Lonsdale Asia: How a humble underdog became a creative powerhouse in Singapore and beyond

Managing director Nadia Romanis and executive creative director Muriel Schildknecht reflect on the studio’s evolution, its commitment to collaboration, and why creative diversity keeps them at the forefront of brand storytelling in Asia and beyond.

Written By: Ayla Angelos

18 March 2025

Three colleagues gathered around a laptop smile while collaborating on a project at a wooden desk in a bright office with large windows

Lonsdale Asia wasn’t always the creative powerhouse it is today. Originally founded in 2010 as Why? Brand Design, the studio was established by an ex-marketeer who spotted a gap in the industry - a need for a design agency that blended creativity with real-world pragmatism.

“In some ways, that made us an underdog,” explains Romanis. “Instead of looking to awards, the studio was focused on delivering the most effective creative solutions for clients.”

There were two pivotal moments in the agency’s evolution. The first came in 2018, when a management restructure gave the business a new lease of life, expanding the team to 25 and unlocking greater creative ambition. The second was in 2022, when the studio was acquired by Lonsdale + Partners, bringing a suite of in-house capabilities from digital content creation to luxury retail design.

“Being part of a global network has given us new perspectives, new tools, and a greater ability to push our creative boundaries,” says Romanis.

Three Lonsdale Asia team members sit at a wooden table in a warmly lit studio space, smiling and engaged in conversation

Three metal chairs with red centre chair at wooden table in Lonsdale Asia studio with shelving and supplies visible in blurred background

Two decorative waving cat figurines sit beside a keyboard on a desk

Team members at Lonsdale Asia working at computer workstations in a bright office space with colleagues collaborating in the background

The challenges of growth and keeping the culture alive

With expansion comes responsibility, and for Lonsdale Asia, nurturing talent is a top priority. “We’re proud of the incredible mix of skills and backgrounds on our team, but with that comes a duty to ensure they feel challenged, supported, and inspired,” says Schildknecht. “Creative growth isn’t just about great briefs; it’s about continuously evolving and staying engaged with new opportunities.”

For Romanis, maintaining company culture amid change is crucial. “Growth means new doors open, but it also requires bravery and adaptability. We want to embrace new opportunities without losing the creative DNA that got us here.”

Designing for a diverse region

Singapore’s creative landscape is as complex as it is exciting. “It’s a melting pot of cultures, nationalities, and religions,” says Romanis. “While processes might be similar to elsewhere, the way we engage with brands and clients can be vastly different depending on the market.”

Schildknecht, who originally hails from Europe, notes that the agility required in Asia keeps creativity fresh. “Every market has its own nuances. Unlike in Europe, where things can feel more homogeneous, here, we’re always adapting - whether it’s working with tight budgets, fast turnarounds, or shifting cultural expectations. It forces us to push ourselves.”

Ornate purple and gold fragrance bottle with geometric line art patterns against a deep purple background

Colourful fragrance bottle with floral design against a divided background of magenta, purple, yellow and teal

Four Lux fragrance bottles with rose gold caps, each featuring different purple floral designs on their labels against a neutral beige background

Eau de 100 Luxe Vintage fragrance bottle with gold cap surrounded by purple flowers on a mauve background

Fragrance bottle with gold cap surrounded by illustrated purple and blue flowers against a lavender background

Landmark projects and longstanding partnerships

Over the years, Lonsdale Asia has built a reputation for delivering high-impact, culturally resonant design solutions. Some of its most defining projects include its long-running partnership with Unilever’s LUX, where the studio has been a key brand guardian for over a decade.

“The first rebrand we did for LUX continues to define the brand today,” says Schildknecht. “Most recently, we worked on its 100th-anniversary special edition packaging, which celebrates women through the decades.”

Another milestone was the work for Tiger Beer, Singapore’s national beer brand owned by Heineken. “We designed the limited-edition Orchid Brew for National Day, collaborating closely with a local artist. It was a chance to celebrate Singaporean culture while elevating the brand’s presence,” she adds.

Balancing variety with a ‘brand-first’ approach

Unlike many agencies that specialise in a single sector, Lonsdale Asia thrives on creative diversity. “It’s the opposite for us,” says Romanis. “We actively seek variety because it keeps us engaged and growing.”

Rather than focusing on a specific industry, the agency applies a ‘brand-first’ approach to all projects. “When storytelling is your starting point, the creative process is valid across any sector or touchpoint,” Schildknecht explains.

This philosophy has led them to work across everything from personal care and food & beverage to luxury retail and corporate branding.

Tiger Orchid Brew Asian black lager can displayed against an ornate blue and magenta floral background

Woman in white shirt viewing an interactive red and beige display panel with Chinese text and product imagery about skincare research

A culture of collaboration and inclusivity

If there’s one thing Lonsdale Asia values above all else, it’s collaboration. “Our company culture is our USP,” says Romanis. “From day one, we’ve prioritised teamwork and humility. We don’t encourage egos—we want creatives who are thoughtful, engaged, and ready to work together.”

Diversity is embedded in both the agency’s hiring approach and its day-to-day operations. “Singapore is diverse by nature, so it’s natural that our team reflects that,” she adds. “But we also look for people who bring something different—whether it’s experienced in new industries or unique creative perspectives.”

Internship programmes and talent development are also key. “We don’t just look externally for talent; we grow from within,” Romanis continues. “Earlier this year, we promoted Christine Wiryakartika and Katrina Crescenzo to Associate Creative Director roles. They’ve been with us for years and played a big role in our growth.”

The studio space

While hybrid work is part of Lonsdale Asia’s model, the studio remains a crucial creative hub. “We’ve kept dedicated desks instead of hot desking because we want people to feel a sense of belonging,” says Schildknecht. At the centre of the space is a large communal table, used for everything from informal meetings to team lunches.

Designed with openness in mind, the studio features white tones, natural wood, and accents of red - a nod to Singapore’s moniker as the “Little Red Dot” and a symbol of positivity in Chinese culture.

Seven diverse team members gathered around a wooden table with a laptop, smiling and collaborating in a bright studio space with pendant lights

Two people conversing at a white counter inside a modern retail space with wooden shelving and black pendant lighting

Six young professionals stand in a circle on a rooftop terrace, conversing and holding drinks, with modern high-rise buildings and a geometric fence visible in the background

Three women collaborate at a desk with a laptop during a meeting in a bright office with green foliage visible through the windows

What’s next for Lonsdale Asia?

As the agency continues to evolve, it’s looking beyond commercial success to new ways of giving back. “We’re actively seeking pro-bono work to support causes we believe in,” says Schildknecht. “We also want to work more with up-and-coming local brands—the cultural nuances and creative challenges are always fascinating.”

On a personal note, Schildknecht is set to judge the D&AD Awards for the first time in May, marking a major milestone for the studio. “It’s a reflection of how far we’ve come,” she says. “But more than anything, it’s a testament to the strength of our entire creative team.”

For Romanis, the focus is on pushing creative boundaries. “We’ve always been strong in brand development and packaging, but we’re expanding more into food & beverage, retail, and corporate branding. It’s exciting to see the business and the team evolve.”

With its commitment to creative excellence, cultural understanding, and a collaborative ethos, Lonsdale Asia isn’t just shaping brands; it’s helping define the future of design in the region. And from all accounts, this is only the beginning.