I’ve worked in classrooms, boardrooms, and studios.
What looks like a scattered career — teaching, managing, directing, consulting, founding an agency — is in fact one system.
Together they form a school of thought where visuals are evidence, not decoration.
The backbone of every creative decision. 5 Pillars = My Framework of Survival.
They’re the architecture behind everything I do — in academia, in agencies, in leadership, in Lúa Studio.
This framework keeps me from being reduced to a label; it shows the patterns that connect what I do, and why it matters.
The backbone of every creative decision. 5 Pillars = My Framework of Survival.
/01 – Strategy & Systems
Strategy isn’t a slogan — it’s a testable hypothesis.
- Case: In my associate campaigns, instead of “inspiring” slogans, campaigns were framed as testable questions: which channel actually moved adoption?
- Leadership tie: As Marketing Director at Sayaka Farm, I built positioning frameworks that linked brand trust to measurable system shifts.
Hypothesis Card — Statement · Variable · Falsify · Next Step.
/02 – Decision Psychology
Clearer positioning, sharper value communication, and project narratives.
- Case: In urban projects like Mailand City and CBD Swanbay, success hinged on how buyers and investors perceived value, not just on design.
- Leadership tie: I reframed proposals to stress scarcity and prestige-driven narratives. The concepts mirrored actual decision triggers.
Decision Funnel — headcount vs clarity.
/3 – Narrative & Storytelling
A beautiful story can kill faster than a bad product.
- Case: Traveloka’s festive TVCs and the ‘Fake News’ animation proved that clear storytelling makes messages stick.
- Leadership tie: Published in Sustainability (2021) and ASTI (2022) — evidence that coherent narratives drive loyalty and interpretation.
Narrative Spine — Hook · Conflict · Resolution · Evidence.
/4 – Visual Grammar
Visuals are either evidence or noise — never neutral.
- Case: At Design-Match 2023 International exhibition, visuals were curated as proof-of-concept, not stage décor.
- Leadership tie: Teaching visual communication reinforced: clarity > cleverness.
Evidence vs Decoration Test — clarity × persuasion.
/5 – Education & Communication
Clarity is the most radical form of teaching.
- Case: In corporate workshops, I used one-page briefing kits that aligned teams faster than any long deck.
- Leadership tie: As Vice Dean, Head of Department, and a Lecturer, I turned bloated syllabi into distilled frameworks students actually used.
Memo Template — Context · Problem · Hypothesis · Evidence · Next Step.
- Where the framework meets reality. Projects that carry the 5 Pillars into practice.
- Snapshots of work: strategy tested, stories told, visuals as evidence.
Nothing here is final.
Framework
Playbook
The Lab
“Every mistake is a new data point.”
“The Lab doesn’t promise truth. Only experiments.”
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