PORT FOLIO 2018 — 2021
C A R O L I N E M A RTA
CONTENT.
01.
Introduction + CV
03
02.
Editorial Design
05
03.
Personal Project
09
04.
Branded Environment Design
23
05.
W o r k a t N u s a e D e s i g n O ffi c e
34
06.
Work at Greater Group Retail Agency
42
07.
Logofolio
48
P E R S O N A L I N F O R M AT I O N
Caroline Marta Multidisciplinary Designer + 6 2 8 5 9 3 9 1 6 0 74 5 crolinemrta@gmail.com
Hi!
Date of Birth :
21 July 1997
Gender
:
Female
Language
:
Indonesian, English, Chinese
Location
:
Bandung, Indonesia
IG Design
:
@crolinemrta
:
linkedin.com/in/caroline-marta-054b4916b/
SOFT SKILLS
INTEREST
I am a interdisciplin ary designer from Indonesia. I tend to bring deeper, holistic thought
Collaboration & Teamwork
Architecture
to my design practice and alternative methodologies in problem-solving. I will forever be
Communication
Art & Design
grateful for having a wonderful once-in-a-lifetime opportunity to study and live abroad
Creativity
Books
back in uni days, it was truly a blessing. All those years was beyond my imagination and
Flexibility & Adaptability
Fashion
gave me the opportunity to explore my ideas and aspirations. I do believe that if you
Problem Solving
Jewellery Design
want creative quality, you need creative diversity to have a wide variety of perspectives
Project Management
Music
at the table, and my abroad experiences gave me that. I am eager to learn new things,
Self Development
Photography
and aspire to create works that can evoke different emotions in people. My design major
Work Ethic
Sustainability
enables me to engage with people’s emotions and can connect them to a space on
Sports
physical and emotional levels. I conceptually explore a strong personal ethos to guide me through designing spaces and experiences that are honest and human-focused. Design is a necessity for humanity, since it’s a form of freedom, and always allows for interpretation and discussion, which is very humanizing. I’m very passionate and intimate with emoti ons and feelings and that’s my bold reason why I love design in all forms. And now, I am all set to break into an industry full of challenges and ready to make an impact for my country. — Introduction.
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C R E AT I V E S K I L L S
SOFTWARE SKILLS
Art Directing
Ex p e r i me n tal I mag e Mak i ng
Adobe Illustrator
Adobe Photoshop
AutoDe sk Fusion 36 0
Brand Applications
Model Making
Adobe InDesign
Adobe After Effects
AutoDe sk Revit
Brand Identity & Logo Design
Retail & Hospitality Design
Adobe Lightroom
Final Cut Pro
SketchUp
Brand Strategy
Signage & Wayfinding Strategy
Books & Editorial Design
Social Media Activation & Campaign
Environmental Design
Typography
E D U C AT I O N
Exhibition Design 2021
Wayfinding & Sig n ag e Desi g n (Online Course) Lo n d o n Co l l e ge of C ommunicat ion by UAL
O R G A N I Z AT I O N E X P E R I E N C E 2016 - 2018 2018 - 2019
Centre for Contemporary Photography
Bachelor of Design (Major in Branded Environment Design) Swi n bu rn e Un i ve rs i ty of Technology, Melbourne, VIC Aust ralia
A r t G a l l e r y Fro n t of D e sk & I n st a l l a t i o n S t af f
2017 2018
GradX Swinburne Design Future Graduate Show
Study Exchange Program D rexe l Un i ve rs i ty, Philadelphia, PA U SA
Exh ib it ion De sign Commit te e
2015 2017
Melbourne Indonesian Film Festival 2017
Unilink Diploma in Design Swi n bu rn e Un i ve rs i ty of Technology, Melbourne, VIC Aust ralia
P h oto gr a p h e r Vo l u n te e r
2012 - 2015 2016
Khatulistiwa Entrepreneur Bazaar 2016
High School Dip loma (Social Science Major) SMAK 1 BPK Penabur, Bandung, West Java, Indonesia
M e d i a A r t s & D e si gn Te a m C o mmi t te e
2016 - 2018
PPIA Swinburne University of Technology
WORK EXPERIENCE
S e c ret a r y Exe c u t i ve C o mmi t te e ( 2 0 18 ) B u si n e ss R e l a t i o n C o mmi te e ( 2 0 1 7 )
2021 - present
C re a t i ve Te a m C o mmi t te e ( 2 0 16 )
Greater Group Global Retail Design Agency, Jakarta Indonesia
2017 - present
AWARDS & ACHIEVEMENT Decem b er 2 02 0
— Curriculum V ita e.
