Bio & Contact

Hi, I’m Fel — a visual designer, movement artist, and multidisciplinary creative rooted in storytelling, intention, and clarity. My practice lives at the intersection of design, culture, and embodiment, shaped by years of working across creative industries while navigating deep personal transformation. I approach my work not just as output, but as a process of alignment — listening closely, refining purpose, and translating complexity into experiences that feel honest, grounded, and human. With a background in marketing and strategy, I’m drawn to projects where design carries responsibility: to communicate clearly, to protect the message, and to respect the audience it’s speaking to. Whether I’m designing for products, brands, or communities, my work is guided by the belief that good design is not just seen — it’s felt. — Design Practice & Career — Since 2017, I’ve led and delivered work across product experiences, brand systems, campaigns, motion, and physical design, spanning industries such as technology, fashion, retail, FMCG, healthcare, and entertainment. My career has taken me through agencies, in-house teams, startups, and freelance environments — each shaping my ability to balance strategy, craft, and execution. Most recently, as a Design Lead at Digital Avenues (Singapore), I took charge of design direction across 9+ in-house products, subsidiary ventures, internal branding initiatives, and client projects in under a year. My role extended beyond visual execution to include product direction, brand positioning, go-to-market storytelling, and content strategy, while collaborating closely with international development teams and supporting team growth across regions. I work across UX/UI, web, motion, and digital + physical outputs, and I’m particularly interested in how tech and design intersect — where systems, storytelling, and usability come together to create scalable, meaningful experiences. I create with clarity and intention, choosing depth over noise, and building work that’s designed to last. — Dance & Community — Alongside design, dance is a core pillar of my life and leadership. My movement journey began in 2014, with Waacking as my foundation — a style that taught me musicality, discipline, and emotional honesty. Over the years, I’ve represented Indonesia regionally, earned championship titles, and shared my practice through teaching, workshops, and performances across Singapore, Indonesia, Thailand, and Vietnam. Since 2019, I’ve been deeply rooted in the Ballroom (Vogue) scene, where I am known as Mother Felicia 007 — a trailblazer and founder of Ballroom Indonesia, and a founding member of KikiHQ Singapore, a mentorship initiative for emerging ballroom talent. My work in ballroom extends beyond performance into community-building, education, and advocacy, creating safer spaces for queer and trans communities through classes, balls, workshops, and outreach initiatives. Dance has shaped the way I lead, design, and hold space — teaching me presence, resilience, and the power of embodied storytelling. Beyond professional practice, I am committed to building communities that center expression, care, and collective growth. At the core of everything I do — design, movement, leadership — is a commitment to alignment, integrity, and impact. I’m interested in work that moves people forward, thoughtfully and intentionally.