Winfrid Jonathan
the journey so far.
To shape the present and future
To shape the present and future
one must understand the past and embrace its full truth.
one must understand the past and embrace its full truth.
It all started in college when I discovered my passion for branding. I was involved in projects that focused on logos and visual identities for assignments and campus events.
It all started in college when I discovered my passion for branding. I was involved in projects that focused on logos and visual identities for assignments and campus events.
After completing many projects, I began to feel a disconnect—an imbalance between the high volume of design tasks and the limited emphasis on theory or critical thinking. I believed branding was more than just visual execution, yet college mostly trained me to follow briefs.
Starting from casual conversations, I sought knowledge by talking with friends from other majors—psychology, theater, science, literature, and public relations. I even attended philosophy classes and public lectures to deepen my understanding.
After completing many projects, I began to feel a disconnect—an imbalance between the high volume of design tasks and the limited emphasis on theory or critical thinking. I believed branding was more than just visual execution, yet college mostly trained me to follow briefs.
Starting from casual conversations, I sought knowledge by talking with friends from other majors—psychology, theater, science, literature, and public relations. I even attended philosophy classes and public lectures to deepen my understanding.
Graduated from
Satya Wacana Christian University
in 2016
Graduated from
Satya Wacana Christian University
in 2016
November 2016
November 2016
I began working as a graphic designer at a brand development consultancy in Jakarta. My role was to execute briefs from the design director, attend client meetings, and deliver final materials.
This company gave me many of my professional 'firsts'.
I began working as a graphic designer at a brand development consultancy in Jakarta. My role was to execute briefs from the design director, attend client meetings, and deliver final materials.
This company gave me many of my professional 'firsts'.
My first project was creating a visual identity for a coffee stall in an office building. I conducted brand and competitor research with our business analyst and used that to define visual keywords.
From there, I started sketching concepts to shape the visual direction.
My first project was creating a visual identity for a coffee stall in an office building. I conducted brand and competitor research with our business analyst and used that to define visual keywords.
From there, I started sketching concepts to shape the visual direction.
December 2016
December 2016
This period marked a personal turning point—I began reading more philosophy essays during my train commutes and had deep conversations with friends and colleagues. I even had the opportunity to give casual lectures at the office.
This period marked a personal turning point—I began reading more philosophy essays during my train commutes and had deep conversations with friends and colleagues. I even had the opportunity to give casual lectures at the office.
Learning more about humanity became a key milestone. I enjoyed sharing ideas through discussion and loved being challenged—it sharpened my critical thinking and decision-making skills.
My key to understanding human nature is by learning and understanding myself every day—being conscious of every decision I make and every word I say. I acknowledge them completely.
Learning more about humanity became a key milestone. I enjoyed sharing ideas through discussion and loved being challenged—it sharpened my critical thinking and decision-making skills.
My key to understanding human nature is by learning and understanding myself every day—being conscious of every decision I make and every word I say. I acknowledge them completely.
At Polymath, I handled client work for Wisma Nusantara, designing calendars, greeting cards, and other collateral. At first, I joined meetings with the design director, but eventually, I managed the projects independently.
At Polymath, I handled client work for Wisma Nusantara, designing calendars, greeting cards, and other collateral. At first, I joined meetings with the design director, but eventually, I managed the projects independently.
Together with the design director, I explored visual themes that we presented in internal workshops. The idea was to convey the concept of being 'organically measurable'. We used the universe as a metaphor—an organic yet structured representation of strategic branding.
Together with the design director, I explored visual themes that we presented in internal workshops. The idea was to convey the concept of being 'organically measurable'. We used the universe as a metaphor—an organic yet structured representation of strategic branding.
My favorite visual object is one-dimensional: the line.
It represents movement—forward in time.
My favorite visual object is one-dimensional: the line.
It represents movement—forward in time.
The visual concept was implemented across all collateral and was rooted in the company’s core: its people. Each team member brought unique traits and personalities, and the branding reflected that humane, structured approach to delivering measurable services.
The visual concept was implemented across all collateral and was rooted in the company’s core: its people. Each team member brought unique traits and personalities, and the branding reflected that humane, structured approach to delivering measurable services.
The rebranding also required me to photograph Polymath’s architectural and interior design works around Jakarta, guided by the new brand principles.
The rebranding also required me to photograph Polymath’s architectural and interior design works around Jakarta, guided by the new brand principles.
