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. A complete identity system that works from a business card to an advertisement, built to last well beyond the season it was made in.
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.
Includes: Brand strategy and positioning · logo and identity system · colour palette · typography · brand imagery direction · stationery · brand guidelines
Website scope adds: website creative direction · UX architecture · key page design concepts · brand-to-web guidelines · development partner handoff
Brand Evolution
Your brand, kept alive and consistent as you grow.
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 the brand erosion.
Available exclusively to clients whose brand was built here, this is an ongoing creative partnership. I become your brand guardian: the one person who knows exactly what your brand is, what it stands for, and what it should never become.
Includes: Monthly strategy check-in · design support across social assets, decks and collateral · website updates · campaign and launch creative direction · brand consistency across all touchpoints
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 directly to your team — setting design direction, maintaining quality standards, coaching your designers, and ensuring every decision reinforces the brand you are building.
This is not a design retainer. This is creative leadership.
Includes: Design strategy and vision · quality control across all creative outputs · design standards documentation · workshop facilitation · C-suite creative advisory · design team mentorship
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
“The experience of working with Jade was both collaborative and exacting — a process of thoughtful iteration, underpinned by a level of precision and craftsmanship. 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.
I’d recommend Jade to founders who are serious about building a thoughtful, differentiated brand.”
Neil Ventura
Founder & Chairman, Ventura Fine Jewellery
“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 Kruger
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 