I’m a Sydney-based Creative Strategist building new ventures from start to finish.

Most recently the Creative Strategy Lead at Nakatomi. Previously a Senior Creative at major advertising agencies. Winner of numerous Good Design Awards, with work recognised by D&AD, Cannes, Effies, AWARD, and The One Show.

Illustrations · Work history · Say hello

Hey, I’m Jasmine.

I help founders craft, validate, and build never-before-seen solutions. From MVPs to Meta ads, I love doing everything with a team that can do anything.

Most of my strategic thinking is rooted in sociology and anthropology, with a dash of evolutionary psychology. Creatively, I'm drawn to trends and culture, especially the relationship between people and everyday rituals.

By marrying my skills in venture strategy with my skills as a copywriter, illustrator, designer, and creative director, I’m able to create startups that make sense all the way through.

What I do for new ventures — and then some.

Defining the idea

Product strategy Market research
Positioning

Crafting the brand

Visual identity
Tone of Voice
Copywriting
Illustrations
Brand book

Building the product

Wireframing
UI/UX direction
Website design

Taking it to market

GTM strategy
Social strategy
Full creative build
Video editing

·

Figma

·

Adobe Suite

·

Procreate

·

Notion

·

Mailchimp

·

Framer

·

Hotjar

·

Claude

·

Google & Meta Ads

·

Vibecoding

·

Later

· Figma · Adobe Suite · Procreate · Notion · Mailchimp · Framer · Hotjar · Claude · Google & Meta Ads · Vibecoding · Later 

WORK

Ovum, Australia’s first women’s health partner.

WORK

Prologue by NIDA, a new development course.

INTERVIEW

‘How Jasmine asks better questions and presents her findings.’

OP-ED

All of my skills have been overtaken by AI, now what?

    1. The problem presented is not always the real problem. Your competitors are not always your real competitors. Your target audience is not always your real audience. 

    2. Data can’t always capture the things we observe and know as participants in culture. 

    3. There’s no such thing as free will — everyone’s pushed to act, love, and live a certain way by external forces. 

    4. If you’re not incredibly, giddily, absurdly, excited about your solution, it’s the wrong one.

    5. Look for the seemingly unrelated catalyst behind mundane behaviours and trends. 

    1. It takes two people to come up with a great idea. The third person can either ruin it or make it better. Choose the right third person.

    2. Good design can’t hide bad product strategy, and good product strategy can be annihilated by bad design. 

    3. Take it from a writer — most people don’t read. Once you put words on something, you're already narrowing your audience down to a specific subset. 

    4. Don’t overengineer meaning. 

    5. Being clever isn’t always smart.

    1. When in the grocery store, always be grateful we no longer have to hunt wild animals for food. It makes shopping magical. 

    2. Your defining perfume or cologne should evolve as you do. Having one ‘for life’ can keep you rooted to a persona you no longer have. 

    3. The more music genres you listen to, the more open you tend to be towards people and new experiences – so listen to a bit of everything. 

    4. In a conversation, every topic is fair game. 

    5. Curiosity is much more important than intelligence.