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  • Amelia Hendra

    Human-Centred Design Researcher / Design & Innovation Consul...

    Singapore, Singapore

As a designer and researcher, Amelia believes that well-thought out design solutions should not only leverage new technology but also focus on the user’s latent needs throughout the innovation journey. Amelia has accumulated both broad and deep experience in the fields of design and education since 2000. During her nine years in China she co-founded a design studio and worked as a visual communication lecturer, a brand consultant at The Brand Union, a Project Lead at IDEO, and Creative Director at Kerry Kidz Ltd (one of China’s largest indoor playground facility providers). Amelia holds a BA (Hons) in Visual Communication, and an MPhil (Distinction) in Education from the University of Cambridge, where she researched the intersection of organisational culture and children’s play & wellbeing. In addition to China, she has lived, worked, and studied in Malaysia, Singapore, England and Indonesia, where she is currently based. The combination of her life experience and fluency in English, Indonesian, and Chinese dialects (Mandarin and Chaozhou) is a key factor in making her a rare design thinker who can seamlessly pull together Western and Eastern ideas expressed through meaningful design. Her past clients include: 3M, Converse, HBO, Hilton, Samsung, the Singapore Government, Volvo, and Wrangler.

Work Samples

  • Portfolio

Work History

_PROFESSIONAL EXPERIENCE_ November 2014 - present Self-employed Amelia is currently based in Jakarta, Indonesia and is often invited to speak at events to share her rich experience on running human-centred design projects around the world. She is also a Design Thinking mentor and always eager to collaborate on innovative design projects around the world with the aim to create positive impact to its stakeholders. January - August 2013 Creative Director at Kerry Kidz Ltd www.xinxingyuan.com.cn July 2009 - December 2012 Brand Communication Designer/Project Lead at IDEO www.ideo.com December 2007 - June 2009 Senior Designer at The Brand Union, Shanghai www.thebrandunion.com February 2007 – September 2007 Studio Manager/Associate Partner at Lemonade Media www.lemonademedia.com March 2006 – Present Chief Editor at gRaf magazine In association with www.beijingcollaborative.com. June 2003 – Present Founder at Sketchbookstory www.sketchbookstory.com July 2005 – December 2006 Programme Coordinator & Lecturer at Raffles Design Institute_Beijing (www.raffles-beijing.com) June 2005 - August 2005 Arts & Craft Instructor Kindyroo International Early Childhood Development Academy, Beijing (www.kindyroo.com) September 2004 – December 2004 Graphic Designer at Purple Circle Design www.purplecircledesign.com January 2004 - May 2004 Internship at Mount Elizabeth Hospital, Singapore (www.mountelizabeth.com.sg) as Graphic Designer; joined the Art Therapy Programme as part of the research to design the programme’s identity system. August 2003 – January 2004 Co-founder and partners at Grafikers www.grafikers.com March 2002 – May 2003 Graphic Designer at PT Alkemi Komunikatama Bisnis www.alkemi.co.id October 2001 - December 2001 Internship at Epigram Pte Ltd, Singapore www.epigram.com.sg _LANGUAGE LITERACY_ • Mother tongue Indonesian • Fluent English and spoken Mandarin & Chaozhou


  • University of Cambridge

    • Master of Philosophy Education
    • 2013 - 2014

    Graduated with Distinction / RESEARCH DOMAIN - Childhood Play and Well-being - Organisational Leadership, Culture, and Rituals / THESIS TITLE “Greenhousing versus warehousing”: exploring an English child-centred nursery and how its ethos permeates the routines and rituals in a Preschool room – a case study Keywords: child-centred, nursery ethos, Preschool, routines and rituals, case study (available in PDF upon request) This study suggests that routines/rituals are neutral and their hidden power, whether to strengthen “school spirit” or for “cultural monopoly”, lies in how their symbolic values are perceived and performed in different settings, by different practitioners in accordance to the school’s culture and ethos. / The MPhil course consists of the following areas of study: -- Arts, Creativity, Education, and Culture (ACEC) route -- Educational Research Methods -- Perspectives on Education

  • Middlesex University

    • Bachelor of Arts Visual Communication
    • 2000 - 2004

    Awarded scholarship grant. / Degree projects can be viewed at www.sketchbookstory.com/v1 / • Winner of logo design among 200+ entries for Intergenerational Harmony Day 2004, an annual event organized by Salvation Army Singapore. • Joined a 3-month internship at Mount Elizabeth Hospital Singapore as part of research for Art Therapy.



Please refer to EDUCATION section above.