IDEAS IN CONTEXT / Assignment Progress / Week 10 – 11

These two weeks we have been focusing on finalizing stuffs, developing logo & brochure content.

The color green was favored, but the coffee bean (O) needs to be colored in a shade similar to coffee because not everyone could directly get the idea of the letters O substituted by coffee bean.  I have been trying to make the shape of logo look more like a mug by playing with the placement & sizes of the letters (as well as extending the stem of the letter D), while Kelvin tried to develop it in a more experimental approach (it ended up looking too compact and doesn’t align with the brand image at all).


Feli and Kelvin have been working on making the 3D mockup of the packaging as well as interior layout & design of the cafe.

(References will be inserted)

The design & graphic elements will be applied on the packaging by me. As for now, I’ve been applying it in vectors of the packaging first.


After I finish developing the logo, I plan to develop some brand identity stuffs too (name card, receipt)

Flyer idea

-3d mockups
-Menu design
-Flyer & Brochure (content & design)
-Logo finalisation, logo gsm



Brochure & Flyer Idea A

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Brochure & Flyer (Merged) Idea B

Kelvin provided the idea & concept of making the brochure like an origami (incorporating japanese themes to live up to our japanese name). The brochure, which comes in an envelope fold doubles as a flyer (When it’s not folded).

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Packaging (3D model / photo edit done by Feli)


Interior done by Kelvin

IDEAS IN CONTEXT / Coffee Shop Survey ! / Term 4, Term Break

During the first week of term break we took the chance to visit some coffee shops and restaurants and interviewed them!

(Survey / Interview Transcript to be written)

Monday 19/12/16

Cafe Batavia, Kota Tua

Historia Food & Bar

Tuesday, 20/12/16

Colette & Lola (Puri Indah Mall branch)


Dancing Goat, Puri, Jakarta Barat

doumo Coffee House Business Plan

IDEAS IN CONTEXT / Assignment Progress / Term 4, Week 9

(Sketches will be inserted)

Week 9 QC Feedback & Tasks

I’ll be working on the strategic plan and business plan throughout the holiday, calculating startup expenses for the coffee shop, budget as well as establishing the brand identity & visual. So far the logo sketches have been on track with the keywords (homey, cozy, playful & youthful) but it needs more development.



WIP _ Strategic Plan

IDEAS IN CONTEXT / Assignment Progress / Term 4, Week 7-8

We started working on the narrative for our coffee shop brand, brainstorming for the overall look & feel in relation to the narrative and how to tie them all together.

Idea Brainstorm Ppt & Case Study

(Sketches will be inserted)

Short Summary on the coffee shop. Will add more on promotional media & identify consumer related problems

Quick logo exploration based on the four keywords


IDEAS IN CONTEXT / Poster Review / Term 4, Week 6

We reviewed our PSA posters in the class this week, by writing down what stands out from the poster, what doesn’t work and how we’d approach the topic should we be working on it.


Mid Term Peer Review Download

My feedback were mostly on how it lacks body copy (too tiny down there I guess) and it needs the body copy for the posters to be understood better. The visuals and concept are well received, subtly controversial (as controversial as a school project and my brain can get, anyways). The typeface also needs improvement, so I’ll be working on that.


Enlarged the body copy and made the “Shame No Body” into organisation logo. Changed the typeface of the headline as well.


Adjusted leading

IDEAS IN CONTEXT / Assignment Progress / Term 4, Week 5

Research / Readings:

After more researches, I decided to cover the topic sexual objectification as a whole because it is the root cause of the catcalling problem – catcalling is just one of the behaviour of objectifying the human body.

Updated Creative Brief Download

The poster would be in a compare and contrast approach, comparing human body parts with its often-used euphemisms.

(Moodboard 2)
The idea / approach originated from this draft, as I was trying to find a good headline.

(Previous versions)

I was suggested to be very metaphorical about it and less direct about the human body parts; send the message through the metaphor rather than visually shocking.

(Sketches to be inserted)



(Moodboard 3)
Tracing the shapes onto the body! The euphemism for buttcheeks is globes.


