Long story short: strategy first,
pixels secondLong story short: strategy first,
pixels second
I'm a brand strategist and designer who thinks like a strategist, builds like a technician, and designs across both physical and digital. From packaging and spatial design to websites and user interfaces — I create systems that work everywhere.
Over 9 years, I've built brands across hospitality, real estate, retail, exhibitions, and consumer products. My background in advertising & PR means I start with strategy. My technical curiosity means I understand how things actually work — from production constraints to code.
I build websites from scratch using open-source platforms, redesign digital experiences to improve user journeys, and create design systems that maintain consistency across every touchpoint. My technical curiosity (I originally wanted to be a programmer) means I understand how things work under the hood — not just how they look.
Based in Indonesia for 7 years, I've worked with teams across France, China, and Southeast Asia — delivering results in cross-cultural, fast-moving environments.
I believe the best design work happens when strategy and craft intersect. That means starting with research, not mood boards. And caring as much about business metrics as visual polish.
My approach
Strategy-led design
Brand positioning and audience research before any creative work.
Systems thinking
Building design systems that scale across platforms, teams, and physical/digital touchpoints.
Business outcomes
Tracking impact through conversion rates, engagement, and commercial results — not just deliverables.
I've spent years figuring out what works across five industries.
When you work with me, you're not paying for experiments —
you're getting answers I already have.
Brands I've built generated million dollars in sales
Outside work:
Advanced Open Water deep diver,
MBA student, AI Enthusiast
