Rachel Ong

Senior Brand Designer with over 8 years of experience creating thoughtful brand identities, design systems, and digital experiences across diverse industries. I specialize in turning complex ideas into clear, scalable brand frameworks that help organizations communicate with consistency, purpose, and impact. Having worked across Singapore and Berlin, I bring a collaborative, cross-cultural perspective and a strong belief in design as a strategic tool for connecting people and shaping experiences.

• Led the company’s first comprehensive rebranding initiative since 2004, defining and rolling out a cohesive visual identity across product, marketing, and communications • Established and governed brand and UI design systems, ensuring consistency and scalability across complex, data-driven platforms (EDC, ePRO) • Acted as a key design lead across cross-functional teams, partnering with Product, Marketing, and Engineering to align design direction and execution

• Led and coordinated multidisciplinary design projects across branding, art direction, digital, and experiential design • Directed end-to-end creative execution, ensuring cohesive brand expression across e-commerce platforms and physical retail environments • Collaborated with internal teams and external partners to deliver integrated campaigns and in-store experiences • Contributed to shaping creative direction and maintaining consistency across multiple brand touchpoints

• Collaborated within a fast-paced agency environment on multi-stakeholder projects • Supported creative teams in developing impactful campaign strategies for leading Southeast Asian brands such as AirAsia, Grab, and Habyt (formerly Hmlet) • Created pitch decks and a tailored social media playbook for Grab, the leading ride-hailing, taxi, food delivery, and grocery app in Southeast Asia, enhancing brand engagement and strategic communication

• Designed a diverse range of print and digital marketing materials for The Lo & Behold Group, a leading hospitality company known for its distinctive lifestyle concepts in Singapore • Developed cohesive brand expressions across print, signage, and guest touchpoints for flagship properties, including The Warehouse Hotel, Po, Straits Clan, Esora, Extra Virgin Pizza, and OverEasy • Led UX and interface design initiatives, leveraging user research and design thinking to deliver customer-centric solutions

• Produced immersive, multi-channel creative work in a fast-paced, hands-on environment, spanning brand identity, print, and digital assets • Collaborated closely with product managers and engineers to develop wireframes and prototypes for a comprehensive website redesign • Contributed to cross-functional teams to ensure seamless integration of design concepts across various platforms and user touchpoints