I work between strategy and execution, identifying what should stay, what needs to be changed, and how a visual system can hold together across different touchpoints. I am usually brought into projects where the direction is still unclear and needs to become something tangible. I tend to start by finding the central tension, then move between research, direction and execution depending on what the project needs.

My background spans fashion, lifestyle, technology and public-facing work. I have worked in Indonesia and France, including Jakarta, Surakarta, Paris and Marseille, and studied in Paris and Florence. Moving between those places and contexts has made me adaptable to different audiences, teams and ways of working. I am especially drawn to projects where the outputs need to connect, so different components of brand identity (sometimes collection or campaign) still feel like parts of the same world.