Freel ance Mul ti disciplinary Designer Vi s u al & E nv i ro n m e nt al Graphic Designer by C rolineMrt a Design (S elf-Employed)
F e b r u a ry - Octo be r 20 18
AGDA Design Awards 2020
Swin Abroad Ambassador
( G rad X Des ig n Future in “ S t u d e n t I d e n t i t y” C a te go r y)
( Exc h a n ge S t u de n t Am bas s ado r)
Austra lian G rap hic Des ig n A s s o c i a t i o n
S w i n b u r n e U n i ve rs i ty of Te c h n o l o gy
Decem b er 2 01 8
Freel ance Envi ronmental Graphic Designer
2019 - 2020
Nu s ae D e s i gn Offi c e, Bandung, Indonesia
2019
Best Student Project
( Lea d ers hip Achievem en t s)
( i n V i su a l i za t i o n & E nv i ro n m e n tal D e s i gn )
Sw inb urne Univers ity of Te c h n o l o gy
C I DA by D rexe l Un i ve rs i ty
Administration Staff F o c u s Trai n i n g So l u tions KFC Head Office, Melbourne VIC Aust ralia
D e c e mbe r 20 17
Swinburne Emerging Leader
Ful l Ti me Graphic Designer
2018
Social Media Officer Intern Co n s u l ate Ge n e ral of t he R epublic of Indonesia, Melbourne VIC Aust ralia
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Project Title
FUTURA & ITS HISTORY
Ed i tori al Bookl et Design / May 2018
— Editorial Proje ct .
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ASSIGNMENT BRIEF
DESIGN MOODBOARD
PROJECT
Fu tu r a & I ts Hi stor y
DELIVERABLES
Ed i tor i al Book l et D e si g n of Hi stor i al 20 t h Century Type
COURSE SUBJECT
Typography for Design (Swinburne University)
TONE OF MANNER
Modern, Timeless, Bold
D E S I G N R AT I O N A L E
G R I D T H U M B N A I L S K E TC H E S
I chose to produce a small editorial booklet design about Futura and Paul Renner as my historical typographic topic. The final design outcome of my design has applied contemporary design for the layout of the booklet with the combination of the 20’s visual elements through the styles, inspirations, and design techniques. The chosen layout had a great arrangement with the positive and negative space in the spread and looks pretty well with the blackwhite images and geometric shapes. The main design style of the booklet is the collage technique which well known in the 20’s. Also, I wanted the booklet to convey the minimalism and simplicity through the color palette and make it cleaner aesthetically. This overall editorial booklet simply gives a modernity look on it, and it could be easy for the reader to read this editorial publishing clearly.
— Editorial Proje ct .
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BOOK COVER DESIGN DEVELOPMENT
Design 1
Design 3
Design 2
Design 4
F I N A L E D I TO R I A L B O O K L E T D E S I G N
Project Title
DI MEJA MAKAN
Brand & Identity Design / June 2020
— Pe rs onal Proje ct.
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C R E AT I V E B R I E F
DESIGN CONCEPT
PROJECT
Di Meja Makan
DELIVERABLES
Log o Bran d Ide n tity, Pac kag in g & Social Media Design
NATURE OF BUSINESS
Food & Beverage
TARGET MARKET
SES B — A, Family, Young Adults The logograms resembles the meaning,
TONE OF MA NNER
“From the Dining Table”
Universal, Homy, Playful
ABOUT THE BRAND
SUPERGRAPHIC CONCEPT
Di Meja Makan, is an online home-made food & beverage business that I developed during the pandemic. When the pandemic hit us in Indonesia, tons of creativepreneur were so enthusiastic to create businesses yet some online businesses. It clearly gave us, designers, a big chance to help and support them the local entrepreneurs in many ways. I was glad working with the owners of “Di Meja Makan” since they appreciated the outcomes.
