In Focus: Interview with Lester Lim, Creative Director at Creaxis Design, Singapore

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Lester Lim | Muse Awards

Lester Lim

Lester Lim is the Creative Director of Creaxis Design. He started the company in 1999 together with his partners Marc and Yang. Nearly two decades later, all three of them are still here. Their original focus was below-the-line advertising, but they have backgrounds in print and broadcast media, as well. In addition to package and 3D paper design, we specialize in advertising and content creation for digital platforms. Creaxis currently has 7 employees.



Lester Lim | Muse Awards

Interview with the 2018 Muse Creative Awards Winner - Lester Lim

1First, tell us about yourself, your company, job profile, etc.
My name is Lester Lim and I am the Creative Director of Creaxis Design. I started the company in 1999 together with my partners Marc and Yang. Nearly two decades later, all three of us are still here. Our original focus was below-the-line advertising, but we have backgrounds in print and broadcast media, as well. In addition to package and 3D paper design, we specialize in advertising and content creation for digital platforms. Creaxis currently has 7 employees.
2Tell us a bit about your business and what you do.
The Creaxis portfolio includes online creative content, including videos, infographics and 3D animation. We have a long history of creating traditional above- and below-the-line materials, including TV & radio spots, print & press ads, brochures, in-store display materials, marketing tools and press kits. My day-to-day role involves managing the workflow and ensuring that the creative approach we take is consistent with both company and client expectations.
3Congratulations! As the winner of the 2018 Muse Creative Awards, what does winning this award mean to you and your team?
Awards are important, insofar as they validate our work in a way that is independent of client satisfaction—the most pragmatic of validations. Winning 2018 Muse Creative Awards tells us that we have gone beyond the expected and created something that is worthy of wider recognition. This is very gratifying.
4Where do you see the evolution of creative industry going over the next 5-10 years?
Media and technology will continue to evolve, and in order to remain relevant—that is, to survive—creative agencies will evolve right along with them. Yet, basic design principles—the foundation on which creativity is built—will remain relatively unchanged.
5What are your top three (3) favorite things about our industry?
1. I learn something new every day. That is the nature of today’s creative environment. It’s exciting and motivating and absolutely essential. If you’re not learning, you’re going extinct. 2. I love the camaraderie. This is a people-centric business, and meeting and working with individuals from all walks of life is a great pleasure. From clients to creatives, it’s people that make all the difference. 3. Perhaps my greatest joy comes from the fact that three like-minded people could come together and form a company that has thrived for almost twenty years. We’re still together, and we’re still having fun.
6Who has inspired you in your life and why?
Yoda. Because with us the force is.
7What makes your country specifically, unique in the creative industry?
Singapore is unique for many reasons, but perhaps the most significant is the fact that there are three primary cultures, four official languages, and a constant stream of visitors from all over the world. In this environment, one learns to be truly cosmopolitan, because creative endeavours are often required to transcend cultural boundaries.
8If you could give one piece of advice to someone considering a career in creative industry, what would it be?
Never be disheartened by the obstacles and rejections you are bound to face in this industry. Instead, consider them to be opportunities for growth and embrace these challenges!
9What resources would you recommend to someone who wants to improve their skills in the advertising industry?
Read, watch, listen, learn and always be mindful of what’s really going on around you. Of course, you should practice your skill. If you’re a designer, design. If you're a writer, write. If you’re an illustrator, draw. It seems obvious, but you’d be surprised how many people neglect their skills.
10Tell us something you have never told anyone else.
I’ve never eaten chunky peanut butter.
11Finally, what is your key to success?
Consistency. It’s said that “life is a marathon, not a sprint,” and I believe this to be true—at least in terms of success. You set a goal and you consistently move toward it. It’s not going to be easy, but then, no goal worth reaching ever is.


Winning Entries

GagaMail | 2018

GagaMail | Muse Awards
The brief was to produce unique souvenirs for tourists who visited Singapore and would like to bring a piece of Singaporean... (read more)

Gaga mail Merlion | 2018

Gaga mail Merlion | Muse Awards
The brief was to produce unique souvenirs for tourists who visited Singapore and would like to bring a piece of Singaporean... (read more)

Ooh La La by Chef Julien | 2018

Ooh La La by Chef Julien | Muse Awards
The brief was to create a simple packaging sleeve that stands out from the competitors also able consumers... (read more)

Creaxis Design Pte Ltd

Creaxis Design


Creaxis Design is a small, multi-disciplinary agency that believes good design is the common denominator for all visual media. Basic design principals do not change, though the manner in which they are applied is ever evolving. This approach has served us well over the past two decades, for while we’ve consistently adapted to the rise and fall of various media and technologies, we’ve maintained the same, uncompromising standards of quality that inspired our founding. And because design is our passion, our journey, though fraught with challenges, is a joyful one.


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