Bjorn Yeo, Creative Principal of Tripple

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Bjorn Yeo uses design to communicate client’s messages coherently. At TRIPPLE Bjorn enjoys translating utterly simple thinking into thoughtful, emotional and memorable experiences.

What’s your story?
I have always looked upon design as powerful tool for communication, with amazing powers of persuasion. Working at Fridae.com and DIA Brand Consultants after that, helped cement that belief. When the opportunity arose, me and my two partners Sumi and Yeow Yeong decided to set up TRIPPLE with one goal; to work with people to communicate their messages coherently and convincingly. We are very lucky that our methodology resonated with the market and so we found ourselves working with companies big and small, new brands and established ones, artists, auteurs and social movements. It is a very varied pot.

What excites you most about your industry?
Design is constantly evolving and often redefined against its will. I get bored easily so change is exciting to me. I love a challenge.

What’s your connection to Asia?
I am a born and bred Singaporean. It may sound like a line out of an EDB (Singapore Economic Development Board) brochure but Singapore does combine the best of many parts of the world. So I guess I am quintessentially Asian with a very global outlook.

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Favourite city in Asia for business and why?
Singapore is predictable, efficient and transparent, all essential factors for long-term business planning. There is very little to no language barrier here and a business headquartered in Singapore is perceived well.

What’s the best piece of advice you ever received?
“If you’re not scared then you’re not taking a chance. And if you’re not taking a chance, then what the hell are you doing anyway?” by Ted Mosby.

Who inspires you?
The design industry is very broad and there are many like Jane and Jeanette (RJ Paper), Michael (Mindflyer) and Larry (&Larry) who constantly blow me away with their energy and commitment not just to their business and area of work, but the community as a whole.

What have you just learnt recently that blew you away?
That pigmy seahorses are born colour neutral and grow up to adopt the colours of the sea fan that they call home.

If you had your time again, what would you do differently?
I have no regrets.

How do you unwind?
A remote beach, my dive gear and my closest friends.

Favourite Asian destination for relaxation? Why?
Again, any remote beach. If I had to pick, it would be Palawan in The Philippines. The people are amazing, the food is gorgeous and the beaches and dive sites are to-die-for.

Everyone in business should read this book:
Seventy-nine Short Essays on Design by Michael Bierut.

Shameless plug for your business:
TRIPPLE was born from an insatiable need to be happy. We are defined by projects that span the various states of design, pushing us to constantly question, investigate and evolve. Above it all, we enjoy translating utterly simple thinking into thoughtful, emotional and memorable experiences.

How can people connect with you?
bjorn@tripple.sg

This interview was part of the Callum Connect’s column found on The Asian Entrepreneur:

CallumConnectsCallum Laing invests and buys small businesses in a range of industries around Asia. He has previously started, built and sold half a dozen businesses and is the founder & owner of Fitness-Buffet a company delivering employee wellness solutions in 12 countries. He is a Director of, amongst others, Key Person of Influence. A 40 week training program for business owners and executives.

Take the ‘Key Person of Influence’ scorecard <http://www.keypersonofinfluence.com/scorecard/>

Connect with Callum here:
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