In this case i make a design and direction for an identity of STHENIC. Sthenic is a Muay Thai brand making fight gear with streetwear concept. I explore and make an urban direction for STHENIC so it will looks as a young urban without losing context of sport brand itself. Every looks in the social media and imagery will took every audience journey and feel about how strong, modern, and authentic of Sthenic. I build direction and design for all the identity that includes primary and secondary logos, a brand mark, a color palette, a typography system, and a logo guidelines, imagery, artdirection, imagery, partnership, etc.

0

10

Aplace. Real Estate Brand Identity and UI/UX Design Finding a place to call home is more than a property search. It is a decision shaped by personal needs, lifestyle, and future plans. Yet navigating property listings can often feel overwhelming, especially when information is difficult to compare and the digital experience lacks clarity. Aplace is a conceptual digital real estate platform designed to simplify how people discover, buy, and rent properties. The project explores how brand identity and digital product design can work together to create a more intuitive experience, helping users move through the property discovery process with greater confidence. The Challenge. The challenge was to create a cohesive brand and digital experience for a platform that brings property discovery into one accessible interface. The design needed to communicate trust and clarity while presenting property information in a way that feels structured, approachable, and easy to navigate. The Process. Research and Exploration. The project began by considering the needs of users navigating digital property platforms. Searching for a property involves more than browsing images. Users need to understand listing details, compare options, and navigate information efficiently before making an important decision. These considerations informed the design direction, with an emphasis on clarity, usability, and a consistent experience across the brand and digital interface. Brand Concept Development. Aplace was developed around the idea of making property discovery feel more accessible. The name suggests a destination, a space, or somewhere to belong, connecting the practical function of a real estate platform with the personal meaning people associate with finding a place. This concept provided a foundation for a brand that feels approachable and contemporary while maintaining the credibility expected from a property related service. Visual Identity and Direction. The visual direction focused on creating a clean, modern, and cohesive brand presence. Rather than relying on unnecessary visual complexity, the identity emphasizes clarity and consistency, allowing the brand to communicate its purpose through a straightforward visual language. The objective was to establish an identity that could translate naturally into a digital product, ensuring that the brand and interface felt like parts of the same experience. UI/UX Design. The interface design translated this direction into a structured digital experience. Layouts, information hierarchy, and navigation were considered to help users understand property listings and move between relevant information more intuitively. The design prioritizes the presentation of property details, creating a clear visual structure that supports browsing and comparison. The interface aims to reduce unnecessary friction by making essential information easier to identify and the overall experience easier to follow. Brand and Digital Integration. An important part of the project was connecting the visual identity with the user interface. Typography, visual hierarchy, and the overall design language were approached as a unified system rather than separate design exercises. This integration helps maintain consistency between how Aplace presents itself as a brand and how users experience it through the platform. The Result. Aplace brings brand identity and UI/UX design together in a conceptual real estate platform built around clarity, accessibility, and trust. The project establishes a visual and digital direction that supports the practical needs of property discovery while recognizing the personal significance of finding a place to live. By connecting brand expression with interface design, Aplace demonstrates how a cohesive digital experience can make a complex service feel more organized, approachable, and intuitive.

