the Studio
The team that stimulates creativity by being experimental, playful, and loud in bringing their visions to life. 

Lai ( Book of Lai )


Dania Mah (That Dania)

Creative Producer

Chein Shyan

Art Director


Founded by Book of Lai in 2016, the studio has a humble beginning in Georgetown Penang, a multi-cutural heritage town, serving as a multimedia design studio.
Few years back, the studio found their nits in visualizing voices of brands, by harvesting energy from the team’s millennial spirit.
They have been doing that ever since.

The studio is currently based in Kuala Lumpur, where any opportunity is just a flight away.

Humble Brag

With lucky stars on our side, we were please to received affirmation by judges and curators around the world.


2021 ◍ Indigo Award ◍ Silver Winner
2020 ◍ 13th IDA Design Award ◍ Bronze Winner
2019 ◍ The northern illustration prize  ◍ Overall Winner
2019 ◍ World’s 500 Children Book Illustration Collective
2019 ◍ Asia-Pacific Design No.15
2018 ◍ 13th IDA Design Award ◍ Honorable Mention
2018 ◍ The Asia Illustration Annual Award Exhibition
2018 ◍ World Illustration Award ◍ Professional Winner
2017 ◍ Muse Creative Award ◍ Gold Winner

Features / ExhibitioN

2020 ◍ Macau Chinese Character Exhibition ( 漢字互動展——愛 )
2020 ◍ Taiwan Posters Design Association
2019 ◍ Asia-Pacific Design No.15 by Sandu Publishing
2019 ◍ World’s 500 Children Book Illustration Collective by LeewiArt China
2018 ◍ CUTOUT Magazine VOL 08 Issue 01 // Issue22
2018 ◍ Article Feature Design Week, The Guardian, Digital Arts UK
2018 ◍ World Illustration Award Winner Exhibition, Somerset House UK
2018 ◍ The Asia Illustrations Annual Awards 亞洲插畫年度大賞
2017 ◍ Article feature Juice Magazine

Our Believers

International or local , brands were looking for the same thing:
A youthful, vibrant brand voice.
book of lai illustration animated signature

Talk to the team

Team behind 90 believes actual conversation over email or text.
Talk to the team to inspire your best idea.

Behind Our Studio

Founded by Book of Lai in 2015 and currently based in Kuala Lumpur, Malaysia.

The studio who illustrate every forward thinking voices, vibrantly.

© 2019 Studio Behind Ninety Sdn Bhd

Business Inquiries

(60)3-7494 1137

A-1-2, Parklane Commercial Hub,
Jalan 7/26, Kelana Jaya, 47301,
Selangor, Malaysia