About
Minerva approaches creative work as an interdisciplinary process shaped by collaboration, identity and attention to context.
With a background in spatial design, arts management and cultural studies, she is interested in how visual communication operates across the creative and heritage industries, particularly in visual arts and graphic design.
Her practice is informed by a sensitivity to detail and narrative, developed through handmade craft, content creation and graphic design, shaping an interest in slower, process-driven forms of making, as well as care-based approaches to creative work.
Alongside her design practice, Minerva has engaged with local and international art contexts, working with artists, organisers and fellow students on cultural and sustainability projects. These experiences have shaped her understanding of how creative work circulates across cultural and institutional settings, and how design can support dialogue and exchange.
Through this, she aims to contribute to emerging approaches that connect creative production with broader social and collective engagement within the arts ecosystem.
The Singapore Girl and the visual construction of womanhood
This thesis examines how the Singapore Girl icon shapes representations of Singaporean women in advertising from the 1970s to the 2020s.
Using Judith Butler’s concept of gender performativity and Gillian Rose’s visual methodology, it analyses how an idealised, Chinese-coded femininity is constructed and sustained.
Through case studies of six commercials and archival materials, the study traces shifts from the eroticised service icon of the 1970s, to the modern professional ideal shaped by postfeminist norms of the 1990s, to more active but still limited representations today. Despite these changes, narrow ideals of race, beauty and gender continue to structure visual culture.
The findings contribute to broader discussions on representation in Singapore’s visual culture, highlighting the need for more inclusive and diverse portrayals of women.
A collage of main posters from past creative projects.
From left to right:
1. Wear It, Share It (2026)
2. LASALLE's Rock & Indie Festival (2025)
3. LASALLE's BA (Hons) Arts Management Graduation Show, The Creators of Possibility: The Art of Management (2026)
Please visit my LinkedIn profile for the full view of the collaterals.
Professional practice
Minerva’s professional practice is shaped by experience across arts management, social media, programme delivery and graphic design.
During her internship at Family Office for Art, she supported the Artist’s Proof: Singapore at 60 (AP60) exhibition by producing and publishing on-site social media content, managing AP60’s Instagram and Facebook pages and designing programme-related materials. Her work contributed to a 20% increase in Instagram followers and 30% post viewership, averaging 14,000 views per post.
She also facilitated on-site programmes at ArtSpace@Helutrans for family centres, children’s groups, special education schools and gallery audiences, gaining experience in audience engagement and event coordination.
Her creative practice also includes a series of graphic design projects that combine visual communication with public-facing arts work, such as Wear It, Share It (WISI). She also designed promotional collaterals for the LASALLE Rock and Indie Festival, reaching 6,000 Instagram accounts and supporting attendance of 1,600, as well as the poster for the LASALLE Arts Management Graduate Show 2026.
In addition, her participation in an international cultural exchange for the Osaka World Expo 2025 expanded her understanding of arts practice within broader cultural contexts.
Together, these experiences inform her research interests in visual communication, audience engagement, and adaptable creative thinking across both local and international arts contexts.
Wear It, Share It (WISI)
WISI was a student-led fashion swap featuring a donation drive, workshop and a Pawprint art installation aimed at promoting sustainable community engagement. Minerva co-developed the marketing strategy and materials, including the main poster and Instagram content, which attracted 20,000 views on the poster post and reached 5,000 accounts during event week.
The project won the 2025 Sustainability Project Competition, received support from the National Youth Council and LASALLE, and established partnerships with Fashion Parade, the Singapore Fashion Council and The Fashion Pulpit. It engaged 130 participants and collected 55kg of clothing for Red Cross Singapore.
Osaka World Expo 2025 Cultural Forum
Minerva represented LASALLE at the LASALLE x Osaka Metropolitan University Dialogue in Osaka, presenting on 'Singapore as a Global Arts Hub', where she shared perspectives on cultural strategy and creative development. She participated in the post-presentation panel discussion and Q&A, addressing questions on arts education, international collaboration and Singapore’s cultural positioning.
She also delivered a group guest talk titled Where Dreams Shape at LASALLE, in partnership with the Singapore Tourism Board, reflecting on key insights and personal observations from her visit to the Osaka World Expo 2025.
Saw Ying Sin Summer
Sanjana Sairaj
Janyka Ross Caganap
Dina Khaled
Sri Nor Wakhidatun Nazila
Nurul Syazwani Binte Mohamad Shahril
