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Hi, I’m Fel — a visual designer, dancer, and multidisciplinary creative with a background in marketing and storytelling. Since 2017, I’ve led and delivered work across product experiences, brand systems, campaigns, motion, and physical design. I create with clarity and intention, drawn to projects that protect the message, honor the audience, and leave a lasting impact. Beyond work, I build communities. I’ve contributed to 9+ products and subsidiaries, led design direction, and collaborated with international teams to grow talents and brands.…Hi, I’m Fel — a visual designer, dancer, and multidisciplinary creative with a background in marketing and storytelling. Since 2017, I’ve led and delivered work across product experiences, brand systems, campaigns, motion, and physical design. I create with clarity and intention, drawn to projects that protect the message, honor the audience, and leave a lasting impact. Beyond work, I build communities. I’ve contributed to 9+ products and subsidiaries, led design direction, and collaborated with international teams to grow talents and brands.

Fel Utama

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Hi, I’m Fel — a visual designer, dancer, and multidisciplinary creative with a background in marketing and storytelling. Since 2017, I’ve led and delivered work across product experiences, brand systems, campaigns, motion, and physical design. I create with clarity and intention, drawn to projects that protect the message, honor the audience, and leave a lasting impact. Beyond work, I build communities. I’ve contributed to 9+ products and subsidiaries, led design direction, and collaborated with international teams to grow talents and brands.…Hi, I’m Fel — a visual designer, dancer, and multidisciplinary creative with a background in marketing and storytelling. Since 2017, I’ve led and delivered work across product experiences, brand systems, campaigns, motion, and physical design. I create with clarity and intention, drawn to projects that protect the message, honor the audience, and leave a lasting impact. Beyond work, I build communities. I’ve contributed to 9+ products and subsidiaries, led design direction, and collaborated with international teams to grow talents and brands.

Available to hire

Hi, I’m Fel — a visual designer, dancer, and multidisciplinary creative with a background in marketing and storytelling. Since 2017, I’ve led and delivered work across product experiences, brand systems, campaigns, motion, and physical design. I create with clarity and intention, drawn to projects that protect the message, honor the audience, and leave a lasting impact. Beyond work, I build communities. I’ve contributed to 9+ products and subsidiaries, led design direction, and collaborated with international teams to grow talents and brands.

Skills

Experience Level

Expert

Intermediate

Intermediate

Intermediate

Language

Malay

Advanced

Work Experience

Design Lead at Digital Avenues

January 1, 2025 - Present

Led a growing team for 9+ digital products, subsidiaries, key international client projects, with end-to-end design direction; UX/UI, Web, Motion, Video. Primary focus in Figma.

Art Director at MintLab

January 1, 2022 - December 31, 2024

Crafted pitch-winning concepts and fresh design ideas across industries; led design — branding, packaging, and product visuals.

Visual Designer at Dornier MedTech

January 1, 2021 - December 31, 2022

Developed key design concepts and visuals for product launches and a global urology patient community on Facebook, 'Worst Pain Ever', reaching 21M over 12 months.

Designer & Visual Merchandiser at Mothercare

January 1, 2020 - December 31, 2020

In charge of all Mothercare’s multi-channel marketing design and rebranding implementation; online and offline visuals including website, social, EDMs, E-commerce, VM & windows.

Line Producer [In Charge of Brand & Marketing] at Gushcloud Entertainment (SUMMER)

January 1, 2019 - December 31, 2020

Part of the brand-building & design unit of Gushcloud International, co-building talent products, IP & events, branding & activations.

Junior Creative Director at Summer (Gushcloud)

January 1, 2018 - December 31, 2019

Promoted from Multimedia Designer; led brand design and creative direction for campaigns.