Introduction
My name is Jocelyn Yap, originally from Batam, Indonesia, and currently pursuing Bachelor of Arts (Honors) in Graphic Communication Design at Raffles College of Higher Education Singapore.
Previously, I completed a Diploma in Illustration Design with Animation at Nanyang Academy of Fine Arts (NAFA) under the Tuition Grant Scheme. My final year project, Short Breaks Shiok Breaks, was showcased at NAFA Graduation Show 2025, which is a significant achievement reflecting my dedication to design and visual storytelling.
After graduating from the Diploma, I was required to fulfill the Tuition Grant terms by working in Singapore for three years. I joined the Lao Huo Tang Group as a full-time in-house Graphic Designer for a year. However, due to foreign workforce quota restrictions and changes in business conditions, the employer was unable to sponsor my work visa (S Pass) application. Rather than viewing this as a setback, I chose to pursue a degree at Raffles College to expand my technical skills, strengthen my academic qualifications, and better prepare for future career opportunities in Singapore.
I believe good design starts with understanding the target audience, which is why I emphasize empathy, feedback, and collaboration throughout the creative process. I enjoy learning from other designers, taking on new challenges, and producing meaningful, visually engaging designs. That is why I am seeking to work at a creative or advertising agency as a Graphic Designer, creating a range of projects alongside experienced designers and gradually building confidence in my own design approach.
Sector Analysis
The graphic communication design industry is continuously developing as Singapore strengthens its design sector through the Design 2035 Masterplan (DesignSingapore Council, 2026a). In my opinion, this shows that designers need to keep learning and adapting to stay relevant to the industry's changing needs, develop digital skills, creativity, and understanding of client needs.
Strengths
One of my main strengths is able to adapt quickly to new environments and challenges. Throughout my studies and work experiences, I have adapted to different working styles, project requirements, and types of feedback. I am also a detail-oriented designer with high empathy who pays attention to design visuals while considering the audience’s point of view to create meaningful and functional design.
Additionally, I am comfortable collaborating with others and receiving constructive feedback. These qualities are valuable in agency environments, where designers work across different clients, industries, and project requirements.
Weaknesses
One area for improvement is my confidence in presenting and explaining my design decisions. With a clear brief, I find it challenging to articulate the rationale behind my creative choices even though I can execute designs effectively. This is important in agency environments, which involves presenting ideas, answering questions, and explaining design decisions to clients and other designers.
My interviews with Reil and Eve reinforced the importance of communication and understanding the problem behind a brief. Reil highlighted the balance between creativity and client’s expectations, meanwhile Eve emphasized that designers should move beyond simply executing designs and consider how their work supports business and marketing objectives. Therefore, I aim to strengthen my communication, strategic thinking skills, and confidence in explaining my design decisions.
Opportunities
The development of Artificial Intelligence (AI) and other digital technologies creates new possibilities and expectations for designers. AI improves efficiency by reducing repetitive tasks, which allows designers to focus more on creativity, problem-solving, and strategic thinking (CNA, 2025; Zalizan, 2025). The growing demand for digital content also creates opportunities in areas such as motion graphics, video, UI/UX, and digital marketing.
From my interviews, I plan to develop skills in AI-assisted design, basic HTML, and 3D design. These skills can make me more versatile to changing industry expectations. The increasing importance of digital technology also means that I need to continue updating my technical skills. SkillsFuture's Digital Workplace initiative highlights areas such as AI, generative AI, automation, data analytics and digital tools as important skills for the changing workplace (SkillsFuture Singapore, 2026).
There are also many different areas within Singapore's design industry that I could explore, including branding, advertising, F&B, e-commerce, and digital media. Working at an agency could allow me to explore different industries rather than focusing on just one type of design.
Threats
A major threat is increasing competition driven by AI and the accessibility of design tools. As basic design tasks become more automated, designers need to demonstrate value through creative thinking, problem-solving, communication, and strategic understanding (Ang, 2025; DesignSingapore Council, 2023). Continuous learning will therefore be essential to remain competitive.
