My CV

1. Address: 37 Holliday Square, Battersea, London, SW11 2HR
Telephone: +44 (0) 7837515965 [UK] +65 9090 9453 [SG]
Email Address: letitiadevlin@gmail.com
Date of Birth: April 6 1988
Nationalities: USA Citizen, British Citizen, and Singapore Permanent Resident
Languages: English [Fluent] / French [Basic]
Education:
Bachelor of Fine Arts Honors | Chelsea College of Art and Design [2010]
Foundation of Arts Diploma | Chelsea College of Art and Design [2007]
Pre-College Intensive Program Diplomas [4] | Still Life Painting | Digital Design | Hanging Sculpture | Drawing & Composition
| Academy of Art University San Francisco [2005]
What Makes Me Unique
When I was 15 years old I decided I wanted to work in an advertising agency. Both my parents are ‘interactive agency
people’ so it seems that I have lived and breathed agency air my whole life. Due to my education in fine art and my
experience working during school breaks at my father’s advertising agency, I have gained insight far beyond my years. My
creative mind combined with a keen sense of business helps me to accurately articulate the creative perspective and
translate the business need-helping both sides become one team. I have both business development and client facing
experience. I have managed, worked as and led creative teams, worked with technical development teams in Asia and
ensured that the technology matched the creative concepts. I have also delivered presentations, managed clients during the
stressful times of pre-delivery and had a great deal of fun doing it.
My Career Goal
• To pitch and develop the ‘big idea’ and then collaborate with the creative and marketing teams while ensuring the
business and the client’s needs are addressed.
• To be the bridge between the business development, creative, and client service teams. I feel the passion to create
and deliver the best possible solution regardless of the medium, as there is no ‘one size fits all’ solution.
Experience:
June 2004 - Present
AlamoAsia Pte Ltd Company Singapore (http://www.gruntwerkz.com) Clients are primarily the Advertising Agencies where we
provide a full service solution from the Big Idea through the Creative Development followed by the Technical Build. Experts in
Interactive Web 2.0 and Mobile including Social Networking Sites (SNS).
Client: TRACKSEA Pte Ltd
September 2008 - October 2009: Creative Director and Project Manager
Project: TRACKSEA: Ship Brokering Support Tool
My Role:
• Led the creative design of the pitch team and participated as part of the presentation team that won the business.
• Developed the logo, company name and brand guidelines for the start-up in the ship brokering business.
• Managed ongoing client relationships during the logo and brand design phase as well as the initial project scoping.
• Created the initial site map and architecture for the web-based solution.
• Project managed the overseas development team based in Indonesia and the Philippines.
Client: INSEAD Executive Education
August - September 2008: Creative Director
Project: INSEAD Executive Education Video for Mobile, iPod and Web Formats
My Role:
• Updated two existing videos by editing and recreating new components, inserting new information, and finally
reformatting and editing music ensuring the tempo and spirit fit the brand image.
• Managed overseas team of 1 Producer and 2 Videographers

2. Client: RedWorks | Ogilvy & Mather, WPP
July - October 2008: Creative Director and Project Leader
Project: Tuas Power (http://www.asiaisgreen.com/2010/01/13/clean-coal-and-biomass-cogeneration-plant-by-tuas-power-a-chronology)
The TUAS Biomass Power Plant was a new and high profile initiative in Singapore, which required an interesting approach to
educate the public on a complex technical and innovative solution.
My Role:
• Repurposed 2D blueprints of a biomass power plant into a multi-purpose 3D website with a unique User Interface
and navigation to match the innovation of the project.
• The 3D site served as both a PR tool and an on-and-offline ‘tour’ of the proposed plant.
• Users could intuitively follow the process of power creation from Biomass materials as well as navigate the website
from a single 3D animation.
• Art Director - Developing the creative concepts for clients based on business requirements and defined metrics.
• Producer - Managing the creative and technical development team of 4 staff: a 3D animator, 2 flash developers and
1 HTML developer based in Indonesia.
Client: RedWorks | Ogilvy & Mather, WPP
June - August 2008: Producer and Creative Director
Project: REHAU- A premium worldwide brand from Germany for polymer-based innovations and systems in construction,
automotive and industry with over 15000 employees in more than 170 locations.
My Role:
• Designed digital interpretation of REHAU logo.
• Designed the transitions and User Interface template to translate PowerPoint product presentations into engaging
interactive sales videos.
• 39 internal sales videos ranging from 30 seconds to 4 minutes.
Client: RedWorks | Ogilvy & Mather, WPP
August 2008 - September 2008: Creative Director and Project Manager
My Role:
• Hired by RedWorks to develop their response for new business pitches:
• Active Aging (http://www.activeageingfestival.com.sg/index.html) and C3A (http://www.c3a.org.sg) websites built for the Singapore
government for Senior Citizens
• Heineken Pitch for their distributors and outlets, parts of my concept were used on their Intranet. I conceptualized the
site architecture and user experience, the creative design, and concepts based on brand guidelines and project
managed the concept development.
June 2006 – October 2008
WSSUP for Facebook Leveraged the Brand WSSUP to the new Facebook application and idea for mobile gifts using
professional content that was funny, or relevant to seasonal holidays. (http://apps.facebook.com/mobigift)
My Role:
• Concept and application idea team member – Producer – User liaison to technical team.
• Graphic layout designer.
• Content Director helped in acquisition of content and placement.
June – October 2004
WSSUP F*@#ING COOL MESSAGES A first-of-its-kind picture messaging service operating on the mobile phone and PC
platforms. (http://www.gruntwerkz.com/?page=program&id=19)
My Role:
• Advisor on the demographics and vernacular for the target audience.
• A maven and leader that spots and develops trends.
• Passionate about technology especially how it interacts with peoples’ lives.
• Naming-WSSUP was a suggestion I submitted to the team as it reflected a term of messaging and was already a
form of greeting in the music industry.
About Me
I AM A VISUAL ARTIST AND A CREATIVE THINKER.
My art practice, formed and developed while attending Chelsea College of Art and Design, is about the identity we create by
conforming to social standards in order to attain the freedom we want, but will not ever fully achieve due to the boundaries
we put in place, and what we do to remove these boundaries in order to attain that feeling of everlasting freedom we once
felt as a child. My business side has developed from being immersed into the agency life at a very young age, and
embracing every moment of it.
Hobbies
I play squash and practice yoga as I find the competitive spirit in squash drives me to win and yoga helps me through
stressful times. I also paint, and do photography, along with other various art forms.