I'm Natalie, a designer with over 15 years shaping brand, digital and visual communication across global markets. Originally from Singapore and now based in Melbourne, I’ve delivered human-centred design solutions for clients in fintech, hospitality, property, government and retail. My multidisciplinary background spans brand systems, storytelling and product-focused design, enabling me to craft intuitive and meaningful experiences that balance creativity with strategic intent. I’m now seeking a senior role where I can bring brand storytelling and collaborative craft to a team that values clarity, curiosity and purposeful design. I’m energized by work that opens up new perspectives and welcoming opportunities to partner with product teams, and I’m passionate about extending my impact in the UX space. Above all, I strive to create design that is thoughtful, engaging and genuinely human.

Natalie Wei Jia Lee

I'm Natalie, a designer with over 15 years shaping brand, digital and visual communication across global markets. Originally from Singapore and now based in Melbourne, I’ve delivered human-centred design solutions for clients in fintech, hospitality, property, government and retail. My multidisciplinary background spans brand systems, storytelling and product-focused design, enabling me to craft intuitive and meaningful experiences that balance creativity with strategic intent. I’m now seeking a senior role where I can bring brand storytelling and collaborative craft to a team that values clarity, curiosity and purposeful design. I’m energized by work that opens up new perspectives and welcoming opportunities to partner with product teams, and I’m passionate about extending my impact in the UX space. Above all, I strive to create design that is thoughtful, engaging and genuinely human.

Available to hire

I’m Natalie, a designer with over 15 years shaping brand, digital and visual communication across global markets. Originally from Singapore and now based in Melbourne, I’ve delivered human-centred design solutions for clients in fintech, hospitality, property, government and retail.

My multidisciplinary background spans brand systems, storytelling and product-focused design, enabling me to craft intuitive and meaningful experiences that balance creativity with strategic intent. I’m now seeking a senior role where I can bring brand storytelling and collaborative craft to a team that values clarity, curiosity and purposeful design. I’m energized by work that opens up new perspectives and welcoming opportunities to partner with product teams, and I’m passionate about extending my impact in the UX space. Above all, I strive to create design that is thoughtful, engaging and genuinely human.

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Work Experience

Freelance at Freelance
December 1, 2025 - Present
Provide design services across brand, digital and visual communication as a freelance designer, collaborating with diverse clients to deliver brand systems, storytelling, and human-centered experiences.
Senior Designer at Xero
March 1, 2018 - December 1, 2025
Led design initiatives across branding and product interfaces for fintech clients; collaborated with product teams to align brand strategy with product experience; contributed to design systems and visual language.
Senior Designer at Cornwell Design
June 1, 2016 - February 1, 2018
Senior Designer focusing on brand design and visual identity development for clients across APAC, delivering coherent brand systems and creative direction.
Senior Designer at Bureau Pte Ltd
July 1, 2013 - May 1, 2016
Senior Designer delivering brand design, campaigns and visual communication solutions for clients across multiple sectors.
Freelance Art Director at WORK Advertising Pte Ltd
October 1, 2012 - January 1, 2013
Freelance Art Director providing concept development and art direction for advertising campaigns, shaping visual language and campaigns.
Senior Designer at Dig Creative
November 1, 2010 - July 1, 2012
Senior Designer delivering digital and print design, contributing to brand storytelling and design leadership across projects.
Media Designer at Dentsu, Young & Rubicam
February 1, 2010 - May 1, 2010
Media Designer contributing to creative assets for integrated campaigns and brand communications.
Media Designer at Paprika Global Pte Ltd
April 1, 2006 - July 1, 2009
Media Designer supporting design production and visual assets for clients.
Media Designer at Behind the Scene(s) Pte Ltd
July 1, 2002 - June 1, 2003
Media Designer contributing to visual communication and design production.
Freelance
December 1, 2025 - Present
Freelance designer providing brand, digital and UX design services to clients across industries; responsible for end-to-end design strategy, visual identity, and UI work.

Education

User Experience at Interaction Design Foundation (IXDF)
January 1, 2026 - May 5, 2026
User Experience Design Essentials: Adobe XD UI UX Design at Udemy
January 1, 2023 - May 5, 2026
Bachelor of Communication Design at Swinburne University of Technology
January 1, 2004 - December 31, 2006
Diploma, Digital Media Design at Nanyang Polytechnic
January 1, 1997 - December 31, 1999
Certificate in User Experience at Interaction Design Foundation
January 1, 2026 - May 5, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Financial Services, Government, Real Estate & Construction, Retail, Travel & Hospitality, Software & Internet, Media & Entertainment