BRAND STRATEGY + IDENTITY
Your brand should be
impossible to copy.
I work with founders who are building something they believe in completely, and need a brand that matches that conviction. A complete identity that earns trust before a word is spoken.
WHO THIS IS FOR
Founders who know exactly
what they are building,
and need the world to
see it as clearly as they do.
The founders I work with are not looking for a designer to execute instructions. They are looking for a creative partner who can see what they see, challenge constraints, and build something that outlasts every trend.
Over 12 years I have built brands for luxury houses, global tech companies, hospitality groups and first-time founders starting from a name on a page. The work is different every time. The standard never changes.
You want a brand that works for the next decade,
not the next season.
I work best with
1
Luxury lifestyle founders
Building brands in beauty, scent, jewellery, fashion and interiors where the aesthetic is the product.
2
Wellness and aromatherapy brands
Founders creating rituals, products and experiences in sensory quality and intentional living.
3
Premium F&B and hospitality
Restaurants, hotels and experience brands where every touchpoint tells the same story.
4
Professionals launching independently
Lawyers, doctors, consultants and specialists building their own practice, who need a brand that commands respect and trust.
Four ways to work with me.
One standard throughout.
Brand Strategy & Identity
You walk away with a brand so precisely yours that nobody else could claim it.
The complete brand-building engagement. We start with strategy: your positioning, your voice, your audience, what makes you irreplaceable. Then we make it visible: a full identity system that works from a business card to a advertising posters and everywhere between.
Built for founders who are ready to commit to their brand for the long term. A considered identity built to last, not a template, not a trend.
INCLUDES
Brand strategy + positioning · Logo + identity system · Colour palette + typography · Brand imagery direction · Brand guidelines · Stationery design
From SGD 2,000
Delivered in 4 weeks · Branding only
Brand Strategy & Identity + Website
Your brand and your digital presence built as one, speaking with exactly the same voice.
For founders who want the full picture. Brand strategy and identity first, then a brand website designed as a direct expression of that identity. Every page, every detail, every interaction considered as part of the whole.
I design the website and art direct the build. Development is handled by a trusted partner who builds to my exact specifications. You’ll have one point of contact throughout.
INCLUDES
Everything in Brand Strategy & Identity · Website creative direction · UX architecture · Key page design concepts · Brand-to-web guidelines · Development partner handoff
From SGD 8,000
Timeline varies by project scope · Branding + website
Fractional CDO
Senior creative leadership, without the full-time overhead.
For growing companies that need a Chief Design Officer’s thinking without a full-time hire. I join your team as a senior creative voice — setting design direction, maintaining standards, and ensuring every decision reinforces the brand you are building.
I have led design at De Beers Group, SingTel Digital Media, SingPost and Valtech Digital. I bring that level of thinking to your team on your timeline.
INCLUDES
Design strategy + vision · Quality control + design standards · Workshop facilitation · C-suite creative advisory · Design team mentorship
Engagement-based
Minimum 3-month engagement · Let’s discuss what you need
Designer Mentorship Programme
A structured 3 months that changes how you think about your work permanently.
A private mentorship programme for designers who are ready to work at a higher level. Not generic career advice. Not a portfolio review checklist. A structured engagement built around your specific goals, your work, and where you want to go.
I have taught at LASALLE College of the Arts and Orita Sinclair School of Design. This programme draws on that experience and delivers it with complete personal attention.
INCLUDES
1:1 fortnightly sessions · Portfolio review + strategy · Growth plan · Industry navigation · Access to my professional network
Limited cohort
3-month programme · Enquire for availability
A note on revisions.
I do not offer unlimited revision rounds, because the strategy stage is where we align. If we have done that work properly, the design lands right most of the time. Most projects are completed with three rounds of refinement.
Not a transaction, a collaboration.
I do not take instructions and execute. I listen deeply, ask the questions nobody else asks, and challenge the assumptions that are holding your brand back.
Every client who has worked with me has said the same thing: the process changed how they see their own business.
HOW I WORK
Not a transaction,
a collaboration.
I do not take instructions and execute. I listen deeply, ask the questions nobody else asks, and challenge the assumptions that are holding your brand back.
Every client who has worked with me has said the same thing: the process changed how they see their own business. Here is what working together actually looks like.
Here is what working together looks like
1
The discovery conversation
Before anything is designed, I need to understand your world completely. We spend time on your business, your vision, your audience, your competitors, and most importantly what you are building toward. This shapes everything.
2
Strategy and direction
I develop your brand strategy – your positioning statement, your audience profile, your tone of voice, and the visual territory that expresses it. You see the thinking before you see a single design.
3
Brand identity design
The visual identity is built directly from the strategy. I present two considered directions — not five options to overwhelm you, two that are both genuinely strong. We develop the chosen direction to completion.
4
Handoff
You receive a complete brand guidelines document of how to use your brand consistently, and all final files. I am available for questions 20 days after delivery.
WHAT TO EXPECT
What working with me
actually feels like.
I will challenge you.
Not to be difficult — to make the work better. If your positioning is unclear, I will say so. If a direction is wrong, I will tell you before we go further.
You will be involved from the start.
The best brand work happens when the founder is present and engaged. I need your thinking, your stories, your instincts. This is a collaboration, not a handoff.
You will receive a complete brand system, not just a logo.
Everything you need to use your brand consistently and confidently from day one — across print, digital, social, and beyond.
Brand identity projects are completed in 4 weeks.
For brand strategy and identity. Longer for combined brand and website projects. I will give you an exact timeline before we begin, and together we will work towards the finish line.
Communication is direct and frequent.
You’ll know what is happening at every stage and can always reach me with a question.
WHAT CLIENTS SAY
“Jade has an unerring ability to turn a conversation or ideas communicated visually into designs that are fresh, compelling and with an eye for detail.”
Neil Ventura, Ventura Fine Jewellery
You are ready to work together if –
- You have a clear sense of what your business is and who it serves
- You are prepared to be a thinking partner, not just an approver
- You value craft, precision and considered aesthetics
- You understand that great design is an investment, not a cost
- You are building something you are genuinely proud of
Ready to build something worth keeping?
Tell me what you are building. I respond to every enquiry personally within two business days.
Gentle Lion 