OUR STORY
KUDA is a creative strategy consultancy working with brands and organisations to clarify direction, language, and intent. We translate ideas, identities, and ambition into strategies that resonate and last.
Founded in 2022, KUDA draws on experience across technology, business, and the creative industries, with work spanning the UK, US, and Southeast Asia.
Our work is multidisciplinary, shaped by analytical rigour and an understanding of how we think, feel, and decide.
Kuda means horse in Indonesian — a symbol of momentum, care, and endurance.
STRATEGY, through
stories + Systems.
FOUNDERS
Alexandra Citra is the Co-Founder of KUDA.
Her work is shaped by a belief that strategy is most effective when it considers narrative, people, and context, not just outputs. She works with brands and organisations navigating moments of growth, transition, or uncertainty, helping them understand where they are in their trajectory and what this phase calls for.
Alexandra’s background spans technology, strategy consulting, publishing, and the creative industries, including fashion, music A&R, and media, with experience across the UK, US, and Southeast Asia. With a multidisciplinary education in Cognitive Science (Human-Computer Interaction) and Literature, her approach combines analytical rigour with cultural literacy.
Clients work with Alexandra as a thinking partner. She is valued for her ability to synthesise complexity, ask the right questions early, and deliver work that holds over time. She founded KUDA to create solutions and strategy that endure and scale.