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I'm Denise, a Senior Brand and Experience Designer with a track record of shaping brand systems and high-impact global campaigns across digital, physical, and spatial touchpoints. I translate complex insights into cohesive, data-informed solutions that empower product and service ecosystems. I thrive at the intersection of brand, experience design, and campaigns, coordinating cross-functional teams in multicultural and multilingual settings. Over my career, I’ve led and shipped 40+ award-winning brands and campaigns across finance/e-commerce, AAA games, toys, automotive launches, and more, using flexible design frameworks and interdisciplinary collaboration to drive meaningful impact.…I'm Denise, a Senior Brand and Experience Designer with a track record of shaping brand systems and high-impact global campaigns across digital, physical, and spatial touchpoints. I translate complex insights into cohesive, data-informed solutions that empower product and service ecosystems. I thrive at the intersection of brand, experience design, and campaigns, coordinating cross-functional teams in multicultural and multilingual settings. Over my career, I’ve led and shipped 40+ award-winning brands and campaigns across finance/e-commerce, AAA games, toys, automotive launches, and more, using flexible design frameworks and interdisciplinary collaboration to drive meaningful impact.

Hazel Denise Karunungan

Creative Director, Brand Designer, Designer, +3

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I'm Denise, a Senior Brand and Experience Designer with a track record of shaping brand systems and high-impact global campaigns across digital, physical, and spatial touchpoints. I translate complex insights into cohesive, data-informed solutions that empower product and service ecosystems. I thrive at the intersection of brand, experience design, and campaigns, coordinating cross-functional teams in multicultural and multilingual settings. Over my career, I’ve led and shipped 40+ award-winning brands and campaigns across finance/e-commerce, AAA games, toys, automotive launches, and more, using flexible design frameworks and interdisciplinary collaboration to drive meaningful impact.…I'm Denise, a Senior Brand and Experience Designer with a track record of shaping brand systems and high-impact global campaigns across digital, physical, and spatial touchpoints. I translate complex insights into cohesive, data-informed solutions that empower product and service ecosystems. I thrive at the intersection of brand, experience design, and campaigns, coordinating cross-functional teams in multicultural and multilingual settings. Over my career, I’ve led and shipped 40+ award-winning brands and campaigns across finance/e-commerce, AAA games, toys, automotive launches, and more, using flexible design frameworks and interdisciplinary collaboration to drive meaningful impact.

Available to hire

I’m Denise, a Senior Brand and Experience Designer with a track record of shaping brand systems and high-impact global campaigns across digital, physical, and spatial touchpoints. I translate complex insights into cohesive, data-informed solutions that empower product and service ecosystems.

I thrive at the intersection of brand, experience design, and campaigns, coordinating cross-functional teams in multicultural and multilingual settings. Over my career, I’ve led and shipped 40+ award-winning brands and campaigns across finance/e-commerce, AAA games, toys, automotive launches, and more, using flexible design frameworks and interdisciplinary collaboration to drive meaningful impact.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

German

Fluent

Japanese

Advanced

Indonesian

Intermediate

Danish

Intermediate

Tagalog

Fluent

Work Experience

Founder at Pupcakes and Meownies

September 1, 2023 - Present

Premium ecommerce store for high-quality pet treats, toys, and goods.

Senior Brand and Experience Designer at The LEGO Group

November 1, 2022 - October 1, 2025

Led brand identity/strategy development and governance, art direction for campaigns, and experience design for global master brand and major franchises (e.g., NINJAGO, Dreamzzz, Harry Potter, Classic, Adults, Minecraft). Core designer of LEGO’s global brand evolution in decades; contributed to multiple D&AD and Transform awards.

Brand and Experience Design (EU) Lead at Mazda Frankfurt

October 1, 2019 - October 1, 2022

Creative lead for brand identity and transformation, product storytelling, and experience design across Europe. Led art direction, design reviews, mentored designers, and managed agencies in 26 countries. Highlights: Created Mazda’s 2021–2025 Brand Strategy, repositioning the brand to the premium segment globally; kicked off refreshed global brand identity launched in 2025; led global campaigns CX-60, MX-30, and Vision 3; delivered customer research and data analysis that informed 6 new product lines generating €450k+ quarterly revenue.

Creative Director, Brand and UX at Savedroid

January 1, 2019 - September 1, 2019

Owned creative direction, global brand, product design systems including UX/UI, and campaigns for two fintech apps. Launched 2 finance apps from brand identity, UX research and flows, to campaigns; created behavioral tracking across 15 EU markets, informing product optimization and targeted campaigns; achieved 45% user growth in 7 months; built and scaled two design teams with cross-functional collaboration.

Creative Director, Brand, Experience Design, and Campaigns at World Wide Web Foundation

November 1, 2014 - December 1, 2018

Led creative direction, brand, UX, campaigns, and events for the data programs. Created brand identities and strategies, launched campaigns and design toolkits, implemented design governance, oversaw partner agencies, timelines, and budgets.

Brand and Visual Design Lead at Crytek

April 1, 2012 - October 1, 2014

Led design team and built the dedicated Creative Services team. Owned art direction, brand, visual, and experience design systems for AAA titles and campaigns, bridging in-game UX/UI with consumer touchpoints. Shipped brand identities and experiences for 16 AAA games; led global rebrands for Warface and CRYENGINE; managed partnerships with EDGE, Microsoft Xbox, Razer, MailRu, and events (GDC, E3, Gamescom).

Art Director (Contract) at Ogilvy & Mather

April 1, 2011 - March 1, 2012

Designed ads for Ferrero, Milka, Nescafé, Siemens, Deutsche Bank, and Radeberger Group. Won Cannes Silver Lions (Other Side of Newspapers) and helped achieve broader reach.

Junior Creative Director (Contract) at Gruppe für Gestaltung

July 1, 2009 - March 1, 2011

Designer at The Peninsula Hotels

March 1, 2007 - June 1, 2009

Independent Brand, Experience Designer, and Creative Director at Independent (Fully remote)

March 1, 2007 - Present

Designing research-driven brand identities, UX flows, and multichannel experiences bridging user needs and business goals. Clients include Manpower Group, Continental, Central Bank of Jordan, GIZ, UNDP, Riot Games, and more.