Christopher Purnawan

Creative + Design Director


About Christopher Purnawan

Christopher is the creative director and co-founder of C+C&Co. He has seven years of regional design agency experience in Southeast Asia with Bentuk Metakrasi, Lloyd Northover Yeang, Holmes & Marchant and Equus Design.

His approach to design is in creating progressive ways to answer the brief with current and appropriate design identities. An avid typographer and a meticulous designer, he is always open and adaptable to new ideas and embraces diversity within his design practices. He graduated with a Bachelor Degree in Communication Design from Swinburne University of Technology in 2007.


“It is the pervading law of all things organic and inorganic, of all things physical and metaphysical, of all things human and all things superhuman, of all true manifestations of the head, of the heart, of the soul, that the life is recognizable in its expression, that form ever follows function. This is the law.” — Louis Sullivan

Understanding the function of an object or any design outcomes is crucial as it determines how these items can be designed. This is why research and exploration is a very important part of my design process otherwise it will be very difficult for me to design and orchestrate an emotion that is appropriate for the brief.

However to put it in simpler perspective, body parts (form) are designed according to their function and poorly designed products or communications are equal to having a hand without thumbs, which doesn’t grab anything as effectively as a hand with thumbs.

In addition, any design should not need explanations for the viewers to understand its meaning. Consumers should 

be able to understand what is means almost immediately through the use of information, semiotics etc. This field is called visual communications and if our viewers do not understand the message then we are not communicating the message properly.

When given any brief, my first consideration is always the market as failing to understand how they comprehend different messages or how they react to different approaches increases the chances of the design failing. The other consideration is the client who developed the brief. Our client should understand their products best. Our roles in this system is to communicate the client’s knowledge effectively and ensure that the target markets are able to understand it.

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To design means to decide upon the look (form) and the function of (fill in the blank). Design always considers how different combination of thoughts, materials and approach are utilised to develop a solution to the challenge. Design is a powerful means of communication because in order to develop ‘that’ effective solution means that the team would have done a lot of research and have considered countless ways of communicating to narrow down to several options that represent some of the most appropriate solution during that round of explorations.

There is never a perfect solution but design allows you to leap further as opposed to just taking a step ahead. This allows the product or message to have a competitive advantage as opposed to others that do not consider the balance of form and function through research and explorations.