DBCS names first female president, unveils new brand logo, membership model

Singapore – Singapore’s multidisciplinary design chamber, Design Business Chamber Singapore (DBCS), has appointed Su Eing Chee to be the first-ever female president in its 36-year history.

Currently, Chee is the founder and director of interior design group D’Perception and is leading the subsidiary company, D’Perception Ritz, which specializes in residential, retail, and hospitality interior design.

In her new role, Chee will be leveraging her extensive experience across the design industry, to further expand and accelerate DBCS’s growth.

Chee said that DBCS exists as a multifarious design association, which not only rallies businesses and communities to drive better business by design but also to be enabled by design to contribute to social good. 

“I believe and advocate that design is not just an enhancer, but in fact, is essential as an enabler in our day-to-day living. It is my hope that more people will understand and embrace design and elevate its status in the value chain of all processes. We want to establish this vision as the common thread for everything we do at DBCS,” said Chee.

Meanwhile, Andrew Pang, the incumbent president of DBCS, commented that Chee’s appointment as DBCS’s first female president is a monumental moment for them, as her portfolio and wealth of experience in design are very much in line with DBCS’ mission of using design in problem-solving.

Following this endeavor, DBCS has also unveiled its new brand logo. The new logo retained its red color as the primary corporate shade, together with its star motif, while the organization’s name was changed to its acronym, sporting a more streamlined typeface in lowercase for a clean and contemporary look, which aims for a more progressive and unified brand identity. 

Additionally, DBCS has launched its newly revamped membership model and mobile app, making it the first non-governmental organization to introduce a loyalty program that rewards members based on points earned through active engagement. Leading away from traditional paid membership models common among Trade Associations and Chambers (TACs), the new mobile app aims to encourage aspiring young designers to expand their industry circle.

Through the revamped membership model and mobile app, active members of DBCS can look forward to a wealth of avenues to showcase their designs and projects, through invitations to speak at seminars, workshops, and forums. They will also be able to join the DBCS organizing committee in various initiatives and have the chance to be invited to the juror panel for awards, which presents members with many opportunities to grow their network. 

DBCS’s Head of Corporate Communications and Partnerships Velda Mah shared that the changes in the logo ensure that they continue to move with the times while maintaining the core of DBCS’ corporate identity and mission to forge partnership opportunities between the design and business communities. 

“With the refreshing new look, we hope to be a recognizable brand among young aspiring designers and our current members,” said Mah.