Angelyn Liem

"I see myself as somewhat naive and emotional, so I came up with the triangular head with the saw-like teeth," says Dhanny Sanjaya.

My Jakarta: Designer Dhanny Sanjaya

The design industry is not the laid-back field most people imagine it to be. At least according to Dhanny Sanjaya, an upstart designer who describes the industry as “quite tough.”

Taking a break from pursuing his dream of making it to the top of his chosen field, Dhanny shares his experiences and offers a few tips for surviving in the abstract jungle.

How did you come up with your trademark ‘triangular head’ design?

I wanted to see my personality in the design. I see myself as somewhat naive and emotional, so I came up with the triangular head with the saw-like teeth.

What is it about Jakarta that inspires your designs?

I get my inspiration from the community I live in and the people around me. I’m inspired by all living things, and I end up mixing these visuals together in my mind to come up with a design.

Don’t you find, for example, mixing a human head with an animal’s body a bit weird?

That’s the fun part about designing, that you can come up with whatever’s on your mind. There are no restrictions, and you can try out different things as you so please.

How do you find Jakarta in terms of it being the jumping-off point for your career?

The design industry in Jakarta is like this cake where you have hundreds of ants just running up to it and eating it up. The competition in Jakarta is like that; it’s quite tough. But what sets a true artist apart from the rest is his honesty toward his design approach. If you’re true to yourself and to your work, you can guarantee that people will appreciate your design.

How did you start with your design company?

I wouldn’t call it a company yet. I haven’t gotten the name licensed by the government, because it’s difficult to get a copyright here in Indonesia. I started not long after I graduated from Pelita Harapan University in 2007. My friend knew about a clothing factory in Bandung, so we ordered a small quantity of T-shirts and used my designs. After a month, we got the shirts printed and sold them to our friends.

And did they become hot commodities?

Luckily, my friends liked my designs. Afterward, we started selling them online before we collaborated with Graniph to get our T-shirts sold worldwide. Then a friend suggested that we participate in an exhibition in Singapore. We went there, and it was a success.

Were you inspired by other designers at the exhibition?

There was this designer from Malaysia whose designs just blew me away. He knew so much about a variety of issues, ranging from politics, history, business, etc. I thought his designs became more meaningful because of what he knew.

Are you saying that someone with little experience and knowledge wouldn’t be able to come up with a good design?

Actually, even someone who has lived in a small village all his life could create a phenomenal design and surprise the world. A designer can draw from his experiences and use them as inspiration for his designs.

Would you say then that during the learning process, one’s experience is more important than technique?

Technique is as important, but do you want to know what’s more important to make it in Jakarta? Networking.

That’s so cliché, don’t you think?

As a designer, I didn’t get into it, and I still don’t really like the concept. But it’s important to get along with other people in this city. As long as you have a good attitude and you’re not just following trends, you’ll be fine.

What are your plans now?

I want to hold my own exhibition, but it’s still a long process to get there.

When did you realize you wanted to be a designer?

Ever since I was a little kid I’ve always like designing. Growing up I scribbled and doodled on the walls of my parents’ house and I would get yelled at all the time for it.

Would you ever consider changing careers?

Never.

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