We are a content-first creative studio that believes good design begins with a good story. Guided by the principle that form follows content, we specialise in interpreting and shaping complex ideas into clear, engaging narratives. Whether we’re working with words, images, or information, we believe clarity and intent are at the heart of every effective design.

Our multidisciplinary team spans graphic, spatial, and digital design, editorial, illustration, and more—allowing us to move fluidly across formats. From books to brands, exhibitions to websites, we craft thoughtful, customised solutions that connect stories with people. Every project is an exercise in curiosity, care, and communication.

Brand strategy and identity
Motion graphics
Editorial design
Exhibition & spatial design
Wayfinding  
Content strategy

National Gallery Singapore
National Library Board
Guocoland
TEDx Singapore
People’s Association
Ministry of Health
Ministry of Manpower
UOL Group Limited
Youth Olympic Games
The President*s Design Award
RGE Group

Kelley Cheng is a modern day polymath who has immersed herself in the diverse realms of creativity. Trained as an architect, she is the founder and creative director of The Press Room, an interdisciplinary studio with an interest in conceptual and theoretical design. She is also the brains behind Studio SML (www.studiosml.net), an online archive and documentary of Singapore creatives. An active educator, she had served as adjunct lecturer in Nanyang Technological University, Glasgow School of Art Singapore; a Visiting Professor at Hangzhou Academy of Art, China; and the External Examiner for the Master of Architecture course at the National University of Singapore; currently she is a senior lecturer at the Interior Design department of LaSalle College of the Arts. In 2021 she was conferred the SkillsFuture Fellowship 2021 for her achievements in the industry, and the President’s Design Award “Designer of the Year 2020”, Singapore’s highest accolade in design.