Shaping High-Impact Brands Through Visionary Design: Natalie Budiman

TIMESINDONESIA, JAKARTA – From Michelin-starred restaurants to beauty and wellness campaigns, Natalie Budiman has made her mark as a designer with an eye for elevating brands.

Currently working with Gracious Hospitality Management, Natalie has crafted the visual identity for acclaimed establishments like COTE Korean Steakhouse in both New York and Miami. 

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Her recent work includes spearheading campaigns like "Taste of Asia" and “Doordash” campaigns, showcasing her talent for blending sophistication with a brand's unique essence.

In a previous role as Lead Designer at The Detox Market, Natalie led the creative direction for campaigns, digital initiatives, and product presentations, helping to establish visual stories that resonate with audiences.

These experiences positioned her as a go-to expert for brands wanting to create meaningful, lasting connections with their audiences.

The Creative Process: Cultivating Clarity and Focus

At the heart of Natalie’s work lies a dedicated creative process grounded in mindfulness. 

"To connect deeply with a brand’s story, I begin by quieting the mind," she explains. “Daily meditation and creating defined boundaries in my studio help me maintain focus, even in the fast-paced city environment.”

This approach allows Natalie to delve into each project with clarity, transforming each brand's story into visuals that feel personal and compelling. 

"Every brand has its unique identity, and my role is to bring that to life in a way that feels authentic and engaging," she shares, emphasizing her belief in crafting design that resonates on an emotional level.

April Fools day - COTE Korean Steakhouse 

A Global Perspective on Design and Adaptation

Natalie’s design philosophy is enriched by her experiences working across different continents. Having worked in Jakarta, Los Angeles, and New York, she brings a global sensitivity to her projects. 

Her role in adapting the branding for Martinizing Dry Cleaning in Jakarta, for example, highlighted her ability to balance international standards with local tastes—a skill essential for brands aiming to reach diverse markets.

This global mindset also feeds into her belief that design should inspire trust and loyalty. 

"Success in design is about connecting with both the brand and its audience," she notes. "It’s not just about catching the eye but creating visuals that encourage loyalty."

Laying the Foundation: From Education to Expertise

Natalie's journey began with a strong academic foundation in the arts. She earned her Bachelor of Fine Arts in Industrial Design at Columbus College of Art and Design, then went on to pursue a Master’s degree in Graphic Design and Visual Experience at Savannah College of Art and Design. 

This education provided her with a unique blend of creative artistry and strategic thinking—skills that set the stage for her success in brand design.

Since 2014, Natalie has also embraced freelance work, adding to her expertise by taking on diverse projects, from brand building for startups to experiential design for fashion pop-ups. 

Each project, whether large or small, is an opportunity for her to refine her skills and introduce fresh ideas that elevate brand identities.

An Inspiring Journey in Brand Design

With a commitment to excellence and a talent for creating impactful visuals, Natalie has established herself as a trusted design partner for brands across industries. Her story is a testament to the power of design to connect, inspire, and transform.

Discover Natalie’s work on Instagram – @nataliebud 

Natalie Budiman (from Jakarta, Indonesia) is a graphic designer based in New York City, focused on typography, editorial design, branding, and digital marketing. She holds a BFA in Industrial Design from Columbus College of Art and Design and an MA in Graphic Design and Visual Experience from Savannah College of Art and Design.

Recent clients include COTE Korean Steakhouse, COTE Miami, and Undercote. Recent projects include Taste of Asia, Coqodaq, and the Doordash campaign. (*)

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