My first design tool? Microsoft Word.
Where I created  birthday cards, imagined fictional brands, and wrote blogs no one ever read , and loved every second of it.

At 12, I even coded my first (very basic) website to share my art, favourite music, and anything else I was obsessed with at the time.

Looking back, it wasn’t about perfection. It was about play, curiosity, and that pull I’ve always felt toward creativity and technology.That spark never left. I just got better tools.

I began selling paintings, prints — even logos.
I jumped into every creative project I could, fuelled by passion and curiosity. No formal training, just an obsession with design and a willingness to learn by doing.Every client, every experiment, every late-night project taught me something new.
And slowly, those playful beginnings turned into a purposeful creative business.

I traded crafts for kerning and Pantone swatches.
I funded my iced coffee addiction and college party life by freelancing logos between classes and part-time jobs. What started as creative curiosity quickly became a core part of my identity.

I kept freelancing designing logos, merch, and anything I could get my hands on, and without even realising it, I was building more than a portfolio. I was building a business & this is where everything clicked.
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The creativity. The strategy. The obsession with good design and what makes people connect to a brand. It all started to come together.

I graduated my design course in 2021 and stepped into the corporate world,  I couldn’t shake the feeling that my dream job didn’t exist yet.
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I craved something more creative, more intentional, and more me. I wanted to build a space where branding, content, social design, and storytelling could live together without limits. So I created it.

‍Alfi was born, a creative design studio where I help passionate brands and designers tell powerful visual stories with clarity, creativity, and heart.