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Samuel Lim

Samuel Lim

Wayfinding Design Lead



My family and friends are used to stopping in their tracks while I photograph, obsess over, or critique signage systems. They even send me random sign photos for inspiration or to ask me to "fix the sign."

For over a decade, I've led wayfinding and service transformation projects for government agencies in Singapore and Qatar. It all began when I noticed disoriented commuters at a metro station in Singapore, which inspired a two-year research thesis and an opportunity with the Land Transport Authority. Together, we launched a revamped signage system for metro stations islandwide.

Seeking broader perspectives, I became the Design Lead at Singapore's Prime Minister's Office Innovation Lab, working on cross-agency projects. Later, I was invited to Qatar Rail to enhance the wayfinding experience for the Doha Metro and Lusail Tram networks. No matter the project, my approach remains the same: understanding the problem thoroughly before diving into design solutions.

Beyond design, I love photography and enjoying good food from around the world.

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