Hui Sim C.
Global Brand & Marketing Director @ Winking Studios
About
Curiosity drives me. Innovation fuels me. Connection inspires me. Impact keeps me going. I’m Sim — a creative brand strategist, producer, educator, and multidisciplinary artist working at the crossroads of design, technology, storytelling, and immersive experience. With a background in architecture and interaction design, I’m drawn to projects that ask big questions and make space for exploration, imagination, and real-world impact. My work spans game art, virtual production, AI-enhanced content, and interactive installations. I collaborate closely with studios, artists, educators, and technologists to build meaningful narratives, content pipelines, and creative systems. I’m also a founding partner of Chumbaka, where we mentor students beyond tech — helping them develop life skills, thinking skills, and the confidence to shape their own paths. At the heart of everything I do is Inordinate Fractions — my personal philosophy and creative lens. It reflects the overflowing fragments of disciplines, perspectives, and ideas I bring into every project. Since the beginning, this approach has been about embracing what doesn’t always fit neatly into one box — the layered, the excessive, the nuanced. I believe innovation happens in these details — in the richness of process that makes creative work feel truly alive. If this resonates with you, let’s connect — I’m always open to new conversations and meaningful collaborations.
Malaysia
WP. Kuala Lumpur
Animation
Brand Strategy, Business Marketing, Brand Activation, Brand Building, Social Media, Operational Execution, Operations Management, Operations Administration, Strategic Communications, Community Development, Illustration, Creative Management, 3D Visualization, Interaction Design, Human Computer Interaction, Visual Arts, Creative Direction, Product Development, Product Lifecycle Management, Eco-Friendly Prototyping
Experience
Global Brand & Marketing Director
Winking Studios
Brand Manager | Creative Producer
Vertic Studios
Federal Territory of Kuala Lumpur, Malaysia
Creative Lead
Inordinate Fractions
London, United Kingdom
I work at the intersection of art, architecture, and technology. My work explores shared human experience and people’s empathetic relationship with the built environment from digital and virtual platforms to tangible objects and physical spaces.
Partner
Chumbaka
Federal Territory of Kuala Lumpur, Malaysia
Education Mentor
Chumbaka
Federal Territory of Kuala Lumpur, Malaysia
Creative Director
Just Better Company
Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
‣ Led cross-functional teams to develop eco-conscious and functional wearable products. ‣ Successfully spearheaded the #BetterMovements Campaign, a sustainable initiative that addresses textile waste dangers while promoting sustainable practices and to reduce landfill textile wastes.
Co-Founder | Product Development Manager
Just Better Company
Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
‣ Oversaw the end-to-end product design and development processes, led cross-functional teams to bring socially and environmentally responsible products to life. ‣ Successfully introduced the first functional bamboo charcoal socks incorporating OEKOTEX and other other eco-certified yarns into products while spearheading efforts to attain Environmental, Social, and Governance (ESG) standards for upcoming products and company operations.
Co-Founder
Conscious Makers Sdn Bhd
Brand Manager
Lemon Sky Studios
Federal Territory of Kuala Lumpur, Malaysia
I specialize in developing and executing comprehensive branding and marketing strategies for our diverse portfolio, services, and IPs. I oversee the creative direction and art direction for specific projects and campaigns, and produce creative assets as needed. I work closely with internal departments, coordinate with top management, and support team members to drive our brand's success and market presence. Industries: ‣ AAA Game Art and Animation Production ‣ Entertainment ‣ AAA Art Training Center
Education Mentor
LAC STUDIO 上海观轶教育科技有限公司
Shanghai, China
Partner
Kodkod
Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
Multidisciplinary Creative | Interior Architect
Newcleus Design
Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
‣ Collaborated with diverse clients, including industry leaders like Gamuda and Christy Ng, on various interior design projects. ‣ Worked closely with acclaimed artists such as Nee Wong and Shan Shan Lim, integrating artistic elements into interior designs. ‣ Utilised a multidisciplinary approach to create innovative and visually appealing interior spaces.
Education
The Bartlett School of Architecture, UCL
Architecture
Distinction
Taylor's University
Interior Architecture
Dean's List Award 2014 - 2017
The Bartlett School of Architecture, UCL
Hui Sim C.'s Contact Information
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