I create distinctive brand and digital design for businesses that move people and the world towards a livable and gentler future.
A Gentle Lion was founded on the belief that design can be both bold and graceful, fearless in vision yet empathetic in approach. With the quiet strength of a lion, I listen deeply, distill complexity into clarity, and craft refined brand and digital experiences that invite connection, evoke trust and leave a lasting impression.
Design Services
Connecting brands and people, from first glance to lasting loyalty.
Bespoke Branding
A fully tailored service to uncover and express the unique essence of your business. Work with me to craft a distinctive brand identity, and create a memorable visual presence that resonates deeply with your audience.
Includes: Logo design, colour palettes, typography, brand imagery, stationery design & brand guidelines.
Website & Mobile App Design
I’ll work with you to create intuitive, visually engaging and conversion-driven digital experience. Whether you need a content-rich site, e-commerce platform or sleek portfolio, I design with your audience in mind.
Includes: Brand discovery, persona development, site architecture, journey mapping, prototype, responsive website.
Print Design
Bring your brand to life through visually compelling and professionally crafted materials. From business cards and brochures to posters and packaging, I create designs that are both captivating and aligned with your brand identity.
Includes: Brand strategy, stationery, packaging, posters, editorial, signage & murals, merchandise design.
Creative Direction & Art Direction
A cohesive creative vision and guidance across every touchpoint of your brand or campaigns.
I’ll work closely with you to shape compelling narratives, establish a strong visual language and align strategy with storytelling to create impactful, beautifully unified campaigns and experiences.
Includes: Campaign development, visual curation, strategic storytelling, content strategy, social media visuals.
Fractional Design Leadership
Access design leadership expertise on demand, allowing your business to scale without the overhead of a full-time team.
I’ll be a dedicated design partner embedded in your team and invested in your success, and an advocate who maintains design standards and safeguards the quality of your products.
Includes: Design strategy, workshop facilitation, design excellence & quality control, hands-on UX/UI leadership and design mentorship for your team.
Design Mentorship & Coaching
Crafted to support emerging designers preparing for job applications or independent designers just starting out.
Through thoughtful and constructive portfolio review, I’ll provide personalised feedback to help you refine your presentation and showcase your strengths with confidence.
Includes: 1:1 mentoring, portfolio review, portfolio checklist, growth plan.
Iconic Projects
Driving Innovation Capability Across De Beers Group
Workshop & Sprints Facilitation, Fostering Design-Led Culture, Strategic Design Consulting
Changing the Economics and Perception of Fluorescent Diamonds
Concept Ideation, MVP Prototyping, Consumer Testing, Strategic Design, Narrative Development, Content Strategy
Heineken Vietnam: Beer Delivery E-commerce
Responsive Website, UX & E-commerce Strategy, Offshore Collaboration
Village Hotels & Residences
Responsive Website, End-to-end UX UI, Brand Storytelling, Photoshoot Direction
Quiet strength, fearless creativity, bold impact.
Designs not to shout the loudest, but to be remembered the longest.
Brand Design
- Build a distinctive and iconic brand identity
- Define your brand persona and positioning
- Refine your brand vision, values and messaging
- Captivate and persuade the right target audience
UX Strategy & Digital Design
- Make the best first impression online
- Elevate your brand with a memorable digital experience
- Engage your audience with a user-centered, mobile-friendly product that drives engagement and conversion
- Build trust and brand loyalty with high-quality content
Design Leadership & Mentorship
- Design vision, strategy, and quality control
- Team set-up, management and coaching
- Industry insight to navigate opportunities with confidence
- Guidance shaped around your goals and growth, thoughtful feedback to sharpen your craft with care
- Portfolio support that helps your work tell a deeper story
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
“Jade was roped into our Digital Experience team to help us with UI design. What I loved about Jade is she’s self-managed, super quick and always had ideas and concepts around the UX.
It’s testament to her work ethic and quality standards when she doesn’t just take an instruction and execute. Jade will challenge the UX and reasoning behind requirements.”
Rebecca Y.
Experience Design Manager, SingTel Digital Media
Case Studies
Ready to grow your idea?
Whether you have a vague creative idea or a full-fledged project in mind,
we can make it a reality.
A Gentle Lion 