Shop–House is DECK’s new home in Geylang: a gallery on the ground floor, artist-in-residence accommodation and project spaces above, and offices on the top level. During its inception, we worked closely with the DECK team to define the role of this space within their ongoing journey.

As the lead strategist and copywriter, I was in charge of bringing the new space ti life through naming, developing a new yet synchronous strategy, and setting its voice. Both name and direction had to allow for brand recall with DECK and their verticals while still carving out a new identity for artists, art workers, art lovers, and--most crucially for an independent organisation--donors.





Designing a space to breathe
This idea of pause, resourcefulness, and duality shaped the visual identity. The logo merges the live-work space into a single, recognisable silhouette that echoes the physical structure. Typography retains a link to the paren




A modular block system divides any layout into four equal parts, vertically and horizontally. This creates dynamic yet simple compositions that remain flexible across all touchpoints. A custom headline font, Shop–House Display, designed by Practice Theory, pairs geometric modernism with the softer character of the space. It is paired with Brown—a classic geometric sans serif by Lineto—ensuring functionality and clarity. Inside the building, compact wayfinding and playful iconography and copy extends the graphic language, tying together old DECK and new Shop–House, artist and audience, temporary and long-term.