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Sobs – Catflap

for Middle Class Cigars
creative direction and design, branding, marketing and pr

A Singapore-based bedroom pop outfit born out of a fondness for off-kilter and playful melodies, Sobs embodies a kitsch, yet instantly relatable charm through honest, straightforward and quintessentially pop songwriting.

Their debut album, released on Middle Class Cigars, is a patchwork of real-life experiences, fantasies and melancholy rom-coms sewn into a diary of songs on life’s frustrations, affection, intimacy, a neighbour’s dog, and Singapore’s non-existent ocean. Alongside playing guitar in the band, I also worked on the band’s creative direction, design, branding and marketing under a label capacity through the promotional run of Catflap.

Working closely with illustrators and photographers right from the inception of the band, I created and curated an unassuming yet endearing voice through a unified aesthetic that stretched from copywriting, photography, posters, videos, live visuals to merchandise. 

Just days after its release, the album caught the attention of Indie Native, The 405, JUICE, Indie Shuffle, BIRP!, The Revue and Overblown while remaining on Bandcamp's best selling alternative, indie, lo-fi and dream pop charts and picked as a New and Notable release.

Art Direction by Raphael Ong & Charmaine Yeo
Album Artwork by Lee Wenling
Merchandise Artwork by Sandy Wang
Photography by Christopher Sim & Raphael Ong
Videography by Lee Jing Wei, Joshua Loh, Dave Wong