Kontinu: Designing relevance, one play at a time.
INDONESIA, 2024
Studio : Kontinu
Team. : Moeko Doi, Yin Hu Wang, Yeonji Kang, Chuyi Liu
Role : Co-Founder, Brand Design
Result : Kontinu proposes a new way of designing: one that embraces change, values play, and builds relevance through shared exploration—turning creativity into a continuous, collective practice rather than a solitary pursuit.
Creativity is not a destination — it’s something you stay in.
Kontinu is a creative ecosystem designed to help designers stay relevant in a constantly changing world. The project explores creativity not as a fixed outcome, but as an ongoing practice.
By combining structured play with community engagement, Kontinu invites designers to ideate, collaborate, and grow together—continuously.
Kontinu is a creative ecosystem that uses guided play and community-driven tools to help designers stay relevant in an ever-changing world.
When play becomes structured, ideas begin to move.
Challenge
In an industry shaped by rapid cultural, technological, and social shifts, designers often struggle to remain relevant and creatively energised. The challenge was to create a system that could support long-term creative relevance, helping designers overcome blocks, spark ideas, and see creativity as a continuous journey rather than a one-off solution.
Approach
Kontinu was built around the idea of guided play—introducing structure without limiting freedom. At the heart of the project is the ON IT card system, which uses structured randomness to generate fresh design briefs.
Each deck combines four core elements—Situation, Target Audience, Outcome, and Brand—to create unexpected yet purposeful prompts. Special cards add unpredictability, encouraging exploration and collaboration.
Beyond the cards, Kontinu extends into a social platform where emerging designers share their ON IT experiences. Individual processes become collective conversations, reinforcing creativity as something shared, evolving, and alive. The visual identity reflects this philosophy through looping, graffiti-inspired letterforms, symbolising continuity and movement.
The Story So Far
Kontinu positions creativity as something that never settles. While currently in development, the project lays the foundation for a scalable creative enterprise—one that blends tools, community, and mindset.