Riche Tay Research by SuperAGI

Riche Tay

Role: Art Director (Digital)
Company: Beyond The Vines
Location: Singapore
LinkedIn: [http://www.linkedin.com/in/richetay](http://www.linkedin.com/in/richetay)
Portfolio: [frowngood.com](https://frowngood.com/info-1)
Contact:

Instagram: @frowngood

Email: frowngood@gmail.com

Professional Overview

Riche Tay is a digital art director and visual director based in Singapore, known for his expertise in creative direction, brand identity, and the execution of design across both print and digital platforms. Tay's multidisciplinary skill set and tailored design approaches are demonstrated through collaboration with clients in the arts, hospitality, interior design, and food & beverage industries. His work consistently balances aesthetics with functionality, aligning closely with the design ethos of his current employer.

Current Position & Responsibilities

Title: Art Director (Digital) / Assistant Art Director

Company: Beyond The Vines

Tenure: January 2021 – October 2024

Recent Role Progression:

Began as Graphic Designer (Jan 2021 – Dec 2022)

Promoted to Assistant Art Director as of February 2023

Serves as Art Director (Digital), with responsibilities referenced up to October 2024

In his current capacity at Beyond The Vines, Riche Tay is integral to digital creative strategy and execution. He leads and directs digital design initiatives, ensuring the brand’s aesthetics and identity are consistently applied across multiple mediums. Social media content highlights Tay as a core member of the in-house creative team, collaborating closely with fellow creatives on new product launches and campaigns. The company's multidisciplinary structure underlines the importance placed on digital-first and cross-functional design input in shaping their fashion, bag, and lifestyle product ranges.

Company Background: Beyond The Vines

Headquarters: Singapore

Founded: 2015 by Daniel Chew and Rebecca Ting

Business Model: Multidisciplinary design studio, with a focus on apparel, accessories, and lifestyle items

Recent Activity: Expanded retail presence into international markets, including Thailand (first store opening in Bangkok's Central World, Sept 2024)

Brand Philosophy: The company design philosophy emphasizes "duality – create boldly, design simply," resonating with Tay’s design approach

Team Structure: Creative direction is highly collaborative, and Riche Tay is referenced among key staff influencing core creative output

Education

Institution: LASALLE College of the Arts

Credential: Diploma in Design Communication

Notable Student Achievement: Designed the 2017 National Day Parade (NDP) funpack, cited as one of the lightest produced for the event

Professional Reputation and Network

500+ LinkedIn connections indicate an established and well-networked presence in the local and regional creative industry.

Tay’s professional persona is reinforced by an active online design portfolio, high engagement on social media, and public acknowledgment of promotions and new roles at Beyond The Vines.

Recognized for a hands-on, cross-disciplinary approach to visual design and brand development.

Actionable Insights

Decision-Making Influence: As Art Director (Digital), Tay is a key decision-maker for digital creative, brand visuals, and likely evaluates external creative, production, or technology partnerships.

Collaborative Approach: Has proven track record of working across internal teams and external clients, with adaptability to various creative industries.