Kamusta! I’m Judith Marie Ortiz, but you can call me Juju. I’m a first-generation Filipino-Australian, a cis woman, a mother of two, and a proud daughter, sister, and aunty. I’m also a creative based in Meanjin (Brisbane) and a recovering assimilator, learning to embrace and celebrate the parts of myself I once felt compelled to suppress.

But it wasn’t always this way.

There was a pivotal moment in my journey—one that shattered the internal colonial tower I had unknowingly built over decades of assimilation. It happened when I selected a photo for marketing collateral, a photo I believed represented the campaign well. But my employer rejected it, saying:

"This image of this Asian girl needs to change. It’s not Australian enough. I don’t want the market’s first impression of our brand to be associated with cheap and nasty products made in China."

That moment woke me up to two harsh realities.

First, I realised how much of my Filipino identity I had suppressed to fit into a society that would never fully accept me. No matter how much of my culture I abandoned—or the fact that I was born here or how "ocker" I spoke—I still couldn’t meet the narrow standard of what it meant to be "Australian." Simply because I looked Filipino. I was living disconnected from my heritage, from Mother Earth, and from my true self.

Second, I saw that mainstream branding isn’t just about selling products—it’s about selling ideas. Branding had played a huge role in what my employer had said to me. These ideas, deeply rooted in colonialism, reinforce harmful narratives that shape our beliefs and behaviours from an early age. They affect how we see race, gender roles, politics, and consumption, while marginalising diverse voices and perspectives in the process.

That moment became a turning point. It made me question the role I played as a creative in perpetuating harmful systems and awakened a new purpose within me: to use design and storytelling as tools to dismantle oppression and create work that centers authenticity, equity, and sustainability.

Today, I channel my experiences into my creative practice, telling stories that spark belonging and designing solutions that champion people and the planet. Professionally, I’ve had the privilege of working with a diverse array of organisations, from startups to globally recognised brands like Sylvia P and Undress Runways. My approach combines strategy, creativity, and responsibility, ensuring that every project aligns with values of inclusion, equity, and sustainability.

But my work is deeply personal. It’s not just about beautiful visuals or campaigns; it’s about dismantling the harmful narratives that underpin society and empowering businesses to do better—for people, for the planet, and for future generations.

As a mother, I think often about the world my children will inherit. This is what motivates me to design with intention, tell stories that uplift, and collaborate with others who are committed to positive change. My journey from assimilation to reclamation is ongoing, but it fuels everything I create.

Salamat.

Want to do good things together?