This brand identity’s color palette is inspired by the
Bauhaus design movement that uses all the bold colors. If you noticed, the logogram also can be read as the whole sentence for the main logotype. The logogram conveys the meaning itself, “Di Meja Makan”, which means “From the Dining Table”. Negative spaces of each letter forms
— Pe rs onal Proje ct.
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C O L L AT E R A L S D E S I G N
PA C K A G I N G D E S I G N
P h o t o g r a p hy b y M a k a n T i t a n .
Cooking Instruction Card
S O C I A L M E D I A D E S I G N - I N S TA G R A M S TO R Y
P h o t o g r a p hy b y M a k a n T i t a n .
I N S TA G R A M P O S T & I M A G E D I R E C TO R Y
Project Title
VISION FORGED
Brand & Identity Design / July 2020
— Pe rs onal Proje ct.
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C R E AT I V E B R I E F
DESIGN MOODBOARD
PROJECT
Vision Forged
DELIVERABLES
Log o Bran d Ide n tity, Produ ct De sig n
NATURE OF BUSINESS
Automotive Wheel Company
TARGET MARKET
SES A, Car Enthusiast
TONE OF MA NNER
Masculine, Modern, Timeless
ABOUT THE BRAND
LO G O E X E R C I S E S
Vision Forged is a Bespoke Forged Wheel company based in Los Angeles, CA USA. They specialize in unique customizations from specs, designs, colors, finishes, millings (engravings), and cap designs. Forged wheels deliver performance and luxury at the same time. In this stage, I came out from my comfort zone to design a brand identity that needs to be masculine and fresh at the same time. My client wanted to incorporate the “Los Angeles” vibes to its visual aesthetic since their business started in LA. I was challenged to design a series of their cap product
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designs and they turned out visually satisfying. This work is one of my challenging project and I am happy that my design can be impactful globally.
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— Pe rs onal Proje ct.
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LOGO DESIGN
S TAT I O N E R Y S E T
Lo g o g r a m
Lo g o t y p e
L O G O I M P L E M E N TAT I O N S
Business Card
Ke y c h a i n
PRODUCT DESIGN
P h o t o g r a p hy b y V i s i o n F o r g e d .
Project Title
FILIGREE
Brand & Identity Design / November 2020
— Pe rs onal Proje ct.
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C R E AT I V E B R I E F
DESIGN MOODBOARD
PROJECT
Filigree
DELIVERABLES
Logo Brand Identity, Packaging Design, Photography, Social Media Design
NATURE OF BUSINESS
Loc al Han dmade Hairpie c e s
TARGET MARKET
SES B — A, Wedding Planner & Organizer
TONE OF MA NNER
Elegant, Empowerment, Timeless
ABOUT THE BRAND
LO G O E X E R C I S E S
Filigree is an Indonesian local-hairpiece brand that aims to empower the heritage pieces. I worked on the logo brand identity, packaging design, and also their social media activation. I enjoyed working with the founders because they clearly have clear vision to introduce Indonesian local craftmanship. The supergraphics that I applied to the collaterals also adds significant unique meanings to it. The orchid flower symbolizes the beauty of Indonesian culture. Since all the products are locally manifactured in the most cultured city in Indonesia, Yogyakarta, so incorporated the
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Yogya city map adds a sense of belonging to their hometown.
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— Pe rs onal Proje ct.
