Jan 2021 - Present
Fulltime, onsite
South Jakarta, Indonesia
Product Designer
IMPACTO, for LUNAPOS
Product design across nine apps Indonesian merchants run their shops on, plus the design system that holds them together.
Luna POS / Laba Bisnis / Laba Saku / TokoLUNA / LUNA One / LUNA Owner / LUNA KiosK / LUNA KDS / LUNA Lite
Scope of work
Product design
- Flows, wireframes, and finished interfaces across nine apps, from the tablet till to the back office dashboard.
- Designing for different surfaces on one data model: merchant web, Android tablet and phone, kiosk, and kitchen display.
Design system
- Built LUNITE: tokens, components, and patterns reused across the products.
- Keeping it consistent so a merchant moving between apps does not relearn anything.
Branding
- Logo design for the apps inside the LUNAPOS ecosystem.
Day to day
- Designing new screens and repairing shipped ones without breaking a shop that is open.
- Maintaining and extending LUNITE as new needs turn up.
- Working directly with the product manager and the development team until a design actually ships.
Feb 2025 - Apr 2026
Fulltime, remote
South Jakarta, Indonesia
Head of Creative
FAR Group
Leading the creative team at FAR Group while running operations for Indonesian Fitness Founders, an agency serving the fitness, beauty, and wellness sectors.
Fitquarters / MindWorks / Indonesian Fitness Founders
Scope of work
Creative direction at FAR Group
- Leading the creative team and keeping the brands consistent across the portfolio.
- Key visuals and brand guidelines for Fitquarters and MindWorks.
- Content plans and promotional decks, from the plan through to finished material.
Indonesian Fitness Founders operations
- A niche agency for the fitness, beauty, and wellness sectors. The services are social media management, business consulting, creative media, and workshops.
- Clients delivered for include Basefit Club, Fortis Calisthenics, and Explosive Performance.
Day to day
- Bridging creative direction and the operations that execute it, since neither runs on its own.
- Directing the creative team and checking material before it reaches a client.
Dec 2022 - Mar 2024
Freelance, remote
Punggol, Singapore
Web & Creative Designer
Adonai MediaTech Solutions
Landing pages for Adonai's Singapore clients, from an eye clinic to the country's oldest youth movement.
Ascend Eye Clinic / The Singapore Scout Association
Scope of work
Web design
- Page design from structure to finished visuals, including the colour system and type scale that stayed in use.
- Carrying several audiences on one page: prospective members, volunteers, donors, and the shop.
Day to day
- Working remotely with the Adonai team in Singapore, shipping revisions page phase by phase.
Apr 2026 - Aug 2026
Freelance, output based
Indonesia
Head of Marketing Strategy
SAMASE Sports Club
Owned the marketing strategy at SAMASE Sports Club from pre-launch through grand opening, covering Fitspace, Physio, and Padel.
SAMASE Fitspace / SAMASE Physio / SAMASE Padel
Scope of work
Strategy and campaign direction
- Building and running the marketing strategy from pre-launch to grand opening.
- Setting positioning, messaging, and the marketing funnel end to end.
- Market research and strategy adjustments to reach product-market fit.
Funnel system
- Running awareness, lead generation, lead management and segmentation, then conversion and closing.
- Keeping every funnel stage clear of bottlenecks.
Oversight of marketing activity
- Directing paid advertising on Meta Ads, TikTok Ads, and other channels. Ads buying and budget control sat with an appointed party; strategy, performance review, and coordination sat here.
- Content production and distribution, social media management, and offline marketing including events and exhibitions.
Monitoring and optimisation
- Tracking campaign performance, reading the data against KPI, and optimising continuously.
- Performance target: at least 50% occupancy during pre-launch, measured by Founding Members paid up before grand opening.
Team and timeline
- Directing and overseeing the marketing team, and building a coordination flow that works.
- Holding the campaign timeline to grand opening, and clearing obstacles before they cost momentum.
Content production
- Making and managing low to medium complexity content: feed and carousel design, reels and short-form editing, routine posts.
- Keeping most content solvable in house, and bringing in vendors only for large productions.
Offline events
- Event concepts, promotional material, the lead capture flow, and how it feeds the funnel.
- Attending in person where needed, then reviewing leads, team performance, and what to improve.
Day to day
- Output based rather than fixed hours, but responsive on strategic calls and operational needs.
- Watching ads, leads, and the funnel actively, then optimising without waiting.
- Meetings online and offline for performance review, strategic calls, and team coordination.
Dec 2023 - Dec 2025
Freelance, remote
Lampung, Indonesia
Brand & Graphic Designer
Birru.co
A full rebrand for Birru.co, a speech therapy house for children, down to its own typeface.
Scope of work
Identity
- A full logo system: logogram, logotype, vertical and horizontal brandmarks, and the full lockup.
- Birru Sans, a twelve style typeface drawn for the brand.
- Colour palette, pattern assets, and the brand guidelines the team works from.
Jan 2022 - Apr 2022
Freelance, remote
South Jakarta, Indonesia
Brand Designer
Backslash Creative Nusantara
Identity for the studio itself and for Vjatre, a new skincare brand.
Vjatre
Nov 2019 - Jun 2024
Fulltime and freelance, remote
Tangerang, Indonesia
Graphic Designer & Illustrator
Nusalab Studios
Five years of identity, content, and illustration for Nusalab and its clients.
Altravel Solutions / CV Karya Multi Bersama
Software
- Figma & Figjam
- Adobe Creative Suite
- Affinity
- Blender
Expertise
- Drawing, traditional and digital
- Advanced prototyping in Figma
- Design system builder
- Branding design
- Product design ops
Education
Computer and Networking Engineering
SMK Negeri 2 Tarakan
2018