Guruh Rangga Witarsa — Brand Creative Designer

I love sleep. I love sleep. I love sleep. I Love Sleep. I LOVE SLEEP!

No need to explain this. I just wanted my interface to look a little fuller

I call it "Patrick-ing." It's supposed to be unofficial ideation time but truthfully my brain just isn't working right now. Don't worry though it's only for this period

Like any other human being, I only have two hands to get work done. Just a reminder for us to set and align expectations first

Half these ideas die on contact. The rest survive because they got daydreamed first

Nobody asked for this when it started. Built it quietly anyway, because waiting around never shipped anything

Started with one piece to design. Ended up directing the whole creative, because someone had to see the bigger picture before execution began

Asked for a single deliverable, nothing more than that. Walked away months later having built an entire identity system

They requested a banner, just one simple asset. What showed up instead was a full strategy, because half measures rarely convert anyone

The initial request was for retouching, as simple as that. It turns out that's the secret to making AI results look good, good enough to do a scam job. Thankfully, I didn't do that

One product asset somehow became the entire funnel. Still gets called "just design," every single time

Brought in purely for layout stuffs, that was the deal. Ended up rewriting half the copy too, since the original copy is full of em-dashed

Ironic title, since actual interaction isn't really my thing. Perfected the flow so people talk to the screen instead of me

One image was supposed to carry the entire campaign alone. It usually needs backup, so more always ends up getting made

Static layouts eventually stopped being enough for anyone involved. Learned to obsess over easing curves, keyframe spacing, and frame timing until stillness finally moved right

Design work is supposed to stop right after approval. Chased it through proofs, bleed lines, and paper stock until the press check finally looked right

A simple brief turned into nonstop A/B testing under pressure. Half the winning variants looked ugly on purpose, but ugly converted, so ugly stayed

Not a camera person, never has been, never will be. Chases specs that shift with every platform update, while reading trends sharp enough that a few started by accident

75% just vibin', 15% practicing anger management because my desktop design is a crime scene on mobile, and 10% tweaking easing curves nobody will notice

I love sleep. I love sleep. I love sleep. I Love Sleep. I LOVE SLEEP!