I build brand identities that founders are proud of
for the rest of their lives.
Brand strategy and design for founders who mean it.
Design Services
Connecting brands and people, from first glance to lasting loyalty.
Brand Strategy + Identity
Uncover what makes you irreplaceable, then make it impossible to forget.
Your brand is not just your logo. It is the sum of every decision you make about how your business shows up in the world, and the feeling it leaves behind. I start with strategy: your positioning, your audience, your voice, and the precise territory only you can own. Then I make it visible. A complete identity system that works from a business card to an advertisement, built to last well beyond the season it was made in.
Includes: Brand strategy and positioning, logo and identity system, colour palette, typography, brand imagery direction, stationery, brand guidelines.
Brand Website Design
Your website is your brand’s most visited room.
It should feel like a deliberate extension of your identity, not an afterthought built in a different language. I design brand websites as a direct expression of the strategy we build together: every page, every interaction, every detail considered as part of the whole. I art direct the build and work with a trusted development partner to ensure what gets built matches what was designed.
Includes: Website creative direction, UX architecture and page hierarchy, key page design concepts, brand-to-web guidelines, development partner handoff and oversight.
Fractional Chief Design Officer (CDO)
Senior creative counsel for teams that need a chief design voice without the full-time overhead.
I have led design at De Beers Group at the C-suite level, built and scaled design functions from scratch at Valtech Digital, and delivered digital transformation programmes at Standard Chartered Bank. As your Fractional CDO, I bring that depth of experience to your team — setting design direction, maintaining quality standards, coaching your designers, and ensuring every decision reinforces the brand you are building. Available without the cost, complexity or commitment of a full-time hire.
Includes: Design strategy and vision setting, quality control and design standards, workshop facilitation, C-suite creative advisory, team mentorship and coaching.
Design Mentorship & Coaching
A structured 3-month programme for designers ready to work at a higher level. Limited cohort.
Most design feedback tells you what to fix. This programme tells you how to think. Over three months I work with you on your portfolio, your positioning, your process and your professional confidence. The full picture of what it takes to do work you are genuinely proud of and be paid what you are worth. I have taught at LASALLE College of the Arts and Orita Sinclair School of Design. This is the more personal, more direct version of that, built around you specifically.
Includes: Fortnightly 1:1 sessions, portfolio strategy and review, positioning and personal brand, growth plan, industry guidance and professional network access.
Selected Work
Pyaar Care Brand Identity
Brand Logo & Identity System, Packaging Design
The Rum Cartel: Label Design
Label Design, Packaging Identity
Ventura: Brand Identity & Website
Brand Logo & Identity System, Brand Website
Village Hotels & Residences
End-to-end UX UI, Brand Storytelling, Hotel Direct Booking Strategy
Quiet strength, fearless creativity, bold impact.
Designs not to shout the loudest, but to be remembered the longest.
Brand Design
Walk away with a brand identity so precisely yours that nobody else could claim it.
Brand Website Design
Own your digital presence from the first scroll.
Notable Clients
“From digital prototypes to complex visual frameworks and models, Jade handles them all with ease and importantly, is great fun to work with.”
Neil V.
EVP Strategy & Innovation, De Beers Group
“Jade is exceptional to work within any team setup whilst actively driving key work activities independently. She knows her subject matter and provides great leadership here to the team.”
Danie K.
VP Commercial Technology, De Beers Group
“Jade has brought forth designs that are both clean and well thought through. She challenges concepts to achieve the desired end product for the target audience.”
Edmund T.
VP Digital Services, SingPost
“What I loved about Jade is she’s self-managed, super quick and always had ideas and concepts. It’s testament to her work ethic and quality standards when she doesn’t just take an instruction and execute. Jade will challenge the reasoning behind requirements.”
Rebecca Y.
Experience Design Manager, SingTel Digital Media
Case Studies
LET’S BEGIN
Ready to build something worth keeping?
Tell me what you are building. I respond to every enquiry personally within two business days.
Gentle Lion 