Alexandria (Lexa) Risjad is a brand designer and creative strategist working across hospitality, fashion, and lifestyle.

 

Raised between Indonesia and Singapore, she brings a global perspective to brand building grounded in tata krama, an Indonesian value centered on respect, consideration, and grace that shaped her upbringing. That foundation continues to influence how she thinks about design, service, and the details that make people feel genuinely looked after.

 

She holds a Bachelor of Arts in Integrated Marketing Communication from Pepperdine University, a Certificate in Design Communication Arts from UCLA Extension, and an Master of Science in Global Hospitality Management from NYU.

 

Lexa began her career in brand design, working across brand identity systems, creative direction, custom merchandise, public relations, and event collateral. Her interest gradually lead her deeper into hospitality, expanding from how brands are presented to how they are experienced. While at NYU, she was featured by Vogue in a Vogue Club Member Spotlight for her vision of merging fashion, lifestyle, and hospitality into the same world.

 

She now leads brand and event management at Brave & Maiden Estate in California’s Santa Ynez Valley, overseeing brand strategy, marketing, private and member experiences, event production, partnerships, and guest experience across the estate.

 

Her work is defined by a strong visual point of view, attention to detail, and ability to lead end-to-end creative production across experiential and hospitality driven projects.