Saxone Woon



Saxone was the co-founder of IMMORTAL, a wholly owned branding consultancy of the ONG&ONG Group. With over 30 years of experience working with clients in Singapore and across Asia, he has helmed branding programmes for a wide variety of industries, including hospitality and travel, retail, food and beverage, property development, healthcare and corporate.

He specialises in thorough brand audits, brand strategy and development, brand expression, management and environmental wayfinding and placemaking systems. His in-depth knowledge of consumer trends and market insights has proven invaluable in crafting effective and remarkable brand experiences for IMMORTAL’s clients.

In 2004, he was invited by Professor William Ryan to contribute a chapter for Graphic Communications Today 4th Edition, written by William Ryan and Theodore Conover, published by Thomson Delmar learning. His contribution was on “Identity – hospitality and Packaging” which span across an entire chapter.

Under the tDA Asia, he was invited to deliver a seminar at Branding Across Asia Seminar May 2004 organised and supported by Vietnam Trade Promotion Agency, Ministry of Trade, The Design Alliance and Haki Group.

In July 2006, consultants from tDA Asia, Singapore, Malaysia and Thailand were invited by Indonesia for the World Consortium to advise on a national initiative to create world-class export products through strategic design. He delivered a seminar on The Power of Branding.

Design Singapore Council organized two Design 101 workshops for SME – Design Pioneer Programme in September 2005.  He was invited to facilitate one workshop and was a speaker at the second workshop.

Currently, he also holds appointments in two non-profit organizations. He sits on the board of Action for Aids Singapore and Tsao Foundation Singapore.

He stepped down from Immortal in 2017 and is now an independent consultant. He is currently working on special projects for clients across Asia.


B.Sc. Design and Psychology in Perception:

University of Oregon, USA


Jury panel for ADI International Student Design Competition – Battle of Projects; 2018
Spirit of Enterprise Winner; 2006
Chairman, Young Designer Awards; 1998
Judge, Young Designer Awards; 1997


Practising Management Consultant (PMC) Certified, 2012 to 2019
ISO Awareness Updates & Risk Management Training
Board Governance SSTI: Induction training for board members of Charities & IPCS


2023 – Independent Advisor – Furi Corporation, Cambodia


2021 – Brand Advisor : R+Asia

2019 – Brand Consultant : NANOVEU SINGAPORE

2019 – Brand Consultant: JCK HOSPITALITY THAILAND


2018 – Brand Consultant: SEAC THAILAND

2018 – Brand Audit Independent Consultant: LRA BY DELOITTE

1990 – 2017: Managing Director – IMMORTAL

Linkedin: Saxone Woon