#humanelement – An exclusive interview/sharing series where you’ll meet the incredible individuals behind our creative print house.
Learn about the inner workings of Allegro’s creative team with a detailed look at their experiences and contributions. In response to common questions about the role of creativity in this environment, Christina and Azelia share a behind-the-scenes perspective in an interview, revealing how the team operates and what drives their creative process.
→ Azelia Ng, Brand Manager
Azelia's passion for design began during her O-levels when she discovered her interest in visual art. That led her to pursue graphic design at Temasek Polytechnic, where she earned a diploma in Visual Communications. Seeking to gain international experience, Azelia earned a scholarship from the Design Singapore Council to study at the University of the Arts London, where she specialised in Graphic and Media Design.
After returning to Singapore, Azelia worked at various design agencies but eventually faced burnout at the onset of the COVID-19 pandemic. Seizing the opportunity for a fresh start, she joined Allegro Print, drawn by the unique challenge of developing new brands. Additionally, her education in London broadened her design perspective and deepened her interest in print and book production.
The unique opportunity to take on such a challenge during the pandemic was one I couldn’t pass up.
As Allegro’s Brand Manager, Azelia has been instrumental in developing and managing brands like Oolors, ALL-BOOK-S, and OFFCUT. Her role goes beyond design, covering marketing, product development, and overseeing special collaborative projects.
→ Christina Koh, LayerPlay Creative Lead
Like Azelia, Christina’s passion for art and design began early, guiding her to pursue Visual Communications at Nanyang Polytechnic. After graduation, she faced uncertainty about a career in design, but her love for Hand Lettering led her to start a side hustle, which eventually evolved into a small business.
After a rewarding 1.5 to 2 years, Christina returned to complete her degree at NTU's School of Art, Design & Media (ADM). Following graduation, she faced the challenge of job hunting during the COVID-19 pandemic. Amidst the uncertainty, Christina came across a job listing for LayerPlay, a position that perfectly aligned with her career aspirations. Drawn to the company’s vision and direction, she joined the team and now serves as the Creative Lead for LayerPlay, Allegro’s sister brand. In this role, Christina manages artist collaborations, oversees content creation, and leads the development and launch of new products.
→ What Sets Us Apart
At Allegro, the creative team operates like they are running a studio. They work closely with clients and their bosses to understand their needs and use design to enhance their business. Managing projects from start to finish, including both in-house and collaborative efforts, allows them to see tangible results and audience responses firsthand. Their roles extend beyond design, encompassing event planning, marketing, and product development, offering a challenging yet rewarding experience.
As a team, we act as the company’s think tank, transforming the bosses’ ideas and visions into reality and driving the print house's growth. We are encouraged to propose and innovate new products, which I believe is rare.
Unlike traditional design studios where designs remain digital until the final product is completed, Allegro produces nearly everything on-site. This enables the team to rigorously prototype and watch their designs transform into tangible products in real time. They also have the unique opportunity to view local artists' and designers' work freshly printed in-house, particularly through producing creative art books in Singapore. This exposure provides valuable insights into the local art scene and inspires their work.
→ Challenges and Motivations
Christina and Azelia face challenges working in a small, creative team within a print house. The lean structure means they frequently wear many hats, including some less desirable ones, to ensure tasks are completed efficiently.
The balance between freedom, restriction, fun, and pain drives us to do good work. While roadblocks can be frustrating, the skills we gain make it worthwhile,
Azelia explains.
Additionally, as an in-house creative team, they are not the primary part of the business, but they are necessary for business development – provided there is no pandemic or economic downturn. Despite these challenges, they could follow through on most of their proposals, which they value.
Christina shared that while the work may not be inherently difficult, the challenge lies in pushing ideas and visions as creatives. Her role extends beyond merely creating art; it involves envisioning what could be, pitching these ideas, and bringing them to life. Occasionally, the notion that the print industry is a "sunset" industry feels like an internal struggle.
Sometimes, it feels like our ideas are just dreams that may not come to fruition because they might not be as widely believed in as we hope,
Christina notes.
Fortunately, they have open-minded bosses, Merlyn and Yeow Liang, who support and encourage new concepts. They also help them stay grounded by teaching them the practical aspects of running a business. This balance allows them to remain both visionary and realistic.
The greatest motivation for the team comes from the positive responses from staff, clients, and the broader community. Whether through feedback on new projects or the excitement of seeing their ideas come to life, these reactions reaffirm the value of their work.
→ Achievements and Milestones
Despite the challenges of having a small creative team, Christina and Azelia's journey at Allegro is marked by significant achievements and memorable milestones. Christina fondly recalls her first major project at Allegro, where she designed a collection of illustrated greeting cards for OFFCUT's Christmas Pop-Up at ION.
Seeing my creations printed and displayed in a real store at a popular mall was like a dream come true
Additionally, she had the chance to hold hand lettering and calligraphy workshops, which allowed her to meet many wonderful people. Although it was a lot of hard work, it was also gratifying for her, and she made many valuable connections and memories.
For Azelia, the launch and success of OFFCUT stand out as a defining moment. The brand's recognition on an international stage, especially when OFFCUT received the G Mark Japan Good Design Award (グッドデザイン賞) in 2021, was a groundbreaking achievement.
Reaching Japan, the land of great stationery products, still feels like a dream.
This milestone not only elevated the global reputation of Allegro but also signalled a shift in the perception of the print house, affirming the value of their creative contributions. These accomplishments highlight the team's ability to innovate and bring new ideas to life, reinforcing their belief that print is far from a "sunset" industry. Read "Blast from the Past (Part 1)" in After*Print’s Journal to learn more about our achievements.
In conclusion, the creative team, though small in number, exemplifies how a print house can surpass traditional boundaries. Christina and Azelia, with their diverse backgrounds and experiences, have not only embraced the challenges of their roles but have also redefined what it means to be a part of a creative team within a print house.
This insightful interview was documented and written by Lerraine Chen, Creative Intern at Allegro Print, 2024.
P.S Read Human Element #1: The brilliant minds of Allegro 🚀here.
