Strategic by Design
Since 2005, Leap has been helping businesses and organisations with their branding needs. This includes corporate branding and identity, annual reports, brochures and publications, events, marketing and advertising collateral, product packaging, UI/UX and web design and development.
Our clientele spans individuals, private companies, small and medium enterprises, multinational corporations, government institutions, and statutory boards. They represent industries as diverse as financial institutions to fast-moving commercial goods (FMCG), education to engineering, manufacturing, technopreneurship, research and development, and last but not least, hospitality and services. We also extend our expertise to non-profit organisations.
Our lean setup does not deter us from taking on challenges that come before us, large or small. It has become an advantage for small and medium enterprises. Our size allows us to be flexible and nimble enough to overcome unexpected circumstances during projects. We work together with our clients and/or clients’ vendors to ensure projects are discharged with due diligence, thoughtful consideration, and care.
We exercise a systematic approach through our project journey and design discovery. We are a branding and design studio that helps companies bring value to their brand and clarity to their message. Crafting stories that captivate, turning good products great and fuelling passion to profitability.
We create for today. We brand for tomorrow. We dream forever.
Clients
A*STAR
ACI Singapore
Alila Hotels and Resorts
Antonio Eraso Co.
Asia Market Entry
Ate Consulting
Biomedia Holdings
Boon Tong Kee
BorderX
Brady Corporation
Building & Construction Authority
CASE Asia-Pacific
Centre for Non-Profit Leadership
Centre for Translational Research & Diagnostics
CIMB Bank
Climb Asia
CooperVision
DBS Bank
Dilmah Tea
Disabled People’s Association
Energy Market Authority
Frktal
Gryphon Tea Company
Health Sciences Authority
Heinemann Asia Pacific
Hook Coffee
Honest Crafters
Housing and Development Board
Inland Revenue Authority of Singapore
Innovation Labs Asia
Institute of Technical Education
KinderWorld Education Group
KK Women’s and Children’s Hospital
Kone Singapore
Ministry of Foreign Affairs
National Environment Agency
National Healthcare Group
National Heritage Board
National Institute of Education
National Medical Research Council
National Museum of Singapore
Nanyang Technological University, Singapore
National University Health System
National Volunteer & Philanthropy Centre
P&G
Paia Consulting
PayPal
People’s Association
Shared Services for Charities
Singapore Association for Mental Health
Singapore Corporation of Rehabilitative Enterprises
Singapore International Foundation
Singapore Management University
Singapore Money Brokers Association
Singapore Tourism Board
Sompo Holdings
Standard Chartered Bank
Stanley Black & Decker
Starwood Hotels & Resorts
Straits Preserves
Superchefglobal
Super Coffee
Symantec
Syzygy®
Tan Chin Tuan Foundation
The Esplanade
The Head Foundation
The Kettle Gourmet
Temasek Holdings
Thoughtbuzz
Trirec
Ujong Gourmet
VIVA Foundation for Children with Cancer
A*STAR
ACI Singapore
Alila Hotels and Resorts
Antonio Eraso Co.
Asia Market Entry
Ate Consulting
Biomedia Holdings
Boon Tong Kee
BorderX
Brady Corporation
Building & Construction Authority
CASE Asia-Pacific
Centre for Non-Profit Leadership
Centre for Translational Research & Diagnostics
CIMB Bank
Climb Asia
CooperVision
DBS Bank
Dilmah Tea
Disabled People’s Association
Energy Market Authority
Gryphon Tea Company
Health Sciences Authority
Heinemann Asia Pacific
Hook Coffee
Honest Crafters
Housing and Development Board
Inland Revenue Authority of Singapore
Innovation Labs Asia
Institute of Technical Education
KinderWorld Education Group
KK Women’s and Children’s Hospital
Kone Singapore
Ministry of Foreign Affairs
National Environment Agency
National Healthcare Group
National Heritage Board
National Institute of Education
National Medical Research Council
National Museum of Singapore
Nanyang Technological University, Singapore
National University Health System
National Volunteer & Philanthropy Centre
P&G
Paia Consulting
PayPal
People’s Association
Shared Services for Charities
Singapore Association for Mental Health
Singapore Corporation of Rehabilitative Enterprises
Singapore International Foundation
Singapore Management University
Singapore Money Brokers Association
Singapore Tourism Board
Sompo Holdings
Standard Chartered Bank
Stanley Black & Decker
Starwood Hotels & Resorts
Straits Preserves
Superchefglobal
Super Coffee
Symantec
Syzygy®
Tan Chin Tuan Foundation
The Esplanade
The Head Foundation
The Kettle Gourmet
Temasek Holdings
Thoughtbuzz
Trirec
Ujong Gourmet
VIVA Foundation for Children with Cancer
A*STAR
ACI Singapore
Alila Hotels and Resorts
Antonio Eraso Co.
