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These are A to Z projects I've been working on. The work spans brand IP systems, interface design, content systems built to outlast a single campaign, and identities that had to survive actual government approval. Some moved sales numbers. One moved a 27 year old NGO into its next chapter. Another gave a stylus a personality it never asked for. Every single one started as a problem that wasn't really about design, until it was

  1. I gave Lion Parcel a celebrity who never asks for a raise: LIOLIO, the mascot now running 90% of their stores
    BRAND IP SYSTEM2025

    I gave Lion Parcel a celebrity who never asks for a raise: LIOLIO, the mascot now running 90% of their stores

    A brand IP system that replaced a paid ambassador, hit 437% of its impression target, and rolled out to 90% of retail locations

    #Brand IP Character#Key Visuals#Motion Design
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  2. While every stylus skin on the market looked the same, I built Printiland into a personality first brand running an 87% margin on zero ad spend
    BRAND FROM ZERO2023

    While every stylus skin on the market looked the same, I built Printiland into a personality first brand running an 87% margin on zero ad spend

    Product, brand, and storefronts built solo, from a bored afternoon with an Apple Pencil to 3,500+ units sold on Rp 0 paid media

    #Product Design#Creative Direction#Ecommerce
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  3. Pinjamin and PinjamWinwin needed marketing that wouldn't get flagged by regulators, and I built the compliance straight into the creative
    FINTECH REFRESH2023

    Pinjamin and PinjamWinwin needed marketing that wouldn't get flagged by regulators, and I built the compliance straight into the creative

    Brand refresh and AI assisted performance creative for two lending apps, cutting production turnaround 45% without breaking a single rule

    #Brand Refresh#Performance Ads#AI Production
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  4. StickEarn's sales team kept waiting on design until I built them an icon system and deck template they could run themselves
    VISUAL IDENTITY SYSTEM2022

    StickEarn's sales team kept waiting on design until I built them an icon system and deck template they could run themselves

    A dual style icon library and self serve deck system that lifted team efficiency 40% and made B2B pitches look venture funded

    #Visual Identity#Icon System#Motion System
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  5. Teza Sumendra wanted a lyric video that moved like a mixtape instead of a slideshow, and that's what WKNDCRUISIN' got
    MOTION DESIGN2021

    Teza Sumendra wanted a lyric video that moved like a mixtape instead of a slideshow, and that's what WKNDCRUISIN' got

    A motion designed lyric video with Meja Bundar Studio, treating every lyric as its own visual beat instead of static text on a timeline

    #Motion Design#Lyric Video#Typography Animation
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  6. I helped Kokumi shape campaign ideas that, for once, didn't sound like every other food and beverage pitch deck
    CREATIVE CONSULTING2021

    I helped Kokumi shape campaign ideas that, for once, didn't sound like every other food and beverage pitch deck

    Collaborated with Kokumi's in house creative team on promotional campaign concepts and the key visuals to back them up

    #Creative Direction#Campaign#Visual Concept
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  7. GulaGula turned an ancient, dated looking product, palm sugar, into a rebrand that respects tradition instead of erasing it
    BRAND IDENTITY2021

    GulaGula turned an ancient, dated looking product, palm sugar, into a rebrand that respects tradition instead of erasing it

    Logo, identity, and social communication built to bring a traditional product onto a contemporary shelf

    #Brand Identity#Logo Design#Packaging
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  8. A 27 year old environmental NGO was starting to look its age, so YPBB got a visual identity built to outlast another 27 years
    NGO REBRAND2020

    A 27 year old environmental NGO was starting to look its age, so YPBB got a visual identity built to outlast another 27 years

    A modular brand system that scales from a tote bag at a community cleanup to a banner at an international sustainability conference

    #Brand Identity#Visual System#NGO Design
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  9. Aminin.id's Instagram had no visual rhythm before I gave it a content system that didn't need reinventing every post
    CONTENT SYSTEM2020

    Aminin.id's Instagram had no visual rhythm before I gave it a content system that didn't need reinventing every post

    A visual design system for Instagram, built with Portside Studio, so the account could post consistently without starting from zero each time

    #Social Media#Illustration#Digital Imaging
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  10. A one day social activation needed an identity that could travel from concept to street in weeks, so that's exactly what I built for #SenyumKarena
    BRAND ACTIVATION2020

    A one day social activation needed an identity that could travel from concept to street in weeks, so that's exactly what I built for #SenyumKarena

    Brand identity and visual collateral for a social activation event, built to travel fast across print and social

    #Brand Identity#Event Design#Visual Collateral
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  11. West Java's character education program needed visuals that parents would trust and kids would actually enjoy, and Jabar Masagi got both
    GOVERNMENT IDENTITY2020

    West Java's character education program needed visuals that parents would trust and kids would actually enjoy, and Jabar Masagi got both

    Logos, patterns, icons, and promotional media for a provincial program, designed for two very different audiences at once

    #Brand Identity#Logo#Visual Collateral
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  12. Most sustainability brands read as either preachy or corporate, but Zero Waste Cities got an identity that's neither
    BRAND IDENTITY2019

    Most sustainability brands read as either preachy or corporate, but Zero Waste Cities got an identity that's neither

    A brand identity balancing nature forward warmth with modern utility, credible in a policy room and human on a flyer

    #Brand Identity#Stationery#Visual System
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  13. When the Indonesia Stock Exchange needed a gallery installation regular people wouldn't bounce off, I designed the interface that kept them tapping
    INTERFACE DESIGN2018

    When the Indonesia Stock Exchange needed a gallery installation regular people wouldn't bounce off, I designed the interface that kept them tapping

    Interactive interface design for a physical stock exchange installation with Sembilan Matahari, making investing feel walk up and try

    #UI Design#Interface Design#Interaction Design
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  14. An international zero waste conference needed a visual identity as credible as its speaker list, which is exactly what IZWCC 2018 got
    CONFERENCE BRANDING2018

    An international zero waste conference needed a visual identity as credible as its speaker list, which is exactly what IZWCC 2018 got

    Full brand identity for the International Zero Waste Cities Conference 2018, built to read as globally credible on first glance

    #Brand Identity#Event Branding#Motion
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