Jade Pover | Gulxa Jaad

Creative Director | Brand Strategist | Storyteller

Formline Studio is an Indigenous-owned creative studio founded by Jade Pover, a Haida and Cree brand strategist and creative director based on the West Coast of British Columbia. Jade is from the Laana Tsaadas Eagle Clan of Skidegate Haida Gwaii and carries the Haida name Gulxa Jaad / Pearl Girl, a family name once held by her grandmother and carried forward through her family’s lineage.

For more than fifteen years, Jade has worked across brand strategy, identity, campaigns, content, and digital presence. Formline works with founders, artists, communities, and organizations building work connected to place, culture, community, craft, or purpose.

The practice begins with context: who is making the work, where it comes from, what has shaped it, and what it needs to become. From there, Formline develops the language, visual identity, and structure that allow a business or practice to be understood on its own terms.

Jade’s creative foundation began in Indigenous Independent Digital Filmmaking at Capilano University, where she trained in video editing, sound design, scriptwriting, and production. She later apprenticed in post-production on nationally broadcast documentaries centred on Haida art and Indigenous stories.

Formline is grounded in the belief that story holds more than a message. It holds relationship, place, memory, and direction.

The work is not about making a brand louder.

It is about finding the form that lets it stand clearly in the world.