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LOGO DESIGN
LOGO COLORS
Lo g o g r a m ( S o l i d )
Lo g o g r a m ( O u t l i n e )
Lo g o t y p e
C O L O R PA L E T T E
TYPOGRAPHY
Orchidea Pro
Primary
#f2ebdf
#bc897 1
#d1b1a7
#a68f88
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X x Yy Z z
Secondary
1234567890!@#$%^&*()-+= #ffffff
#9d9a7f
#4c5157
#000000
BUSINESS CARD
B OX - PA C K A G I N G
PA P E R B A G S
SUPERGRAPHICS
Yo g ya k a r t a C i t y M a p
Orchid as “Puspa Pesona Bangsa”
Negative Space from letter R
S O C I A L M E D I A A C T I VAT I O N
I N S TA G R A M P O S T & I M A G E D I R E C TO R Y
Project Title
AUSTRALIAN OPE N 20 1 9
Branded Environment Design / October 2018
— Brande d Enviro n ment Desig n .
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C R E AT I V E B R I E F
DESIGN MOODBOARD & CONCEPT
PROJECT
Australian Open 2019
DELIVERABLES
Environmental Graphic Design (Way finding & Signage), Ex h i b i ti on D e si g n , Retai l & Hosp i tal it y Des ign
NATURE OF BUSINESS
Te n n i s Tou r n ame n t & Eve n ts
TARGET MARKET
SES A — A+, male & female in the age group 15-60
TONE OF MA NNER
Le isu re , Lu xu ry, Un ive rsal
SUBJECT
Branded Environment Studio II
LECTURER
Jordan Rowe, Swinburne University of Technology
ABOUT THE BRAND
S I G N A G E & W AY F I N D I N G D E S I G N
In this BE Studio class, I was really challenged to come out of my comfort zone. Never
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learned about the spatial design before, but I was in charge of this huge fictional project. The brief is about one of the biggest sport festival in Australia and one of
AO logo
four Grand Slam tennis tournaments that being held annually, it is both a revered tradition and a chance to view thrilling play. AO 2019 tournament wanted a new
Acrylic box
Screen Display for advertisement
identity to reflect its transformation into a future-focused entertainment brand. So
AO tennis ball inside the box
I came up with a new futuristic yet convenient wayfinding & signage structures to Directions
create a different looks & opportunity for its engagement. There is also a ticketing booth & merchandise retail store to enhance the visitor experience further more. AO 2019 had a celebration with TESLA as the brand partnerships. So as a result, I made a demonstration space for AO X TESLA that displayed their products. Lastly, the entertainment pavilion space & kids playground area also gives huge contribution for this event. They all created activation spaces that increases commercial revenue for the major sporting event itself.
— Brande d Enviro n ment Desig n .
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FRONT VIEW
SIDE VIEW
1 : 50
1 : 50
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T I C K E T I N G B O OT H & M E R C H A N D I S E S TO R E
T I C K E T I N G B O OT H W I T H A D I G I TA L A C T I VAT I O N S PA C E
M E R C H A N D I S E S TO R E FA C A D E
I N T E R I O R - R E TA I L D E S I G N
D E M O N S T R AT I O N S PA C E C O N C E P T & I D E A S
T E S L A X A O D E M O N S T R AT I O N S PA C E
DARK ROOM INTERACTIVE SPACE Inspired by BMW World Kinectic Sculpture in Munich
Common space: showcasing TESLA new car seats for visitors to try on
Te s l a E x h i b i t i o n S t a n d
The “Dark Room” is an interactive space at the TESLA demonstration space. Inside we have the kinetic sculpture with high tech powered by Tesla
Tesla merchandising is being displayed here.
An elevated Tesla Car exhibition space Te s l a S e a t i n g A r e a - Ac t i v a t i o n S p a c e
E N T E R TA I N M E N T PAV I L I O N S PA C E
Entertainment Stage & Its Facade
K i d s P l ay g r o u n d S p a c e
Project Title
NUSA
Branded Environment Capstone Project / December 2018
— Brande d Enviro n ment Desig n .
