Pink Blue Black & Orange was founded in 1997. Aside from advancements in technology, what have been some of the biggest changes in creative design in Thailand since then?
We started out in the era before computers became essential design tools. Back then, we worked by hand and presented concepts to clients through sketches. Design companies in Thailand were few, clients didn’t yet see the value of design, competition was tough, and design fees were low. Most clients didn’t fully understand the impact of design on their business.
The digital era arrived with the decline in print work and the rise of user-friendly software. Most designers, including us, began offering a wider range of services – such as digital design, website development, branding, exhibition design, interactive experiences, animation, and motion graphics.
“Our role is to collaborate, bringing our design expertise while drawing on their insights and experience in their business. Together, we build something bold and effective.”
Meanwhile, clients have become more aware of the importance of quality design and began investing in high-quality work across different media, which benefit both the design industry and businesses.
Looking ahead, with further advancements in technology, general design tasks may be handled by clients and in-house teams. However, for critical projects like rebranding or launching new products, clients will still need experienced designers.
Could you share a project from your own work that stands out as especially meaningful or impactful to you?
Many of our projects follow a similar framework: Why are we doing this for the client? How does it benefit them and their target audience? What has already been done by others?
A clear example that reflects our working style is the Key Visual we created for the 47th National Book Fair in 2019. The client approached us with the idea of creating a single image to promote the most anticipated book event of the year, a gathering eagerly awaited by readers, writers, and publishers.
This event features a wide range of books — old, new, rare, and secondhand — across genres from textbooks and novels to cookbooks, history, philosophy, and fantasy.
“Many of our projects follow a similar framework: Why are we doing this for the client? How does it benefit them and their target audience? What has already been done by others?”
Based on research from previous events, we found that diversity is the key reason people come to this fair, choosing it over bookstores or online platforms. So, we asked the client: can a single key visual really convey the diversity that draws people to the event? We proposed reframing the approach — creating multiple key visuals instead of just one, which would allow broader and more targeted promotion to attract as many attendees as possible.
Research showed that the top-selling books at past events fell into 22 categories. So, we created visuals to represent each category, allowing us to speak directly to various reader groups of different ages and interests.
With 22 unique visuals, instead of the typical single repeated image, the client could target specific groups more effectively. For example, when they posted a visual representing romance novels, it attracted likes, comments, and shares from authors, publishers, and fans within that genre, driving organic engagement many times higher than in previous years.
The client saw a significant increase in engagement without needing to spend as much on boosted posts, making the additional design costs worthwhile.
For us, this approach also allowed us to develop a rich visual library for venue decoration, breaking away from the repetitive use of a single image across all materials. The result offered more value for the client and a visually richer experience for attendees.
Quick Hits
Something symbolic of Thai design a visitor to Thailand should see:
Siam: Everyday items on the streets, created by non-designers, truly reflect Thai character — creativity, boldness, humor, and problem-solving skills.
Thai people repurpose and modify limited resources, like scrap materials and found objects, turning them into something functional and new. These items, with their raw and unique forms, resemble collage art and offer a fresh, unfiltered look at Thai creativity.
Thai designer or artist you’d love to collaborate with or have been inspired by:
Saran Yen Panya is a Thai designer known for transforming everyday objects into memorable experiences, often blending humor and cultural commentary.
As the founder of 56th Studio, he challenges mainstream perceptions by playing with both mainstream and subcultural aesthetics, making his work both thought-provoking and uniquely Thai.
Your go-to source for creative inspiration in Bangkok:
I enjoy walking through old community neighborhoods, observing how locals live and witnessing their problem-solving skills which have led to their unique everyday “Thai style” innovations.
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