The Problem

Traditional sports branding often leans into "aggressive" or "elite" imagery. While this appeals to high-level athletes, it can create an intimidating "visible gap" for newcomers. For Dream Padel, the challenge was to design a visual language that respects the competitive nature of the game while prioritizing the inclusive spirit of its members.

Visual Approach

The Dream Padel logo is basically a ";D" wink turned into a brand. I used the "D" from the name to create a smile because I wanted the vibe to feel like a friendly handshake rather than a serious or scary sports club. The bright gradient from blue to pink shows that everyone is welcome, from total rookies to seasoned pros. By giving the brand a literal "friendly face," it tells people that this is a place to have fun and grow together without any judgment.

I've spent 9 years making things that needed to look right and work hard. Brand systems, regional campaigns, motion, and identity, built across Indonesia, Singapore, Taiwan, and Hong Kong, usually for audiences that didn't all speak the same language.What I've always cared about more than the deliverable is the problem underneath it. The brief tells you what someone wants. It rarely tells you what they actually need. That gap is where I do my best work.Recently I added performance marketing to how I think: SEM, Meta Ads, CRO, and landing page architecture. Not to become a different person, but because I couldn't stand handing work off without knowing what happened after. The full loop matters to me.I'm currently looking for a team that values creative thinking that goes all the way through, from the first question to the last metric.

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"Theo is a highly valuable senior creative leader who consistently displays remarkable ownership and relentless resourcefulness. He served as a steady anchor for our regional creative operations, navigating complex technical challenges and organizational shifts with independent leadership and unwavering dedication."

Ex Director Marketing at Glints

"Theo is the partner you want when things get tricky. His work on technical landing pages and high-stakes design tasks is super reliable, and he consistently delivers high-performing assets that bridge the gap between design and performance marketing."

Ex Senior Marketing Colleague at Glints

"Working with Theo was a joyful experience. During my time working as a content strategist at Glints, we collaborated and created various ebooks and digital ads. He was a strong leader leading a creative team that constantly deliver high-quality design swiftly and offer insights that elevated the quality of outcomes. I felt confident by having his support on my back!"

Ex Content Strategist at Glints

"He’s incredibly reliable and one of the best partners to brainstorm with when it comes to creative direction. His leadership and creative judgment played a key role in the success of our campaigns, both in Indonesia and regionally. ."

Ex Content Marketing Manager at Glints

Background

Plate2Eat is a subscription-based healthy catering service dedicated to solving "lunch stress" and "decision fatigue" for busy professionals in South Jakarta. The primary objective was to scale brand reach while simultaneously optimizing cost-efficiency. The challenge was to maintain a nutritious lifestyle for users without letting the cost-per-acquisition spiral in a highly competitive urban market.

Scope of Work

The Winning Strategy

When initial automated bidding caused a "Cost Spike" due to broad targeting, the campaign was shifted from a technical scaling phase to a Strategic Filtering Phase:

Significant CTR Growth

Significant Incremental CTR Growth: Achieved by pivoting from broad scaling to hyper-local residential targeting, ensuring the ads reached users with the highest intent.

Substantial Reduction in CPC

Drastically lowered costs by eliminating high-competition terms and optimizing the Quality Score through highly relevant, segment-specific ad copy.

Background

Plate2Eat is a subscription-based healthy catering service dedicated to solving "lunch stress" and "decision fatigue" for busy professionals in South Jakarta. The primary objective was to launch a Leads Generation campaign to scale reach while maintaining strict cost-efficiency. The challenge involved overcoming market skepticism toward healthy food by emphasizing consistency and convenience for high-pressure urban lifestyles.

Scope of Work

The Winning Strategy

Boost ads interest

By moving away from "one-size-fits-all" ads and creating specific visuals for different types of customers, we made the ads nearly 20% more engaging and relevant to the target audience.

Better quality visitors

We ensured the message in the ad perfectly matched what was on the website. This "sync" meant people didn't leave immediately after clicking; instead, they stayed longer and were more likely to actually read about the catering service.

CPM & CPC reduction

We significantly lowered the cost of advertising by identifying which groups were most interested and stopping spend on expensive, uninterested audiences. Essentially, we found a way to show our ads to more of the right people while paying less for every thousand views and every single click.

The Brief

An interior design studio based in Jakarta wanted to redefine its identity to better reflect its core philosophy: that a space should be a lived-in narrative. The goal was to move away from purely aesthetic design and create a brand name that emphasizes meaning, story, and clarity.

The Philosophy: Design as a Narrative

The studio’s fundamental belief is that they do not just design living spaces; they give those spaces a story and value. To them, a narrative is a connected series of events and expressions that makes a project unique and gives it "life"

The Solution: KOLEN

The naming strategy focused on the mechanics of storytelling and explanation.

The Designer’s Perspective

In graphic design, a colon (:) is a humble but powerful character. It creates a pause, signals an arrival, and promises an explanation. For this project, I treated the brand name as a piece of spatial typography. By evolving the phonetic 'Colon' into KOLEN, we created a brand that functions as a linguistic bridge to define the space before the first piece of furniture is even placed.