The Instagram account of this two-year-old branding and marketing consultancy
(@elementary.co) attests to preconceptions that life in the creative scene is fun. Cue the office whisky drinking sessions; team bonding over a Star Wars marathon for Halloween; or the time when all the guys dressed as geeks and took part in last year’s Hello Kitty Run to raise funds for charity.
Says co-founder Charmaine Seah-Ong (top row, second from right in the BCBG Max Azria mesh maxi): “We started this company because we wanted to create a place that people would really enjoy working at and, because of this environment, they would be able to create their best work.”
The result has been a distinctively upbeat, cheeky streak that runs through all their projects, whether it’s witty puns printed on the in-room amenities at luxury hotel The South Beach, or irreverent pop art graphics for rooftop bar/events space Lepark. Located at the rooftop car park of People’s Park Complex, the latter is a creative playground of sorts that also aims to be a platform for emerging local talent – the perfect backdrop for this shoot.
When it comes to dressing themselves up, the 11-man team has the advantage of having Seah and marketing director Aarika Lee (top row, third from left in the vinyl skirt) on board. Both industry favourites with their personal style and members of the F-collective, they brought extra outfits and accessories from their own wardrobes for the girls (that would be senior creative Olivia Eleazar – front row, second from left – and senior marketing executive Elaine Lau, in white) for this photo.
Meanwhile, Seah’s husband/company co-founder Derek Ong (top row, third from right) brought his stash of pocket squares and bow ties for the guys (top row from left: creatives Joel Goh, Teo Chong Wah and Benjamin Wang, and digital delivery director Ryan Gomes; bottom row from left: marketing executive Nathaniel Aurol, and creative director Russell Seah). Which checks another key element for merrymaking: a family spirit.
Hair Heidi Huang & Kiki Moo/Air Salon, using Aveda Makeup Zann Thiang/27A & Angel Gwee
An adapted version first appeared in Female’s December issue, out on newsstands now.
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