A gleaming name in Singapore’s creative constellation, Pann Lim is the co-founder and creative director of the award-winning independent creative agency Kinetic Singapore. Renowned for his distinctive take on melding the worlds of design, advertising and storytelling, it comes as no surprise that the multifaceted visionary has received over 550 accolades to date.
Lim is also the father of the family art collective Holycrap. sg. “The family project was a way to create more chances for us to spend time, create fun weekend activities, and turn it into tangible art or printed content,” he shares. “Working with the children didn’t change my perspective on design, but we did learn a lot about each other—and these special family projects have bonded us in profound ways.”
This year seems to be a bright one for Lim. He launched a new passion project—Heartware Store, a retail-meets-gallery space that he helms with his new partners at Kinetic Singapore. “We’ve been lucky; the response so far has been positive,” he says.
This sense of dedication and intention threads further through Lim’s approach to life and work. Now in his 50s, he’s guided by feeling—leaning on observation, curiosity and lived experience as his North Star. “My ‘come what may’ attitude hasn’t changed. Even if the year brings more downs than ups, I try to take it all in with as much positivity as I can.
“I’ve always known this isn’t a sprint. If you want to do this for the long run, you have to prepare for a marathon.” And while he may be a veteran in the industry, he still shines. “Gold is growing up and growing old with my team—the blend of older wisdom and youthful courage.”
That long run includes an impressive list of accolades— Cannes Lions, a coveted Yellow Pencil at the British D&AD, Gold Pencils at The One Show, among many others—but also something rarer: a tight-knit team culture that remains his proudest achievement. “Success, to me, is when my colleagues ask me out for lunch regularly,” Lim says. “Most employers I know eat alone. But to connect beyond just work—that kind of closeness is priceless.”
“I like to think of design as something that can be composed. Like music—with rhythm, structure and soul.”
When asked to describe his work, Lim keeps it simple: communication first, craft second—but never one without the other. “Hopefully, you’ll feel a sense of joy or wonder in the idea and the craft—those two things should always go hand in hand.” His creative process is rooted in the way people behave, speak and experience the world. “Observation is a powerful tool if you know how to use it.” Even with decades in the industry and multiple design collectives under his belt, Lim remains a student of the moment. “The world keeps changing. Now that I’m in my 50s, I try to make sure my values evolve with the times, not against them.”
Outside the studio, Lim is a musician, often composing under the moniker Praytellhearsay. To him, design and music aren’t all that different—both are emotional, crafted to connect. “I like to think of design as something that can be composed. Like music—with rhythm, structure and soul.”
As for what’s next, Lim says: “I’ve always believed in perfecting what’s right in front of me.” But with an exhibition launching in September and Heartware Store still in its infancy, there’s no doubt his golden touch will continue to leave its mark—quietly, powerfully and of course, with heart.
Photography Zantz Han
Styling Nicholas See
Hair and make-up Vic Hwang
Pre-order your copy of the Vogue Man ‘Gold’ issue online or pick it up on newsstands from 13 June 2025.
