Leong Zhiwei Mark-
Hello. I am an individual driven by the potential for creativity in delivering messages. I believe that words hold the key to influence the masses.
I am always up for a challenge, and will find all possible means to overcome any obstacles. I achieve satisfaction from thinking out of the box to solve problems, and am always willing to step out of the comfort zone to reach my goals.
Music and fashion are two areas I’m passionate about, and the opportunity and experience to write about them is something I will always be thankful for.
Indie, Electronic, Folk
Stale & Co.
Birthday: 26th June 1990
Address: 104 Jalan Rajah,
Phone (H): -
Aug 2015 - Present
2014 - 2015
Neil Gaiman, Kazuo
Ishiguro, Jodi Picoult
Love solo backpacking
Verz Design, Copywriter
Manage client portfolios and business objectives,
translate them into marketable content strategies
online. Works alongside Project Managers & Designers.
CATALOG Magazine, Online Writer
Update the magazine’s website regularly with articles
related to fashion, entertainment and design and
updating the social media platforms.
Jan 2013 - Apr 2013
Wee Kim Wee School of Communication &
BA (Hons) Communication Studies
University of Western Ontario; London,
Overseas Student Exchange Programme
PATHS, Copywriter/Social Media Manager
Designed collaterals and wrote copy for the interfaith
campaign, managed Facebook page. (facebook.com/paths.sg)
Produced the Hall of Residence annual magazine,
managed design and copy editing functions of the
Jan 2014 - Jun 2014
CATALOG Magazine, Editorial Assistant
Jan 2012 - May 2012
Nanyang Chronicle, Photo Editor & Writer
Writing for online and print editions, assist with
social media updates.
Managed a team of photo-journalists, shot bi-weekly
photo stories for publication, pre-publication image
processing. Wrote articles for Lifestyle, Reviews, and
Of Trying Times is a project conceived by Peixin Tan
to explore the anxiety of being in one’s twenties.
This collaboration - “Almost There” - explores the
process of coming of age in a visual representation of
childhood, and how it transforms gradually in a pool
of experiences to form our adolescence.
In a very visceral way, “Almost There” touches the
essence of what it feels like to be young, and how
we face the treacherous road ahead going towards
In cooperation with the Singaporean designer, I
translated the meanings she hoped to convey into
marketable content, which helped to bring life to
the product in meaningful, yet attention-grabbing
You may view the project here:
Effect Audio is an eCommerce business that retails
homemade audio cables to pursue a unadulterated,
pure, and refined audio experience for audiophiles all
around the world.
Private Wealth Association is an organisation aimed
at building the private wealth hub of Asia, by creating
a “healthy ecosystem of High Net Worth Individuals,
professionals, and industry experts in Singapore”.
As part of a rebranding exercise, I conducted a simple
audit on the copy of their previous website, and
surveyed some problems that should be corrected in
the new website.
Although the requirements of the project are simple,
the financial jargon required for this project would be
hard to grasp and understand.
As a precursor to starting this project, it was necessary
for me to conduct a detailed requirement-gathering
meeting to fully understand the client’s needs.
Making sound recommendations that will aid the
business to market itself better through the use of
catchy taglines and building up branded services
such as “Bespoke”, Effect Audio was reborn – with
more effective and attention-grabbing taglines.
Building upon some researched knowledge, this copy
was created and combined with marketable callto-actions in order to garner memberships for the
The results were proven – an approximate 20% raise
in time spent on the About Us page, as well as a low
17% bounce rate.
I worked with a branding consultant on this project
in order to breathe life into the Private Wealth
You may view the project here:
You may view the project here:
OWL Coffee is a renowned subsidiary brand under
the Super franchise.
This project required copywriting for their corporate
website. Despite the commercial nature of coffee
products, part of the project’s aims were to market
the OWL brand to the F&B industry, rather than to
Thus, there was a need to combine credibility and
engaging content in a convincing way to garner three
The copy was constructed with a strong emphasis
on storytelling, yet sprinkled with organisational
facts and credentials, which satisfied the client’s
You may view the project here:
Issue #114: The Wanderlust Issue
Issue #113: The Haute Love Issue
Issue #117: The Throwback Issue
Perhaps Alt-J’s name isn’t derived from a simple
keyboard shortcut. Perhaps, if one takes the time
to analyse their lyrics, we will be able to define
the band through its use of abstract terms and
storytelling to bring forth melodies and harmonies
within the pages of a novel.
