Founded in 2009, Indonesian Contemporary Art and Design (ICAD) is Indonesia’s leading cross-disciplinary exhibition platform, bridging contemporary art and design with industries such as fashion, film, hospitality, technology, and F&B through global collaborations and immersive creative experiences. For its 13th edition, the theme “Feel-Good Lab” explores the transformative power of human emotions, inviting audiences to reflect, sense, and reconnect through works that navigate memory, care, humor, and emotional well-being. Inspired by the expressiveness of Indonesian slang, the brand identity turns emotion into a visual language—using typography and dynamic forms to capture feelings in their rawest, most playful, and most human state.
As Design Lead, I directed the creative development of the project from strategy to execution, overseeing the design team to ensure a cohesive visual identity across all applications. By establishing a clear design framework, I maintained a modern and contemporary aesthetic while enabling the system to scale seamlessly across a wide range of event experiences and communications.
2023 — Studio Woork
Art Direction, Logo, Visual Identity, Social Media, Printed Event Collaterals, Book Design
Some images here are owned by the respective artists