Samuel Lim is a wayfinding consultant who has advised government agencies, developers, and architects across Asia. He founded Studio Lucidus to bridge the gap between design intent and user experience.

Samuel Lim
Founder-Principal

Samuel founded Studio Lucidus to bridge a gap in the wayfinding industry. Having led major wayfinding revamps in Singapore, Qatar, and across Asia, he saw that while design consultants excel at creating beautiful signage, the real work is getting clients aligned so the system functions seamlessly and as intended in practice.

Through his experience, Samuel observed that many clients and project teams face difficulties evaluating a wayfinding system in full. Without a clear framework, attention often shifts to what is most visible, the aesthetics. This makes it harder for consultants to show how their designs will perform, leading to prolonged approvals, multiple stakeholder demands, and a system that end up complicated and overloaded at launch.

Working on the client’s side, Samuel brings clarity early, aligns expectations, and ensures the team makes informed decisions from the start, so no one ends up going in circles.