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Brand Identity / Visual System
Selected work
Selected projects where clarity became a system.
Open case
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Commerce / Operations Platform
Blessing For Goods
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Community / Membership Platform
Pak Login Pak
Tiga Surya · Brand identity
A warm identity, made visible.
A warm, architectural identity connects Tiga Surya’s cafe, menus and social content.
RecognitionThe architectural mark stays clear from signage to social.
ApplicationDeep neutrals and restrained type carry one mood across touchpoints.
Creative thinking
The work gets clearer when the system is visible.
HCS Room Service
Make ordering easier than calling.
The F&B / Room Service team reported low Room Service revenue. Guests paged through a thick printed menu, then called to explain each choice. Reza prototyped a responsive self-service flow connecting menu discovery to order entry.
Proposed to management, the concept used single-use QR access and active-stay checks; geolocation was not implemented.
FrictionGuests should not need to move from a thick printed menu to a phone call just to place an order.
FlowConnect menu browsing, item selection, order review and submission in one responsive guest-facing service flow.
AccessCheck the single-use QR token against an active stay, room number, guest name and phone before opening the service.
ProposalTurn low Room Service revenue into a concrete concept management can review.
How it works
Website + Hermes
The website acts as the membership source of truth, while Hermes supports the operational flow around it.
Membership intake
Potential members complete the website membership form, creating the record used for the next steps.
Applicant filtering
Hermes checks submitted information against the community criteria and website membership records.
Invitation + approval
Eligible applicants receive an invitation. Hermes shares applicant information with the Admin group and supports joining approval.
Welcome
Approved members receive a welcome message after they join the community.
Member reconciliation
Website membership data remains the reference. Hermes checks community membership against valid records and can remove members without one.
Community summaries
Hermes sends scheduled community summaries to the main group at 12:00 noon and 00:00 midnight.
Graphic design proof
Make hierarchy usable.
Type, content labels and image treatment give a weekly publishing system a recognisable voice.
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What I work across
A design practice with room to move.
Brand & Visual Communication
Identity, layout and communication systems built around clear hierarchy, audience and consistent visual decisions.
Read my approachWeb Design & Development
Responsive websites and product interfaces where visual direction, content hierarchy and implementation have to work together.
Read my approachDesign Systems
Turning individual visual choices into repeatable rules for type, layout, components and consistency.
Read my approachAI-Assisted Workflows
Using AI to accelerate research, implementation and repetitive work without handing over direction or quality judgment.
Read my approachWorkbench
How I work
Tools extend execution. Direction and review stay human.
For research, framing, critique and turning rough ideas into clearer directions before I commit to execution.
Notion / Claude / Gemini
About
Design craft first. Systems thinking when the work needs it.
Senior Graphic Designer working across brand identity, campaigns, digital design and visual systems.
Experience
Recent roles and the responsibility behind them.
Senior Graphic Designer
Pickolab Studio
Leading visual direction across studio work while developing clearer creative systems, review standards and AI-assisted workflows.
Senior Graphic Designer
Hotel Ciputra Semarang
Visual direction across hotel campaigns, sales materials and guest-facing communication.
Graphic Designer
Hotel Dafam Semarang
Social content, promotional campaigns and visual guidelines for hospitality communication.
Start a conversation
Have something worth making?
A short note about the project, what you need, and your timing is a good place to start.
Selected experience & collaborations