeply with end users from the start.
Fariz holds a BA in communication design with First Class honours from The Glasgow School of Art, and previously worked as a UX Instructional Facilitator at General Assembly Singapore. In the past Fariz held positions as a communications designer, working to plan and design social media content including GIF, video animation and film editing for clients including DBS, National Heritage Board, Singapore Kindness Movement and National Museum of Singapore, as well as a designer of infographics for Visactu, a Parisian news agency based in Paris.
Fariz is also a visiting instructor at General Assembly and an adjunct lecturer at Nanyang Polytechnic teaching Experiential Design.
Romina CBusiness Designer
Romina is a Swiss rediscovering the Singaporean roots of her father. A digital specialist with a business background, she is happy to be called a creative nerd (yes, she actually enjoys coding) with a keen business eye and entrepreneurial streak.
She started her own blog in her teens, sharing her passion for fashion at Blaastyle.com and continuing to publish right through her university studies. She was recognised as a digital influencer in Switzerland and was solicited for tie-ups with fashion, beauty, life-style and hospitality brands.
Previously Romina handled the digital transition for a leading Singapore-based regional timepiece retailer and distributor, including the implementation of a new CRM solution and social media management before moving to Tokyo to gain further experience in digital and brand consulting at a more strategic level.
Romina graduated from HEC University of Lausanne and HSG St. Gallen.
Teo KiahshengProduct Designer
KiahSheng believes that design is more than adding novelty to the form and aesthetic of objects. Design is the integration of concept, process and interface, where the results become the pivot points of better processes and systems. Today, the problem is not to produce more to sell more, it is to question the legitimacy of its right to exist.
A graduate from Singapore Polytechnic, KiahSheng studied experience and product design. He has been exposed to the many facets of design, from the edibles to the intangibles, spaces to services and user research to designed solutions. His passion for design stretches across research and development, product design and enhancing user experiences.
An avid cyclist himself, KiahSheng enjoys exploring places on two wheels because nothing compares to the liberating yet simple pleasure of riding a bicycle.
Daniel WeeExperience Designer
Daniel believes that designing optimised user experiences is at the intersection of spatial environments and the digital products or services contained within them. His combined background in architecture and training in UX design enables him to design holistically across both physical and digital domains to deliver more human-centric experience.
Daniel graduated from Singapore University of Technology and Design. In his alma mater, Daniel was part of the school’s Mountaineering Club which ascended an unclimbed peak in India and named it after SUTD. Outside of design, Daniel enjoys dabbling in film photography as a candid and personal way of storytelling.
Sherlyn TanVisual Communicator
Sherlyn graduated with honours from Lasalle College of the Arts, Singapore with a BA in design communication. Curious by nature, she enjoys experimenting and exploring new opportunities with out-of-the-box ideas, as well as seeing it slowly come together from concept to production.
Clarence NgJunior Experience Designer
Clarence believes that great user experience stems not only from grand machination, but by connecting with your users. Introducing different ways of problem solving and methods for discovering what people truly need provides meaningful experiences for your users.
Prior to joining Chemistry Team, Clarence graduated with a Diploma in Interaction Design at Nanyang Polytechnic. He has also worked in-house as a UI designer at a fin-tech startup. Furthering his educational journey, he went on to obtain a Bachelors degree in Art, Design, and Media at the Nanyang Academy of Fine Arts with Upper Second-Class Honours.
Outside of design, one of his main hobbies is fish-keeping where he collects and raises a wide-array of exotic freshwater fishes right in his own home.
Keith WongBusiness Designer
Keith believes in the exponential potential of synergising business, innovation and design, to create transformative change and generate lasting value for our partners and clients. By integrating the domain of design strategy with business objectives and adopting a multidisciplinary approach, Keith strives to create thoughtful, holistic and innovative solutions.
Prior to joining Chemistry, Keith graduated with a Diploma in Business Studies, specialising in Entrepreneurship at Ngee Ann Polytechnic. In 2016, he co-founded and was the Chief Design Officer of, Munch Technologies Pte. Ltd., a full-stack AI-enabled food discovery platform that aims to provide true discovery solutions to help users find the perfect dining spot. Continuing to develop his design capabilities and creativity to complement his business and strategic acumen, Keith is currently pursuing a Degree in Design Communication at LASALLE College of the Arts.
Outside of design, Keith is a photography-enthusiast, a passionate scuba-diver, and an avid music festival-goer.
Christian SngContent Designer
Christian firmly believes that a seamless user experience sits upon well-designed and user-centric content. His expertise in content strategy and development provides him with the ability to view things strategically while being familiar with the detailed creation process.
With a strong passion for arts and culture, Christian previously strategised and created content for large-scale music festivals in an agency. He has also worked for various brands and startups as a copywriter and content strategist, developing campaigns and content for brands like Starbucks and Gorilla Press. His recent passion-driven video project, “Art, Can Eat?”, explores the viability of pursuing the arts in Singapore.
Christian graduated summa cum laude from the State University of New York at Buffalo with a BA in Communication. During college, Christian specialised in communication research and honed his expertise in understanding how people think, experience, and live.
In his free time, Christian fronts indie rock outfit, g0uch, and can be found scaling walls at your local rock-climbing gym.