Award-winning Product & Brand Designer blending UX strategy, digital product design, and brand creation. Recognized on The Next Web 750 Rising Talent shortlist and winner of an Awwwards for Studio by Miyagami.
Psychology matters. Understanding what drives people reveals the real problems worth solving. Instead of shying away from complexity, I embrace it - digging deep to find conceptual answers that others miss. My Indonesian heritage and work in queer communities taught me that at the core of every great design lies empathy and genuine understanding.
I lead high-impact projects for global brands, startups, and cultural organizations. From strategic discoveries that influence major business decisions to brand ecosystems that go beyond visuals, shaping product development, storytelling, and market success.
Equally at home in research sessions and hands-on execution. Always something that works beautifully. Concept is key. Make it deep. Every project is also an opportunity to ask bigger questions: "Design has always been about power; who gets seen, whose needs matter, whose voices are heard. Are we designing for the world as it is, or the world as it could be?"
Mid Senior Product & Brand Designer
Full time
2024 - current
Strategic Product Design & Research
Good research starts with the right questions. I focus on finding the real problems worth solving.
Student Experience project
I led product discovery for a complex ERP system, translating fragmented user needs into a clear modular architecture. The strategic foundation I built won the client a major implementation contract.
Aveny product repositioning
Through user interviews and market analysis, I identified core usability issues and misaligned value propositions. My strategic recommendations repositioned the product and secured them a significant app design contract
Workshop Design & Facilitation
I design and run strategic workshops (Brand Sprints, Roadmap Sessions) both digitally and in-person with clients. These sessions unlock alignment and clarity that traditional meetings can't achieve
Building Studio by Miyagami
Good brands need more than visuals - they need systems that work across every touchpoint.
Created an entire sub-brand that won Awwwards
I developed everything: vision, strategy, visual identity, design system, and website. Plus I directed photoshoots, wrote copy, managed social content, and led our marketing intern.
Transformed how we communicate with clients
I redesigned our presentations and shifted them from corporate jargon to a more human, engaging tone that actually connects
Leading High-Impact Web Projects
Tree Filling Window
Dutch fashion agency needed a site that matched their bold aesthetic while converting visitors into clients. I designed an experience that feels like walking through their showroomBaby Fashion Agency
Navigated complex stakeholder expectations while delivering a platform that showcases their avant-garde approach. Sometimes the most innovative solutions come from the tightest constraints
Growing Creative Voices
Good design comes from confident designers. I help others find their voice.
Mentoring junior designers and interns
helping them develop both technical skills and design intuition, guiding them to discover their unique creative perspective
UI/UX and Brand designer
Full time
2022-2024
FRAME Digital Transformation
Led UI strategy across multiple products, creating cohesive systems that increased user engagement by 135%
FRAMEWEB.com Design System
Built design system that reduced development time by 40% while maintaining brand consistency
Yanflorijn Complete Rebrand
Guided complete identity transformation from strategy through multi-platform implementation
SaaS Product Design
Led UX/UI for multiple SaaS products, applying user-centered design principles to create interfaces that feel intuitive from day one
Framer Development
Implemented no-code solutions for clients like EUobserver, proving that smart tool choices can streamline entire project workflows
Digital Designer
Full time
2021-2022
Multi-Industry Product Design
Designed interfaces for real-estate, e-commerce, and entertainment platforms
Pepperminds App Research
Led user interviews and focus groups that shaped product strategy around personalization
VICE Digital Tools
Created PLUSONE and Check-In tools with intuitive interfaces for complex workflows
Creative Design Trainee
Part time
2020-2021
Design System Mastery
Mastered Figma, auto layout, and component systems while contributing to brand identities and content design for agency clients
BLUSH Campaign Creation
Led graphic design projects across web and social media platforms
Diamonds by Me Rebranding
Conducted consumer research and developed social media strategies during rebranding efforts
Graphic designer
Freelance
2020-2021
Full-Time Freelance Capacity
Worked during pandemic focusing on social media campaigns, logos, websites, and marketing materials
Performance Optimization
Implemented A/B testing on social media campaigns and analyzed data to optimize click-through and conversion rates
Brand Visual Identity
Contributed significantly to brand visual identity and marketing efforts during challenging market conditions
Brand and Content Marketing Trainee
Freelance
2020-2021
Brand & Content Strategy
Gained foundational knowledge in branding and content strategies, transitioning into design role after management recognized creative potential
Moonshot Festival Brand Identity
Led comprehensive brand identity project including visual language, logos, colors, and spatial design elements for startup festival
SPIL News (Mediahuis) - UI Designer for National News Platform for Gen Z
Designed the complete website for a Gen Z news platform that reaches the entire Netherlands. The challenge was translating traditional news into a mobile-first, bento-style experience that actually engages young readers. Guided developers through GSAP implementation to ensure the interactions felt as smooth as the design looked.
Blink Tattoo Booking Startup - Brand & Product Designer
Djamu Djamu - Brand Creation From the Ground Up
Created the entire brand ecosystem - strategy, identity, packaging, art direction, even influenced the product taste. I directed photoshoots, ran campaigns, and built marketing strategy. It's now a successful wellness brand because I understood what the market needed and delivered exactly that.
