Our passion is crafting better lifestyles for people through design. Parable Studio came together in 2016 inspired by the meanings behind human experiences and with a focused intent of creating holistic outcomes that have a positive impact to life.

After a decade of designing stuff like airline lounges, banks, radio stations, restaurants, homes and hotels, founders Ken & Mark took the first step towards designing universes together when they worked on a beautiful eatery called Grain Traders.

It seems that both growing up as cross-cultural design geeks finding their authentic place in life is what makes it all come together so well.

Ken Yuktasevi

FOUNDING PARTNER

Founding Partner at Parable Studio, Ken's passion for storytelling and people has led to his unique perspective in designing solutions for lifestyle, hospitality and F&B experiences at an urban and human scale. With more than 12 years of experience in interior design, architecture and hospitality design under his belt, Ken's multifaceted, people-focused approach to design allows him to integrate and meet the needs of thousands of people on a daily basis through his design contributions to previous clients such as Grain Traders, Salad Stop and Frank by OCBC.

Previously, Ken was an award-winning Director at Ong & Ong's Experience Design Studio and director of the globally acclaimed interior design company, Leo International Design Group. His previous work includes leading the winning team for the worldwide design competition for Singapore Airlines' SilverKris Lounge, using a design thinking approach that addressed user needs at the heart of travel. He also led the workplace strategy design at the Singapore Stock Exchange (SGX), integrating organizational, physical and experience design for the organization.

Mark De Winne

FOUNDING PARTNER

Founding Partner at Parable Studio, Mark is passionate about typography, storytelling, and like any Singaporean food. Overseeing the branding and graphic design output of the studio's diverse range of commercial clients, Mark brings more than 10 years of experience in branding and communications design to integrate branding touchpoints across multiple mediums. As Singapore's leading typographer, Mark believes that typography and type design are key to enhancing a brand's message, creating the fine balance between aesthetic appeal, formality, and legibility.

Mark's ability to develop custom typographic solutions has given Parable an edge in its approach to integrated transdisciplinary design solutions. His work on the branding and custom typeface design for F&B client, Plentyfull, was awarded a Certificate of Typographic Excellence 2017 by Type Directors' Club, New York.

Sarah Cheng-De Winne

BUSINESS DEVELOPMENT MANAGER

Sarah brings to Parable 8+ years of brand strategy and creative client management experience across diverse verticals of design, business, culture and media. She is at once brand strategist, business development manager and mother of 2 adorable children by the grace of God. She can be found taking a dance class or two on the weekend!

Tara Donohue

ACCOUNT MANAGER

Tara holds over 7 years of project management and client servicing experience, having managed creative projects across design, art and culture, to even live events and festivals. With a degree in arts management, she thrives in creative environments and loves to see ideas come to life.

April Tan

SENIOR LEAD DESIGNER, INTERIORS

Senior Lead Designer for Interiors, April believes in designing spatial experiences for people, and not just for design. She loves seeing how design can bring excitement to clients, by bringing their vision for their brand to life. She loves exploring and travelling cities, through experiencing their spaces and eating their delicious food.

Freda Lai

GRAPHIC DESIGNER

A graphic designer at Parable, Freda infuses her knowledge of craft and working with various mediums to express her aesthetic. In her free time, she explores textile techniques and has developed a recent interest in fashion design and garment construction. The way to her heart is fried chicken, tote bags or all things Marimekko.

Lee Wen Ling

GRAPHIC DESIGNER

A branding designer, illustrator, and (sometimes) writer, Wen Ling is endlessly captivated by the ever-shifting shape of design. She seeks to thread every design experience with moments of delight, and she has a taste for strong instant coffee and terrible puns.

Yang Sok Ming

INTERIOR DESIGNER

Sok Ming believes in enhancing people’s experiences though transforming and engaging spaces. She especially loves to explore design detailing to improve the overall spatial experience. During her free time, she enjoys baking and cooking up a storm.

Carmen Chng

Finance Executive & Office Administrative

Carmen plays a key role in the team.

Steph Leong

Digital Marketing and Account Executive

Bringing to Parable 4 years of experience in Marketing Strategizing and Social Media Marketing, Steph is seasoned in developing campaigns for consumer brands and offline events. Outside of work, Steph is also a passionate street dancer, a fashion enthusiast, and a street culture tastemaker. Her vibrant lifestyle allowed her to build a flexible perspective and make valuable connections.

Sarah Jeanne Caraig

Interior Designer

Jeanne brings to Parable a strategic perspective to designing for space. She enjoys exploring materials and the art and crafts, another extension of her creativity. In her free time, she enjoys a good game of badminton.

Our diverse backgrounds make it second nature for us to weave a wide spectrum of tools and methodology to uniquely approach each project outside of their traditional parameters.

Uncovering meaning & truth is at the core of a Parable design, and this search is driven by a high regard for people. We love spending time with people seeking to understand the beginnings, middles and ends of how people do life at work, rest and play.

Our interest is in solutions that go beyond being beautiful to look at, but are integrated expressions of strategy, art and storytelling.

We are obsessed with how design, culture and values are intrinsically connected to each other. This has birthed a design culture deeply rooted in our core beliefs of love, honor, truth and authentic relationships. In our studio, people are not our greatest asset, culture is the asset and our people are family.

“Design creates culture. Culture shapes values. Values determine… the future.”

– Robert L Peters

Parable Values

Heart for people,
Commitment to Design

We serve others with the pure desire to bless our fellow team members, our clients, and their businesses. We are commited to growing each other as individuals and collectively as a team. We have zero-tolerance for politics.

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Excellence &
Humility in Craft

We take ownership and pride in our work and humble ourselves in learning, to ensure every detail of our work produces the best outcomes for client and team.

2

Optimism
& Positivity

We celebrate the best in others, and in tough times focus on what’s going right, while making the necessary adjustments to what needs improvement.

3

Explore and
Inspire Possibilties

We seek to discover the best possible solution across multiple disciplines and mediums, we are imaginative and creative folks who lead and contribute meaningfully to our fellow team members and the greater design community.

4

Work Unto the Lord

We believe that good fruit is borne out of every good work we endeavour towards our Lord, and that we will be rewarded by our Father in Heaven!

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