Jonathan Yuen is the founder and creative director of Roots, a new independent interdisciplinary design studio based in Singapore. He has worked in interactive, print and advertising fields, producing cross-disciplinary works for a wide spectrum of clients. Over the years his works have been recognized in various regional and global award shows, including Cannes Lions, D&AD, One Show and Young Guns Awards, and featured in numerous design publications. Raised in a strong tradition and heavily influenced by his cultural lineage, he emphasizes honesty in his works. He believes being honest produce good design, and good design relates to the right people. With the new studio he founded in 2011, his focus is to continue producing captivating, intelligent and beautifully crafted design with forward-thinking ideas and executions.