When we were attending a BP branding session, a representative from Landor asked us who we were. We told him we were representing firefish. (Yes, we are not as famous as you are.) Subsequently, he asked us how old is our company. We told him matter-of-factly that we are more than ten years old. He appeared surprised and it suddently dawned upon us that we have been around for more than a decade.

Through the years, we had the wonderful opportunity to work with a huge range of clients from various industries and of different sizes (and temperaments). Riding the Internet boom of the 1990s, we have served big technology names such as Microsoft, HP and Intel. We also worked with government organisations such as National Arts Council, Infocomm Development Authority and National University of Singapore. Beyond these recognisable brands, we have served countless small and medium enterprises. Despite of their many differences, each of our clients is special to us and represents an opportunity for us to create superlative designs.

Knowing that we will still be around for many years to come, recently we rethink who we are and what we do.We decided to coin the term "superlative design". Superlative design is design that makes a positive and tangible impact on our client's business and even the larger spheres of society and environment.To further capture the focus on results and purpose, we also came up with "designed for business". Ultimately, we believe design has the power to change the world we live in so that the world is a prettier and nicer place for all of us.