1

71

Rasen. Rebellious Streetwear Logo Identity and Visual Direction Rasen is a streetwear brand built around the idea of breaking away from conventional patterns. Its name is derived from the Japanese word for spiral, a form that represents movement, repetition, and continuous progression. This became the starting point for a brand that challenges the routines and expectations that often shape everyday life. Inspired by grunge, punk, and futuristic streetwear, Rasen speaks to individuals who refuse to be defined by the ordinary. It represents a mindset that questions conformity, embraces individuality, and encourages people to find their own way of expressing themselves. The brand's tagline, "Break from the Center," captures this philosophy, inviting people to step outside familiar patterns and explore an identity of their own. The Challenge. The challenge was to translate an abstract philosophy about individuality and breaking conventions into a recognizable streetwear identity. Rasen needed to communicate rebellion without relying on generic punk imagery, while bringing together the raw character of grunge and the forward looking attitude of futuristic fashion. The Process. Research and Exploration. The project began with exploring the relationship between streetwear, subculture, and personal identity. Grunge and punk provided a foundation rooted in resistance and nonconformity, while futuristic fashion introduced a more experimental visual perspective. Alongside these references, the meaning of the spiral offered a conceptual connection to repetition, movement, and the desire to escape established patterns. This exploration helped define the creative direction for Rasen, positioning the brand at the intersection of underground culture and unconventional self expression. Brand Concept Development. The central concept developed around the idea of breaking away from the center. Rather than treating the center as a literal location, it represented the established norms and repetitive routines that people are often expected to follow. Rasen was conceived as a brand for those who want to challenge these expectations and create their own paths. The spiral became a meaningful conceptual reference for this idea. Its continuous movement could suggest repetition, but also the possibility of moving beyond a familiar cycle. This duality helped shape the brand's philosophy and connect its name with its attitude. Visual Direction. The visual direction combined the roughness of grunge, the rebellious energy of punk, and the experimental character of futuristic streetwear. The goal was to create an identity that felt unconventional and expressive rather than polished according to mainstream fashion standards. This direction established the visual character of Rasen as a brand that embraces contrast, challenges expectations, and treats personal style as a form of self expression. Identity Development. I developed the logo and visual direction to translate the brand concept into a cohesive identity. The design approach focused on giving Rasen a recognizable visual character that aligned with its rebellious philosophy and alternative fashion influences. The identity was intended to communicate the brand's attitude beyond its name alone, connecting the underlying concept with the visual language of its streetwear positioning. The Result. Rasen brings together a conceptual foundation and an alternative fashion aesthetic to create a streetwear identity centered on individuality and rebellion. Its name, philosophy, and visual direction work together to express a clear point of view, challenging the idea that personal identity must follow established patterns. Through the concept of "Break from the Center," Rasen positions streetwear as more than clothing. It becomes a means of rejecting conformity, exploring personal identity, and expressing a different way of seeing the world.

0

40

Koku. Premium Custom Furniture Logo Identity and Visual Direction Koku is a premium custom furniture brand specializing in chairs, created for those who appreciate the relationship between thoughtful design, craftsmanship, and everyday living. In a market where furniture often competes through function or appearance alone, Koku explores a more considered approach, where the design of an object becomes part of the character of a space. The brand was developed around the idea that a chair can be more than a functional object. Its form, material, proportions, and presence can influence how a space feels. This perspective became the foundation for shaping Koku into a brand that communicates quality through restraint, presenting furniture as an expression of refined taste rather than excess. The Challenge. The challenge was to establish a distinctive premium identity without relying on excessive visual decoration or obvious luxury cues. Koku needed to communicate craftsmanship, exclusivity, and quality through a clean and minimal visual language, while remaining recognizable as a brand built around custom furniture. The Process. Research and Exploration. The process began by exploring the visual characteristics commonly associated with premium furniture and contemporary interior design. This involved considering how minimalism, materiality, proportion, and presentation contribute to perceptions of quality. The goal was to identify a visual territory that could communicate sophistication without making the brand feel cold, generic, or overly decorative. Brand Concept Development. From this exploration, Koku's direction centered on understated luxury. Rather than using visual complexity to communicate value, the concept emphasized clarity, restraint, and attention to detail. The brand was positioned for an audience that values considered design, lasting appeal, and furniture that complements a space without overwhelming it. Visual Direction. The visual direction translated this positioning into a clean and refined aesthetic. Minimal compositions and a restrained visual approach helped establish a sense of balance and sophistication. The intention was to let the furniture remain the focal point, supported by a brand identity that communicates quality without competing with the products themselves. Identity Development. The identity development focused on creating a cohesive visual presence that could represent Koku across its brand touchpoints. The design approach emphasized simplicity and consistency, ensuring that the brand's presentation aligned with its premium positioning. Each visual element contributed to a broader impression of refinement, craftsmanship, and thoughtful design. The Result. Koku's brand identity brings together minimalism, understated luxury, and contemporary furniture design. The resulting direction establishes a visual foundation for a premium custom furniture brand that values substance over excess and quality over visual noise. More than simply presenting chairs as products, Koku positions furniture as part of a considered lifestyle, where function and aesthetics work together to create a lasting impression.

0

50

Insanramah Khasanah.

Brand Strategist & Art Director