As an international graduate, I may also face challenges related to work pass requirements. The Ministry of Manpower states that employers are subject to quotas on the number of S Pass holders they can employ, meaning that employment opportunities for foreign workers can also depend on the company's workforce composition (MOM, 2026). Previously, my employer was unable to continue sponsoring my S Pass due to quota limitations, made me more aware of this challenge and realized that people can lose their jobs for reasons unrelated to their ability. I therefore aim to build a strong portfolio, improve my soft and hard skills, and develop professional connections. These things will help me stand out more when applying for design positions.
Overall, I aim to leverage my adaptability, empathy, and attention to detail while improving my communication and strategic thinking. After graduation, I plan gain an agency Graphic Designer experience in Singapore and eventually use that experience as a foundation for becoming a freelance designer.
Industry Insights
Speaking with industry professionals has helped me understand the expectations, challenges, and skills needed to build a graphic design career in Singapore. I interviewed Reil Choy, an E-commerce cum Graphic Designer at Wellnergie with 14 years of graphic design experience, including packaging and UI/UX. I also gained insights from Eve, a Senior Graphic Designer at Lao Huo Tang Group with 5 years of experience in Singapore and prior agency experience in Malaysia.
One of the most important insights from Eve and Reil is the growing role of AI in the design industry. They explained that AI tools are becoming an important part of current design trends in Singapore because AI help designers to work faster and improve efficiency. However, creativity and problem-solving remain the most important qualities of designers (CNA, 2025). This perspective strongly influenced my understanding of AI. During my own job search, I was frequently asked whether I could use AI tools, and I also used AI in my previous workplace to improve efficiency and reduce production costs. This showed me that AI is no longer simply an additional skill but is becoming part of industry expectations.
At the same time, I disagree with designers becoming too dependent on AI. The design industry also places importance on skills beyond technical execution. The DesignSingapore Council identified analytical thinking, creativity, business strategy, design communication, and technical design skills as important capabilities for designers (DesignSingapore Council, 2023). Outside of academic projects, I plan to explore AI-assisted design tools and include them in my portfolio. This approach allows me to develop the creative foundation and technological adaptability required in the industry.
Reil said one challenge he faced was balancing his own creativity with clients' needs. He learned that patience, communication, and openness to feedback were essential to maintaining a successful working relationship and ensuring that projects progressed smoothly. This reflects the broader expectation that designers need communication and collaborative skills alongside their creative abilities (DesignSingapore Council, 2026b).
Meanwhile, Eve explained that employers are looking for someone who can understand business problems and develop appropriate design solutions more than just visually appealing work. This is aligned with Singapore's Skills Framework for Design, which identifies areas such as business strategy, communication, and strategic thinking as relevant capabilities within the design profession (DesignSingapore Council, 2026b).
These insights are particularly relevant to my development, as confidently presenting and explaining my design decisions is an area I still need to improve. Although empathy, attention to detail, and user-friendly design are strengths of my design approach, my conversations with Eve made me realize that effective design also requires an understanding of the broader business problem behind a project. I therefore hope to develop further my ability to connect user needs with strategic and business objectives. Meanwhile, Reil’s experience showed me the importance of communication, patience, and openness to feedback when working with clients.
Overall, my conversations with Eve and Reil changed my understanding of becoming competitive graphic designers. Technical skills and creativity are important, but communication, adaptability, business awareness, and a willingness to learn continuously will make you stand out (DesignSingapore Council, 2026b). These insights have strengthened my decision to pursue agency experience after graduation, where I can develop both my professional and interpersonal skills while building a stronger portfolio and professional network. In the long term, I aim to use this experience to become a freelance designer who understands clients' needs and creates design solutions that benefit their businesses.
Career Goals
Short-Term Career Goal (Within 2 Years)
My short-term goal is to complete my Bachelor of Arts (Honors) in Graphic Communication Design at Raffles College by June 2027, while preparing myself for a full-time Graphic Designer position at an advertising or marketing agency. During my studies, I aim to achieve a GPA of 4.0, strengthen my portfolio through academic and industry-related projects, and participate in collaborations between college and external organizations. Another goal is to learn basic HTML, 3D designs, and more AI tools. These areas were increasingly valuable in today's creative industry. Before graduation, I aim to secure a job offer in an agency where I can continue learning and gain more professional experience.
SMART Analysis
Specific: Complete BA (Hons), achieve GPA 4.0, improve portfolio, learn HTML, 3D designs, AI tools, secure a Graphic Designer position.
