By Im Cheah
(Creative Direction)
Posted On 16th March 2015

I recently played an online game called KERNTYPE (yes, it’s kinda like a geeky game for art people). It’s a game where the mission is to achieve pleasant and readable text by distributing the space between letters. This activity is also known as “kerning”.


Many people are oblivious to kerning. They think with new age desktop publishing softwares like Adobe InDesign or Microsoft Word, all ads or publication of any kind should look awesome with a click of a button.


Esurance had a bit of an un-kerning run-in when they placed these billboards around Chicago. (Photo attached) Although the message reads fine up close, the problem occurs when the viewer looks at the message from afar or even at an angle.These problematic occurrences are actually quite common – restaurant menus, packaging, t-shirts, store signs, you can be sure you can spot words that have too much or too little space between letters.


Sadly, kerning letters is a thing of the past. No one cares about quality anymore, maybe only a handful of passionate designers and art directors. A typical business owner would tell you it’s too expensive to spend time adjusting the space between letters. While most people think kerning is a waste of time and money, if not a little sad, I think this tiny thing will reflect your brand in a big way. It shows how much you care about your brand right down to the tiniest detail. Quality is part of the brand and it is a choice no matter what situation we are in. While it is logical to keep an eye on cost, however when it comes to branding, you may want an expert’s touch. You wouldn’t want your brand to be on Twitter or FB for the wrong reasons.


So, the next time a space in between 2 letters bothers you, get it kerned before it kern-ni-nia’s your brand. (If you’re wondering what kern-ni-nia means, hint: it rhymes with a Hokkien word. Look it up.)

Tugu Negara


Tugu Negara (National Monument) is a sculpture that commemorates those who sacrificed their lives throughout Malaysia’s struggle for independence. Malaysia celebrates its independence on 31st August, commonly known as Merdeka Day.



We recreated Tugu Negara and drew parallels between the monument’s symbolism, to illustrate how the struggle for independence relates to overcoming drug addiction. This aims to challenge the negative perception of drug addicts and to encourage addicts to come forward for treatment.

Call For Entry Posters



The Kuala Lumpur Eco Film Festival was one of the first of its kind in Malaysia and is now in its 7th year. It aims to build a nation of ecologically conscious businesses, individuals and communities through activities, and film screenings focused on environmental issues. A key element of the Festival’s format is an eco-film competition, open to both Malaysian, international, and student entries.




We decided to pinpoint an environmental hot topic and selected expanding landfill sites, shark finning and illegal logging. The landfill & garbage man, shark & fisherman, and forest & lumberjack are enclosed in crop marks to give the viewpoint of the filmmaker selecting their shot.

Canang Studio’s
“Under Construction”




Canang Studio, a new audio production house in Kuala Lumpur approached us to help them build their website.



They wanted to build quite an extensive website, but they needed to have an internet presence immediately.



While the main website is being built, we wanted to make the most out of the temporary website. So, we took the opportunity to feature the team at Canang Studio, which is made up of some well-known industry faces. It was also the chance to showcase how awesome they can be when it comes to sound.

” We are what we pretend to be, so we must be careful what we pretend to be.”
– Kurt Vonnegut

Andrew Zoromski began his Malaysian life as a Fulbright English Teaching Assistant in Kuala Telemong, Terengganu and has been living in KL ever since. Having a bachelor’s and master’s degree in Communication from the University of Wisconsin, Milwaukee, Andrew has spent most of his professional career as either a teacher or content developer, though he’s also had some interesting experiences working in places like Alaska and Washington DC. In his free time, Andrew likes to read, write, play basketball, play guitar, and attempts to be a film photography enthusiast.

“People always fear change.
People feared electricity when it was invented, didn’t they?”
– Bill Gates
IT Manager

Jasri Samad joined BULB Communique as a Manager in Information and Technology (IT) and business development projects. With almost 10 years of progressive experience in computer programming, system integration, data migration, database design, social media management and web design and development, Jasri offers great IT and Digital services to the clients.


Prior to joining BULB, Jasri was a senior integrator and application developer and was the integral developer for Perbadanan Putrajaya city management system which integrates all wayside applications into one centralized management application that includes CCTV, tunnel management, building management, network application along with other systems. Jasri was also the sole integrator for the system communication between Putrajaya and Police MERS999 system.


Other than his work, he is also very passionate about motorcycles. Whenever he can, he will just put on his helmet, start the motorcycle and ride into the sunset.

“Your quote that you copy off the internet.”
– I Don’t Know Who
Hidayat Tu

Qal Hidayat Tu was born in Batu Pahat, Johor, in 1977. He spent most of his childhood in Kluang where he completed his primary school. He then attended Kuan Rou junior high in Johor Baharu; in 1994, subsequently, his father obtained a PR and he moved to Singapore. He attended Sekolah Menengah Bukit Merah, and completed his A-levels there.


In 1998, when The One Academy opened in Singapore, he enrolled to became one of the students majoring in animation. Unfortunately, The One Academy had to close down its Singapore branch that same year due to exorbitant rental. Qal and his fellow friends decided to join the Kuala Lumpur campus. He graduated with a degree in Animation (1st batch in The One Academy).


He then spent 3 years in Spencer Azizul as a visualiser, and was eventually promoted to be an Art Director. Qal is also an active member of wREGA (Pertubuhan Wakaf Reka Grafik Malaysia), a place where he meets most of the creative people in the industry. In 2009, he joined The Red Archer as a production manager, before he joined Bulb.


“Whenever you see a successful business,
someone once made a courageous decision.”
– Peter F. Drucker
Abdul Hadei
Mohd Sani
Associate Brand Manager

Hadei is an accomplished Associate Brand Manager whose confidence and commitment stems from more than 20 years of experience in the unique combination of expertise – Advertising & Communication, Sales, Customer Service and Network Marketing.


Being resourceful and proactive in managing a multidisciplinary team, He combines effective communication skills with strategic planning abilities to ensure a satisfactory outcome for both client and company singlehandedly or as a part of a larger team.

“Trust yourself, you know more than you think you do.”
– Benjamin Spock
Senior Coordinator

Lini, our Senior Coordinator, started working as a Recptionist at Continental Hotel in 1993. She’s also been an Administrator and Secretary in various industries like hospitality, banking, retail and research companies.


In 2005, she accepted the offer from BBDO Malaysia, and became a traffic manager. After building a reputation of being highly efficient and coorperative, she was invited to join BULB Communique as a Senior Coordinator.


When she’s not working during the weekends, she manages her son’s baseball team in his school.

“The things you are passionate about are not random, they are your calling.”
– Fabienne Fredrickson
Brand Executive

Sheevy Radhakrishnan, a food scientist by profession, is a newbie in the advertising industry. She joined BULB Communique in July 2014 with one goal, to challenge herself to be able to stand tall in this competitive industry.


Being the youngest in the team (age wise and experience wise), Sheevy is gaining her knowledge from some of the finest people in the industry. Her willingness to learn and thirst for success allow her to seize every opportunity, making it a stepping stone to building her future career.


Sheevy’s interests are fashion and automobiles, making her adventurous in always wanting to try something new. She gets weak in the knees for tastefully modified vehicles and speed.


Currently, Sheevy is assisting her talented and enthusiastic team in servicing the Altel account.