Zarer Lim Is The Bedroom Doodler With A Cheeky Approach To Graphic Design
Graphic design is both a cathartic outlet and a space where this young visual artist can let his wild and absurd imagination run wild.
By Keng Yang Shuen ,
“Graphic design is like a pot of mala xiang guo – a blend of ingredients working together to create the right balance of information, feelings and flavours,” says this 24-year-old freelance designer. “I strive towards being able to deliver messages tastefully with a hint of absurdity. After all, the world needs a healthy dose of absurdity to challenge its own seriousness.”
It’s a balance he has nailed with aplomb, judging by the diverse range of clients that have sought out his savvy touch. Think Polo Ralph Lauren, which engaged him for an in-store live painting session as part of its Independent Women’s Day celebrations this year; independent salon 35A, for which he designed the poster of its launch party last December; and the trendy sourdough specialist Yeast Side (Lim’s behind its brand identity and merch). His speciality: cute characters and illustrations with a slight grunge-y, DIY vibe (it adds a rawness that he likes to have in his storytelling as a graphic designer, he says).
What further sets his work – available for viewing on the Instagram account @zayrerboy – apart is what’s obviously a whole lot of personal thought and heart. And in the case of his first self-created typeface – the stylish, monochromatic Dump Truck Chub (Display), which was born out of a bad break-up two years ago – add cheek (pun totally intended). As Lim describes it: “It’s a quirky font made up of the silhouettes of butt cheeks, and meant to make users both laugh and cry. I call it an emotional dumping ground to help one cope with the woes of dating in the 21st century.” Design as therapy? We’re sold.
What got you into the field of graphic design and did you get any formal training in it?
"I just remember tirelessly colouring my final artwork in secondary school and thinking to myself, there must be a faster way. Naive, but that was my brain’s first encounter with design thinking and problem-solving. Who knew that years later, there’ll be an even more tedious process that I will dabble in – one that I've fallen in love with and is making a living out of. I graduated with a diploma in Communication Design at Temasek Polytechnic. It was where I learnt the fundamentals of design and its role in various contexts. I majored in Illustration and basically re-learned how to draw. I took these years in school to find and trust my design voice."
Describe your aesthetic.
"Style-wise, I am sought for my sketchy-brush illustrations and textured designs. However, I’d like to think that my signature goes beyond what meets the naked eye. I take pride in putting a little piece of my heart and personality into my work. After all, there’d be no art without the artist."
Above: A mixed media artwork titled "A Daily Reminder to Listen More" that explores themes of self-love, identity crisis, and the importance of listening to one's inner voice.
Which graphic designer or work resonates with you, and why?
"Van Neistat’s video essays on YouTube have been a great source of comfort for me. They make me feel seen as a fellow creative, continuously inspiring me to do what I do. I highly recommend it to fellow creatives out there."
What influences or inspires your work?
"In general, my lived experience informs my work. For example, my recent mini collection, Just Wandering Around, was inspired by a backpacking trip around Europe and its impact on my creative journey. Essentially, my works are an extension of myself, the experiences I get to experience and the feelings that come along with it. These are my own unique perception of the world."
Can you give me some examples of how your inspirations have translated into your work?
"The backstory to my first-ever typeface design (above) is one I’ve not explicitly shared but Dumptruck Chub (Display) originated from my breakup. But in a fit of frustration, I decided to channel that energy into creating a font. It’s a quirky font made up of the silhouettes of butt cheeks, and meant to make users both laugh and cry. I call it an emotional dumping ground to help one cope with the woes of dating in the 21st century."
Above: A poster featuring Lim's self-created typeface. Based on the silhouettes of butt cheeks, the cheeky (pun intended) typeface is titled Dumptruck Chub (Display).
What are some misconceptions about graphic design you normally encounter?
"That graphic design is fast and easy! It’s not, and it takes a lot of practice to work the creative muscle. Check out Van Neistat's video 'Why Veteran-Artists Don't Quit'. His video on his creative process through a diagram resonates with my perspective on graphic design too."
What is good design to you?
"To me, a good design goes beyond trend knowledge; it challenges conventions and creates a lasting impact. Personally, I find designs that evoke intimacy, bridging the audience and the designer's mind, most impactful. This is what I strive for – to elicit a resounding 'Ah hah! and a heartfelt 'Awww' response to my work."
Above: An illustration project for the clothing label G2000.
In an age where AI and social media channels rule, has graphic design’s role changed?
"I will say, No. Fundamentally, the role of graphic design still relies on individuals' lived experiences and creativity. Although, I must say ChatGPT has been a great addition to my process. I used to take a few days to transform my concept ideas into words. But with AI, I can now write it in a day. Thank you, robot friend, you are awesome!"
Above: Lim's design collaterals for Cut Copy Paste - a new zine fair started this year that's organised by Singapore Art Book Fair and curated by the independent store Shrub.
How would you describe the current state of Singapore’s graphic design scene?
"It's vibrant with many talented designers who are pushing boundaries and creating innovative works. However, the intense competition in the industry poses a challenge, especially for designers specialising in niche projects. More support in this area would definitely be good. You can check out Shrub, an independent store at Golden Mile Tower. It has a great selection of well-designed artists’ products, mainly from the Southeast Asian region. I have my work there too."
What are you working on next that you can share with us?
"I have a rebranding project with gentlemen's shoe store Mason and Smith in the pipeline, eagerly waiting to be unveiled and shared. Keep a lookout."
Above: An illustration and branding project for pizza purveyors Yeast Side
A version of this article first appeared in the July 2023 Graphic Design Edition of FEMALE