WHO
Founded by Driv Loo in 2011, LIE is now consists of an art director, three designers, a content writer, and an intern periodically.
WHAT
LIE is an independent graphic design studio, we work across a diverse range of
visual communication projects. Constantly practice and seek fresh approaches everyday, provide innovative, beautiful solutions for clients, as well as self-initiated
projects.
WHEN
1 April 2011
WHERE
Kuala Lumpur, Malaysia
WHY
Having stuck and worked overseas as a designer for several years, I decided to come back to KL. Surprised by how little design studios and opportunities in the market, I then decided to start a design studio in my hometown, in the hope of providing new energy in the local industry.
Photo Courtesy of LIE
Photo Courtesy of LIE
HOW WOULD YOU DEFINE CREATIVITY?
I do believe in ‘creativity is a remix’. It is not about creating something totally unseen before, but how we combine different research, knowledge, and ingredients together, and infuse them into an unexpected yet appropriate solution that suits the brief the most.
DESCRIBE YOUR PRACTICE IN THREE WORDS.
Little Ideas Everyday
Photo Courtesy of LIE
WHERE DO YOU GO, OR WHAT DO YOU DO WHEN YOU GET STUCK ON A PROJECT?
Get some coffee, go to Mamak Stall (local open-air food stall which serves a type of Indian cuisine unique to the region), flip through the books in the studio, talk to people, watch some movies, or go on a trip (if I have such luxury time).
WHAT PROJECT ARE YOU MOST PROUD OF?
Nothing specific. I always find there is much more to improve after the project is done. Generally speaking, any project outcome that meets our and client’s expectation, and able to help their business is a truly satisfying one.
Photo Courtesy of LIE
IF YOU COULD INVITE ANY CREATIVE OUT FOR COFFEE, WHO WOULD YOU CHOOSE AND WHY?
There’re too many of them! I would love to meet anybody who is utterly passionate about their works and lives.