Brand identity, packaging and websites for companies that already sell something. Everything we do, everything it costs and everyone who does it is on this screen — there is no rate card sitting behind an email.
A portfolio that only shows the artwork is asking you to judge taste. These say what the client was trying to do and whether it worked.
Packaging
A roaster whose bags were indistinguishable from four competitors on the same shelf. We rebuilt the range around origin colour and a much larger roast date.
14 weeks · Rp 96 juta · shelf pick-up +31% in the two stores that measured it
Brand + web
Twenty years of work and no way to show it. Identity, photography direction and a site built around project pages rather than a gallery.
19 weeks · Rp 148 juta · enquiries doubled, and half now arrive with a budget attached
Identity
Three clinics that looked like three businesses. One identity, applied across signage, forms and uniforms, with a manual thin enough to actually be used.
11 weeks · Rp 72 juta · the manual is nine pages, deliberatelyThese are the numbers we would quote you on a call. They move with scope, not with how large your company is.
Naming if you need it, logo, type, colour, and a manual short enough that somebody will read it. Includes the awkward workshop where we ask what the business is actually for.
From Rp 68.000.0008 – 12 weeksStructure, artwork and print-ready files, with a press check we attend. Priced per range rather than per SKU, because the second flavour costs a fraction of the first.
From Rp 45.000.00010 – 16 weeksDesign and build, or design handed to your developer. We do not do e-commerce platforms, and we will say so on the first call rather than in month two.
From Rp 78.000.00010 – 14 weeksBelow about Rp 45 juta we are the wrong studio and will say so. Six people cannot do a good job of a Rp 15 juta logo, and taking it would mean doing it badly between two projects that are paying properly. We keep a list of three freelancers we would use ourselves.
The first two are about a fifth of the money and produce everything you would need to take the project elsewhere.
An hour. What the business is for, who is buying, and whether design is the thing that will move it. About one in seven ends with us saying it is not.
Two weeks. Interviews, a look at competitors, and a written brief you can hand to any studio. About 20% of the fee, and yours whatever happens next.
Not six. Six is a way of hiding that we have not decided, and it makes the client do our job. We show two and argue for one.
Applying the chosen route across everything it has to live on, which is where a direction either survives or does not.
Source files, licensed fonts in your name, and a manual. Then a session with whoever will actually be using it, which is rarely the person who commissioned it.
Whoever is on your project is named in the proposal, and they are the people in the room for every presentation.
Runs discovery on everything and writes the briefs. Nine years in a Jakarta agency first, which is where the two-directions rule came from.
Type and identity. Attends every press check personally, which has caught four expensive colour problems in three years.
Designs in the browser from week two, so what you approve is what gets built rather than a picture of it.
“Two directions instead of six was uncomfortable for about a day and then obviously right. We had nothing to hide behind and had to actually decide.”
Rangga · Kopi Ranting
“We paid for discovery and then did not go ahead — the brief said the problem was our pricing, not our brand. They agreed, refunded nothing, and were right.”
Ibu Anaya · Anaya Interiors, 2024
“The manual is nine pages. Our previous one was ninety-four and nobody in the clinic had opened it.”
dr. Selaras · Selaras Klinik
Because six people do not have five pages of things to say, and a site with an "About", a "Philosophy" and a "Culture" page is usually three pages of nothing. Everything true about this studio is on this screen, including the prices.
Six routes is a way of not deciding, and it moves our job onto you. We show two, say which one we would run with and why, and are perfectly happy to be argued out of it — that argument is the useful part.
Entirely, including source files and fonts licensed in your name rather than ours. There is no ongoing licence and nothing to renew. If you leave us, nothing stops working.
We go again once, at no cost, using what the rejection taught us. If the second round also misses, we stop and you pay for the work done to that point — which has happened once in eight years and was the right outcome.
Almost certainly not. Two projects at a time means the next start is usually about five weeks out. We would rather tell you that than start you and then thin the team out in month two.
Most of our clients are in Jakarta and Surabaya and we work by call, with two or three visits per project. Travel is at cost with receipts and no day rate on top.
Not what you want made. The first is a problem we can help with; the second is an order, and we are frequently the wrong studio for it.
Say so anyway. We will send you three freelancers we would use ourselves, with their rates as we last knew them, and take nothing for it. That is a better outcome than us doing your project badly between two others.
Jalan Prawirotaman 18, Yogyakarta. Come and see it — it is one room, six desks and a wall of printing. Visitors welcome any weekday afternoon, and it tells you more than this page can.