Polymath's rebranding remains my favorite project and most memorable experience. It was deeply human—centered on growth, identity, and the importance of shaping a meaningful personal brand. This was the beginning.
Polymath's rebranding remains my favorite project and most memorable experience. It was deeply human—centered on growth, identity, and the importance of shaping a meaningful personal brand. This was the beginning.
March 2017
March 2017
With three of my high school friends, I co-founded a clothing brand targeting workers in the shipping industry. Our goal was to represent the young, spirited identity of maritime workers and bring pride to their profession.
With three of my high school friends, I co-founded a clothing brand targeting workers in the shipping industry. Our goal was to represent the young, spirited identity of maritime workers and bring pride to their profession.
I applied everything I had learned at Polymath, conducting workshops to define Carry On’s brand values and positioning. It was also my first real dive into copywriting.
I applied everything I had learned at Polymath, conducting workshops to define Carry On’s brand values and positioning. It was also my first real dive into copywriting.
Around the same time, I worked on a rebranding project for a women’s fashion brand. We ran workshops to extract key concepts from Lunahabit’s vision and used those to shape a new identity.
Around the same time, I worked on a rebranding project for a women’s fashion brand. We ran workshops to extract key concepts from Lunahabit’s vision and used those to shape a new identity.
I helped develop the logo and handled daily communications with the client to produce all collaterals. Together, we brainstormed sustainable packaging ideas and eventually finalized a brand guide compiled into Lunahabit’s graphic standards manual on our weekly meeting.
I helped develop the logo and handled daily communications with the client to produce all collaterals. Together, we brainstormed sustainable packaging ideas and eventually finalized a brand guide compiled into Lunahabit’s graphic standards manual on our weekly meeting.
Learning about fashion also led me to explore the art world more deeply. Fashion brands hold enormous potential to collaborate with artists of all kinds—musicians, painters, sculptors, poets, and more.
Learning about fashion also led me to explore the art world more deeply. Fashion brands hold enormous potential to collaborate with artists of all kinds—musicians, painters, sculptors, poets, and more.
This period marked an increase in both responsibility and creative involvement. I began leading workshops, preparing visual triggers to uncover brand DNA, and crafting questions that surfaced core business challenges.
This period marked an increase in both responsibility and creative involvement. I began leading workshops, preparing visual triggers to uncover brand DNA, and crafting questions that surfaced core business challenges.
I fell in love with the Synthwave genre—both for its sound and its visuals. I began to wonder: why does this music evoke such strong emotional responses? It felt futuristic, yet deeply nostalgic. It reminded me of something I’d never experienced, but somehow deeply understood.
The visuals of Synthwave and Vaporwave fascinated me—the color palettes, typography, textures. I began to realize how music and visuals can powerfully shape memory and identity. This was a turning point in how I perceived culture, aesthetic, and emotional storytelling.
I fell in love with the Synthwave genre—both for its sound and its visuals. I began to wonder: why does this music evoke such strong emotional responses? It felt futuristic, yet deeply nostalgic. It reminded me of something I’d never experienced, but somehow deeply understood.
The visuals of Synthwave and Vaporwave fascinated me—the color palettes, typography, textures. I began to realize how music and visuals can powerfully shape memory and identity. This was a turning point in how I perceived culture, aesthetic, and emotional storytelling.
Please do enjoy my go-to playlist at the time,
this is how best to show of the 'sound of me'.
Please do enjoy my go-to playlist at the time,
this is how best to show of the 'sound of me'.
July 2018
July 2018
The Goddess of Fate finally offered me the chance to challenge the most terrifying dragon of all: the Unknown. She graced me with a beauty branding project—something I had absolutely no experience in.
I spent a good amount of time researching beauty stores, interviewing friends, reading tons of articles, and doing everything I could to understand the world of makeup and skincare.
The Goddess of Fate finally offered me the chance to challenge the most terrifying dragon of all: the Unknown. She graced me with a beauty branding project—something I had absolutely no experience in.
I spent a good amount of time researching beauty stores, interviewing friends, reading tons of articles, and doing everything I could to understand the world of makeup and skincare.
Little details, specificity, and careful calculation became essential, because each product used different materials. Consistency had to be preserved as best as possible.
Little details, specificity, and careful calculation became essential, because each product used different materials. Consistency had to be preserved as best as possible.
While working on the packaging, I also kept my hands full with the brand book, sales kit, photography supervision, collaterals, invitations, Instagram posts, bundling kits, booth design, website, and pretty much every digital and print material needed for the brand launch.
