Graphic Designer & Illustrator with 5+ years of experience creating brand, product, and marketing visuals across multiple industries. I specialize in translating ideas into visually engaging and commercially effective designs, from packaging and product concepts to digital campaigns and social media assets. Experienced in handling multi-brand visual systems, leading design direction, and producing assets optimized for different platforms. Strong focus on layout, hierarchy, and storytelling to create visuals that not only look good, but also connect with audiences and support business goals.…

Felicia Febriani

Graphic Designer & Illustrator with 5+ years of experience creating brand, product, and marketing visuals across multiple industries. I specialize in translating ideas into visually engaging and commercially effective designs, from packaging and product concepts to digital campaigns and social media assets. Experienced in handling multi-brand visual systems, leading design direction, and producing assets optimized for different platforms. Strong focus on layout, hierarchy, and storytelling to create visuals that not only look good, but also connect with audiences and support business goals.…

Available to hire

Graphic Designer & Illustrator with 5+ years of experience creating brand, product, and marketing visuals across multiple industries. I specialize in translating ideas into visually engaging and commercially effective designs, from packaging and product concepts to digital campaigns and social media assets.

Experienced in handling multi-brand visual systems, leading design direction, and producing assets optimized for different platforms. Strong focus on layout, hierarchy, and storytelling to create visuals that not only look good, but also connect with audiences and support business goals.

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Language

English
Fluent
Indonesian
Fluent

Work Experience

Head Graphic Designer at Friends of sally
March 18, 2022 - Present
Head Graphic Designer with 4 years of experience leading visual direction across four in-house brands, developing cohesive yet distinct identities across product and marketing touchpoints. Experienced in driving brand growth through product expansion strategies, including pattern variations and new design systems that increased market appeal. Skilled in developing products from concept to production, including fabric pattern design for pillows, bedding, and apparel, as well as directing color systems, layouts, and seasonal visual concepts. Led R&D for woven bamboo fabric in close collaboration with suppliers, translating experimentation into finished product lines. Expanded the brand into premium adult collections through refined techniques such as embroidery. Contributed to a top-performing product launch that became a best-seller at a major Surabaya bazaar, achieving record sales despite high price points. Also led the design team in executing packaging, campaigns, and digital assets, while managing licensed collaborations with Disney, Sanrio, and influencers, ensuring quality, consistency, and compliance across all outputs.
Graphic Designer at La Maison
June 18, 2020 - April 15, 2022
Graphic Designer for a high-end patisserie brand, responsible for end-to-end visual and product design across packaging, hampers, illustrations, and marketing materials. Specialized in developing trend-driven seasonal collections, translating concepts into commercially appealing designs with innovative structures that enhanced brand differentiation in the premium gifting market. Led R&D for packaging materials and forms through supplier collaboration, prototyping, and testing to ensure both aesthetic quality and production feasibility. Created cohesive visuals across product design, retail displays, and promotional assets. Notably developed the Maison de Noëlle collection, a “Christmas in London” inspired luxury advent hamper that transformed the concept of coming home into a grand, mansion-like gifting experience, becoming a best-selling product. Also designed interactive Christmas packaging such as the Lumière and Noëlle boxes, combining playful concepts with functional solutions like foldable structures and modular elements to enhance both logistics and customer experience.

Education

Bachelor of Architecture at Universitas Tarumanagara
August 20, 2016 - March 24, 2020

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Retail
    paper Lilo's Catshop Branding
    Lilo’s Catshop is a branding project where I developed a cohesive and distinctive visual identity from the ground up. I designed the logo, color palette, and typography to reflect a playful yet approachable brand personality, while ensuring consistency across all touchpoints. The project also included packaging design and custom illustrations, creating a charming and recognizable aesthetic that appeals to a modern, pet-loving audience. graphicdesigner illustrator…
    paper La Maison
    La Maison is a high-end patisserie brand recognized for its premium quality and elegant presentation, particularly renowned for its signature macarons. With multiple branches across Jakarta and Medan, the brand offers a wide range of artisanal pastries while maintaining a strong luxury positioning in the market. La Maison is also known for creating distinctive seasonal hampers for occasions such as Christmas, Valentine’s Day, Chinese New Year, and Ramadan, combining refined aesthetics with thoughtful, festive concepts.…
    paper Friends of Sally
    For these projects at Friends of Sally, I was responsible for developing and refining surface patterns across baby apparel and bedding collections. My role focused on adjusting color palettes, arranging pattern layouts, and ensuring each design translated seamlessly across different product applications. I explored multiple iterations through mockups, carefully testing how each pattern would appear on various items such as clothing and pillows. This trial-and-error process allowed me to create cohesive, visually balanced collections that feel unified across all products. Many of the designs were also developed in a range of color variations, offering broader options to appeal to different market preferences while maintaining a consistent brand identity.…