MSFNEUE

BALANCING CONTROL AND COLLAPSE IS THE FOUNDATION OF MY AESTHETIC.

I stand at the intersection of storytelling, design craft, and business impact. My work strikes a balance between control and experimentation — precision and innovation — to create brands that feel both timeless and forward-looking.

From luxury fashion campaigns to performance-driven digital content, I craft narratives that inspire while ensuring they deliver measurable results. I believe design is not just aesthetics, but a strategic tool to grow brands, connect with culture, and drive outcomes.

At heart, I’m not only a maker but a multiplier. Leading and mentoring teams, experimenting with emerging technologies and translating creative vision into campaigns that resonate and perform.

 

M—SAIFUDDIN

Art Director with a broad skill set, specializing in concept development, identity design, marketing materials, and display styling. Possesses a unique grasp of evolving styles in music and fashion, along with a keen eye for emerging trends in art and design. Passionate and driven to create engaging and distinctive work that resonates with both youthful and mature audiences.

EXPERIENCES

Jul 2023 – Present:
CHARLES AND KEITH GROUP, PEDRO
Digital Design Director

Digital Design Director sitting at the core of PEDRO HQ, Singapore. Developing preliminary concepts into refined, comprehensive design solutions for content curation. Setting the creative vision and overseeing the delivery of multiple design efforts, from concept to implementation, creating usable digital experiences. Translates the cross-functional needs of the brand and its customers into clear, actionable, and creative strategies that connect the dots across multiple workstreams.

Aug 2020 – Jun 2023:
CHARLES AND KEITH GROUP, PEDRO
Assistant Media Design Manager

Aug 2017 – Aug 2020:
CHARLES AND KEITH GROUP, PEDRO
Lead Media Designer

Oct 2014 – Jul 2017:
ZALORA.COM
Lead Graphic Designer

Lead Graphic Designer & Photographer delivering fashion, beauty, and lifestyle brands in the digital space. Constantly providing intuitive ideas around e-commerce, conceptual styling, research and marketing solutions across multiple platforms. Responsible in creating a multitude of campaigns on a global scale and pitch projects from concept to production, full site redesigns, as well as executing a wide variety of designs for e-commerce needs including campaigns, emails, banners, social media and offline events.

Feb 2011 – Jan 2012:
BEAUMONT PUBLISHING, HOMME by DESIGNAIRE Magazine
Graphic Designer

Design layouts, create illustrations and photo retouching for magazine titles, particularly for the men's magazine "HOMME”.

CONTACT