Amina Syarfina Abu Bakar

Amina Syarfina Abu Bakar

  • Lecturer
  • School of Communication and Media Studies
Faculty of Arts and Social Sciences
SDGs Focus

Biography

AMINA - Passionate educator with experience in Digital Media, Art Direction, Brand Management, and Professional Communications. She has collaborated with renowned brands such as Abercrombie & Kent, Google Startup Grind, Hallmark UK, and Selfridges&Co. and event of Expo Dubai. She has led impactful branding strategies, rebranding projects, and integrated digital campaigns, including introducing augmented reality to government and GLC projects. Her expertise spans industries such as tourism, hospitality, media and technology, focusing on enhancing B2B and B2C brand ROI. Amina aims to bridge real-world insights with academia, fostering growth in communication and advancing the gig economy in the ORANGE industry.

Academic & Professional Qualifications

  • MA of Art & Design (Corporate Branding & Advertising) Universiti Teknologi MARA, Malaysia (2019)
  • BA (Hons) Degree of Arts (Graphic Design) Middlesex University, London, United Kingdom (2011)
  • Diploma in Graphic Design & Digital Media Universiti Teknologi MARA, Malaysia (2009)

Research Interests

  • Digital media
  • Art Direction
  • Brand Management
  • Professional Communication
  • Gig Economy in Orange Industry

Teaching Areas

  • Art & Design
  • Communication
  • Advertising & Branding

Courses Taught

  • Digital Media Literacy
  • Conceptual Art Direction
  • Creative Copywriting

Notable Publications

  1. Omar, N. N. ., Abu Bakar, A. S., Hassan, N. H., Abdul Rashid, M. S., Abd Malek, S. N., & Che Zainal, C. N. A. S. (2025). A Comparison Study on User Acceptance of Digital Healthcare Services among M40 and B40 Community in Selangor. Journal of Advanced Research Design, 129(1), 75–88.https://doi.org/10.37934/ard.129.1.7588
  2. Zainal, C. N. A. S. C., Bakar, A. S. A., & Bahri, A. S. (2025). Navigating Sustainable Health Solutions: Enhancing Health Awareness for the B40 Community through the Sihat+ Application. Journal of Health and Quality of Life, 5(1), 77-90.
  3. Syarfina Abu Bakar, A., & Hafizah Hassan, N. (2024). Awareness of Gig Economy in Malaysia: Study At International University of Malaya-Wales. KnE Engineering, 6(1), 455–461. https://doi.org/10.18502/keg.v6i1.15416
  4. Syarfina Abu Bakar, A., Razeef Abd Razak, M., & Anwar, R. (2024). Evolution of Digital Platform for Gig Economy in Design Industry. KnE Engineering, 6(1), 448–454.
  5. Omar, N. N., Che Zainal, C. N. A. S., Abdul Rashid, M. S., Hassan, N. H., Abd Malek, S. N., & Abu Bakar, A. S. (2023). Framework analysis on the adoption of digital healthcare services among senior citizens by using the extended technology acceptance model (ETAM). F1000Research, 12, 1551.
  6. Bakar, A. S. A., Zainal, C. N. A. C., Harun, A., Razak, M. R. A., & Rashid, M. S. A. (2021). Understanding the heart and soul of an organization through corporate branding. Proceedings of the International Academic Conference, Malaysia, 1-4
  7. Book Chapter e-ISBN 978-967-26663-1-8 Bakar, A. S. A (2021) “Evolution in Corporate Branding for Communication: Strategy & What Rocksâ€
  8. Bakar A.S.A., (2019) Corporate Rebranding Design of Aviation Company in Malaysia: Case Study Of Rayani Air. The Regional Conference on Science, Technology and Social Sciences. Springer.
  9. Abu Bakar, Amina Syarfina (2018) The Emotional Impact Of Humanized Brand: Case Study SME Food Products Advance Science Letters, American Scientific Publishers.
     

Achievements & Accolades

Achievements

  1. (2023 – 2025) Geran Kesenian & Kreativiti Dana UiTM (Ducs-Kk) – Gig Economy of Design Industry
  2. (2022) - Industry Grant - Yayasan Selgate Grant – Health Communication
  3. (2019) – FRGS Grant 006/2019 The Identity of Malaysian Banknotes Design

Awards

  1. Silver Award (SIRAC 2024) – Navigating Sustainable Health Solutions: Enhancing Health Awareness through the Sihat+ Application
  2. Gold Award (iTREXC 2023) - 'D'ROOM Designer Professional Solution: Navigating the Gig Economy for Financial Security Through Digital Application.
  3. Gold Award (INoDex 2023)- 2nd International Invention, Innovation and Design Expo (INoDex 2023) 'Empowering A Smart Approach to Microgreens with My-Greens Drawer.
  4. Best Presenter Award (EAW- ICASEAT 2023) - Gig Economy in Orange Industry
  5. Best Presenter Award (JICOMS 2023) - 'Evolution of Digital Platform for Gig Economy in Design Industry
  6. Excellent Paper Award (ICGPBS 2023)- Global Perspectives in Business & Social Sciences (IIARP-
  7. ASUS Pro Award Competition 2022 (Shortlisted)
  8. Royal Society Design Award (Student), UK (2012)
  9. D&AD Award - Student New Blood Wood Pencil (Global Association for Creative Advertising & Design,UK) (2011)

Professional Associations

  1. Adobe Certified Professional (MA)
  2. Apple Teacher Certification
  3. Professional Certification in Science Communication
  4. Certified ESG Professional
  5. Graphic Design Association of Malaysia (wREGA)
  6. Malaysian Association of Communication Educators (MACE)