“Jugs” vs Breasts
Fixing the composition
Trying real hard to appropriate into Indonesian version. Not very successful on the “globes” one.

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Slogan Appropriation

I found out that there is no Indonesian term for body shaming yet, so I decided to add an Indonesian slogan above the English one (Shame No Body – which is also the name of the campaign).

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Black version


Follow up on comments on Hightail


Following up the comments, I kept the pink-white look and the English version of the poster. I also changed the “globes” to “buns” because the globe imagery didn’t work all too well. Loosened up the details on “two types of rides” to make it less explicit.

OOH mockup


Added a copy to make the message clearer


Revised OOH



IDEAS IN CONTEXT / Assignment Progress / Term 4, Week 4

After QC-ing my ideas, I’ve been suggested to proceed with idea 3 (advertising provocative body parts) but I had to make it simpler because the poster-ception concept might be a bit too complex to reach out to the intended audiences, which involves a very broad target market – adults of both victims and doers of catcalling. I was suggested to juxtapose the poster with the environment (if I’d digitally manipulate the advertisement poster onto an environment for the ambient), such as advertisement on human thighs placed beside a fast-food restaurant (drumsticks!!!).

Creative Brief draft

  1. Background Summary


Who’s the client?


What is the product or service?

We will be working on a public service announcement addressing the persistent local issue on catcalling and sexual objectification.



Research/reports on catcalling

(Links will be placed)

  1. Overview

What is the project?

This project is “Shame No Body”, a PSA campaign that highlight local, social issue of catcalling and sexual objectification in urban cities.

What are we designing and why?

We are designing a poster series for this campaign (as required by the assignment brief). With the given amount of time to work on this campaign (3 weeks), designing a poster that’d effectively communicate the issue is the most feasible.

Why do we need this project?

The society needs this project because they need to realize the negative impact of catcalling to the society as a whole, as it lowers the people’s morale, self-esteem and sense of security & liberty in day to day life.

What’s the opportunity?

Catcalling has been a persistent yet overlooked and unmentioned issue in Indonesia, shadowed by other national-scaled problems such as smoking, poverty / income segregation, child labor, malnutrition, etc. This situation gives us the opportunity to talk about the subject and be the limelight of it, as no other groups are discussing it.

  1. Drivers

What is our goal for this project?

The ultimate goal for “Shame No Body” is to stop catcalling that happens to both female and male.

What are we trying to achieve?

We aim to enlighten people (of a broad market segment) on catcalling and the wrongness of it.

What is the purpose of our work?

“Shame No Body” ‘s purpose is to improve the morale of nation, increase their awareness on the topics of sexual harassment and rape-culture.

What are our top three objectives?

  1. Eradicate catcalling off the streets
  2. Communicate the harms of catcalling to the society
  3. Increase awareness on the subjects around sexual harassment & objectification.


  1. Audience


Who are we talking to?

We are talking to the society as a whole. People who are the victims of catcalling, people who are indifferent about it, as well as the doers of it.

Catcall victims:

  • Mostly female, not necessarily dressed in provocative outfit
  • Female entering adulthood / puberty
  • Traditionally attractive individuals

Catcaller stereotypes:

  • Males
  • Low income segment / lower economy class
  • Younger-middle aged man with lesser education

What do they think of us?

Our audiences would regard “Shame No Body” as a movement which addresses, tackles and solve the problems of body-shaming, sexual harassment and rape-culture.

Why should they care?

Society should understand that catcalling is an issue as important as any other global-scaled issue such as racism, poverty, wildlife conservation, etc.

Catcalling impacts the well-being of victims directly (lowered sense of security, having to change their lifestyle in order to avoid catcall) and the society indirectly (it sets a standard of ‘attractiveness’, sets the notion that if you are not catcalled, you’re not attractive enough; this lowers people’s self-worth).

It promotes rape culture (victims of catcalling cannot say anything when they’re being catcalled, as any response is viewed as provocation – they can only stay silent while they take the sexual remarks dubbed as “flattery”.

