Somewhere Else has grown into one of Singapore’s most quietly influential brand consultancies — not by being loud, but by being deliberate. Their work balances strategy and sensitivity, rooted in the belief that being people-first matters most in a fast-moving world. They partner with responsible, forward-thinking businesses and help them articulate who they are with confidence and restraint.

We sat down to talk about their evolution, their culture, and the realities of designing for a global audience from a small island.

✜ Before we get started — how are things on your side today?

→ Pretty good, thanks for speaking with us! It’s been a full week, but in a good way. Lots of conversations, lots of thinking, a nice momentum this late in the year.

✜ Let’s go back a bit. How would you describe the studio’s focus today, and how has that shifted since you started?

→ Today we’re much more focused on working with ethical and responsible businesses; especially challenger brands bringing new types of value to people. We also rely much more on secondary research now; having that foundation helps us address our clients’ business concerns and strengthens the strategy behind the work. In the earlier years, we couldn’t always be selective about whom we worked with, and purpose-driven businesses were less common. We also weren’t always able to operate at a more strategic level. Took us years to earn that trust, especially in the FMCG space.

✜ And being based in Singapore — a global hub but also a small market — how does that influence your perspective?

→ Singapore’s domestic market is very small, so most businesses here naturally think beyond the country from day one. That forces us to adopt a global viewpoint too, drawing influences from everywhere. We aren’t held back nor try to establish a Singaporean voice or identity either. Instead, we’re more interested in expressing values that resonate with a contemporary audience anywhere in the world.

✜ Great, and internally — what kind of culture have you built that shapes how you work?

→ It’s a bottom-up culture today but wasn’t so initially. It took some twists and turns but our key members like Kitty Vo and Danielle Ng led the way. Internally we’re a flat transparent structure; with clear communications and trust as key pillars. We work very closely with clients, so things are open and collaborative with them too. There’s a lot of discussion, reflection, and shared responsibility between us and the client. Ego has no place in the room, but rigour does. And that mindset shows in the work.

✜ So with that approach, what’s the principle that ties your projects together?

→ We want the work to resonate with people while genuinely working for the client’s business and team. And we try not to be overly influenced by trends (extra difficult today) the goal is to create a brand identity that’s contemporary but strong enough to last beyond the moment.

✜ Style can be a sensitive topic for studios. How do you navigate the balance between a recognisable voice and constant reinvention?

→ It’s definitely something we’ve struggled with at times. Instead of forming a fixed visual style, we focus on how we solve complex problems. Two considerations: A) We don’t want to be trapped by dogma. B) Our diverse clientele require bespoke solutions. So reinvention is a part of everyday life for us.

✜ And when you look at the body of work, what kinds of clients or challenges tend to keep returning?

→ We work especially well with committed founders who are out to make a measurable difference. There’s an immediate mutual understanding, and the project’s success becomes a shared ambition. The recurring challenge? Many of these businesses have complex mechanics or product features; and with people’s attention spans getting shorter, the constant question is how to help our clients cut through the noise cleanly and win against incumbents.

✜ Let’s talk about process — what do you feel sets your approach apart when turning strategy into design?

→ Most of the time, we’re the ones designing the market research, shaping the brand strategy, and throughout the process the strategists and creatives are always in dialogue. That constant exchange keeps the work sharp and ensures we’re always moving toward a clear centre.

✜ And when it comes to choosing new work, how do you know a project is worth pursuing?

→ It’s a mix of instinct, values, and trust. Alignment with our values is the biggest part. Chemistry matters too; not in a “we must get along perfectly” way, but in building mutual respect before the project begins. A clear no-go is when a client wants to mask an inferior or harmful product with branding. We simply can’t endorse such efforts that put the public’s trust at risk.

✜ Creatively exploring versus staying on time and on budget — how do you manage that balance?

→ It’s tough. We’ve definitely allowed projects to go too long in pursuit of a better outcome; and it hasn’t always paid off. These days, the boundaries are still malleable but much firmer. Instead of developing too many proposals and iterations, we have more discussions and frank conversations with clients to build alignment or stretch the brief where needed. When we go deep, it’s because everyone is committed. And honestly, we’re still thinking how else to improve this. Anyone, please share tips!

✜ Building on that — how have client expectations shifted in recent years, and how has that changed how you position yourselves?

→ Interestingly, 10 years ago clients were often more adventurous because their visual literacy was limited; but that also meant briefs were nebulous and could run out of control.

These days, clients come with preconceived ideas. That gives us clearer briefs, but it can also be limiting. They definitely appreciate the value of design more, though, and they’re more aware of ethical practices and respectful of boundaries when working with us. 

With today’s tighter business climate, failure is more costly, so we’re extra aware of the stakes and anxieties. We’ve always seen ourselves as problem-solvers, but we articulate that much more clearly now. It’s a shared language that helps build trust quickly with our clients.

✜ And on tools — especially AI — where do you stand right now?

→ AI isn’t powerful enough (yet) for most of what we require, but we’ve been experimenting with it and hope it can augment aspects of our work. We don’t resist it, but we definitely wouldn’t want to have it define us or our work.

✜ Brand work often leads to one-off engagements. How do you still build long-term relationships?

→ Because our work is typically foundational brand work, a job well done means the client won’t need to revisit it for a few years. So many projects are naturally one-off, with the system then grown by in-house teams. Occasionally we’re asked to extend a system, but much of our work has aged well, so while we do stay in touch with them, we usually only get recurring briefs when clients have new initiatives or product lines. What helps though is the referrals we get from past clients. Seek Sophie, however is unique, we’ve extended the project,  working together on new product features.

✜ And finally — looking back, is there a project that still makes you smile? Something you genuinely enjoyed working on? 

→ That’s tough; we’ve created a lot of work we’re proud of. They’re never perfect, but we’ve often been able to keep a good part of our original vision intact. In more recent years, as we’ve matured, we’ve become better at relating to clients and stakeholders. That’s allowed us to work with Singaporean household names, like Cedele, Gryphon that we only dreamt about when we were starting out. We’re really proud of being able to make a visible difference because of that.

Somewhere Else talks about their practice the way they build brands — with calm clarity and without unnecessary noise. Nothing performative, nothing inflated. Just a steady belief that rigour, honesty, and thoughtful partnerships still matter.

What stands out  for us is how grounded they’ve remained: still curious, still patient in earning trust, still committed to solving problems in a way that feels both contemporary and enduring. In a landscape often driven by speed and spectacle, Somewhere Else feels refreshingly anchored — building brands that don’t just look good for the moment, but make sense for people, for the long run.