Simpul Group is a creative content agency and a storytelling consultant which I co-founded in 2017 with several close friends.We started our business by creating an original IP in form of a book titled “100+ Gerai Interior Jakarta” which were published by the biggest publisher in Indonesia: Gramedia Pustaka Utama (GPU). We sold advertisement spots and gained capital for doing our agency work from there. In late 2018/early 2019 we initiated a publishing business unit called Pear Press.Since then we’ve supported the publishing of more than 25 books, and serve communication and design services in more than 100 projects. My role in Simpul Group is highly dynamic, but to give you a picture it often look like this:- Helping the team in delivering client based projects and internal creative projects by providing creative direction, managing creative team and provide feedbacks for their deliverables- Providing creative strategy, ideas, and clarity of process to clients under Simpul Group and its business unit, Pear Press- Acquiring accounts through network building and formulating creative proposals - Build creative formula, product offerings and business processes for Simpul Group and Pear Press- Oversee account team offerings for the clients- Plan activities and internal projects for Simpul Group and Pear Press that aim to drive people’s development, form targeted brand affinity and equity, and sales My leadership style is based on trust, and curiosity.—Several key accounts and projects I had been involved in:- Kiat Architects book- Coulisse journals- Iman Usman’s “Masih Belajar” book- Nadhira Afifa’s “Almost Adulting” book- Indofood calendars- Kotta Hotels brand story and brand communication guideline- Domisilium Studio book- Pekan Kebudayaan Nasional 2023 communication- Komite Buku Nasional “Imagination” book - BEKRAF’s ICINC books and co-design workshop - Indonesia Design and Development Center of Kemendag social media revamp

Jakarta was the host city of the 33rd International Publishers Association Congress. To prepare for this international-scale gathering of publishers and stakeholders from around the world, the Yayasan Pulau Imaji with Ikatan Penerbitan Indonesia (IKAPI) and the Jakarta Government formed an organizing committee to work alongside the International Publishers Association (IPA). My roles in the organizing committee before the event and on the day of the event were: - Identify and provide recommendations including creative ones on production needs for all divisions including itemization, design process, vendors/partners to collaborate with, administrative process, etc.- Plan production process and provide budget estimates for deliverables such as website, event identity, marketing collaterals, video and motion bumper for stage and more.- Engage and oversee partners for production executions including graphic design studio, event organizer, and the event venue. - Manage communication between stakeholders related to the production and organizing of the event. Stakeholders include government officials, private companies, and community organizations.

Upon returning from my Specialized Master in Service Design study at Poli.Design, Milan, Italy, I put the newly acquired skills into work through several freelance projects with various scopes of work.Several projects and their roles I've been involved in: - As facilitator on a UI/UX research of an educational platform for SMEs entrepreneurs/business owners from an Indonesian bank (2017).- As facilitator of a Co-Design Workshop focusing on waste management in Lampung, Indonesia. (2018)- As facilitator of design thinking workshop for an Indonesian telco company (2018)- As co-researcher for Digital Adolescents Health project of one of the global UN organizations in Indonesia, focusing on elementary and junior high school students in Lombok, Indonesia (2018)

An independent printed magazine that focuses on creative lifestyle. As one of the editors I was responsible for:- Creating editorial plans with the editorial team- Concocting monthly themes and supporting topics around lifestyles that resulted from the work of the creative industry- Gathering materials- Writing and editing articles and essays- Managing contributors- Supporting the publishing process until the magazines were printed and distributed- Last but not least, one of my favorite processes was to ideate and manage the creation of cover art for each edition.This is the last of my employment history before I continued my education in Poli.Design, Politecnico di Milano, Milan, Italy.

Utilizing my education background in design, and my experience in Concept Magazine, I joined ELLE Decoration Indonesia as its Associate Stylist. The magazine was one of the most referred interior and product design magazines in Indonesia. Under the title of my role as Associate Stylist, the role demands broader editorial work.The role includes editorial planning, collecting article materials (interviews and PR networking) writing, proofreading, managing photoshoots and product lending, and styling products and people for the photoshoots.

Concept Magazine was a pioneer in graphic design magazine in Indonesia. The content and physical form voiced the daring and explorative spirit of the Indonesian graphic design industry at the time. After almost a decade publishing explosive edition after edition, it began to explore how graphic design and product design can merge to create various interesting products such as interior accessories, stationery and other trinkets under a new brand called Ampersand.I had the opportunity to become one of the first and the last product designers for Ampersand. Learning through exploration of design and creating the first collections for its launching. The company was closed after 13 years becoming a leader of the printed graphic design magazine at the time of the printed magazine industry began to fall around the world.Although not working on the magazine itself, my experience at Concept provided me with a general understanding of the process of publishing a magazine as well.

One of my first professional work experiences after graduating from Industrial Design, Institut Teknologi Bandung. I worked closely with the award-winning designer Leonard Theoasabrata assisting his furniture design projects under his name and his brand, Accupunto. My assistance varied from designing furniture, and preparing presentations, to supporting Accupunto showroom fit-out.It was a great short experience that provided me with a glimpse of the inner workings of a successful furniture business.