While working on the packaging, I also kept my hands full with the brand book, sales kit, photography supervision, collaterals, invitations, Instagram posts, bundling kits, booth design, website, and pretty much every digital and print material needed for the brand launch.
August 2018
August 2018
The era of digitalization and Industry 4.0 was in full swing.
2018, so far, had been a year full of new challenges—and this time, I stepped into the world of streetwear and hype culture.
The current state of the market was saturated with fakes and filled with people who didn’t truly appreciate the culture. So instead of just building another marketplace, we decided to create something more lasting—a totem, a tribute to the real stories behind every drop.
The era of digitalization and Industry 4.0 was in full swing.
2018, so far, had been a year full of new challenges—and this time, I stepped into the world of streetwear and hype culture.
The current state of the market was saturated with fakes and filled with people who didn’t truly appreciate the culture. So instead of just building another marketplace, we decided to create something more lasting—a totem, a tribute to the real stories behind every drop.
I spent 11 months designing their Instagram content for new releases, events, and promotions. I worked closely with the team, digging into the story behind each sneaker and translating it into playful, story-driven visuals that honored the soul of the release.
Outside of Instagram, I also designed collaterals, packaging, bags—the whole shebang.
I spent 11 months designing their Instagram content for new releases, events, and promotions. I worked closely with the team, digging into the story behind each sneaker and translating it into playful, story-driven visuals that honored the soul of the release.
Outside of Instagram, I also designed collaterals, packaging, bags—the whole shebang.
But that wasn’t enough. To push the brand forward, we needed a proper digital platform: a website and mobile app.
Remember what I said about 2018? This year still had more to teach me—and that’s how I got my hands dirty with UI/UX.
It was fun. I enjoyed learning new tools, figuring out how to use limited space effectively while balancing objects, text, and color. Layouts weren’t the hardest part; the real challenge was designing something clean and simple enough to be actually usable and easy to develop. UI/UX was new territory, and I was up for the challenge.
But that wasn’t enough. To push the brand forward, we needed a proper digital platform: a website and mobile app.
Remember what I said about 2018? This year still had more to teach me—and that’s how I got my hands dirty with UI/UX.
It was fun. I enjoyed learning new tools, figuring out how to use limited space effectively while balancing objects, text, and color. Layouts weren’t the hardest part; the real challenge was designing something clean and simple enough to be actually usable and easy to develop. UI/UX was new territory, and I was up for the challenge.
October 2018
October 2018
The Unknown came knocking once again. This time, it was a project from the land of the Free—a high-end furniture brand targeting the premium real estate market. Their products were curated, luxurious, and rich with material stories.
Our brand study concluded that this brand needed to inspire. It wasn’t just about products—it was about the emotional weight of feeling special.
The Unknown came knocking once again. This time, it was a project from the land of the Free—a high-end furniture brand targeting the premium real estate market. Their products were curated, luxurious, and rich with material stories.
Our brand study concluded that this brand needed to inspire. It wasn’t just about products—it was about the emotional weight of feeling special.
Once the branding was complete, I started designing the online store. I worked closely with the owner through regular video calls, along with the web development team, to bring it all to life.
Once the branding was complete, I started designing the online store. I worked closely with the owner through regular video calls, along with the web development team, to bring it all to life.
September 2019
September 2019
This project was the real deal. Out of all my UI/UX experiences so far, this one stood out—it was a complex system for task, expense, and travel management. I designed both the desktop and mobile web apps, and had a blast working side-by-side with the programmers.
This project was the real deal. Out of all my UI/UX experiences so far, this one stood out—it was a complex system for task, expense, and travel management. I designed both the desktop and mobile web apps, and had a blast working side-by-side with the programmers.
We scrummed together, discussing everything from animations to sizing, colors, and implementation.
We scrummed together, discussing everything from animations to sizing, colors, and implementation.
The biggest challenge? The app kept evolving. To future-proof the design, I had to ensure every component was tidy, modular, and well-organized—making it easy to update without starting from scratch.
The biggest challenge? The app kept evolving. To future-proof the design, I had to ensure every component was tidy, modular, and well-organized—making it easy to update without starting from scratch.
October 2020
October 2020
For the experience and the impression I gained for my work with small team, especially on social media and digital marketing, I joined a marketing team of The Bucketlist; A basketball recreation theme park who offers an International grade court and the main attraction is a gallery full of authentic memorabilia from national and international athletes throughout history, the largest and the first ever in Asia.