Measurable: Graduate by June 2027 with GPA 4.0, participate in industry projects, receive a job offer before graduation.
Attainable: I have a diploma, 8 months internship, and one year of full-time work experience, providing a solid foundation to achieve these goals.
Relevant: Completing my degree and upgrading my skills will improve my competitiveness and prepare me for agency work in Singapore.
Time-bound: Within the next year (by June 2027).
Medium-Term Career Goal (3–5 Years)
After gaining experience as a Graphic Designer, I am pursuing a Senior Graphic Designer role within the same company, where I can continue learning and advancing my career, and allow me to build stronger relationships with colleagues and clients while becoming more familiar with the industry. During this stage, I also want to improve confidence in presenting design concepts, leading projects, and mentoring junior designers. Another long-term consideration for me is working towards becoming eligible to apply for Singapore Permanent Residency (PR) through stable employment and professional contributions.
SMART Analysis
Specifically: Become a Senior Graphic Designer, improve leadership and communication skills, expand professional networks, and work towards PR eligibility.
Measurable: Achieve first promotion, lead 10 projects, mentor junior designers, and build long-term professional relationships.
Attainable: Achievable through consistent performance, practical experience, and continuous learning.
Relevant: This stage prepares me for greater responsibility and support my longer-term career plans in Singapore.
Time-bound: Within 3–5 years after graduation.
Long-Term Career Goal (5–10 Years)
My long-term goal is to become a full-time freelance designer, focusing on brand identity, UI/UX design, and illustration. I plan to gain enough agency experience to build a strong portfolio and professional network. My goal is to work in the beauty, food and beverage, café, and lifestyle industries, which aligns with my design style. I also plan to work with international clients. Becoming a freelancer would allow me greater creative freedom to work on meaningful projects that reflect my strengths and passion for helping businesses communicate their identity through thoughtful visual design.
SMART Analysis
Specific: Become a freelance designer specializing in branding, UI/UX, and illustration.
Measurable: Work with clients whose branding aligns with my design style, work with international clients, and build a recognized personal portfolio.
Attainable: Agency experience, professional networks, and a strong portfolio will provide a foundation for Freelancing.
Relevant: Freelancing aligns with my long-term interest in creative independence and working with brands that suit my design style.
Time-bound: Within 5–10 years after establishing my professional career.
Skills Reflection
At this stage, I have developed a range of skills that support my growth as a graphic designer. I am adaptable, detail-oriented, and empathetic, which allows me to consider the target audience’s needs and create design user-friendly designs. I am also cooperative and comfortable working in teams and communicating with clients. Technically, I am familiar with various Adobe software, including Illustrator, Photoshop, After Effects, InDesign, XD, Lightroom, and Premiere Pro, as well as Canva, Procreate, CapCut, Meta Business Suite, and ChatGPT. These skills allow me to work across illustration, web design, photography, video, and animation.
However, I still need to improve my confidence in explaining my ideas and reasoning behind my design decisions. This reflects the insights I gained from my interviewees regarding the importance of communication, openness to feedback, and understanding the problem behind a design brief. I also need to learn about AI tools, HTML, and 3D design basics by online platforms during my free time before graduation.
Through my academic environment, I can practice expressing my opinions, collaborating with others, and explaining my design decisions through group discussions and presentations. However, real workplace experience will provide a more valuable form of learning. Working with clients, presenting concepts, receiving professional feedback, and collaborating with senior designers will help me learn to communicate design decisions in real-world situations. I can also learn by observing how experienced designers handle disagreements, respond to client expectations, and connect creative solutions to business objectives. By combining academic practice with future workplace experience, I can become a confident and well-rounded designer who can create effective designs while able to explain the decision behind it.
Self-Promotion
To support my career goals, I plan to use my LinkedIn, Behance, and personal website as a portfolio to showcase my work and communicate my strengths to potential employers and clients. I will try my best to improve my portfolio by showing some design processes, problem-solving, and the rationale behind it. This will allow employers to understand not only what I can create but also how I approach a design problem.
