It’s hard to believe it’s already been a year since Behind 90 officially embarked on a joint venture to form Studio Beyond.
To call it merely a “transition” feels inadequate; it’s been an absolute transformation. When we signed the papers last year with our Hong Kong partners, I knew we were taking a huge step, but the sheer speed and scope of the change have been humbling.
I’m particularly struck by how our client landscape has shifted.
For years, we thrived on local projects, which were creatively fulfilling but often meant an unpredictable, campaign-to-campaign workload.
Today, a massive 60% of our business comes from international clients. This global demand has allowed us to secure retainer-based work, which, as a founder, is truly gratifying. This consistency is the foundation we needed to build a sustainable business and, crucially, to grow our team more steadily and confidently.
Beyond the business structure, the very nature of our work has evolved.
My heart was, and always will be, in illustration, but the studio is now stretching far beyond the canvas. We’re knee-deep in complex 3D projects, handling full Key Visual concepts and Art Direction for major retail spaces. We’ve designed dolls, modeled characters, and even tackled the demanding specifics of designing the entire booth inside the mall.
I still smile remembering the moment a client loved our work so much that we were commissioned to produce a 3D animation just to tease and announce their seasonal mall concept, a testament to how much they believed in our vision.
And then there’s the work that connects us most deeply to home. We’ve spent months meticulously modeling countless KL landmarks for a client who commissioned a miniature Malaysia. It’s been an intensive, beautiful crash course in the architectural details of our own country, forcing our team to blend technical skill with cultural appreciation.
This past year has taught us so much, but perhaps the most profound lesson is the power of a wider perspective. Engaging in these international interactions has made us think further than just KL, fundamentally widening our vision and approach to design.
I’m incredibly proud of what the team at Studio Beyond has achieved in this first year.
We’ve honoured the legacy of Behind 90 while building a stronger, more sustainable, and truly global creative studio. We can’t wait to show you what’s coming next.
— Lai