For the experience and the impression I gained for my work with small team, especially on social media and digital marketing, I joined a marketing team of The Bucketlist; A basketball recreation theme park who offers an International grade court and the main attraction is a gallery full of authentic memorabilia from national and international athletes throughout history, the largest and the first ever in Asia.
At first, I handled social media visuals and marketing materials. But over time, my role expanded. I helped the team build an actual working system: setting up management workflows, creating design templates, giving direction on photography and videography, and even weighing in on captions—sometimes writing them myself.
I became more involved in the creative process, helping shape the visual direction, develop engagement strategies, and plan future marketing and experience initiatives.
Around this time, Polymath was officially shut down. In the last 6–12 months before that, we had countless ideas to rebrand, launch projects, build a business… but unfortunately none of it came to life.
At first, I handled social media visuals and marketing materials. But over time, my role expanded. I helped the team build an actual working system: setting up management workflows, creating design templates, giving direction on photography and videography, and even weighing in on captions—sometimes writing them myself.
I became more involved in the creative process, helping shape the visual direction, develop engagement strategies, and plan future marketing and experience initiatives.
Around this time, Polymath was officially shut down. In the last 6–12 months before that, we had countless ideas to rebrand, launch projects, build a business… but unfortunately none of it came to life.
With The Bucketlist team, we actually did things, even every crazy idea thrown into the room was met with, “Let’s try it.” It felt like living inside the Shia LaBeouf ‘Just Do It’ meme. Persistent. Passionate. Committed. And that energy was infectious. I started to believe in the original vision for the brand again and wanted to help build it from the inside out.
I’ve always loved the creative process and brainstorming, but I realized I’m more of an executor. I get excited by doing—making things happen, not just dreaming about them
With The Bucketlist team, we actually did things, even every crazy idea thrown into the room was met with, “Let’s try it.” It felt like living inside the Shia LaBeouf ‘Just Do It’ meme. Persistent. Passionate. Committed. And that energy was infectious. I started to believe in the original vision for the brand again and wanted to help build it from the inside out.
I’ve always loved the creative process and brainstorming, but I realized I’m more of an executor. I get excited by doing—making things happen, not just dreaming about them
October 2021
October 2021
I started working again with a former teammate from Polymath—this time, diving back into the freelance world of UI/UX. Together, we partnered with a friend’s software house and took on the role of Senior UI/UX Designers across all their projects.
I started working again with a former teammate from Polymath—this time, diving back into the freelance world of UI/UX. Together, we partnered with a friend’s software house and took on the role of Senior UI/UX Designers across all their projects.
Taking on the Senior UI/UX role across multiple software projects was the beginning of a new chapter.But soon, it wasn’t just about designing anymore—it was about leading.
Taking on the Senior UI/UX role across multiple software projects was the beginning of a new chapter.But soon, it wasn’t just about designing anymore—it was about leading.
September 2022
September 2022
As the team grew, I took on the responsibility of recruiting and mentoring new UI and UX designers. I wasn’t just looking for aesthetics—I looked for thinkers who could collaborate, adapt, and ask the right questions.
To scale effectively, I helped build:
collaborative workflow between UI and UX designers,
set clear handover processes,
created reusable prototyping templates to maintain consistency across teams, and
I also worked closely with developers, syncing regularly to ensure that our designs were both beautiful and buildable.
One of the most impactful initiatives I led was the creation of Enam Dua Teknologi’s internal design system—a robust library of components, documentation, and usage guidelines that drastically improved efficiency and design cohesion across all products.
As the team grew, I took on the responsibility of recruiting and mentoring new UI and UX designers. I wasn’t just looking for aesthetics—I looked for thinkers who could collaborate, adapt, and ask the right questions.
To scale effectively, I helped build:
collaborative workflow between UI and UX designers,
set clear handover processes,
created reusable prototyping templates to maintain consistency across teams, and
I also worked closely with developers, syncing regularly to ensure that our designs were both beautiful and buildable.
One of the most impactful initiatives I led was the creation of Enam Dua Teknologi’s internal design system—a robust library of components, documentation, and usage guidelines that drastically improved efficiency and design cohesion across all products.
While working at 62, I also took on a solo freelance project with my old team from The Bucketlist. We built the full brand ecosystem for FullBelly—a lifestyle brand that blends sports, dining, and hospitality into one seamless experience.
While working at 62, I also took on a solo freelance project with my old team from The Bucketlist. We built the full brand ecosystem for FullBelly—a lifestyle brand that blends sports, dining, and hospitality into one seamless experience.
