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.
For over 16 years, I have built brands for luxury houses, global fintech 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 and fashion, 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.
Three 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.
Brand Design
The complete brand-building engagement. We start where every good brand starts — with strategy. Your positioning, your voice, audience, and the single thing that makes you irreplaceable. Only then do we make it visible: a full identity system built to work from a business card to an advertisement and everywhere between.
This is for founders who are ready to commit to their brand for the long term. Not a template, not a trend, but a considered identity built to last.
Brand Design + Website
Some clients come for brand alone. Others want their digital presence built in the same breath — a website designed as a direct expression of the identity we’ve just created, every page considered, every interaction intentional. Both are available. Scope is determined together, after a discovery call.
Where a website is included, I design and art direct the build. Development is handled in close partnership with a trusted specialist who works to my exact specifications. One creative vision, one point of contact throughout.
Enquire for a project estimate
INCLUDES
Brand Design Brand strategy & positioning · Brand naming consultation (where applicable) · Logo & identity system · Colour palette · Typography · Brand imagery direction · Brand guidelines · Core stationery design
Brand + Website Website creative direction · UX architecture · Key page design concepts · Brand-to-web guidelines · Development partner handoff
Every engagement is scoped after a discovery call. Brand-only projects typically run 8–10 weeks. Brand + website timelines vary by scope.
Brand Evolution
Your brand, kept alive and consistent as you grow.
A brand is not finished on delivery day. The most considered identity systems get diluted slowly — by rushed social posts, inconsistent decks, off-brand vendor choices — until the brand no longer looks like itself. Brand Evolution is the retainer that prevents that.
Available exclusively to clients whose brand was built here, this is an ongoing creative partnership. I become your brand guardian: the single person who knows exactly what your brand is, what it stands for, and what it should never be.
From SGD 2,800 / month
INCLUDES
Monthly brand strategy check-in (40 min) · Design support across social assets, decks, and collateral · Website updates and new page builds · Campaign and launch creative direction · Brand consistency across all touchpoints
Minimum 3-month commitment. Available to Brand Strategy & Identity clients only. Enquire for availability.
Fractional CDO
Senior design 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, establishing standards, and ensuring every decision your team makes reinforces the brand you are building.
I have led design at Valtech Digital, SingTel Digital Media, and SingPost, and worked alongside C-suite executives at Standard Chartered Bank and De Beers Group. I bring that level of thinking to your team, on your timeline.
From SGD 4,800 / month
INCLUDES
Design strategy & vision · Quality control across all creative outputs · Design standards documentation · Workshop facilitation · C-suite creative advisory · Design team mentorship & direction
Minimum 3-month engagement · For organisations with an existing design function or team. Let’s disucss what you need.
The founders who get the most from this process are not passive.
They bring their doubts as well as their certainty. They push back when something does not feel right. They trust the work enough to be honest about what is not working yet. If that sounds like you, we will build something extraordinary together.
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 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 2 weeks after delivery.
What working with me actually feels like
I will challenge you.
Not to be difficult, but 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 co-creation, not a handoff.
Communication is direct and frequent.
You’ll know what is happening at every stage and you can always reach me with a question.
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.
You are ready to work together if…
“You want a brand that works for the next decade, not the next season.”
- 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
What clients say
Neil Ventura, Ventura Fine Jewellery
“What stood out was how precise and thoughtful Jade was with every visual detail — from typography to spacing — ensuring everything came together in a cohesive and elevated way. The result is a brand that feels consistent, refined, and truly aligned with our vision, and we’ve seen that reflected in how clients respond.”
Rebecca Yik, SingTel Digital Media
“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.”
Ready to build something worth keeping?
Tell me what you are building. I respond to every enquiry personally within two business days.
Gentle Lion 