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Check out my selected works at: _Website not available. Sign in: https://www.twine.net/signup_ Hi, I’m Fitriah Abdullah, a brand transformation and creative strategy leader based in Berlin. I’ve spent 15+ years building visual identities, design systems and campaign engines for high-growth D2C and lifestyle brands, most notably leading LYKON’s creative function from Series A through acquisition to Lifesum. I translate complex products into clear, distinctive brand expressions across digital, social, print, packaging and experiential surfaces, and I love moving fast without sacrificing craft by building scalable systems that empower teams.…Check out my selected works at: _Website not available. Sign in: https://www.twine.net/signup_ Hi, I’m Fitriah Abdullah, a brand transformation and creative strategy leader based in Berlin. I’ve spent 15+ years building visual identities, design systems and campaign engines for high-growth D2C and lifestyle brands, most notably leading LYKON’s creative function from Series A through acquisition to Lifesum. I translate complex products into clear, distinctive brand expressions across digital, social, print, packaging and experiential surfaces, and I love moving fast without sacrificing craft by building scalable systems that empower teams.

Fitriah Abdullah

Creative Director, Art Director, Brand Designer, +2

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Check out my selected works at: _Website not available. Sign in: https://www.twine.net/signup_ Hi, I’m Fitriah Abdullah, a brand transformation and creative strategy leader based in Berlin. I’ve spent 15+ years building visual identities, design systems and campaign engines for high-growth D2C and lifestyle brands, most notably leading LYKON’s creative function from Series A through acquisition to Lifesum. I translate complex products into clear, distinctive brand expressions across digital, social, print, packaging and experiential surfaces, and I love moving fast without sacrificing craft by building scalable systems that empower teams.…Check out my selected works at: _Website not available. Sign in: https://www.twine.net/signup_ Hi, I’m Fitriah Abdullah, a brand transformation and creative strategy leader based in Berlin. I’ve spent 15+ years building visual identities, design systems and campaign engines for high-growth D2C and lifestyle brands, most notably leading LYKON’s creative function from Series A through acquisition to Lifesum. I translate complex products into clear, distinctive brand expressions across digital, social, print, packaging and experiential surfaces, and I love moving fast without sacrificing craft by building scalable systems that empower teams.

Available to hire

Berlin, Germany

Check out my selected works at: Website not available. Sign in: https://www.twine.net/signup

Hi, I’m Fitriah Abdullah, a brand transformation and creative strategy leader based in Berlin. I’ve spent 15+ years building visual identities, design systems and campaign engines for high-growth D2C and lifestyle brands, most notably leading LYKON’s creative function from Series A through acquisition to Lifesum. I translate complex products into clear, distinctive brand expressions across digital, social, print, packaging and experiential surfaces, and I love moving fast without sacrificing craft by building scalable systems that empower teams.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Malay

Fluent

German

Beginner

Work Experience

Art Director & Creative Strategist at LYKON

September 1, 2019 - June 1, 2025

Led the creative function as de facto head, building team structure, quality standards and cross-functional design practice from scratch. Owned creative strategy, hiring and execution across brand, product, marketing and operations for 100K+ customers across 6 EU markets through Series A growth and acquisition by Lifesum. Orchestrated full brand transformation from clinical testing service to D2C lifestyle platform after €10M Series A, defining visual identity, photography direction and positioning that contributed to 3x customer growth and acquisition. Architected an atomic design system (500+ components) enabling autonomous on-brand creation with federated governance, reducing production time by 85% and partner onboarding by 50%. Directed creative vision across digital, app, social, email, print, packaging and physical product, establishing coherent brand expression across 6 EU markets while enabling rapid iteration. Led integrated campaigns (Women's Health launch, real-customer te

Freelance Visual Designer & Creative Strategist at Misfit Wonder Pte. Ltd.

January 1, 2012 - January 1, 2019

Partnered with established brands, agencies and purpose-driven businesses to build brand identity, design systems and digital experiences across physical and digital spaces. Selected projects included Palm Ave Float Club (brand discovery, identity, systems, motion, photography, videography), Standard Chartered Private Bank (explainer videos), W Amsterdam (brand identity & grand opening campaign), Manhattan Loft Group (luxury hospitality marketing), Agoda (motion graphics travel guide) and Red Bull Music Academy (immersive content packages).

Creative Manager at Crystal Pavilion Marina Productions

January 1, 2011 - January 1, 2012

Set brand positioning and creative strategy for LA-offshoot club Avalon and luxury bar Pangaea. Led junior design team in digital and printed collateral production; collaborated with local marketing, printers and NY-based team to establish 'Nightlife 2.0' brand perception; managed stakeholder relationships ensuring smooth production and daily operations.

Experience & Digital Content Designer at Zouk Club Singapore

January 1, 2009 - January 1, 2011

Designed the creative architecture for one of Asia’s most internationally recognised cultural destinations, creating multi-sensory experiences where atmosphere was the product. Set up design architecture for world-class electronic music entertainment, collaborating with DJs, musicians and labels to craft multi-sensory experiences. Conceptualised, designed and performed 2D/3D digital content packages for weekly nights, sponsored events and festivals as part of VJ initiatives.

Creative Executive at Blow Inc.

January 1, 2006 - January 1, 2009

Created set design for broadcast commercials and spatial experiences for Nike, Levi's and other brands; managed external and in-house design projects from concept to completion. Designed, decorated and installed custom sets for broadcast, events and retail interiors. Built a scalable framework and toolkit for freelancers and partners.