As a multi-disciplinary designer well versed in Retail and Visual Merchandising, Branding and Fashion Media, Cheong Chermaine's design ethos is to be collaborative and purposeful through a balanced approach of empathy, innovation and being informed. Chermaine's body of works encapsulates nature and people, showcasing authenticity and rawness in design thinking.

As virtual realms continue to encroach into our daily life and reality, Transcend envisions life and fashion to live on forever in a digital afterlife. It is a digital business service that celebrates eternity to the ephemeral nature of life and fashion - an individual’s life and memories through the integration of fashion. It focuses on positive aspects of life, while inspiring individuals to be active in the documentation of the present. The service hopes to immerse youths to the world of a digital afterlife through their digital doppelganger to enable them to be eternally celebrated as  fashioned virtual avatars.