Designing for Dreamers
& Daredevils from Surabaya
Here at Double Dash, the name earns its keep. Dashing out to chase down the bold idea. Dashing something out when it was wanted yesterday. Making the kind of work that looks properly dashing. Then taking all of that and doubling down on it. So stop the head scratching, let's pull out the big guns, and dash your dreams into something real.
That's the promise.
The mission: to level up brands and systems through an enjoyable and thoughtful experience.
[Flexibility] No two brands turn up in the same shape, so neither does the work. A startup still finding its feet needs something other than a company rebuilding twenty years of history, and I would far rather bend the process around your project than squeeze your project into a process.
[Communication] You will always know where things stand. I talk through the thinking at every stage, in plain words rather than design jargon, and I would sooner ask one more question now than hand over something that quietly missed what you actually meant.
[Insight] Good design starts with understanding the business behind it. Before anything gets drawn I want to know who you are speaking to, what everyone else in your corner of the market is doing, and what you are trying to change. A mark that looks sharp and says nothing is just decoration.
[Creativity] Settling for basic is the one thing I will not do. The brief is where we start, not where we stop, and the ideas worth having usually sit a little past the obvious ones. That is where I keep digging.
Growing up in Surabaya, Indonesia, I never would have truly learned my talents in the arts and design if it weren't for the plain papers and pencils just lying around the house. The fascination of replicating what I've seen in real life to paper truly engulfed me to create and create, day after day.
Inspired by the Saturday morning cartoons and comics, I wanted to create the logos and designs of the media I once, and still do, cherish. Studying abroad over in the UK and Europe furthered my appreciation of fine arts, which mixed with my previous tastes, created the style you see today.
Double Dash was a promise not found within a day. It took several days, weeks, and a train ride to Cornwall for me to settle on the studio name. The name itself symbolizes courage, efficiency, and above all else, excellence. I aim to deliver all that through my work.
In real life, I'm as chatty as this introduction perceives me to be. As an extrovert, this line of work gets me to meet people to talk about their ambitions, ideas, and potential projects - that's where I handily come in. Otherwise, you can catch me scribbling on my iPad, trying out all kinds of ball sports, or screaming at McLaren during race weekends!