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C R E AT I V E B R I E F
C O N C E P T S K E TC H E S
PROJECT
NUSA Pop-Up Restaurant
DELIVERABLES
Environmental Graphic Design (Way finding & Signage), Hospitality Design, Interior Design
NATURE OF BUSINESS
Food & Beverages
TARGET MARKET
SES B — A, male & female in the age group 15-60
TONE OF MA NNER
Ed u c ati ve , Th e atr i c al , Me mor ab l e
SUBJECT
Branded Environment Capstone Studio
LECTURER
Karen Fermo, Swinburne University of Tec h n ology
ABOUT THE BRAND
LO G O S I G N A G E & D I N I N G R E G U L AT I O N P I C TO G R A M
In my capstone final project in 2019, I chose hospitality design as the main topic. I chose the existing restaurant brand from my hometown, NUSA. The new concept of their spatial design must be newly created in this stage. This pop-up NUSA restaurant is located in the side of Yarra River, Melbourne City and it is amazingly a floating sustainable restaurant.I want to introduce the magical and the beauty of my hometown through the authentic design style, the interactive spatial experience, and also the food itself. I brought the iconic Indonesian touch and feel to each details that we have over here, such as “batik hamok” that was designed as the interactive communal space. Creating this hybrid space not only for the aesthetic purposes, but also with such education, cultural, historical and theatrical dining experience for global customers.
— Brande d Enviro n ment Desig n .
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C E N T R A L K I TC H E N B A R & D I N I N G A R E A
N U S A P o p - U p R e s t a u r a n t i s l o c a t e d i n t h e m i d d l e o f M e l b o u r n e C B D, s i d e b y s i d e w i t h Ya r r a R i v e r a n d t h e r e s t a u r a n t i t s e l f i s f l o a t i n g a b o v e t h e w a t e r .
D I N I N G A R E A D E TA I L S
P O D S P R I VAT E D I N I N G A R E A & L O O KO U T B R I D G E
A C T I VAT I O N S PA C E F O R V I S I TO R S
Pods private dining spaces for family & friends meeting
Indonesian Batik Hammock Dining Space & Common Area
Lo o ko u t b r i d g e a r e a t o e n j o y n i g h t s c e n e r y o f Ya r r a R i v e r, M e l b o u r n e
M O D E L M A K I N G - K I TC H E N B A R A R E A
M O D E L M A K I N G O F N U S A P O P - U P R E S TA U R A N T
Project Title
NOUGHTS & CROSSES
Brand & Identity Design / March 2020
— Work at Nus ae Desig n Of fice.
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C R E AT I V E B R I E F
DESIGN MOODBOARD
PROJECT
Noughts & Crosses
DELIVERABLES
Log o Bran d Ide n tity, Bran d Collate rals, Environmental Graphic Design, Social Media Activation
NATURE OF BUSINESS
Food & Beverages
TARGET MARKET
SES B — B+, 18 – 40 years old, famil y, young adults
TONE OF MA NNER
Le isu re , Lu xu ry, Su btle
DESIGN FIRM
Work at Nusae Design Office, Bandung Indonesia (November 2019 — March 2020)
ABOUT THE BRAND
LO G O E X E R C I S E S
Noughts & Crosses is a café in the ground level of The House building, located in
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Paskal Hypersquare Bandung. Surrounded by mall, business district, and other activity centers, N&C offers an opulent respite during the weekdays yet on the weekend . Fo r it s v isual identity, we took cues from N&C’s meaning which is “leisure time” and translated it into visual form. To create harmony within the environment, we formulize our design approach to serve a function of tuning those elements to be in unison. Only through that reciprocal relation of all the elements, the harmony within the environmental graphic design can be achieved. I am proud that I can
Primary Identity
Secondary Identity
Primary Identity
Secondary Identity
be part of this hug e project. They taught me that the contextual value of design integration towards its environment. I truly believe that my work experience in this Alternative 2
workplace would be my starting-point of my career.
TEAM
Andi Rahmat — Principle Designer Shady Dhamar — Head Designer Caroline Marta — Graphic Designer Far i z Ryan — Product Designer
— Work at Nus ae Desig n Of fice.
