DBCS Appoints First Female President, Unveils New Brand Image and Membership Model
Jun 26, 2021

• DBCS appoints its first female President, Ms Chee Su Eing
• New logo launched in line with rebranding efforts to stay relevant while forging partnership opportunities between the design and business communities
• Newly revamped membership model to promote active engagement in design community and leading change among Trade Associations and Chambers (TACs)

Singapore, 23 June 2021 -- ( ASIA TODAY ) -- Singapore’s multidisciplinary design chamber, the Design Business Chamber Singapore (DBCS), today announced the appointment of its first female President, Ms Chee Su Eing. This is the first appointment of a female president for DBCS in its 36 year history. This, together with the reveal of its new logo and launch of its revamped membership model and mobile app, was also announced at its annual general meeting.

Appointment of DBCS’ First Female President
Ms Chee Su Eing, taking the helm as DBCS’ first female President, is the Founder and Director of D’Perception, the parent company of a group of full-suite interior design firms in Singapore and Asia. She currently leads its subsidiary company, D’Perception Ritz, which specialises in residential, retail and hospitality interior design, spearheading award-winning interior architectural solutions.

Some of her notable projects include the SingTel Digital Facility: CODE for the use of biophilic design to enhance and invigorate its co-working spaces, as well as the AWWA Dementia Day Care Centre, which was transformed from a Housing Development Board void deck to create a safe communal space for residents with dementia. Both projects were awarded the Singapore Good Design Mark in 2019 and 2015 respectively.

Leading up to her appointment as President of DBCS, Ms Chee has been an active juror for various international design awards including the Singapore Design Awards, Singapore Good Design Mark and Build Environment Industry Asia Awards over the past 8 years.

Mr Andrew Pang, the incumbent President of DBCS said: “Ms Chee’s appointment as DBCS’ first female President is without a doubt a monumental time for us. Her portfolio and wealth of experience in the design industry is very much in line with DBCS’ mission of using design in problem solving, and we look forward to having her pave the way for better business by design.”

The New DBCS Logo

While retaining red as its primary corporate colour together with its star motif, DBCS’ new logo sports a more streamlined typeface in lowercase, for a clean and contemporary look. It has also shed the organisation’s full name for its acronym to facilitate ease of use and reference. Overall, these changes have been made for a more progressive and unified brand identity.

Velda Mah, Head of Corporate Communications & Partnerships explained: “The changes in our logo ensure that we continue to move with the times, while maintaining the core of DBCS’ corporate identity and mission to forge partnership opportunities between the design and business communities. With the refreshing new look, we hope to be a recognisable brand among young aspiring designers and our current members.”

Re-launch of DBCS Membership Model and Mobile App

DBCS has also launched its revamped membership model and mobile app, making it the first non-governmental organization to introduce a loyalty program that rewards members based on points earned through active engagement. Leading away from traditional paid-membership models common among TACs, the new mobile app aims to encourage aspiring young designers to expand their industry circle.
Active members of DBCS can look forward to a wealth of avenues to showcase their designs and projects, through invitations to speak at seminars, workshops and forums. They will also be able to join the DBCS organising committee in various initiatives and have the chance to be invited on the juror panel for awards. This access to the many events and conferences held by the design community will undoubtedly present members with many opportunities to grow their network.

Leading the way for Better Business by Design

These announcements are aligned with DBCS’ steps towards strengthening their manifesto of being the thought leaders and key drivers behind innovation and design thinking. In doing so, DBCS hopes to facilitate the use of design by businesses and members of the design community to tackle social issues and do social good, through their work.

“At DBCS, we exist as a multifarious design association, which not only rallies businesses and communities to drive better business by design, but also to be enabled by design to contribute for a social good. I believe and advocate that design is not just an enhancer, but in fact, is essential as an enabler in our day-to-day living. It is my hope that more people will understand and embrace design and elevate its status in the value chain of all processes. We want to establish this vision as the common thread for everything we do at DBCS”, said newly appointed DBCS President, Ms Chee.

DBCS has been the nation’s leading multidisciplinary design chamber since 1985. It issues the Singapore Good Design award (more popularly known as SG Mark) and Singapore Design Awards (SDA), awards which have become synonymous with DBCS. The awards celebrate innovative and exceptional designs that spur our imagination and enhance our day-to-day lives.

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About Design Business Chamber Singapore
Design Business Chamber Singapore (DBCS) is the nation’s leading multidisciplinary design chamber since 1985. Founded by a diverse group of 13 forward-thinking designers, the organization was formerly known as Designers Association Singapore. It was renamed Design Business Chamber Singapore in 2012.

As a dynamic community of business leaders, practitioners and academia from diverse backgrounds, DBCS believes that a pluralistic design approach is the key to gaining a competitive edge in today’s global market. As a champion of applying design in business, DBCS seeks to raise the standard of professional practices and create business opportunities through cross-collaborations in local and international contexts.

For more information, visit https://dbcsingapore.org/