Arya Djoehana
Brand Strategist @Pura Vida - Transformation In Gemeinschaft E.V
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WORK HISTORY
Brand Strategist @Pura Vida - Transformation In Gemeinschaft E.V
Berlin, DE
Pura Vida Festival Retreat is a movement uniting personal well-being with planetary regeneration. It curates transformational journeys through workshops, music, art, and celebration, deepening our connection with ourselves, others, and the Earth.I help shape the festival’s brand narrative and creative direction across campaigns. I also manage artist relations and stage operations during the festival period to ensure a smooth and memorable experience.
EDUCATION
Edinburgh Napier University
BA Honours, Business Management
IPAG Business School
Master's degree, Business Management
ABOUT ARYA DJOEHANA
I help brands, entrepreneurs, and organisations uncover what truly makes them stand out and turn it into aliveness through stories, strategies, and experiences that connect deeply with, and move people.With 15+ years in brand strategy, qualitative research, and storytelling, I bring a balance of analytical precision and creative intuition. As a Partner at Innate Motion, I led purpose-driven projects across multiple continents and learned how strategy, creativity, culture, and human insight come together to drive impact. Years of qualitative research trained me to read between the lines, sense the unspoken, and uncover the motivations that bring energy and meaning to human behaviour. My path through personal development deepened my understanding of psychology and group dynamics. It helps me see beyond surface behavior and design work that awakens authenticity and aliveness in people and organisations. In recent years, my practice has integrated storytelling and experience design. I explore how brands and experiences foster connection, creativity, and change when people and organisations express their truth with openness and authenticity.My artistic side as a DJ adds another layer. Reading the energy of a room, sensing subtle shifts, and guiding collective experiences through rhythm and emotion strengthens my intuition as a facilitator, moderator, researcher and strategist. Whether in a workshop, focus group session, or on a dance floor, I listen deeply, connect people through shared experience, and elevate collective energy toward clarity and aliveness.Today, I work independently with brands and organisations at the intersection of business and human experience. I also help entrepreneurs and individual professionals express their identity and vision with clarity and confidence. I am seeking a team-based role within a creative or purpose-led organization while remaining open to project-based collaborations that blend strategy, storytelling, and human connection.Core focus areas- Brand & creative strategy- Storytelling and messaging- Deep insight and qualitative research- Workshop design and facilitation- Experience design - Personal branding for entrepreneurs and individual professionals.What sets me apart: I blend the structure of a strategist, the curiosity of a researcher, and the sensitivity of a storyteller. I listen for what is said and unsaid, translate emotion into clear direction, and help teams and individuals express what feels most alive and true in them.
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