We crafted the core brand and its three sub-brands—FullBelly Sports, FullBelly Eats, and FullBelly Suites—from guidelines and typography to visual direction and illustration style. Each element was designed to feel aspirational, refined, and refreshing.
We crafted the core brand and its three sub-brands—FullBelly Sports, FullBelly Eats, and FullBelly Suites—from guidelines and typography to visual direction and illustration style. Each element was designed to feel aspirational, refined, and refreshing.
I explored every corners making sure each sub-brand had its own voice while staying cohesive. Beyond the foundation, I designed supporting materials like signage, menus, court design, and other digital touchpoints. We ended with a Sales Kit concept that included custom stationery and slim, elegant merchandise for premium handovers.
I explored every corners making sure each sub-brand had its own voice while staying cohesive. Beyond the foundation, I designed supporting materials like signage, menus, court design, and other digital touchpoints. We ended with a Sales Kit concept that included custom stationery and slim, elegant merchandise for premium handovers.
To wrap things up, I led a few knowledge transfer sessions with the FullBelly team including their in-house designers—to make sure the brand wouldn’t just live in a PDF. We walked through the thinking behind the system, how to use it, and more importantly, how to keep it alive and grow.
Through it all, FullBelly became more than a visual identity. It turned into a layered brand universe—where design sharpened every touchpoint.
To wrap things up, I led a few knowledge transfer sessions with the FullBelly team including their in-house designers—to make sure the brand wouldn’t just live in a PDF. We walked through the thinking behind the system, how to use it, and more importantly, how to keep it alive and grow.
Through it all, FullBelly became more than a visual identity. It turned into a layered brand universe—where design sharpened every touchpoint.
January 2024
January 2024
I've been given responsibility to focus on building the skeleton—designing wireframes in every project, and visually brainstorming the full user experience before passing it to UI Designers. Working closely with our UX team, I helped shape intuitive flows and balanced layouts that formed the backbone of each product.
I've been given responsibility to focus on building the skeleton—designing wireframes in every project, and visually brainstorming the full user experience before passing it to UI Designers. Working closely with our UX team, I helped shape intuitive flows and balanced layouts that formed the backbone of each product.
Two years in, I was promoted to User Interface Architect, working alongside our UX Architect and Design Director to take things further.
We introduced a design hierarchy system—clarified roles, structured mentorship, and a career path that empowered growth. We nurtured a culture built on scalable systems, shared knowledge, and thoughtful outcomes—not just speed.
Two years in, I was promoted to User Interface Architect, working alongside our UX Architect and Design Director to take things further.
We introduced a design hierarchy system—clarified roles, structured mentorship, and a career path that empowered growth. We nurtured a culture built on scalable systems, shared knowledge, and thoughtful outcomes—not just speed.
At this stage, design isn’t just creative: it’s infrastructure. And helping build that foundation has been one of the most fulfilling parts of my journey–the moment I consciously realized I had taken one more step forward.
Well, that's the whole point, isn’t it?
At this stage, design isn’t just creative: it’s infrastructure. And helping build that foundation has been one of the most fulfilling parts of my journey–the moment I consciously realized I had taken one more step forward.
Well, that's the whole point, isn’t it?
My main job is learning, always have and always will be.
Improving my knowledges about branding, marketing, business, design thinking and most importantly: my ability to learn, so I can adapt whatever’s ahead my journey.
My main job is learning, always have and always will be.
Improving my knowledges about branding, marketing, business, design thinking and most importantly: my ability to learn, so I can adapt whatever’s ahead my journey.
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TALK SOON?
Let’s talk shop… or just talk. Your call.
Born & Raised
Indonesia
Digital Experience Designer
I am an ever-evolving, human-centered designer specializing in impactful branding, intuitive product/web design and immersive digital experiences.
TALK SOON?
Let’s talk shop… or just talk. Your call.
Born & Raised
Indonesia
Digital Experience Designer
I am an ever-evolving, human-centered designer specializing in impactful branding, intuitive product/web design and immersive digital experiences.
TALK SOON?
Let’s talk shop… or just talk. Your call.
I am an ever-evolving, human-centered designer specializing in impactful branding, intuitive product/web design and immersive digital experiences.
A portfolio of pixel pusher
A story of meaning maker
A portfolio of pixel pusher
A story of meaning maker
A portfolio of pixel pusher
A story of meaning maker