Cathelya Ayudina
Portfolio Book Selected works from 2018 - 2022
This portfolio book contains selected works with various type of work field and a lot of learning processes that occur while working on them.
Sharpen the design thinking till the execution, from the various soft skill to various hard skill.
Content Portfolio Books
2018 - 2022
Content
01
02
03 04
BRANDING
DIGITAL CONTENT
PUBLICATION
OTHERS
1
About
5
IWAI
11
GIAN
15
aftr studios
23
kumparan
25
HIJUP
29
Soletopia
30
Lénne
31
Noir Sur Blanc
35
Ondel - ondel, Aku Padamu
39
Ratoh Jaroe
45
Print Ad
ii
Cathelya Ayudina, Cathy. 24th y.o Graphic Designer, last education was at Binus University majoring in Visual Communication Design and got a bachelor’s degree in 2019.
3 years of creative work experience including internship experience for 1 year in 2018. Latest experience as a graphic designer in a fashion consultant studio.
Up for new things, dedicated, and open to criticism to get work done, independet yet able to work in a team. Have an interest in all things visual such as typography, editorial design, photography, art directing, etc.
Portfolio Books
2018 - 2022
About
PERSONAL INFORMATION
WORK FIELDS
NAME
Cathelia Ayudina
Editorial Design
D.O.B
June 23rd, 1997
Branding
NATIONALITY
Indonesia
Packaging Design Typography Layout Design Art Directing
EDUCATION
Digital Imaging
2019
BINUS University
2015
SMAN 46 Jakarta
Photography
WORK EXPERIENCES
SOFTWARE SKILLS
2020 - 2022
DAMA Studio
Adobe Illustrator
(1 year 7 mos)
Graphic Designer
Proficient
2020 - 2021
HIJUP
Adobe Photoshop
(9 mos)
Freelance Graphic Designer
Proficient
2018 (8 mos)
Fortune Indonesia
Adobe inDesign
Jr. Art Director Intern
Proficient
kumparan
Adobe Premiere Pro
Graphic Designer Intern
Novice
2018 (4 mos)
2016
Popcon Asia Volunteer Crew
2019 - present
Freelance Graphic Designer Contract based: HIJUP, The Storage Shoppe. Project based: SMA 6’94 Reunion, Ondel-ondel, Aku Padamu book 2
Cathelya Ayudina - Porfolio Books
01.
BRANDING 5
IWAI
11
GIAN
15
aftr studios
4
IWAI PHASE
YEAR
TOOLS
Published
2022
Ai, Ps, Id
at DAMA Studio
01 of 11
IWAI is a womenswear label founded in 2021, with the target market of Millenials women aged 25-30. The brand is defined by its fusion of daily wear and statement pieces that explores intricate details and silhouettes.
The brief is to create a modern logo but still have an exclusive/expensive touch, to conform their product price and social grade target market, whic is Upper Middle to Affluent Class.
Portfolio Books
2018 - 2022
IWAI - The Logo
Selected sketch to be created and developed digitally.
01 of 11
Combining the structure of the letters W & A, to create a unique detail to the logo, with an established, classic, and formal impression but not seem too stiff by curving some of the edges, aims to exclussivenes and enxpensive feels.
6
IWAI - Size Label - Hang Tag
01 of 11
Portfolio Books
2018 - 2022
IWAI - Packaging I
01 of 12
8
IWAI - Packaging II (PR Packages)
Portfolio Books
2018 - 2022
IWAI - Brand Guidelines
01 of 11
10
GIAN PHASE
YEAR
TOOLS
Published
2021
Ai, Ps, Id
at DAMA Studio
02 of 11
GIAN is an Indonesian based accessories brand specializing in handbags and leather goods.
The brief is to create a logo with logogram so it can be use as an icon on the padlock/hardware, and on other accessories.
The logo consists of two parts, logogram and logotype, can be an independent element for the application based on the size of media used.
Portfolio Books
2018 - 2022
GIAN - The Logo
02 of 11
The logogram is created by combining the uppercase and lowercase letter, with such modification that refers to the anatomy of each letters. Typeface used is Futura.
12
GIAN - Bag - Bag Tag
This bag image is from Google, for mockup/preview purposes. It’s not GIAN’s product, because GIAN hasn’t launched yet.
02 of 11
Portfolio Books
2018 - 2022
GIAN - Brand Guidelines
02 of 11
14
aftr studios PHASE
YEAR
TOOLS
Published
2020
Ai, Ps, Id
at DAMA Studio
03 of 11
AFTR Studio is a womenswear label established in 2020, with the target market of Gen Z & Millenials women aged 20-25.
The brief is to create a logo and visual identity following the current trend graphic elements, which also corresponds to the target market. Graphic element/supergraphic is spesifically requested using a blurry element.
Portfolio Books
2018 - 2022
aftr studios - The Logo
aftr
Dots
: Versatility, many-sided
3 Dots : AFTR brand personalities Relaxed
+
Versatile Confident
03 of 11
The rising (moving up) dots in the final result is the visualization of confident/increase self-confident for the customers after wear aftr products.
16
aftr studios - Packaging - Hang Tag - Thank You Card
03 of 11
Portfolio Books
2018 - 2022
aftr studios - Size Label
03 of 11
18
aftr studios - Brand Guidelines
03 of 11
Portfolio Books
2018 - 2022
aftr studios - Brand Guidelines & Profile
03 of 11
20
Cathelya Ayudina - Porfolio Books
02. DIGITAL CONTENT 23
kumparan
25
HIJUP
29
Soletopia
30
Lénne
31
Noir Sur Blanc
22
kumparan PHASE
YEAR
SCOPE
TOOLS
Internship
2018
Layout Design
Ai, Ps
04 of 11
Social media content designs for kumparan giveaway, #tamunyakumparan segment and infographic. Made for various social media platforms with different size format. Free to explore the designs according to the theme but still in accordance with the guidelines for each social media platform size.
