“I let my creativity freely wander”: Sandrine Cheong’s multimedia design practice is playful and inquisitive

“A typical self-initiated design project starts with experimentation,” says the multidisciplinary graphic designer and art director Sandrine Cheong. “I sometimes already have an idea of what I’d like to communicate visually,” she adds, “but most of the time I let my creativity freely wander in my playground, to explore, try, and play.” As a result, Sandrine’s multimedia, industry-spanning creative output is profoundly playful and inquisitive – she probes creative expectations to create work that is distinctly her own. “I enjoy having a generalist and multidisciplinary approach,” she explains, having originally done a masters degree in Graphic Design at Paris’ ENSAAMA. “I like to explore different domains and play with different media to communicate visual ideas and concepts.” 

In doing so, Sandrine challenges her audience, asking them to question their interests and outlook. “I find joy in designing with the purpose of a positive impact, and how it can affect people’s feelings and thoughts,” Sandrine says. The designers thoughtfulness to the consequences of her practice is reflected in her inspirations, finding creative influence in unexpected places. “I usually pay a lot of attention to all kinds of visual shapes that surround me, and I like to be receptive to new thinking and different cultures,” she say. “To me, staying open and curious is part of my process.”

Since graduating, Sandrine’s creative approach has developed, with motion design becoming ever more prominent. “Adding movement to my designs allows me to bring another dimension and layer of depth to what I’d like to communicate,” she says. This contrasts to her primarily print-based education. After her studies Sandrine moved to Amsterdam and worked at Studio Thonik, where her aptitude for motion design grew and her practice evolved. “I really enjoy being a generalist and being able to play with different media, following the context and the content of a project,” Sandrine continues, “having experienced different living and working environments allows me to mix different influences.”