Parable is a design atelier that sculpts human centric strategy, space and visual communications into distinctive experiences.

 In a time where people desire authentic brands that share their values. We partner with clients to create stories that resonate with their customers and communities across cultures and continents.

We aim to inspire thoughtful design and meaningful lifestyles through our work.

Ken Yuktasevi

FOUNDER & CREATIVE DIRECTOR

Recognized for his game-changing design work in the lifestyle, hospitality and commercial sectors, Ken’s passion for storytelling and people has led to a unique and compelling perspective in designing solutions. Working across the fields of architecture, interior design and branding, Ken has worked with several brands in different industries, including Grain Traders, Lee Hwa Jewellery, Singapore Stock Exchange (SGX), Singapore Airlines, and SaladStop. He was formally Director at ONG&ONG Architects’ Experience Design Studio before founding Parable Studio.

April Tan

ASSOCIATE SPACE DIRECTOR

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.

Lee Wen Ling

ASSOCIATE BRAND DIRECTOR

Wen Ling is endlessly captivated by the ever-shifting nature of design and the way it shapes our lives. She believes in the magic of stories well-told (and in the power of spicy mala). With branding, writing, and illustration as her mediums of choice, she seeks to thread every experience with moments of delight.

Caleb Lim

PARTNERSHIPS & SPECIAL PROJECTS LEAD

Bridging the creative and business spheres, Caleb relishes the opportunities to connect and grow both fields for Parable. A mission-oriented helper by nature, the tasks in his to-do list vary greatly from building Excel sheets to buying local snacks.

Sam Auditeur Ho

SENIOR ARTS AND OBJECTS LEAD

Samantha’s fascination with all things soul and lettered has her deeply plunged into the world of exploration and conceptualisation. She draws connections between design and art within the spheres explored in Parable, and handcrafts storied moments and objects. When not found hard at work in the Studio's workshop, Sam is quite likely to be spotted prancing about in a specific Italian luxury fashion house.

Sok Ming Yang

SENIOR SPACE DESIGNER

Sok Ming believes in enriching people’s experiences though transformative and engaging spaces. She loves exploring and experimenting with design joinery detailing as a means to amplify the overall spatial interaction. In her free time, Sok Ming enjoys cooking and baking delicious treats for everyone.

Alvin Wee

SENIOR SPACE DESIGNER

Alvin is intrigued with new materials, details, and anything else involving peculiar craftsmanship. With his involvement in many cutting-edge projects, Alvin treasures the experience of bringing spatial ideas from sketch to reality. On the off-chance of finding him unoccupied, you may find Alvin heartily nourishing himself in a steakhouse.

Kenneth Siew

SENIOR BRAND DESIGNER

As an experienced brand designer and occasional 3D artist and animator, Kenneth enjoys harnessing various design verticals to widen his understanding of both art and industry. Beyond the monitor, Kenneth is very much into travel, delicacies, and the Japanese way of life.

Rachel Yin

BRAND DESIGNER

As a narrative-focused brand designer, Rachel is absorbed by how design is emotional, contextual, and embedded. She is drawn to moments where language, materiality and meaning coalesce to actualise dreams into functional realities. Rachel is also deeply fond of cowcats.

Isabel Chew

JUNIOR BRAND DESIGNER

Isabel enjoys making sense of the intangible or unnoticed to emotionally connect the everyman to nuanced perspectives. A fascination with human behaviour and philosophy directs her interest towards brand identity and design research. In her free time, she likes to find answers to random questions that pop into her mind, or lepak-ing at the beach.

Anya Goel

DRAUGHTSWOMAN

Anya approaches design with a holistic view. She has a strong penchant for using different textures and colours that help to shape entirely new experiences. During her free time, Anya loves capturing her environment through her trusty camera lens.

Loo Wen Xuan

ARTS AND OBJECTS CERAMIST

Wen Xuan enjoys making beautiful work with her hands. As a ceramicist, she loves the process of moulding clay into alluring objects. On the side, Wen Xuan loves to discover new foods and cultures, with the occasional toppings of practicing yoga and watching Anime.

Aloysious Law

JUNIOR ARTS AND OBJECTS DESIGNER

A painter, photographer, and an all-round artist at heart. Aloysious loves seeing concepts come to life through the combination of cilent and artist visions. He loves exploring and traveling to experience different cultures, especially in unfrequented destinations. Aloysious also indulges in pick-up trucks and vintage cars.

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.

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

– Robert L Peters

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.

Origins of Parable

In 2016, two designers from completely different disciplines decided to start a new kind of studio together. Ken Yuktasevi and Mark De Winne, the founding partners of Parable, set out to tell meaningful and inspiring stories through the transdisciplinary weaving of interiors, graphics, branding, art and more. In 2019, after three solid years of partnering with various businesses in F&B, hospitality, and retail, Mark De Winne has moved on to birth a new story on his own.

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.

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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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