Potfolio Book
2018 - 2022
kumparan
24
HIJUP PHASE
YEAR
SCOPE
TOOLS
Freelance
2020 - 2021
Layout Design
Ai, Ps
05 of 11
Digital content designs for HIJUP, for website banner and its deveratives, social media, and newsletter. The design is replaced regularly or weekly based on requested promos and campaign needs. Free to explore the designs but still in line with the quarter design guidelines that change every 3 months.
Portfolio Book
2018 - 2022
HIJUP
26
HIJUP
Portfolio Book
2018 - 2022
HIJUP
28
Soletopia PHASE
SCOPE
Published
Layout Design
YEAR
TOOLS
2020
Ai, Ps
at DAMA Studio
COPYWRITER Diandra Rizki
06 of 11
Create daily instagram stories; still images & GIF for Soletopia, with any kind of content pillar such as lifestyle, product knowledge, etc.
The attached image is one of the many content that I created, it’s about announcement for new collaboration product. Announced D-4, so the customer can be more excited and interact more, it can also increase the engagement.
Portfolio Book
2018 - 2022
Lénne SCOPE
PHASE
Layout Design
Published
TOOLS
YEAR
Ai, Ps
2020 - 2021 at DAMA Studio
COPYWRITER Erika Elysia
07 of 11
Lénne is a new womenswear launched in 2021, same goes to Soletopia i were required to create daily instagram stories; still images & GIF.
The attached image is one of the many content that I created, it’s about introduction and announcement of a new brand that will be launched soon. The goal is to reach the target market first.
30
Noir Sur Blanc PHASE
YEAR
SCOPE
TOOLS
Published
2021 - 2022
Layout Design
Ai, Ps
at DAMA Studio
COPYWRITER
PHOTOGRAPHER
Erika Elysia
Kevin Alsher & team
08 of 11
Noir Sur Blanc (NSB) is local knitwear brand committed to produce the best possible quality knits. Men & Women collections available.
Same goes to Soletopia and Lénne, create daily instagram stories; still images & GIF. The attached image is some of many content that I created for NSB for 11 months, it’s about announcement for new collections, promos & product knowledge.
Their latest collection I’ve handle is BLEUM Collection for CNY22. Each collection has it’s own simple logo as per client (NSB) requested, aims to help raise the mood/feel of each collection other than photo campaign.
Portfolio Book
2018 - 2022
Noir Sur Blanc
32
Cathelya Ayudina - Porfolio Books
03. PUBLICATION 35
Ondel - ondel, Aku Padamu
39
Ratoh Jaroe
34
Ondel - ondel, Aku Padamu PHASE
YEAR
TOOLS
SCOPE
Freelance
2021 - 2022
Ps, Id
Editorial Design
WRITER
DESIGNER
Mita Purbasari
Cathelya Ayudina Krisdiana Pujiastuti
9 of 11
This book is designed to add insight knowledge of Betawi culture, ondel-ondel and love of big Betawi doll, which are currently being underestimated.
In this project I am responsible for finalizing the design in chapter 3 until it is ready to print, and published. Currently the book is still in a print test before being printed in large quantities. This book will be in 2 versions, print and e-book.
I was given the freedom to explore the layout design but not too far/too much with the previous chapter.
Portfolio Book
2018 - 2022
Ondel - ondel, Aku Padamu
36
Ondel - ondel, Aku Padamu
9 of 11
Portfolio Book
2018 - 2022
Ondel - ondel, Aku Padamu
9 of 11
38
Ratoh Jaroe PHASE
YEAR
TOOLS
PHOTOGRAPHER
Final Project
2019
Ai, Ps
Cathelya Ayudina Gabriella Thian
SCOPE
10 of 11
Visual Identity
Art Directing
Digital Imaging
Editorial Design
Photography
Scriptwriting
Ratoh Jaroe is a final project to get my undergraduate degree. This project respond to Indonesian traditional cultural dance, Aceh. Chose this topic because most of people, even student who have this extracurricular dance at their school misindentified this traditional dance.
Therefore, this book contains information ranging from a brief history to its current development, aims to be one of a valid source to learn/educate about Indonesian traditional cultural dance.
Portfolio Book
2018 - 2022
Ratoh Jaroe
40
Ratoh Jaroe - The Book
10 of 11
Portfolio Book
2018 - 2022
Ratoh Jaroe - Posters - Bookmark - Sticker
10 of 11
42
Cathelya Ayudina - Porfolio Books
04. OTHERS 45
Print Ad
44
PRINT AD PHASE
YEAR
TOOLS
COPYWRITER
Internship
2018 at Fortune
Ai, Ps
Rahma Fathia
Indonesia
SCOPE Digital Imaging
11 of 11
Art Directing
Layout Design
Print Ad is a regular request by the client, Pertamina RFM, during my internship period in Fortune Indonesia, to announce promos, donation, etc. This print ad will be spread to Pertamina SPBU outlets throughout Indonesia, because Pertamina RFM covers all of Indonesia, design requests can also only be for one province.
The attached images are some of many design requests that were given to me, namely the announcement of the Palu donation, a giveaway in Bojonegoro, free service/maintenance in Bali, and the announcement of the location of Pertamax Kiosk during the NATARU holiday.
Portfolio Book
2018 - 2022
Print Ad - Pertamina RFM
11 of 11
46
That’s the work so far, thanks for your time. It is an honor for me for you to see it till the end of this book, the book may end but the journey is not over yet.
Looking forward to learn and continue this journey with you, reach me thru c.ayudina@gmail.com / +62878 2455 5721
Let’s connect & team up!