Asia Market Entry
Ate Consulting
Biomedia Holdings
Boon Tong Kee
BorderX
Brady Corporation
Building & Construction Authority
CASE Asia-Pacific
Centre for Non-Profit Leadership
Centre for Translational Research & Diagnostics
CIMB Bank
Climb Asia
CooperVision
DBS Bank
Dilmah Tea
Disabled People’s Association
Energy Market Authority
Gryphon Tea Company
Health Sciences Authority
Heinemann Asia Pacific
Hook Coffee
Honest Crafters
Housing and Development Board
Inland Revenue Authority of Singapore
Innovation Labs Asia
Institute of Technical Education
KinderWorld Education Group
KK Women’s and Children’s Hospital
Kone Singapore
Ministry of Foreign Affairs
National Environment Agency
National Healthcare Group
National Heritage Board
National Institute of Education
National Medical Research Council
National Museum of Singapore
Nanyang Technological University, Singapore
National University Health System
National Volunteer & Philanthropy Centre
P&G
Paia Consulting
PayPal
People’s Association
Shared Services for Charities
Singapore Association for Mental Health
Singapore Corporation of Rehabilitative Enterprises
Singapore International Foundation
Singapore Management University
Singapore Money Brokers Association
Singapore Tourism Board
Sompo Holdings
Standard Chartered Bank
Stanley Black & Decker
Starwood Hotels & Resorts
Straits Preserves
Superchefglobal
Super Coffee
Symantec
Syzygy®
Tan Chin Tuan Foundation
The Esplanade
The Head Foundation
The Kettle Gourmet
Temasek Holdings
Thoughtbuzz
Trirec
Ujong Gourmet
VIVA Foundation for Children with Cancer
As Creative Director
I'm someone who sees the world through stories — and obsesses over how they're told. I lead with curiosity, think before I speak, and believe creativity without purpose is just decoration. I've always been drawn to the space where a bold idea meets a real business problem.
I bring the rare combination of world-class agency pedigree and entrepreneurial accountability. My career spans from Senior Designer at FutureBrand—one of the world’s leading branding agencies—where I directed creative for multinational clients including Petronas, Aboitiz, and Jack ‘n Jill, through Creative Director roles at multiple agencies, to founding Leap Design Strategy & Consultancy in 2005.
Over two decades at Leap, I’ve served 213 clients across 16 industries—from government statutory boards like the National Environment Agency to regional brands like Boon Tong Kee and Gryphon Tea Company. As a Registered Management Consultant (RMC 10215) recognised by Enterprise Singapore, I combine strategic rigor with creative innovation.
What Sets Me Apart
My FutureBrand experience taught me systematic creative methodologies that global brands demand. Managing Petronas campaigns across Southeast Asian markets showed me how to direct creative that balances cultural nuance with brand consistency. Leading Jack ‘n Jill packaging and marketing initiatives demonstrated how creative decisions directly impact shelf presence and sales performance.
But founding Leap added what agency experience alone cannot provide: P&L accountability. For 20 years, every creative decision has carried business consequences.
I’ve directed creative across 10 primary disciplines and 35+ specific work types—from corporate identity systems and digital experiences to packaging design and integrated marketing campaigns. This breadth means I can lead multidisciplinary creative teams toward cohesive solutions across any touchpoint.
My Approach
I don’t chase trends—I identify creative approaches that serve brand positioning and business objectives. My philosophy is simple: brand experiences must be fundamentally tied to business objectives. Whether developing corporate identity systems, directing integrated campaigns, or leading digital transformations, I balance creative innovation with commercial effectiveness.
My 16-industry portfolio provides cross-sector creative insights. When directing creative for technology clients, they benefit from storytelling approaches refined through hospitality work. When leading financial services campaigns, they gain visual innovation developed through FMCG experience.
Regional Expertise
My extensive work across Singapore, Malaysia, and the Philippines provides deep cultural intelligence for brands operating in Southeast Asian markets.
Where your mind goes, the body follows. I bring both world-class creative vision and the strategic frameworks to execute that vision consistently—crafting stories that captivate, turning good products great, and fueling passion to profitability
As a Brand Advocate
I'm someone who believes every brand has a story worth telling — and a business case worth proving. I listen carefully, ask deeper questions, and think across cultures and contexts. I'm drawn to the complexity of human connection — and driven by the discipline it takes to communicate with clarity and purpose.
I bring an exceptional combination: world-class agency brand methodology from FutureBrand—where I managed brands like Petronas, Aboitiz, and Jack ‘n Jill—combined with 20 years of entrepreneurial P&L responsibility serving 213 clients across 16 industries as founder of Leap Design Strategy & Consultancy.
My career progression from Senior Designer roles through Creative Director positions at multiple agencies to Senior Designer at FutureBrand, then founding Leap in 2005, provides both the strategic brand frameworks that global corporations demand and the commercial accountability that drives results. As a Registered Management Consultant (RMC 10215), I balance brand building with business outcomes.
