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The Story of Logue


Logue is a community arts and content creation studio that creates social dialogue. We believe in staying grounded, relevant and purposeful, and are drawn to social advocacy opportunities both on digital and experiential fronts. As of May 2017, we have joined the Lien Foundation and are no longer taking on commercial work.


Values are everything. This is the way we live – with empathy, efficiency and an explorer’s mind. Armed with these values, we delight in new adventures to explore the possibilities of digital storytelling and deliver effective stories told with heart. 


From ideation to delivery, our method of content creation is based on values of professionalism, honest relationships and love for what we do.


  • All
  • film
  • photo
  • writing
  • community arts



    Photography & Film Lead

    Jean Qingwen Loo derives her energy from creating purposeful work, powered by an artistic vision rooted in advocating values that shape the world. It is on this basis that she founded Logue in 2008. Her journalistic experience on the field is the bedrock of Logue’s multifaceted ability in creative direction and production to communicate any story at hand. Jean works with organizations that share the same ideals as joint advocates for a social cause, as well as directly with participants through her art. It is in these collaborations that she has grown as a visual storyteller and person, which she hopes has in turn helped to give voice to communities that need one. Jean’s photography has been exhibited at venues like the Esplanade and National Museum and recognised at the International Photography Awards. She was also featured in Female and Asian Photography as an emerging talent and mentors youths through programmes like NOISE Singapore.


    Creative Strategist, Writing Lead

    Huiwen is a writer and creative strategist at Logue, where she distills ideas into sharp communication messages and crafts content with direction. Previously based in Shanghai as a journalist with Bloomberg News, Huiwen wrote on matters affecting China’s economy and covered major events including China’s National People’s Congress Meetings and the World Economic Forum. She also reported for the business section of The Straits Times, Singapore’s national daily. Her foray into business journalism began in 2006 when she came in 2nd place at a writing competition organized by the Foreign Correspondents Association of Singapore and was offered an internship with Bloomberg News. Having enjoyed the adrenaline rush of breaking news and chasing moneymakers, she has decided to channel that experience and energy into a new adventure and focus her efforts on media projects with a social and cultural impact.

  • Logue Collective

    We assemble teams based on a project’s needs and believe that adaptability is the key to an enjoyable work experience.
    Our regular collaborators include:

  • Ong Boon Kok

    Senior Videographer - Logue Collective

    Boon Kok is a well-respected veteran Director-of-Photography whose career has spanned more than 20 years. Having started out from then-Singapore Broadcasting Corporation in 1987, he has since worked across different aspects of the media production process, gaining wide exposure in the fields of videography, directing, producing and editing. His work includes films, corporate videos, TVCs, documentaries and travelogues. An independent worker with a sharp visual eye, his stable of clients include an array of government bodies, corporations, production houses and non-profits like Starhub, ESPN, Singapore Power, Discovery Channel, Nokia, 7-11, Cinemax, HBO, Public Utilities Board, Singtel Mobile, DHL, ST Aero Space, VISA and Singapore Airlines. Most recently, he has just completed a series of travelogues for Media Corp, which took him to Japan, Australia, Cambodia, Malaysia and Peru.


    Senior Video Editor - Logue Collective

    Xinying is a freelance video editor with close to 10 years of editing experience. She strives to add value to each project and enjoys inspiring others and herself through her work. She’s worked at many established post-production houses, agencies and regional broadcast channels such as BBC Worldwide, Discovery Network Asia, MTV Asia, CNN Asia and Channel News Asia. Her works range from teasers and campaigns for programmes such as Top Gear and entertainment content for cable networks Star World and AXN to documentaries for Discovery, NHK and CCTV. She has won awards for her work, including 2 Gold PromaxBDA (Asia) 2012 awards for “Best In-House Station Image” and “Best Documentary Promo” for “BBC Earth: Where The Wild Things Are”, as well as “Best Documentary Campaign” for “Frozen Planet”.


Logue is a content creation studio that builds strong narratives through film, photography and writing. We help ideas take flight through emotive and credible storytelling.

    • We make films that serve a purpose and apply our skills through thoughtful creative direction, cinematography and video editing.


    • Our focus is on documentary, travel, editorial and corporate photography.


    • We are trained bilingual journalists with more than a decade’s experience reporting on financial, social, cultural and travel subjects. Our services include conducting interviews, crafting features, copywriting and proofreading.


    • We pick out news points and angles to communicate multimedia content through appropriate strategies.


    • We adapt to the scale of projects on our plate and are able to assemble efficient teams to deliver results ranging from websites and print collaterals.




Our space is located on Arcadia Road, a heritage road lined with rain trees and ferns, which make for a shady 800-metre walk in. Otherwise, we are minutes away from town and are happy to zip anywhere for good conversation, food and coffee.

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