Rashid Rahim, better known as Achito-san, is a vibrant figure in Singapore’s creative scene, weaving together threads of art, music and community engagement into a unique tapestry of experiences.
His journey began in the world of renovation, where he co-founded Pop Motif and became the brand’s marketing director.
His vision was to transform the often staid image of renovation contractors by infusing creativity and humour into their public persona.
This approach not only made renovations more approachable, but also engaged a broader audience on social media platforms.
“I never planned to put myself out there and become the face of the company. It took encouragement and persuasion from my business partners. But I do think personal branding is very important, so is content creation. It opens a gateway to advertising opportunities.
I mean, you can hire influencers to say what you want them to say, but the delivery won’t be as authentic or sincere. Maybe for certain campaigns, yes. But I feel it’s important for business owners to front their own company. No one knows your brand like you do.
When Towkay Nas and I started Pop Motif, we wanted to try something different. We wanted to run a business that would hopefully become successful one day. We were facility officers at a private institution, but we always thought we were meant for so much more.
At its core, Pop Motif is a renovation company. But I told Nas, there are a thousand other companies in Singapore doing renovation work, we need to be different. The name itself has to be different.
When you hear Pop Motif, you might not even think of renovation. You might think it’s a clothing brand or a design studio. That’s the whole point. The idea is not to be limited to just renovation. We want Pop Motif to have the potential to be anything we want it to be.
Someone I look up to is Yanto Sani. He composes music and runs a barbershop called The Golden Rule. We first met when Yanto hired us to work on his new outlet. He was inspired by how our brand was not limited to just one thing, and I felt the same way about him.
One day, I shared this idea of creating a jingle for Pop Motif. He thought it was cool that a renovation company wants a jingle; but, why not record a whole single? I thought he was crazy! I’m not even a professional singer.
He said he’s heard me sing before, and assured me that he would guide me in the studio. Since I’m into hip-hop, I can sing, and he’ll rap. So we recorded a single, and we even made a music video for it. I didn’t expect it to become a hit, but it did.
Our song was played on national radio. When we attended networking events, artists came up to us and said our song was cool, but they were curious about Pop Motif. When I explained that we’re a renovation firm, they were shocked.
But the exposure we got through music led to serious business leads. And that’s one example of how we exposed Pop Motif to the public. We’ve never focused our marketing on renovation, and we’ve never gone through traditional media or normal channels either.
People got to know us outside of renovation. They would naturally be curious about Pop Motif, and it’s only when they do their research that they discover we’re a renovation company. That’s why you shouldn’t be afraid of doing things the unconventional way.
Thanks to our unique approach to marketing, Pop Motif grew very quickly in the last six years. We started with four guys. Today, our manpower has totalled up to 45 people. We have five units, which include our brand new office. I’m very grateful. Alhamdulillah.
Now that we’re here, it’s important for us to give back to the community. Since day one, we had already set the intention of earning money not only for ourselves, but to also share our blessings with others. That is why we started Pop Motif Care.
Under this charity arm, we co-founded Jom Sadaqah, an annual Ramadan charity drive. In 2023, we partnered up with 15 companies and raised four times of what we would have raised alone. We believe in community effort – giving today, to create a better tomorrow.
Under Pop Motif Care, I also designed t-shirts to raise funds for the humanitarian crisis in Gaza. To be honest, we designed the T-shirt for ourselves, the Pop Motif family as a sign of solidarity. But people started reaching out to me online, asking how they can buy the t-shirt for themselves.
Because I was so affected by what’s happening in Palestine, I felt like the only way I could find peace was if I did something. So I started selling these t-shirts, and 100 percent of the proceeds went to Love Aid SG, a non-profit which directly helps the people of Gaza.
Looking back upon my journey, I think the most important thing I’ve learnt is the power of prayer. When we started Pop Motif six years ago, I was in the midst of the divorce process. I was going through a lot, especially in adapting with shared custody of my children.
Money problems and the pressure of making sure the company didn’t fail affected me badly. There was a point where I felt so overwhelmed, I wanted to take my own life. But reality slapped me in the face, and I was reminded that I still have kids who need me.
These days, whenever I feel unsettled or uneasy about anything, I pray and talk to God. My belief in the power of prayers is very important to achieve anything. To be honest, everything I have accomplished to this point was a result of praying and manifestation.
That is why it’s important not to overthink in life or business. Can I do it? Will I fail? Don’t overthink, because that means you are doubting yourself and God’s capacity to provide. Just pray, put in the work, and believe. That is my philosophy.” – Rashid Rahim of Pop Motif
Interview by Arman Shah
Justine and Michael
What a powerful and uplifting story. Rashid’s journey is such a beautiful example of what happens when creativity, faith, and purpose come together. I love how Pop Motif redefines what a renovation company can be — and how it’s all rooted in community and sincerity. Thanks for sharing this, Arman. Always inspired by the voices you choose to spotlight.