CORPORATE IDENTITY / Assignment Progress / Week 3 – 4

For the past 2 weeks my group has been working on logo sketches for the corporation that we are rejuvenating – Jasa Marga. We also brainstormed further on building Jasa Marga’s brand image, by coming up with several keywords that we want to emphasise. The keywords are link, trust, accessibility and support. We want Jasa Marga to portray itself as a trustworthy corporation that supports the community by linking different people and parts of society together.

Finding symbolism for each keywords that we chose


Our next step would be to digitalise the chosen logo sketch. We are also advised to work on customising the typography so that it is unique and belong exclusively to Jasa Marga only.


PDI / Barteg / Term 5, Week 5

The progress on Barteg branding have been positively received this week, however there were some things that needs to be worked out such as the logo & visual system  – what is the main color for the logo, what’s the system for “day & night” look of the visual system?

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Moodboard for modern

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Enter a caption

Adjustment on the visual system based on the new moodboard

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Some typeface exploration (more can be seen in visual diary)

I’ve been thinking that it’d be better to pick one body typeface and use handlettering for the headlines, in the style of the logo’s handwriting so that there is a red line in the visual system. (Will be discussing & experimenting on this)

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Digitalisation of other logo sketches

(Sketch will be inserted)

We’ve also QC-ed the environmental design of Barteg, and so far the problem is on the food-ordering system. We originally wanted the food trays to be directly adjacent to the bar seating area but if so, then the ones sitting on the bar will be blocking others who’d like to order the food as well. This is just one possibility of the layout, more variation coming soon.

Next Week:

  • environmental sketch variation
  • Visual system shift day & night (menu, logo, uniform)
  • Tidy the “G” of the barteg so it’s more legible 
  • Typeface exploration
  • Light installation sketches & digital mockup

COPYWRITING / Assignment Progress / Term 5, Week 4-5

For the past 2 weeks I have been developing the tagline, ad copy and Twitter/Instagram caption for my imaginary product, as well as producing visual draft of it.

Brainstorm on what the product is and what it offers


Some sketches
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1st draft

The comment on this was that the tagline & ad copy were fine, but design-wise it is too crowded. The idea on this one is more of a compare & contrast, and it ended up kind of (very accidentally) racial.

This is the adjustment to the visual I do on week 5, with a much cleaner look with a futuristic element included in the very natural environment.

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This was the twitter caption that I came up with, with reference to pop culture (magic / Harry Potter / Doctor Strange and whatnot). It wasn’t bad, however it didn’t really hit because it is not too direct on what the product offers in comparison to the competitors.


PORTFOLIO / Symbol Development / Term 5, Week 3-4

These past 2 weeks I have been brainstorming further about my decision-making concept and coming up with a symbolism for it.

The concept is about the how decisions that you make (or others, actually) in your life brought you up to this point, made you who you are and in a sense, constructed your life.

I brought up this topic because I think it is important for people to understand how decision-making works, as people are often too engrossed with their own busy-ness and fail to see the bigger picture of the events in life. Feeling is just a small part of making a decision, and even though it is important to count feeling into factor, you shouldn’t let your feelings ride you. A huge part of my life is due to countless of bad decisions as well, in which I realised that bad decisions don’t necessarily result in bad outcomes. The result of your decisions becomes a collective string of events and they construct your life.  

I symbolise the connections of decision, action and the outcome with spider web & sun; the strings of decision & action being spider web, and what it constructs (life) being sun.

Sunweb symbolism ppt-01Sunweb symbolism ppt-03Sunweb symbolism ppt-02Sunweb symbolism ppt-05Sunweb symbolism ppt-04Sunweb symbolism ppt-07

Digital development of the sun-web shape

Sunweb symbolism ppt-15

Logo break-down, explanation of decision making process

Application of logo onto pattern & visual system

Currently on work:

  • Installation idea (keep brainstorming!)
  • How to package the portfolio
  • Portfolio structure & layout

PDI / BARTEG / Term 5, Week 4

Upon receiving the creative brief from my design director of this project, I concluded (and later confirmed with Seth) that the most important keywords for Barteg are affordable, comfortable, cozy, new and fresh.