Catcalling is a form of body-shaming (they tell victims to smile, that they’d look better with a smile, to like being catcalled because it is a ‘compliment’ towards them, that they should appreciate being catcalled). People’s body belong to themselves, no one should harass them to do anything, especially not strangers who throw unsubtle sexual comments in the name of appreciation.

The fact that a part of society is indifferent about catcalling proves that the morale of the nation is very low on this particular subject, when it is no less important than drunk driving. Just because no blood is shed doesn’t mean a problem doesn’t exist; living victims are a clearer truth of an unresolved issue.

  1. Competitors

(No known competitors in Indonesia)

  1. Tone


How should we be communicating?

To ensure that society care about this issue enough to fight for it and change the situation, we should go for a smack down; a slap with the cold hard truth of what our civilization has become. It has to be straight-forward, shocking and daunting.



  1. Message

What are we saying with this piece exactly?

Through the poster, we’d tell the people how human is treated like a piece of commodity, free to be commented, scrutinized on, tradable.

We’d like to get the idea and the shock across, that there is no respect going on when strangers throw sexual comments (you look good, your body looks good), giving pet names and telling victims of catcall what they should be doing (you’d look good with a smile, talk to them, give them their number).

It is not flattery, it is disrespectful and revolting; they’re treating people as how they’d treat some piece of Kentucky Fried Chicken or an Adidas shoe; comment on what they look like, how they’d look better and try to get them for themselves.

Are the words already developed or do we need to develop them?


What do we want the audience to take away?

The sadness, the plain revolting truth of catcalling as a part of our culture and the willingness to change the situation.

  1. Visuals


Are we developing new images or picking up existing ones?

In consideration of budget, deadline and influx of other workload, we’d pick up existing images online and develop them into the poster.

QC 8/11/2016

To this QC, I’ve been thinking of comparing thighs with drumstick, chests with jewelries and bottom with cellular data service by putting the respective body parts into an advertisement style of each products. This will be a series, and what would tie them together as a series would majorly be the slogan / name of the project “Shame No Body” (which I have not appropriated to Indonesian yet).

I think this image of women legs would work well if it’s substituted for a car advertisement?

Still working on how to directly relate it to catcalling other than putting it on the streets.

These kind of images would work more naturally, as it could suggest being catcalled while doing morning runs, but it’s tough to find high-res images on the net.
Could crop this on the lower half and focus on the hips & thighs, and I think the sunrise gave a nice effect for it to work as an advertisement (jewellery perhaps?)

IDEAS IN CONTEXT / Survey / Term 4, Week 2-3

Click here to fill out the survey!  jensen-pointing-o


From the research and survey, I’ve managed to gather some useful datas and more insight on catcalling (and sexual harassment on general).


I have been thinking on how to approach the issue and I’ve decided to take the “degrading” aspect of catcalling/sexual harassment and to show it in the poster as something that opens people’s insight on how society has been treating fellow humans.


The first idea is directed more to the people who does catcalling, with the image of a person walking by and a cat that turns its head to look at the audience of the poster. The slogan is “Too blind to get it right?”, as in, humans aren’t cat, if you gonna ‘catcall’ then you know what will be responding to it.

Second idea is a twist of the first idea, a more humorous approach. The human’s head (with provocative body figure) will be replaced with a cartoonish-looking cat. They say words are powerful; if you gonna ‘catcall’ so much, then perhaps all humans should be cats.

Third approach is more direct and straight forward- displaying a provocative part of human’s body and advertising it on the poster in the style of a fast-food advertisement. The message is to show society that humans, without fully realising it, are being treated like something for sale, something that’s so cheap and convenient. Development of this idea includes a poster-ception (the advertisment-looking poster is ‘stuck’ onto the gritty walls of the city, photographed and presented as another poster), as well as a poster-ception-ception (the advertisment-looking poster on the wall of city streets is compared with the poster/a similar image being displayed in a museum, separating “harassment” and “appreciation”).


