Portfolio Designer / Art Director / Content Creator
Portfolio.
Rayi Citha - Designer / Art Director / Content Creator
Designer, Content Creator, and Art Director with 10+ years of experience in the creative industry. I specialize in blending design, branding, and content to elevate retail brands. My work transforms ideas into visuals that don’t just look stunning but also drive engagement, boost sales, and fuel real business growth.
From crafting compelling campaign concepts and dynamic store visuals to managing impactful social media and brand identities, I excel in fast-paced environments where creative problem-solving and purposeful design lead the way.
Rayi
Education & Training
Telkom University Bandung (2012-2016)
Visual Comm Design (3.65)
Mini Course Digital Marketing - RevoU
Feb 2022
Mini Course UI UX Design - dibimbing
Sept 2021
Software
Adobe Illustrator
Adobe Photoshop
Adobe Indesign
Adobe After Effect
Adobe Premier
Organization & Leadership Activities
Tribute to Glee Concert by Cantalevia Head of Design
Telkom University Bandung
Teaching Assistant
Crafashtival Festival Bandung
Head of Promotion & Designer
Internship & Freelance
Xatalyst Digital
Content Creator & Creative Designer
Crowe Teknologi Indonesia
Brand Identity and Monthly Report
Erha Indonesia
Digital & Print Media
Kemenko Perekonomian RI
Monthly Report
Skills
Creative Direction
Branding & Visual Identity
Digital & Social Media Content
Team Leadership & Collaboration
Retail Campaign Development
Motion Design Microsoft
Hayok! Art Community
Inspire Exhibition Bandung
Artist Contributor
Lookats Project Festival Bandung
Designer Volunteer
Interplas Milenium Semesta
Print Media - Brand Identity
Institute for Essential Services Reform
Book Report
North Creative Agency
Internship Graphic Designer
Nawa Factory
Internship Graphic Designer
Portfolio
Full-time Experience Designer
L’Occitane & Venchi
Senior Designer (Mar 2020 - Present)
• Developed and executed creative strategies for Instagram and TikTok, growing Instagram followers from 8K to 93.6K and TikTok from 0 to 249K within a short timeframe— driving significant brand growth and audience engagement.
• Produced 15–20 high-quality video contents per month, consistently boosting platform engagement and conversion rates.
• Led art direction for campaign videos, overseeing visual concept development, production guidance.
• Created a wide range of promotional assets including digital ads, in-store and mall collaterals, EDMs, WhatsApp blasts, packaging, and social media content, directly contributing to increased traffic and sales.
• Collaborated closely with brand, e-commerce, and visual merchandising teams to ensure all marketing activities stayed true to the brand’s DNA and strategic goals.
• Monitored and ensured all third-party agency-produced visual content met brand guidelines, maintaining consistent quality and brand integrity.
Gojek Indonesia
Ops Designer (April 2019 - Mar 2020)
• Develop design based on their functions/team requirements. Work in tandem with other functions in building guidelines for the designs.
• Conceptualize design and videos for the GoLife mitra application, blog channels, and offline event.
• Involved in creative strategic thinking with the operational team, how to make new information interesting and easy to understand to the target.
SAC Digital Agency
Junior Designer (Jan - April 2019)
• Develop creative advertising content for instagram, website, ads, etc.
• Develop branded content, key visuals and creative mockup for campaigns and proposals.
• Involved in many BCA’s campaign to promote activities and product brands.
Kementerian Pendidikan & Kebudayaan RI
Digital Specialist (Jan 2017 - Dec 2018)
• Conceptualize design & videos for SMK social media.
• Provide creative ideas and feedback to promote SMK.
• Create e-books for easy access between school and ministry.
Art Direction
Moodboard
Photoshoot Direction
Produce engagement content in videos and photos to highlight Almond Shower Oil in social media. Sharing L’Occitane’s real customer experience in #MakeTimeToTreatYourselfWell by using Almond Shower Oil and enhancing customer testimonies and satisfaction to gain new audience who never tries Almond Shower Oil.
Art Direction
July 2022
Moodboard
Photoshoot Direction
Nov 2022
Create ideas for campaign, moodboard, storybaord, supervised the visual and video direction
Sept 2024
Anti Hair Loss Serum Talent Share a Testimony
Almond Shower Oil Everbody Loves Almond
Holiday Season with Billy Davidson
Main KV Concept & Execution Design
Social Media Planner
Create social media schedule and key visual designs for each product highlight, and digital activation.
Event Content Editor Art Direction Motion Design
Interview KOL
L’Occitane Hotel Oct 2023
Teaser L’Occitane Hotel Oct 2023
Interview KOL Holiday Event Nov 2023
Pose with Almond Product KOL Yoga Event May 2025
Summary Plastic Odyssey’s Ship July 2024
Create ideas for campaign reels and TikTok content for L’Occitane, researched visuals, led the production team, designed the visuals, motion design and supervised the visuals team.
Create product packaging for events and campaigns, email marketing, WhatsApp blasts, flyers for product knowledge and promotional media.
Release
Create press release for media, product catalogs on the Flipsnack website, and promotional layouts for magazines (bazaar, prestige, etc).
Main KV Concept & Execution
Design
oncept and visual for promotion social media, directing, and supervise
Social Media Planner
Moodboard
Research
Visual Motion Design
Italian Summer New Flavour Apr 2024
Chocolate Testing Event with Venchi Co-Founder March 2025
Teaser Motion Limited Flavour Alert Jun 2024
Teaser Motion H-1 Opening Store MKG 3 Jul 2024
Create ideas for Venchi campaign reels and promotion content.
Giveaway Video Spot Snap Share Aug 2024
Motion Design Research Visual Event
Create ATL media for store opening promotion, including design and motion.
Main KV Concept & Execution
Social Media Planner
Create social media designs for the beauty brand Erha.
Design
Develop concepts for each BCA campaign across various platforms such as apps, outdoor, social media, website, etc.
Main KV Concept & Execution
Develop BCA’s campaign and manage the execution of assets from design to many platform.
Website Banner Apps Notification Blog Channel
Conceptualize design and videos for the GoLife mitra application, blog channels, and offline event.
Concept Storyline
Motion Graphic
Create creative strategic thinking with the operational team, how to make new information interesting and easy to understand to the target.
Concept Moodboard Book Layout
Assist the government team in summarizing the activities and programs conducted over the year into an infographic data book.
Main KV Concept & Execution
CANTALEVIA is a performance group made up of young people passionate about the performing arts, especially choral music. Founded in 2017, Cantalevia is hosting a ‘Tribute to Glee’ concert at Gedung Kesenian Jakarta in October 2024.
As the Head of Design, I am creating the key visual to be applied to all promotional media and materials used during the concert.