Multinational Brand Management Experience
Managing Petronas brand initiatives across multiple markets taught me to steward brand consistency while adapting to cultural contexts. Overseeing Aboitiz brand communications across the Philippines required navigating complex corporate stakeholders. Leading Jack ‘n Jill packaging and marketing programs showed me how brand decisions directly impact market share.
At Leap, I’ve continued managing diverse brand portfolios—government brands (National Environment Agency), hospitality brands (Boon Tong Kee, Gryphon Tea Company), professional services, and non-profits (Singapore Association for Mental Health).
Portfolio Brand Management Across Categories
I’ve managed brand initiatives across 16 industries: Healthcare, Professional Services, FMCG & Food, Hospitality, Education, R&D, Manufacturing, Technology, Financial Services, Government, Retail, and more. Each engagement taught different aspects of brand stewardship—from brand architecture and portfolio management to market repositioning and regional expansion.
Business Accountability & Market Performance
At FutureBrand, brand success meant market share growth and improved perception scores. At Leap, I’ve added entrepreneurial accountability—every brand investment must deliver measurable ROI. When developing strategy for Gryphon Tea Company, success meant market penetration and revenue growth. When managing NEA communications, effectiveness meant shifting public behavior.
Cross-Functional Leadership
I’ve coordinated corporate leadership, marketing teams, external agencies, and stakeholders across government, corporate, and non-profit sectors—managing brand initiatives across 10 primary disciplines from core strategy through marketing communications, digital experiences, packaging, and corporate communications.
Regional Market Intelligence
My work across Singapore, Malaysia, and the Philippines provides cultural intelligence for regional brand management. I understand how brand strategies must adapt across markets while maintaining core equity.
Brand experiences must be fundamentally tied to your bottom line. I don’t just build beautiful brands—I build profitable brands that deliver sustainable competitive advantage through disciplined, business-focused brand management.
As a Thought leader
I'm someone who's spent 25 years genuinely curious about why things work — and why they don't. I believe great ideas need both heart and strategy. I ask a lot of questions, think deeply before speaking, and find wisdom in adversity. Design is just how I make sense of the world.
I bring 25+ years of cross-industry insights distilled from directing work at FutureBrand for multinational clients like Petronas, Aboitiz, and Jack ‘n Jill, through two decades serving 213 clients across 16 distinct industries as founder of Leap Design Strategy & Consultancy.
My core philosophy, established when founding Leap in 2005, centers on “Educate, Inspire, Aspire”—the belief that true leadership means elevating others through shared knowledge and systematic thinking.
Bridging Creative Excellence and Business Strategy
What makes my perspective unique is the rare combination of world-class agency training and entrepreneurial P&L accountability. At FutureBrand, I learned systematic design methodologies that global brands demand. Managing Petronas campaigns across Southeast Asian markets taught me how design thinking adapts across cultural contexts. Directing Aboitiz communications showed me how design navigates complex stakeholder ecosystems.
But founding Leap transformed my understanding from practitioner to teacher. For 20 years, every project became a laboratory for testing strategic frameworks. Every client engagement became an opportunity to identify patterns and develop teachable methodologies. My Registered Management Consultant certification (RMC 10215) from Enterprise Singapore reflects this evolution—from designer to strategic consultant to thought leader bridging creative discipline with business outcomes.
Cross-Industry Intelligence
My most valuable asset is pattern recognition from working across Healthcare, Professional Services, FMCG, Hospitality, Education, R&D, Manufacturing, Non-Profit, Technology, Financial Services, Government, Retail, Property, and more. This breadth reveals underlying strategic principles that transcend category conventions. When financial services clients face challenges, I apply storytelling frameworks refined through hospitality. When technology companies need positioning, I leverage differentiation strategies from FMCG experience.
Systematic Methodologies: Making Excellence Repeatable
I’ve developed “The Leap Methodology” through hundreds of engagements: comprehensive briefing, rigorous research, and disciplined execution. This isn’t just how I work—it’s a teachable framework that elevates teams and improves outcomes across every industry I’ve served.
Strategic Design as Business Discipline
My core thesis: design is a strategic business tool, not just an aesthetic exercise. Brand experiences must be fundamentally tied to business objectives and bottom-line impact. As a Registered Management Consultant, I bridge creative and business disciplines, speaking both languages fluently.
Regional Market Intelligence
Extensive work across Singapore, Malaysia, and the Philippines provides deep insights into how design thinking adapts across cultural contexts while maintaining strategic consistency.
My Approach
My thought leadership integrates design thinking with broader philosophy: “Where your mind goes, the body follows” speaks to how clarity of vision precedes effective execution. “Be inspired not by what is but by what could be” captures design thinking’s essence—envisioning possibilities rather than accepting current reality.
Design is a strategic business tool, not just an aesthetic exercise. I’ve developed frameworks and insights to help others apply this principle—elevating the practice of strategic design through shared knowledge that creates brand experiences that captivate, turn good products great, and fuel passion to profitability.
