The Workbench
Design Studio
Ryan Len is the Design Director at The Workbench. A visual communicator by training, being multidisciplinary enabled him to take on diverse range of projects. Over the years, his works have been featured in a number of international design publications and websites worldwide. In 2006, he was named “Top 20 artists” by Noise Singapore. In 2013, he was shortlisted for “Graduates 2013 Directors Pick” by People of Print. As a curator, he believes in developing creative cultures and increasing the public’s appreciation for good design. Most recently, he was selected to curate a space as part of Singapore Design Week 2014. He presented an event — Celebrating Independent Publishing — that advocates the importance of literacy and its influence on creativity. In addition, Ryan likes to share his experiences, and has given talks at design institutions and radio station. He believes that personal projects are as critical to commercial work as it allows him to explore, innovate, and grow as an individual. He currently serves as a sub-committee of The Design Society. (Source: http://theworkbench.sg/v2/studio)
We had the privilege of speaking to him about his enterprise journey. Here is the transcript of the interview:
Q1. How would you describe your business in one sentence?
The Workbench’s passion involves providing effective, honest, and thoughtful design solutions unified by well-crafted ideas and engaging stories.
Q2. What sector of the market do you currently operate in and how do you think you set yourself apart from your competitors?
It is hard to be a specialist in any field today as the lines between creative sectors are blurring. Though we’re a multidisciplinary studio, we primarily focus on the Graphic Design scene. Beyond just designing, we offer design consultancy and strategy for our clients to set them apart from the rest.
Q3. How did you come up with the name of your company?
A ‘workbench’ is a sturdy table and basic furniture at which work is done. We want to be the design firm that clients look for in building a strong design and branding foundation.
Q4. What made you want to start your company and become an entrepreneur?
I have always wanted to start my own studio since my school days. The question of when was still an unknown back then. Like many others before me, I was working with a couple of agencies after I graduated from college. One day in 2014, I decided to take the leap of faith. I knew my end goal was to start a studio eventually so I guess when you’re still young with nothing to lose, why not?
Q5. Tell us a bit about your background.
I am a visual communicator by training. Being multidisciplinary enabled me to take on a variety of projects. Over the years, my work has been featured in a number of international design publications and websites worldwide. I am formally trained in Graphic Design at LASALLE College of the Arts. Prior to that, I was at Republic Polytechnic doing a Diploma in New Media.
Q6. According to Bloomberg, 8 out of 10 entrepreneurs fail within the first 18 months. What were the obstacles you faced when you first started your company and what motivated you to face these obstacles and continue?
Being independent meant having to deal with accounts management and making sure there are enough work orders to pay the bills, which can be very stressful and detrimental at times. When I’ve put in so much effort and time into the business, it is the only thought that motivates me to hustle towards a workable and sustainable business.
Q7. Were there any significant challenges such as tight cash flow or lack of clients at an early stage and how did you deal with the scenario?
Yes, definitely. When I was just starting out without much cash, I had to survive on either a meal a day or instant noodles to keep my stomach filled. It is just a matter of determination and hard work to hustle and find more clients. Because ultimately, nobody’s going to help you when you’re not going to help yourself.
Q8. Where do you see your company in the next 5 years?
Plans usually change along the way as time passes and environment changes. Rather than setting long-term plans, I prefer to set short-term goals. Setting short-term goals keeps me focused and makes sure I hit different milestones at different stages of the company. In my opinion, it is a more effective way to develop momentum.
Q9. What do you wish you knew when you first started that you know now?
The Art of Business.
Q10. It's an interesting choice of words. In your opinion, what is the art of business?
I am continually exploring and learning about the Art of Business. To me, the Art of Business is not only about implementing strategies to ensure a sustainable business model, but also about maintaining human relationships, be it with clients, suppliers or staff.
Q11. What advice would you give to new entrepreneurs?
Don’t be in a hurry to start your own studio unless you are two hundred percent ready. Invest your time and learn the ropes from other experienced mentors. When you realise that your bosses and clients like your work consistently, you are probably halfway ready to start your own studio.
The other half is the need to possess a deep understanding and knowledge of business fundamentals and accounts management. If you do not like to deal with the business side of design, you are better off working for someone else and concentrate on honing your design skills instead. When you do get to the stage where you are ready to start your own studio, work really, really hard. It will be extremely difficult at the start but it’s worth it.
Q12. Can you convince the reader to use your company’s products/services in a few lines?
We believe that good ideas create good content, and in turn breeds strong and memorable design. The function of the idea behind what we want to communicate needs to be as important as how it looks.
Q13. What do your notable projects include?
Our notable projects include Singapore Writers Festival (still a work-in-progress) and curating for a section of Singapore Design Week 2014.
Q14. What’s your favourite Kopi drink?
Kopi Gao Siew Dai :)
Kopi Commerce would like to sincerely thank Ryan Len for giving us the pleasure to interview him. We hope you enjoyed the conversation.
Website: http://theworkbench.sg/
Facebook: https://www.facebook.com/theworkbenchsg
Twitter: https://twitter.com/theworkbenchsg
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