BARTEG moodboards-03

This week, I was assigned to do 30 logo sketches first for Barteg. I sketched out the logos with several different approaches and style. Since it is targeted for the lower-economy class, I have to remember that it cannot look too sophisticated.

From these sketches, Seth liked the approach number 28 the most.

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I began to develop the logo digitally and the visual identity as well.

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W4_Barteg logo exploration-04
Color feels too A&W -ish. More variation needed. Will do more sketches on the stationeries layout.
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Color scheme proposed by Seth

Having finished the logo sketch, I now was assigned with the environmental sketch of Barteg.

(Sketches will be inserted)

PROFESSIONAL PRACTICE / Inspirations / Term 5, Week 3

This week we were required to find creative studios and art / creative directors that inspire us.

To me, there is a design studio that inspire me through their philosophy /  approach on design and their works.

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Sciencewerk is a design studio based in Surabaya. Their philosophy is to come with creative design solutions by exploring at various disciplines. They approach the brief creatively and result in dynamic, strong and memorable designs.

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An art director whose works has caught my eye since the first term of my graphic design study is Chris Dixon – currently the art director of Vanity Fair magazine. Even though currently he is one of the most prominent design figure of the 21st century through revolutionising Vanity Fair, he hasn’t work there since forever. He originally majored in psychology but eventually took part-time art and design classes. Throughout the 17 years of his career, he has worked in various publications in the U.S.A such as New York Times Magazine, Financial Times. He also worked in Ogilvy & Mather. His works are characteristically typography-driven and his reworking of Vanity Fair  (which didn’t have typography as one if its strong suit) elevated the already iconic magazine brand.


Another admirable figure whom I’ve just recently discovered is an Indonesian designer Cecil Mariani. I particularly like how she discusses & come up with solutions for social issues through her meticulously researched and thought out designs. Having went to a design seminar in which she was one of the guest speaker, she told the story on how she eventually became the designer that she is now. She initially had art / illustration background, but she knew that it’d be hard to make a living solely from doing paintings so she opted for design. Throughout her graphic design studies, she eventually became exposed with multiple disciplines of designs (architecture, fashion, etc) and it influenced her as a designer up to today. She had to start a fund-raising project to fund her own Masters study. Through this “tua tua sekolah” campaign, she sold notebooks as a fund-raising method and the project became widely known to the world.




PDI / chance! / Term 5, Week 4

This week we began working with our graphic designer on the project. So far, the goal until next week is to finish chance!’s brand identity & character design for the illustrations on the job & event card.

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Style reference

After discussing & brainstorming, we decided that illustration style such as Fairly Odd Parents would be the most feasible for the project, considering the time length and how suitable it is for the target audience.

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(WIP) Moodboard


Logo & brand identity development done by GD

The game mechanics & elements are under development alongside with the design development.

PDI / Assignment Progress / Term 5, Week 3

Creative Brief download

This week I have been working on the game system of the board game, which is still under development & hopefully finished by the time I hand the creative brief over to my graphic designer. (if not, then we will be discussing it together until week 5, alongside with the illustration production). 

Chance! is a eurostyle board game, where players rely on planning & strategy to collect as many points as possible to win. The 5 stages of the game are kids (5-8), pre-teen (9-12), teen (13-19), adult (20-55), late adulthood (55-80). The challenge of the game is to reach the endgame with the most points / life tokens (which measures as the “life satisfaction” throughout the game), without any black tokens. There will 20 jobs available in the game and it will be unlocked in the adult stage. Jobs can be purchased with adjective cards collected by the players mainly in the kids, pre-teen and teen stage. Apprenticeship and internship jobs can be found in the teen event card. To advance in the game, players roll dice. This game is meant for kids age 7+ and can be played with minimum amount of 2 participants. 

Next week we have to present our project, along with the design strategy. I’m still researching and collecting reference on what kind of illustration would best suit the target audience, and what keywords that go along with it. I think the biggest opportunity for this project is that board games are starting to gain momentum again since 2016, with parents starting to be more aware of the harm that can be done by exposing gadgets too much & often to young children. 