Idea 4’s concept is based on “It’s not flattery if you’re …..”, where the posters will display a series of women in different hideous coverings (paper bag over their head- ashamed, masking tape over their mouth with the writings “don’t provoke” – silenced , female wearing karung goni(?) as outfit – scared ). This approach will be a bit more hyperbole & surreal.


Idea 5 features photographs of female with shopping label tag on their neck, saying their “catcall-o-meter”, level of their attractiveness, etc. This emphasises on sexual objectification and how male often give “gradings” to female based on their attractiveness, and how catcalling impacts female’s self-esteem & self-worth. If you’re cat called a lot, that means you’re attractive. If no, then it probably means that you’re ugly.

Current Moodboard (Nov 5)

(Creative brief will be written)

Research / Reading Material:

Catcalling and Rape Culture

Video: 10 Hours of Walking in NYC (108 instances of Catcalling)

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Catcalling – Jessica Valenti

Street Harassment x Psychological

Catcalling / Hate Crime?

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(“Misogyny hate crime” – what a hateful phrase.)

IDEAS IN CONTEXT/ Poster-on-Article / Term 4, Week 1-2

Week 1

This week we were introduced to this class- what it will be about, and of course, the timeline to our 2 projects.

In creating an advertisement, we have to understand the audience the advertisement is intended for; their background, demographic, cultural reference. An advertisement is basically a way of persuasion – when advertising products, they’d persuade people to buy it. In PSA (Public Service Announcement/Advertisement), what’s being communicated/persuaded is an idea and awareness on certain topics, for the betterment of life quality. PSAs are non-profit advertising. They’re usually is a campaign and runs for a period of time, which demands consistency of the quality despite the usually limited budget.

Types of Campaign:

  • Commercial Campaign. This type of campaign promotes commodity product and services by informing customers, or promotes individual & groups (political candidates, corporations). Can be found in almost any medium (print, radio broadcast, TV advertisement, online ad) as well as unconventional media and formats.
  • PSA Campaign. This campaign serves the public interest, usually run by non-profit organisations (Unicef, United Colors of Benneton), or government. The objective is to educate people on significant social issues to stimulate positive social changes. In creating a PSA, general knowledge and awareness on what is going around us is important; for one, it allows us to communicate better in a way that is relatable to the general public.
  • Cause Campaign (CSR – Corporate Social Responsibility). These campaigns are sponsored by corporates. It raises funds for non-profit organisations and run in paid media. They’re used in part to promote a corporation’s persona.

To kickstart this class, we begin with a light(?) exercise of making a poster out of a headline from newspaper.


Chosen article


I try to approach the topic from different sides – the “unemployed” factor (poor, ‘gabut’, confused) or the “educated” factor (hand holding a CV with a stamp ‘application denied’, or with a ‘poor future’ reflected on the wristwatch.)

Inspired from the poetry meme – how to display both unemployment and despite education in a relatable way? Heavy sarcasm to mock the system of the industry.

Week 2

This week we resumed working on our simple poster based on the newspaper headline.


Idea that came up to me after QC-ing. I was thinking of words that would rhyme with kantong kering and finally decided on “juling” – and it sort of fits the (so not) hyperbole of having worked so hard in school and ended up not getting any job in the end.
Vectorised draft

Feedback on poster:


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Revised poster
(This website has the commenting-revising-pointing out/marking functions as well as real-time comment/chat? :’D)



We also had to start coming up with idea for our PSA project, which will be about interpreting (current) local social issues in form of a poster. As a start of the brainstorming process, we were asked to think of 10 local issues and write them down on the board.

10 local social issues:

  • Fake vaccine
  • Unemployment
  • Jakarta Red Light District?
  • Tax amnesty anxiety
  • Education- constant change in curicculum
  • Sentence for sexual offender too short
  • Harassment in public transport
  • Increase in tobacco price
  • Prolonged trial (Jessica-Mirna case)
  • Catcalling (from abang” 🙂 )

I see catcalling as one of the most persistent issue in Jakarta (perhaps in other cities of Indonesia as well). Might be doing the poster based on this issue – but first, a research and survey needs to be done.