I create at the intersection of art, design, and strategic communication — shaping visual languages and digital experiences that carry weight and leave a mark.
Clients & collaborators
I'm Aya Soraya — an artist and designer whose practice lives at the threshold of visual communication and strategic design. I work with texture, type, image, and system — each piece a considered translation of something that resists easy language.
Formally rooted in communication and service design, my work carries an artist's instinct: for restraint, for materiality, for the gap between what is said and what is felt. I collaborate with organizations and brands who want their presence to do more than inform — they want it to resonate.
Based in Jakarta. Working in English and Bahasa Indonesia.
Shaping the visual language of a project from concept to execution — palette, typography, image, and space working as one coherent whole.
Translating complex ideas into clear, resonant visual form — systems, campaigns, and identities that speak before they explain.
Building the visual and verbal identity of organizations who want to be recognized and felt, not just seen — with depth that holds over time.
Designing digital environments where interaction feels considered — not just functional, but expressive. Every state, every motion, every detail.
Curating voice, structure, and visual rhythm across print and digital — making content that has a point of view and knows exactly where it stands.
Co-creating working processes with teams through facilitated sessions that unlock creative clarity and turn ambiguity into direction.
Visual identity and communication design for Pamflet Generasi's SKVO initiative — building a design language that spoke to youth without speaking down to them. Form as civic act.
View case study →Redesigned the visual and editorial language for ITDP Indonesia's public-facing work — making complex urban mobility research feel as urgent and alive as it actually is.
View case study →A full identity system for ARC entering a new phase — visual language, tone, and presence rebuilt from first principles. Something that could hold the weight of the work they do.
View case study →Art direction and editorial design for Kopi Djawa — a visual world built around slowness, craft, and the particular quality of light in a good room. Every image a small argument for attention.
View case study →Whether you're building a new visual identity, rethinking a digital experience, or looking for an artist's eye on a complex project — I'd love to hear from you. In English or Bahasa Indonesia.