An independent studio with one person accountable for the work
Fazen is an Independent Brand & Digital Design Studio for founder-led brands preparing to launch or relaunch. This page covers the founder, the thinking behind Fazen, selected professional context, and how the working model holds.
Hafaz Sofyan
Founder and creative lead, based in Medan, Indonesia, working with founder-led brands wherever they are.
4/5
I lead the direction myself and stay on the work from the first decision through to handoff.
The route I recommend is the one I would take. When a smaller scope is the right call, that is the one you get.
Design decisions are argued from the goal and the audience, not from taste alone.
Direction is set and approved before production starts, and it stays owned by one person.
Calm Momentum
Two forces run through the way Fazen works, and the studio is named after holding both at once.
Execution, momentum, progress, decisive exploration, and readiness to launch.
Clarity, intention, focus, balance, and thoughtful judgement.
Moving forward quickly without losing the reason, direction, or standard behind the work
In practice that means speed comes from focus, prepared inputs, and clear decisions. It does not come from skipping the thinking, and it does not mean every project should be rushed.
Three rules behind the judgement
These are the checks a decision has to pass before it becomes the recommendation.
Clarity before production
The goal, the audience, the direction, and the decision path are agreed before final production starts.
Direction is approved at a checkpoint, before anything is built out.
Momentum through focus
Speed comes from bounded choices, prepared inputs, and decisive collaboration.
Fixed scope, one decision lead, and feedback consolidated into one pass.
Design built to be used
The output has to work across the agreed launch touchpoints rather than stop at an isolated presentation image.
Files, applications, and guidelines made for the places the brand actually appears.
Four signals, not a resume
Enough professional context to judge the breadth behind the work. Project records and client context stay on Work.
Since 2020
Designing since 2020, now focused on brand and digital design through Fazen.
Cross-disciplinary
- Brand design
- Digital design
- Graphic design
- Visual identity
- UI design
- Social media design
- Presentation design
- Motion graphics
- Video editing
The two marked tags are the current Fazen focus. The rest is supporting experience that informs the judgement, and none of it is an additional service.
Four kinds of room
- University communications
- Advertising
- Broadcasting
- Community-led organisations
Where that experience sits
University communications: Universitas Sumatera Utara
Advertising: TDP Advertising
Broadcasting: USU TV
Community-led organisations: Pers Mahasiswa SUARA USU, Indonesia Youth Foundation
Credentials and recognition
- UI/UX independent study
- Adobe certified associate
- Intuit design for delight
- Two 2023 student recognitions
The records behind them
- UI/UX Design Independent Study, MyEduSolve, 2023
- Adobe Certified Associate in Graphic Design and Illustration using Adobe Illustrator, 2023
- Intuit Design for Delight Innovator, 2023
- 1st Outstanding Diploma Level Student, Universitas Sumatera Utara, 2023
- 1st Outstanding Diploma Level Student, North Sumatera Region, 2023
Who is responsible for what
Founder-led describes a division of responsibility. Three parties, three jobs, and no layer in between.
Hafaz
Leads the recommendation, the judgement, and the creative direction.
The client
Supplies accurate context and source material, names one decision lead, and returns consolidated feedback within the agreed window.
Fazen
Provides the identity, the method, and the operating system that keeps the scope and the decision path clear.
Judgement is easier to inspect than to describe
Work carries the project records, the role on each one, and the context behind them. It is the place to test everything on this page.