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.
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.
Anya Goel
SPACE DESIGNER
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
COLLABORATOR - 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
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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.
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.
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.
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.
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!