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Update on game mechanics & elements:

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Research & readings

CORPORATE IDENTITY / Rejuvenating Brand / Week 1-2

Corporate identity is, as the name suggest, brand identity of corporations. Thus, what is brand identity? More or less, brand identity is a persona, the image that you want to show others, how others perceive your brand as.


For our first assignment (which is a group assignment), we are required to rejuvenate the brand of a corporation, while still maintaining its core values, vision and mission. To decide on which corporation’s brand to rejuvenate, we had to do a research on them first and from there, reason why they need the rejuvenation.

I did a case study on Jasa Marga, and I concluded that it need rejuvenation to keep up with the advancing technology and to align themselves better with their core values, vision and mission. The current brand identity is too inconsistent and outdated, its presence underwhelming among other big corporations currently in 21st century Indonesia. The other two case study that was done by our group was on Dunkin Corp, and SM Town (Korea’s artist management agency).

Jasa Marga case study download

Out of the 3, Jasa Marga was chosen by our lecturer  – the reason being that it’ll have more value in our portfolio because it involves social problems.

Brainstrom on how to approach the rejuvenation 

Current task: Research on local & international competitor for reference, sketch min. 10 logo w/ different approach.


COPYWRITING / Radio Ad & Imaginary Product / Term 4, Week 2-3

Week 2

This week we were showed how copywriting shines through TVC / radio ad. TVC is, in a way, an art form of its own. It can evoke various emotional responses within the short amount of time. Radio ad is a lot more cost effective and efficient in time. With copywriting in TVC / radio ad, you have to say it, explain it and repeat it (so that it becomes memorable), all within a minute or less.

To end this class, we had to make a radio ad to promote martabak manis to foreigner! I came up with a dialogue scenario rather than monologue and the challenge is to describe martabak to foreigner / find Western equivalent to it.

*Traffic sounds can be heard in the background, 2 man are idly strolling on the side of the street*

A: Have you ever tasted something so sweet, rich, moist and buttery that it just melts in your mouth?

B: You mean whip cream?

A: It’s denser and it’s got a rich texture!

B: Like a sponge cake?

A: Even more moist and it comes in all these different flavours.

B: Cupcakes?

A: Even better.

B: What? No, nothing is better than cupcakes.

A: Wanna bet on it?

B: Well, what is it?

A: (Mas, martabak manis nya 2 ya.) Here, you can try it for yourself.

“Sweet, rich and moist, martabak manis is Indonesia’s traditional heritage and the first thing you’d want to taste when you land on Indonesia”

B: *swear word* This is so good!

A: *under his breath* I’m so winning this bet.

Week 3

This week we continued working on advertising our imaginary product. My chosen imaginary product was the personal assistant which I ended up naming APA (accessorised personal assistant). As a part of research, we had to find 5 ads that are potential competitors to our product.

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APA basically works like Iron Man’s Jarvis, and the product consists of a wearable (can be anything – wristwatch, earring, choker, etc) which is paired with a pair of earphones. APA helps you with your day to day activity, from something as simple as deciding what to have for lunch and paying your water/electric bills, to helping you with your client presentation. It basically speak through the earphones, assess environment, collect data and connect to internet through the accessorised wearable.

The tagline that I came up with for my product was “Wear the Future”. I wanted to make a reference about Jarvis in Iron Man, but was reminded that not everyone would understand it. However, the reference can be played into the Twitter / Instagram caption, to support the tagline & ad copy in the poster. I end up changing the tagline to “Wear the Future Now” to support the ad copy better & so that it doubles as a call-to-action.

The approach that I’m taking will be more of a compare & contrast, between APA users & non-users. It’ll show how much life will be easier if one uses APA – you don’t need to write down schedules in your daily planner or phone calendar anymore; APA will do it for you in an instant. No more unfolding and reading newspaper in shaky bus; APA will read the morning news for you – ones that you’d find most relevant. Visualisation-wise, there’ll probably be some floating texts which indicates APA’s speech.

(Somewhat like in BBC Sherlock but tidier, where they show floating text on the screen indicating Sherlock’s train of thought & deductions).