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LOGO DESIGN
S U P E R G R A P H I C PAT T E R N
Primary Identity
Secondary Identity
C O L O R PA L E T T E
TYPOGRAPHY
DINPro Light
Primary
#594a41
#8fa28f
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Secondary
1234567890!@#$%^&*()-+= #a9d9c0
#ffffff
C O L L AT E R A L S D E S I G N
T E A B OX PA C K A G I N G D E S I G N
I N S TA G R A M P O S T & I M A G E D I R E C TO R Y
P I C TO G R A M D E S I G N
M A I N D I R E C TO R Y S I G N A G E & W AY F I N D I N G
E N V I R O N M E N TA L G R A P H I C D E S I G N I M P L E M E N TAT I O N
EXTERIOR SIGNAGE
Opening Hours
Fri - Sat PM Close Sun - Th u PM Close
Ever da y AM Open
Regulatio n
Do Not Smo ke
No Outside Food
No P ets Al lowe d
Do Not be Nois y
Do Not Lit te r
Open Closing & Regulations Standing Sign
W A L L I N S TA L L AT I O N - A C T I VAT I O N S PA C E
Project Title
MATAHARI DEPARTMENT STORE IND ONE SI A (BABY & BEAUTY AREA)
Environmental Graphic Design / April 2021
— Work at Gre ate r G roup .
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C R E AT I V E B R I E F
B A BY D E PA R T M E N T - M O O D B O A R D
PROJECT
Matahari Department Store Indonesia
DELIVERABLES
Environmental Graphic Design, Signage & Wayfinding Strategy, Visual Communication Design
NATURE OF BUSINESS
Department Store for Baby & Beauty Area
TARGET MARKET
SES C — B, 18 – 40 years old, family, young adults
TONE OF MA NNER
Universal, Organic, Vibrant
DESIGN FIRM
Work at Greater Group Global Retail Agency, Jakarta Indonesia (April 2021)
ABOUT THE BRAND
S I G N A G E & T I C K E T I N G SYS T E M
Greater Group has an amazing opportunity to help Matahari Department Store with their new concept store at Supermall Karawaci both for baby and beauty department. Through local space planning principles, meaningful customer experience, and branded spatial concepts, the new design for MDS is proposed to provide a delightful and memorable reta il experience for their customers. The following design languages - Fresh, Bright, Moder n , Cl ean , an d Mo d est - are expressed across the space, with the aim to provide a seamless customer journey. Providing delightful and aspirational experience that is not available online for customer is one of our goal to create an enjoyable yet efficient retail design space.
TEAM
— Work at Gre ate r G roup .
Nina Miranti
— Design Director of Asia
Danny Tanoto
— Senior Designer
Theresia Lydia
— Senior Designer
Maria Retna
— Senior 3D Designer
Caroline Marta
— Environmental Graphic Designer Por t fol i o
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P R O M OT I O N S I G N S
W A L L B AY G R A P H I C
HANGING SIGNAGE
B A BY S H O P — L O O K & F E E L
B A BY S H O P — L O O K & F E E L
B E A U T Y D E PA R T M E N T - M O O D B O A R D
P R O M OT I O N S I G N S
S I G N A G E & T I C K E T I N G SYS T E M
T Y P O G R A P H Y ( P R I M A RY & S E C O N DA RY )
Duke Charming
Optima Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg
1234567890!@#$%^&*()-+=
1234567890!@#$%^&*()-+=
Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
BEAUTY & WELLNESS AREA — LOOK & FEEL
Project Title
LOGOFOLIO
Logo Identity Design / 2019 — 2021
— Logofolio
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Interior Design Studio
Baby Clothing Line
Golf Apparel Shop
Food & Beverages
Food & Beverages
Food & Beverages
Artisan Jewellery Shop
Beer Homebrew Brand
B u s i n e s s I n t e l l i g e n c e C o m p a ny
Wo m a n C l o t h i n g L i n e
F o r g e d W h e e l C o m p a ny
Home Living Goods
M i n e r a l Wa t e r B r a n d
Food & Beverages
Architecture Studio
3 D R e n d e r i n g C o m p a ny
TH ANK YO U
E. crolinemrta@gmail.com
Caroline Marta
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