I can only speak from personal experience, but Soo is great. Soo headed a very small team commissioned to redesign The Australian Financial Review print edition in a tight timeframe in 2012 and into 2013. The Financial Review is a strong brand but the paper hadn’t been redesigned for a decade and a half, and it showed. Soo took the brief to come up with a design that drew on all the best of newspaper traditions but put them in a smart new suit. We wanted a modern classic. Soo nailed it. 

Unlike often the case, her research was well focussed on the task at hand, including what would and what wouldn’t work from comparable titles around the world. The result drew immediate and widespread plaudits that backed our claim to have the best designed newspaper in Australia and one of the best in the world. Through the whole process, Soo faultlessly combined her own strong instincts with a keeness to engage with our feedback. She’s a lot of fun to work with.

Michael Stutchbury Editor-in-Chief, The Australian Financial Review
Soo worked directly with Michael at the AFR


Soo is without doubt one of the most talented and accomplished designers I know. We worked together for many years, and during that time, Soo demonstrated the whole package; Great ability to listen, great ability to synthesize client requirements and great tenacity to work a project through to a successful outcome. 

During her time at de Luxe & Associates, Soo ran many of our largest, high profile, complex projects and managed to turn even the toughest design challenges into things of beauty. Really. 

She implicitly understands the cultural power of visual communication and is able to bring fresh perspectives to the projects she does. I highly recommend her. 

James de Vries Creative Director at Harvard Business Review Group  
Source: LinkedIn, December 10, 2013. James, owner and CD at Deluxe & Associates


Soo is always fantastic to work with. No design brief is ever too difficult; no challenge too tricky! Apart from her great ability to create beautiful visual outcomes with a fresh perspective (while keeping her eye on the brief), she is extremely approachable, helpful, considerate and always full of ideas, making her a great project leader and mentor. 

I always look forward working with her when the opportunity arises.

Ian Chong  Freelance Graphic Designer  
Source: LinkedIn, January 1, 2014. Ian worked directly with Soo at Deluxe & Associates and ongoing projects.