Key principals
The true value of our experience lies in our people, some of the best talents in our industry - strategists, designers and some of most original thinkers who aren’t afraid to challenge the boundaries of a project brief. They have also the experience of working with some of the best known brands, including Sara Lee, Vertu, CapitaLand, Shangri-La Hotel, Singapore Airlines, China Airlines, Standard Chartered Bank, Bank Mandiri, MayBank, Belo Medical Group, Goldilocks, Penshoppe and many more.
/Jacqueline Thng, CEO
Jacqueline Thng is the CEO of Lexis Branding. With some 20 years of strategic brand consultancy experiences behind her, she is one of Asia’s most experienced brand strategists and consultants. Prior to joining Lexis, she was Managing Director of The Brand Union (WPP) (formerly Enterprise IG) and Senior Consultant of Addison Design Consultants.
Jacqueline has led and consulted on a diverse range of strategic corporate, consumer and retail branding projects on both a global and regional scale. Notable global brands created by Jacqueline include Octupus (including the naming for the Hong Kong transport consortium of MTRC, KCRC and Kowloon Bus), Vertu (world’s first luxury mobile phone), Bank Mandiri (Indonesia’s largest bank) China Airlines (Taiwan’s national carrier and world’s first 3D graphics on airplane livery), Belo Medical Group (Philippines’ leading beauty care), Penshoppe & Oxygen (Golden ABC, Philippines’ leading retailer), Tasseo (Indonesia’s first premium tea line by Sosro, including its name), Goldilocks (Philippines’ largest bakery group) and Tamagotchi (world’s first digital pet and global phenomena, for Bandai Japan) and Fullerton Finance (for Temasek Holdings).
Other client experiences from strategic brand positioning, corporate branding, destination branding, employee engagement, branded environments through to consumer packaging systems include Shell, BP, Citibank, United Engineers, P&G, Fraser & Neave, Kao Corporation, Kiwi, Sara Lee, Vertu, CapitaMall Trust, Danone, Bandai Japan, Motorola, Shangri-La Hotel, Hutchison, FairPrice, DelgroComfort, Allco Australia, The Times Group, Lippoland, ABC Foods, Aseambankers/Maybank, Bank Mandiri, Bank Permata, Merpati Air, Gunung Slamat (Tasseo, Sorsro), Temasek Holdings, Singapore Petroleum Retail Stations, China Airlines, DBS Bank, MayBank, Belo Medical Group, Flawless, Goldilocks and Golden ABC Group.
Jacqueline is a prolific keynote speaker at brand forums and universities. She contributes actively to global and regional media on branding and marketing issues. She has a background in business management and marketing communications and specialises in strategic brand management, consumer behaviour, marketing research, international business and advertising management. Jacqueline helped developed Addison’s proprietary naming programme and the “I.D.E.A.L” branding tools for Lexis Branding. A trained fine arts artist, Jacqueline once owned a street fashion label that is sold in regionally and featured in Mercedes Australian Fashion Week, i.D. UK, and Japan TV.
/Yen W.L., Managing Creative Director
Yen is the founder of Lexis Branding. An award winning creative director and an instrumental inspiration for the high standards of creative output at Lexis. With some 15 years of experience working in both global and regional projects, Yen’s specialist training as a product designer makes him one of the few creative directors who can integrated both 3D and 2D across all various design disciplines. Yen’s design capabilities span corporate branding, packaging and product design, branded environments and print/communications.
His client experience include M1, China Airlines, CWT, Pizza Hut, United Engineers, P&G, Fraser & Neave, Kao Corporation, Kiwi, Sara Lee Corporation, Vertu, CapitaMall Trust, Danone, Bandai Japan, Motorola, Shangri-La Hotel, Hutchison, FairPrice, DelgroComfort, Allco Australia, The Times Group and DBS Bank . Yen is one of the pioneer graduates of La Salle School of Arts under Brother McNally in Singapore.