I also aim to be more active on LinkedIn and Behance by sharing completed projects, academic achievements, personal design projects, and industry-related learning, while connecting with at least one professional from agencies each month. I want to engage in conversations, learn about their experiences, and maintain these relationships over time to help me build a professional network that may create future opportunities.
Other than online networking, I plan to attend at least one creative industry event, workshop, talk, or conference every one to two months. These events will allow me to meet professionals in person, learn about current industry trends, and introduce myself with my name card with QR that is linked to my portfolio website. During my studies, I will take advantage of academic collaborations, competitions, Degree Show activities, and industry-related opportunities available through my college to gain exposure and expand my professional network by exchanging contact details and build potential professional relationships. Through these activities, I will build a consistent professional identity to become visible within Singapore’s creative industry.
Conclusion
Overall, this reflection gives me a better understanding of myself, my own career goal, and what I need to work on before entering the industry again after graduation. My previous academic and work experiences have given me a good foundation in design, while my conversations with industry professionals have shown me that technical ability alone is not enough.
I particularly need to improve my confidence in communication, presentation, and understanding the business problems behind a design brief. At the same time, I want to continue developing my technical skills, such as AI-assisted design, HTML, and 3D.
My career plan is to complete my degree and gain agency experience, then work towards a Senior Graphic Designer position, and eventually become a freelance designer. I understand that this plan may change as I gain more experience, but having these goals gives me a clearer direction for the next stage of my career.
For now, my main focus is to upgrade my portfolio, learn from the people around me, build professional connections, and gain more confidence in explaining design decisions. I aim to grow into a designer who creates visually strong work with a clear purpose, understands problems, and communicates effectively.
References & Appendices
Ang, H.M. (2025). Creative skills becoming a requirement for jobs outside of creative sectors, SkillsFuture report finds. [online] CNA. Available at: https://www.channelnewsasia.com/singapore/skillsfuture-skills-report-creative-industry-generative-ai-jobs-4887421 [Accessed 17 Sept. 2026].
CNA. (2025). Commentary: Does the rise of AI-generated ads threaten artists and graphic designers? [online] Available at: https://www.channelnewsasia.com/commentary/ai-art-ad-replace-local-artist-graphic-design-skills-4958726 [Accessed 21 Aug. 2026].
DesignSingapore Council (2023). Singapore’s design workforce to grow 25% demand driven by non-design sectors. [online] DesignSingapore Council. Available at: https://designsingapore.org/news/singapores-design-workforce-to-grow-25-demand-driven-by-non-design-sectors/ [Accessed 17 Sept. 2026].
DesignSingapore Council (2026a). Singapore unveils Design 2035 Masterplan, committing more than S$40 million to drive sector growth and city vibrancy for the next three years. [online] DesignSingapore Council. Available at: https://designsingapore.org/news/singapore-unveils-design-2035-masterplan-committing-more-than-s40-million-to-drive-sector-growth-and-city-vibrancy-for-the-next-three-years/ [Accessed 17 Sept. 2026].
DesignSingapore Council (2026b). Skills framework for design. [online] DesignSingapore Council. Available at: https://designsingapore.org/initiatives/skills-framework-for-design/ [Accessed 17 Sept. 2026].
Ministry of Manpower (2026). S Pass quota and levy requirements. [online] Ministry of Manpower. Available at: https://www.mom.gov.sg/passes-and-permits/s-pass/quota-and-levy/levy-and-quota-requirements [Accessed 17 Sept. 2026].
SkillsFuture Singapore (2026). SkillsFuture for digital workplace. [online] MySkillsFuture. Available at: https://www.myskillsfuture.gov.sg/content/portal/en/career-resources/career-resources/education-career-personal-development/SkillsFuture_Digital_Workplace.html [Accessed 17 Sept. 2026].
Zalizan, T. (2025). AI is already displacing jobs in some sectors. What can workers do to prepare? [online] CNA. Available at: https://www.channelnewsasia.com/today/big-read/generative-ai-disrupt-jobs-prepare-5027576 [Accessed 17 Sept. 2026].
AI Declaration
I used AI for translation, research, and support the writing and editing process of this report. It was used to improve sentence structure, grammar, clarity, and wording. I reviewed and edited the suggestions to ensure that the final content reflects my own ideas, research, and understanding. All sources and references were independently checked before being included in the report.