Alfrey Davilla
Alfrey Davilla is an Indonesian illustrator and logo designer with over 15 years of experience crafting playful, character-driven brand identities. Known for his clean vector style and cute, expressive mascots, Alfrey's work helps brands express their personality through simple, lovable visuals and emotional storytelling. His illustrations often feature joyful animal characters and charming personalities that help brands connect in ways that feel warm, human, and memorable.
Hi Alfrey! Tell us about yourself - how did you get to where you are today?
Hi, I'm a logo designer and illustrator from Indonesia. I studied Visual Communication Design in college and graduated with a high GPA. After finishing college, I worked at a design agency, full of confidence and thinking I'd be the best there. But the real world was nothing like college. I realized I was the weakest on the team. I couldn't understand client briefs, was still too idealistic about design, couldn't keep up with tight deadlines, and struggled with everything.
One day, our creative director asked the team to design a logo. He later picked the best and the worst submissions. Mine was chosen as the worst, and the whole team laughed. That moment was painful, but it became a turning point. I promised myself I would become a much better logo designer and take every opportunity to learn while working in a real agency.
Today, I work as a full-time freelancer, specializing in logo design and illustration. I enjoy the freedom to manage my own schedule, spend more time with my family, and focus on the kind of work I truly love.
“Design taught me how to think visually, communicate ideas clearly, and create artwork that's not just visually appealing but also has a purpose, while illustration gives me the freedom to express personality and emotion. Both have become a big part of how I work today.”— Alfrey Davilla
When did you first become interested in design and illustration?
I've been interested in drawing since I was a kid, mostly because I loved reading comics. I grew up reading Japanese manga like Dragon Ball, Doraemon, and Rurouni Kenshin, as well as Western comics like Donald Duck, Smurfs, and Asterix. I remember my dad gave me piles of paper every day, and I would spend hours just drawing on them.
As I got older, I became interested in both design and illustration. Design taught me how to think visually, communicate ideas clearly, and create artwork that's not just visually appealing but also has a purpose, while illustration gives me the freedom to express personality and emotion. Both have become a big part of how I work today.
How would you describe your design style and how has it changed over time?
The funny thing is, I was never really good at drawing detailed illustrations. While my friends kept getting better at complex drawings, I stuck with simple ones. Not because I didn't want to improve, but because I simply couldn't. That's when I realized that overly detailed and complicated visuals just aren't my thing. I was naturally drawn to styles that are simple, clean, and cute.
Over time, I embraced that style and made it my strength. I focused on creating characters and logos that are simple, easy to understand, and instantly recognizable, even at small sizes. My style has become more refined over the years, but the core idea remains the same. Keep it simple, clear, and full of personality.
You specialize in logo, brand identity, and cute mascot design - in your view, what makes each of these truly memorable?
I think a memorable logo isn't just about looking cool. It's about whether it leaves an impression and feels right for the brand. The best logos are simple, unique, and easy to remember. They don't always tell the full story, but they make you feel something, and that's what makes people remember them.
As for mascots, I believe a strong mascot should reflect the brand's personality. It could be cute, friendly, playful, or warm. It could also be a bit mischievous, bold, or even weird, depending on the tone of the brand. Personality is what brings mascots to life and helps them connect with people. Brand identity isn't just about the logo and mascot. It's about how everything feels consistent. From the colors, visual style, and tone of voice to the mascot. When all of that comes together, it makes the brand feel alive and emotionally connected to its audience. And that's what makes the overall brand identity truly memorable.
Walk us through your creative process: how to do you bring a design to life from concept to delivery?
My creative process usually starts with understanding the purpose behind the design by sending my clients a questionnaire. Whether it's a logo or a mascot, I begin by asking what feeling it should convey, who it's for, and where it will be used. I believe a good concept isn't just visual; it needs to connect emotionally.
Next, I sketch rough ideas on paper. It's quick and messy, but it helps me explore different directions without overthinking. Once I see something promising, I move to digital, usually Adobe Illustrator, and start refining the shape, personality, and details. After that, I test how the design works in different sizes and mockups to make sure it's flexible and still recognizable at a glance. Once everything feels right and the client approves the design, I prepare the final files in clean vector formats or any other formats requested by the client.
How do you approach creative collaboration with your clients?
I always start with clear communication to make sure we're on the same page before I begin sketching. This is where the creative collaboration really happens. We share ideas, discuss the goals, and explore visual references together. Sometimes the client has a clear vision, and sometimes they're open to suggestions. Either way, we exchange thoughts to find a direction that feels right for both of us.
I believe this early-stage brainstorming is key. It helps me understand what the client truly wants, beyond just the brief. It also saves time because the direction is already clear from the beginning. So when I start sketching, I have a strong sense of what they're looking for, because we've built the idea together.
Tell us about one of your favorite projects so far.
One of my favorite projects was creating officially licensed Sesame Street stickers for BlankTagCo, a sticker company based in the US.
What made it exciting was that I got to draw these famous characters in my own illustration style, which was a big honor for me as an artist. The fun challenge was that every design had to follow strict brand guidelines and be approved by Sesame Street before release.
I learned a lot about working within brand systems, paying close attention to character details, and staying consistent with established visual styles.
Seeing the final stickers printed and loved by fans of all ages was a really rewarding experience.
What are your favorite tools and resources?
To be honest, I'm quite an old-fashioned designer. I still prefer using traditional tools like pencil and paper to sketch my ideas. I don't use drawing tablets like Wacom. Instead, I scan my pencil sketches and refine them digitally using Adobe Illustrator on my computer.
For inspiration and references, I collect books on logo design, visual identity, branding, and character design. I also regularly browse platforms like Pinterest, Dribbble, and Behance to see what other creatives are doing. Comic books are one of my biggest sources of inspiration for character design. They've taught me a lot about unique perspectives, expressive poses, and unusual character shapes.
What's one of the biggest career lessons you've learned so far?
Listening and understanding clients on a deeper level. I've learned that clients really appreciate being heard. I always try to respect their opinions and input, even when I disagree with them. Rather than rejecting their ideas outright, I offer them better solutions that align with their goals. In my experience, clients are more likely to value and willing to pay more for designers who bring them thoughtful solutions, not just follow their instructions.
What advice would you give to new designers just starting out in their careers?
With generative AI growing so fast, it's easy to feel unsure as a new designer. My advice is to focus on the things AI can't do, like understanding people, thinking creatively, and building strong storytelling.
AI can be useful, but it doesn't have your taste, your experiences, or the way you think. In the long run, what really matters in this field isn't just how something looks, but the thinking behind it.
What are you working on now and what's up next for you?
Right now, I'm working on a character project with Opera Air, part of the Opera software team. It's still ongoing, so I can't share much yet, but it's been a fun and challenging collaboration so far.