The undiscerning might take their lyrics as a
stream-of-consciousness type of lyrical waxing;
a la Courtney Barnett, but the likelihood of the
deeper meanings that are embedded within
stanzas of words disproves that.
Many have gone into greater depths to explore
the literary interpretations behind every line,
every word, but maybe that is what the “Alt” in
Alt-J stands for: alternative; as in alternative
Take for example, “Hunger of The Pine”, taken
from their sophomore studio album This Is All
At face value, it might seem like a typical situation
of love lost, coupled with the pining for the other
party and the hurt he receives within.
But what lies beneath unveils a greater storyline; that the protagonist is pining for something that has already been
lost and dead. The ‘butterflies’ pinned as memories on a wall are parallel to the figurative ‘butterflies in your stomach’;
that feeling you get when you are in love. As many would know, sleep finally overwhelms the inability to stay awake
to numb the pain (as insomnia is a drug), and he warms up to the idea of the incompatibility of ‘us’. Moving on, the
protagonist takes heart in finding a new ‘you’, slowly cancelling out the need to ‘hunger’ for pining for his first love.
This of course, is just our interpretation of the single, and there are many others that talk about completely different
entities. But at the heart of Alt-J, it is the stories that emerge from a song woven together into a unique patchwork
that define the band; like a literary exposition.
Cafe Review: Chye Seng Huat Hardware
Of late, Singaporeans are crazy about coffee.
But coffee in its purest and most pristine form
isn’t enough, because to citizens of the bustling
and ever-growing green city, coffee is a lifestyle,
and true enjoyment must be accompanied by
some sort of ambience that pervades the tasteexperience of the addictive drug in their cup.
And ambience is what Chye Seng Huat Hardware
has to offer in conjunction with their magnificent
coffee to give you reasons to keep coming back.
The coffee joint, named inconspicuously “Chye
Seng Huat Hardware”, may fool regular passersby with its industrial look, but it really is a café
paying tribute to the rich industrial history of the
area it is located in. The surreptitiously tucked
away coffee joint, complete with a metal gate that
always stays half-open, bestows an isolation from
the hustle-and-bustle of Jalan Besar, yet blends in perfectly with the architecturally delightful shophouses that line the road by
preserving its simple shop-front belonging to the eras before today.
Step past beyond the boundary that separates the coffee addicts from the “kopi-addicts” (who dot every hawker centre and
traditional coffee shop in the area), and you’re immediately introduced to the delicate atmosphere of the caffeine-connoisseurs,
expedited by the very friendly staff who are never tardy in their greetings and their efforts in “welcoming you to the club”.
The interior is replete with furniture that may seem like they are arranged anarchically, but are all unanimously promoting the big,
bold and brown vintage ideal of the industrial setting. The concrete floor preserves a good grasp of reality, portraying the possibility
of a good blend between modern and days of old.
A coffee bar with seats all around give a good view of the baristas serving up your daily cuppas. The attentive people dressed-inblack are your best friends – other than your coffee cup – for the day, because they will be your source of entertainment should
you be occupying a seat with a good vantage point.
Should you choose to sit yourself down elsewhere, the exploratory nature of the café provides a heterogeneity of space utilisation;
some seats are good for discussion (i.e. the small square tables) or a good luncheon with colleagues (i.e. the long table near the stairs
to the Tyrwhitt General Co.). The bar-like seats at the back of the space give you room for solitude as you pick up a newspaper with
enough elbow space to read comfortably.
The coffee is a wondrous luxury; it affords the office-goer a great way to ease into the rush of the morning, while the casual café
hipsters can appreciate its ability to grant a serenity useful for a day of YouTube-surfing, or computer work.
The thickness of the Espresso + Milk (5.50 SGD) is just about right, with a rich, chocolatey flavour that lingers as a sublime
The regulars are no stranger to the Ice Cold Brew (7 SGD) here, which is brewed daily. Delivered exquisitely in a fancy bottle, it
could be any Singaporean’s guilty pleasure on a hot summer’s day (which would mean everyday).
So when you head to the concert on 17 May at The Coliseum, be ready to become part of their narrative; because
after all, this is all yours.
They also sell a variety of confectionery and mains, which you could have as company to your good ol’ java.
CATALOG Magazine (Online)
But if you only have 10 minutes to spare, the cup of joe would be your best companion here in Chye Seng Huat Hardware.
