Brand & Creative lead

The Brand & Creative Lead role at Birds of Paradise is a strategic and creative role responsible for shaping and safeguarding how the brand looks, sounds, and feels across every touchpoint, working internally and externally to bring the brand to life through design. This is not a "make it pretty" role. It's a "why does this work" role — research-driven, equal parts science and art. This role reaches past the design canon into other disciplines, so the thinking is visible in every piece of work: distinctive, considered, unmistakably on-brand.

KEY RESPONSIBILITIES

Brand Guardianship & Creative Strategy

• Serve as the guardian of the brand's visual and verbal identity across all platforms and applications
• Translate brand strategy, consumer insights, and research into a coherent, distinctive design language
• Ground design decisions in research and reasoning — able to articulate the "why" behind the work, not just the "what"
• Draw from other disciplines (e.g. psychology, culture, science, art history) to inform and deepen design thinking
• Create compelling narratives through design and communications to deepen emotional connection with customers
• Shape the design of customer touchpoints (boutique, pop-ups, events, website) — layout, signage, and visual merchandising — to serve the customer experience
• Assess collaboration and partnership requests for brand alignment, and advise Management on fit

Design & Creative Production

• Own all design and creative output across omnichannel platforms — social media, website, email/CRM, digital ads — including photos and videos
• Design store posters, menu boards, and website photography
• Design brand applications across equipment used at events, product packaging, and other physical touchpoints
• Plan and execute visual merchandising across boutique and event spaces
• Work with Marketing on print/physical production
• Maintain design consistency and quality across all creative assets, in-house and outsourced

Team Leadership & Vendor Management

• Guide and mentor the team, delegating production-level work while retaining ownership of concept, strategy, and final quality
• Review and direct creative and design output from team member(s) to ensure it reflects the intended design thinking and brand standards, not just surface execution
• Identify design work best suited for outsourcing, and manage external agencies/freelancers to deliver on time and on brief

Copywriting & Content

• Direct, write, and refine copy and captions across social media, in-boutique, website, and event platforms, working with team members and/or copywriting tools
• Ensure tone of voice is consistent with brand identity across all written content

WE ARE LOOKING FOR SOMEONE WITH / WHO IS

• A methodical approach to design
• Able to go deeper into a subject and draw from other disciplines into their design work
• Thinking and research that is visible and evident through the work they create
• Discerning taste, with a strong point of view on what is and is not on-brand
• Strategic and creative in equal measure
• High attention to detail and consistency across multiple platforms and formats
• Comfortable operating with a high degree of design autonomy while working in close partnership with senior management to shape brand
• Able and willing to mentor team member(s), balancing hands-on production with direction-setting

REQUIREMENTS & QUALIFICATIONS

• Degree in Design, Visual Communication, Fine Arts or related field
• Min. 3 years of experience in brand design, with a portfolio demonstrating conceptual depth
• Proficiency in design tools (e.g. Adobe Creative Suite, Figma)
• Secure copywriting ability to direct, write and discern with sensitivity to tone and brand voice
• Experience designing across both digital and physical touchpoints (social media, print, retail/event environments)
• Photography and videography skills are a plus

SUCCESS IS WHEN

Our brand's visual and verbal identity is portrayed with an inimitable beauty and aesthetics that is loved, recognisable, consistent and elevated across every touchpoint.

Birds of Paradise is Singapore's only Michelin-recognised gelato boutique, built on a decade of craft, community, and the quiet pursuit of doing things well. We delight in creating gelato of the finest quality, inspired by the botanical flavours of nature. From our ingredients to our in-boutique experience, every detail is considered — and as we grow into new markets and new opportunities, we're looking for people who bring that same standard to everything they do.
At Birds of Paradise, our values of Quality, Balance, Trust, Care, and Delight guide us in working towards our vision and mission.
Vision: To make the world a better place through creating world-class gelato experiences

Mission: Delight our customers, Care for our staff, Contribute to community
Workplace: Across Singapore