frasa

Client Project

Igniting a Literary Movement through Digital Experience

Frasa (formerly Virtuosity Indonesia) is a startup founded by Indonesian film, theatre, and literature enthusiasts. Built as a digital platform, it curates independent works across mediums. I partnered with the team to rename and reposition the brand, craft a distinct identity anchored in its unique voice, and build a digital design system that delivers not just function, but a holistic emotional resonance.

scope of work

Brand Strategy, Brand Naming & Tagline, Brand Identity, UI/UX

ROLE

Brand Strategist, Creative Director, Identity Designer, UI/UX Designer

impact

Positioned Frasa as Indonesia’s modern storytelling hub, bridging literature, film, and theatre through a unified cultural identity.
Designed a digital experience that feels poetic yet functional, balancing emotional depth with usability.
Built a unified system that lets stories and authors shine—translating literary spirit into a modern, scalable brand.

vision

To craft a brand and experience where words, screens, and stages meet—making Frasa a living home for Indonesia’s contemporary storytellers.

challenge

Original name lacked alignment with the brand’s cultural vision
No existing brand or identity system
Needed a website experience that felt personal and poetic—not just functional, without overpowering the content

process

Brand Positioning Study

I explored Indonesia’s storytelling landscape through competitor research and user interviews to define Frasa’s positioning within the modern creative scene.