Inspiring Journey of Samuel Lim

In a world where the unseen shapes our daily lives, Samuel Lim's story stands out. The then design communications student at LASALLE College of the Arts first realized the critical importance of effective wayfinding during his daily commute in 2014. Every morning, Samuel would observe weary commuters at Outram Park MRT station struggling to navigate the confusing escalators. Tourists, the elderly, and even children seemed to be caught in a loop of frustration, making repeated trips back and forth as they searched for the right exit.

Witnessing this daily confusion led Samuel to a powerful conclusion: "Something's wrong with the sign." That single insight ignited a passion in him that would lead to a transformative career change and eventually place him at the forefront of Singapore's public transport infrastructure.

Samuel’s keen observations ultimately propelled him into a role at the Land Transport Authority (LTA), where he was given the monumental task of redesigning the MRT station signage. This was no small feat; it would set a new standard for wayfinding in Singapore's transportation system. With a strong belief that good design is vital to public spaces, he quickly became a trailblazer in the field of wayfinding—an expert in guiding people through complex environments.

Achievements at Outram Park Station

Fast forward to 2020, when Samuel reflects on his accomplishments at Outram Park station, noting every detail of his handiwork with confidence. From a streamlined MRT system map (which now looks like an actual circle) to updated digital signs and clearly marked numbered exits, Samuel's influence is ubiquitous. Working on the Thomson-East Coast Line (TEL), which opened the same year, his efforts significantly enhanced the commuter experience—a journey he fondly attributes to the collaborative work with his colleagues.

The Hidden Impact of Design

The irony, however, is striking: effective design often goes unnoticed until it fails. "People only notice these signs when they fail to serve them," Samuel points out. This underappreciation for visual communication renders his achievements almost invisible in the daily hustle of commuting.

Samuel's journey into wayfinding began more organically than one might expect. In secondary school, he used to sketch and redesign logos for fun, but it wasn’t until his academic journey at LASALLE that he appreciated the depth of design—it’s not just about aesthetics. Through discussions and informal surveys, he realized that people unknowingly interacted with design every single day. The button on their phone alarm? Designed. The layout of their favorite café? Designed. This awareness inspired him to advocate for better design throughout Singapore.

From Thesis to Professional Designer

His passion culminated in a thesis focused on MRT signage, capturing the attention of key figures within the LTA. In what he describes as a "once-in-a-lifetime" opportunity, Samuel was made the lead designer—a daunting task that felt like receiving a whole jug of water when he had only requested a cup.

Overcoming Challenges in Redesigning