Founded in 2019, based in Singapore, we specialise in crafting comprehensive brand strategies and creating distinctive identities that resonate and endure. We believe that a well-defined brand is the cornerstone of business success.

Our insights and tailored approach ensure that your brand's essence is communicated powerfully and effectively. Whether in hospitality, F&B, fintech, lifestyle or corporate sectors, we adapt our strategies to address your unique challenges and opportunities.

We are Pendulum

60
(Projects)
Brand journeys and counting
10
(Countries)
Work across around the world
15
(Industries)
With a tailored design process
5
(Years)
In developing experiences
To be the leading force in culturally intelligent branding, fostering meaningful connections between brands and their audiences.

Our vision

We believe that great branding is a fusion of strategy, design, and culture. Our process is rooted in:

our approach

(01)
Defining Your Brand’s Essence
Before design begins, we start by uncovering what makes your brand unique—its core values, market position, and personality. Through research and collaboration, we shape a strategic foundation that ensures every design decision is purposeful.
(02)
Merging Strategy with Design
We bridge business strategy with creative execution, ensuring that your brand stands out visually and reinforces your business goals along with customer relationships.
(03)
Crafting Meaningful Experiences
Your brand doesn’t exist in isolation—it lives in how people interact with it. Whether through packaging, digital platforms, or physical spaces, we design experiences that are immersive, seamless, and culturally relevant.
(04)
Cultivating Growth
The best brands evolve. As markets change and businesses expand, we keep your brand agile, relevant, and authentic—growing with you while embracing transformation and inspiring innovation.
who we work with
We collaborate with forward-thinking brands across industries, helping them carve out their unique space in the market.

Our Team & partners

Branding is a craft, and the right minds make all the difference. Our team brings together diverse expertise to shape innovative, culture-conscious brand solutions.

Beyond our core team, we collaborate with a network of specialists, strategists, and storytellers to bring each brand’s vision to life.
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Suyeon Lee
Founder &
Creative Director
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Kimberlyn Soh
Senior Designer
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Dany Rafiqan
Designer
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A spatial design practice known for upscale commercial and hospitality interior concepts.
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An award-winning creative agency specialising in websites, online campaigns, and branding.


Is Pendulum Right for You?

Branding isn’t just about recognition—it’s about meaningful connection and staying true to your essence.
Our goal is to equip you with the right assets—from strategy and identity to experience design—so your brand doesn’t just evolve, but does so with clarity and authenticity.

Whether you’re starting fresh, scaling up, or redefining your presence, we craft branding that feels right, works hard, and lasts long.
speak with us now :)
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