Creative Director & Strategist - Indonesia
I build brands and products for neurodivergent and sensory-sensitive people - work that treats regulation as design, not decoration. Editorial naturalism over wellness cliché: soft light, real rooms, something tactile in the hand.
I work as a creative director and strategist across brand identity and sensory-driven product design. The thread running through everything is the same: people whose nervous systems ask more of the world deserve objects and brands made with that in mind, and made beautifully.
That means starting from the body before the brief - the weight of a cuff, the warmth of a fabric, the minute it takes to mix a drink - and letting strategy and identity follow what the product is actually doing for the person holding it.
Three lines, one idea: design the felt experience first.
Wear your calm.
Clothing built to be held back by. Hoodies with stress-ball cuffs that sit in the palm, a chest pocket cut for an aromatherapy insert, and weighted panels that settle across the shoulders the way a hand on the back does. Designed for the moment before the room gets loud.
The same quiet, refined.
Cloud Nine taken up a register. Heavier hands of cloth, considered seams, and a muted palette that reads as evening wear rather than recovery wear. The regulation stays invisible; the garment looks like it belongs anywhere you take it.
Health sorted.
One daily powder named Foundation. The base layer of a routine, mixed into water or milk and done in a minute. No regimen to memorise, no shelf of bottles - the decision is made for the day before the day starts.
Calm is not a colour palette. It is weight, texture, and the quiet of a decision already made - so the design has to be felt before it is read.
On the work
New brands, sensory product work, or a strategy that has lost its through-line - if it serves people who feel the world a little more, I want to hear about it.