Cheong Wei Quan

Brand + Strategy Consultant

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About Cheong Wei Quan

Wei Quan is a brand consultant and content strategist from a multi-disciplinary background consisting of psychology and nance with a Master in Fashion Brand Management from Polimoda, one of Europe’s top fashion institutes. He has a passion for crafting memorable brand experiences through the creation of engaging content across various mediums.

Much alike his educational pursuits, he has a broad base of experiences ranging from serving as the brand director of Gnome & Bow to marketing in luxury magazines. His consultancy work includes both corporate clients such as China Navigation Company and lifestyle clients like styleXstyle.

 
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“Design should be adaptable across space and time. Most importantly, I feel that design should elicit a emotional response, as memories are better encoded when they are anchored to emotions. Great design should always polarize the audience.”


Design is a continuous, seamless process of ideation, execution and adaptation. Most of my exposure to design originated from fashion, hence, most of my design inspirations stem from fashion references. Personally, I gravitate towards brands that have a very specific look whether in terms of styling or design aesthetics, such as Dior Homme by Hedi Slimane and Tom Ford. Aside from fashion, brands that have a minimalist yet signature look, such as Muji. It's an ability much akin to being able to tell a story in only one word.

Knowledge is power and no information is too trivial. When encountered with a foreign topic or brief, I always make sure that I have ample time to do all the necessary

 

research that is required so that I have at least a good working knowledge to formulate an approach. No stone is left unturned from the most complex of ideas to the most minute of details, because whatever knowledge gained will always play a part in future projects and help shape the way I think laterally.

I believe that the best designs are ones that have a signature look and feel, whilst maintaining a certain element of flexibility and modularity. Design should be adaptable across space and time. Most importantly, I feel that design should elicit a emotional response, as memories are better encoded when anchored to emotions. Great design should always polarize the audience.

 
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The subconscious mind is very much more adept at making complex decisions than the conscious mind. It is a psychological theory that I do apply to maneouver obstacles, hence, I would seek out solutions in areas unrelated to design such as movies and music whenever I face a design block. Alternatively, sometimes it may even be as simple as taking a short break and focusing on another project.