YOUNG THE GIANT – MIND OVER MATTER
It’s been four years since Young The Giant released their first Of course, the question lingering on most minds is: “Are you really
eponymous album, and boy, did four years do a lot to change
the band’s inclinations within the circle of indie rock. It is hard to
say for sure whether it was a whole lot of good or bad, because
in their newest album, Mind Over Matter, there are pickings
from their old formula; the honey-coated girl-coaxing vocal
tenacity of Sameer Gadhia, but also a penny’s worth of this
new grungy, distortion-laden electronic-slash-industrial feel
that is an acquired taste.
Riding off on almost half a decade of popularity and far from
being a one-hit-wonder with well-received singles like “Cough
Syrup” (the sweet melodies that guitar enthusiasts love to
charm girls with), “My Body” and “I Got”, perhaps the So-Cal
band is looking for a change, something that is widely sought
after by artists who are already making it big with their debut
studio albums. But this change comes with a huge risk; it will
either earn them the ambassador status for “Change Is Bad
For You” in the music arena, or propel them to the pedestals of
musical heaven, a la Arcade Fire.
But first, let’s talk singles. “It’s About Time” was released in
late October last year as the lead single from their album, and
like its namesake, it is also a self-professed declaration from
the quintet; three years is long enough, it is time to break the
band equipment out again and start recording. And record
they did, with a whole lot of attitude put into this track. With
the unreserved use of overdrive on the guitars, and a more
rock-god approach to the drums, Young The Giant manages
to make a statement with this album’s preview single: “We’re
back, we’re bigger, we’re better!”
better now?” Faithful fans might be disappointed to hear that the
band has given up most of its roots in sappy love choruses and
songs for the broken heart, swapping them for the abstractly
named tracks like “Crystallized” and “Camera” and lyrics that
might not mean a lot: “All the lights aglow / Tokyo snows…”
That might be the root of the problem of this second album. It
might not succumb to the “second album syndrome”, falling away
from the rest of the band’s discography. But the DNA of Young
The Giant has been synthesized from day one as something
the broken-hearted, lovelorn, or newly-attached look to for
emotional support and affirmation, so Mind Over Matter counts
as an unwinding of that which is the heart of everything they stood
for. Alongside this dissolution comes a falling out of fans, a loss of
favour and a slump in popularity.
But wait! If they were gunning to be the popular indie rock darlings
that would charm the hearts of many like how Alex Turner did with
Arctic Monkeys, perhaps their new formula would garner new
fans to make up for those they might potentially lose.
After all is said and done, it really is hard to put Mind Over Matter
on a solid foundational scale and give them the rating they might
or might not deserve, but one thing stands: you either like it, or
Or if you still prefer the old balanced and tame sound they
produced, stick to “Firelight”, which is a good throwback to the
good old days of their first studio album.
CATALOG Magazine (Online)
Behchoko, North Slave Region, NWT, Canada
Four Corners Monument (AZ, NM, CO, UT)
Johnnie Dick (Jon) is a Native American living in
Shiprock, NM who specializes in Sand Art. The art
pieces he produces are amazingly detailed, and at
the point when I was speaking to him, he was actually
working on a piece that depicts turtles, complete
with shading detail.
In Yellowknife, with a population of barely 20,000,
the city dwellers are so fortunate to sleep under the
Northern Lights every night.
Jon’s stall front at the Four Corners Monument
showcases many of his beautiful artwork. He
professes to have a deep love for art, and this is how
he shows it.
Here are a few interesting facts:
The people in Yellowknife are vastly different from
those who live in the southern (more popular) cities.
“I have people coming from all over the world to see
my artwork,” he said.
When asked to pose for a photo with his favourite
masterpiece, he replied, “All of it!”
It is my honour to have met Jon, to be the first
Singaporean visitor to view his artwork. I am proud to
say I have a deep appreciation for his artwork.
They never lock their doors, because everyone
knows everyone (almost) in this small community.
“In Yellowknife, you can get whatever you want.”
- Susan, our host for the first few nights
Gas, food and beer are very expensive.
People can earn large amounts of money here,
possibly because of the diamond mining/gold
It rarely snows here.
This photo was taken in Edzo (Behchoko), right
outside the six-plex we were hosted in for a night.
Jon is the owner of Johnnie Dick Sand Art, located at
2901 E Elm St., Farmington NM 87401.
Away from most light pollution, the view was
spectacular that night, and despite the varying
temperatures ranging from -30 to -40 degrees
that night, we were entirely satisfied with our visit up
north, and it was a great way to end our trip.
Pierre-Yves Even, 23.
All images are property of Mark Leong except publication pullouts.