A Collection of Work by Edwin Soehaili

A COLLECTION OF WORK EDWIN SOEHAILI

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A COLLECTION OF WORK EDWIN SOEHAILI

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01 02 03 04 0 5 0 6 A COLLECTION OF WORK

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EDWIN SOEHAILI

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[PROJECT] A year of BMW [CATEGORY] Annual Report [PAGE] 06­–19

[PROJECT] Bay Area hoopers app [CATEGORY] App Design [PAGE] 20–33

[PROJECT] A new school identity [CATEGORY] Branding [PAGE] 34–47

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[CATEGORY] Poster, Catalog, Magazine [PAGE] 48–67

[PROJECT] A look at classifying type

TABLE OF CONTENTS

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Exhibiting Architecture

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[PROJECT]

[CATEGORY] Poster [PAGE] 68–79

[PROJECT] Packaging Coffee [CATEGORY] Packaging Design [PAGE] 80–91

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EDWIN SOEHAILI A COLLECTION OF WORK

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PROJECT/ A YEAR

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P R O J E C T ­­_ A Y E A R O F B M W

COURSE_TYPE SYSTEMS

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OF BMW

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[TITLE] Bavarian Motor Works Annual Report 2018 [SEMESTER] 2019 Spring [INSTRUCTOR] David Hake

EDWIN SOEHAILI

A COLLECTION OF WORK

[COURSE] Type Systems [DELIVERABLE] Annual Report [ SOF TWA R E ] AI

ID

PS

[OBJECTIVE] Choose a company that has an annual report in pdf form that is not well designed. The goal of this project is to set up type and type pairings with pictures and make a system for the book.

[APPROACH]

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I chose Bavarian Motor Works as my project. BMW has always been my favorite car brand since I was a kid. I chose Helvetica and Chapparal Pro as my main typefaces because BMW’s typeface itself is Helvetica.

Furthermore, I used blue and red colors to represent BMW’s M series.

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P R O J E C T ­­_ A Y E A R O F B M W

COURSE_TYPE SYSTEMS

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EDWIN SOEHAILI A COLLECTION OF WORK

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EDWIN SOEHAILI A COLLECTION OF WORK

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P R O J E C T ­­_ A Y E A R O F B M W

COURSE_TYPE SYSTEMS

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EDWIN SOEHAILI A COLLECTION OF WORK

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PROJECT/

B AY A R E A

P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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HOOPERS APP

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[TITLE] Bay Area Hoopers, a pickup basketball app [SEMESTER] 2019 Spring [INSTRUCTOR] Bob Slote

EDWIN SOEHAILI

A COLLECTION OF WORK

[COURSE] Digital Design Studio [DELIVERABLE] UI/UX Design [ SOF TWA R E ] AI

XD

PS

[OBJECTIVE] Bay Area Hoopers is a pickup basketball app that connects you with other basketball players who live in San Francisco. You can see pickup games that are happening live and join them to meet more people and play with them. Furthermore, you can also rate and select the courts.

[APPROACH]

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The design approach that I took for this app is using a sans serif typeface and red-pink color palette.

The usage of sans serif typeface is to represent the contemporary look of the app since the main target market is for teenagers. The app’s color palette is based on the color meaning itself, which is energetic, exciting, strong, and powerful.

01 02 03 04 05 06 P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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01 02 03 04 05 06 P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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01 02 03 04 05 06 P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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EDWIN SOEHAILI A COLLECTION OF WORK

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01 02 03 04 05 06 P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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EDWIN SOEHAILI

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01 02 03 04 05 06 P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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01 02 03 04 05 06 P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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EDWIN SOEHAILI A COLLECTION OF WORK

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01 02 03 04 05 06 P R O J E C T ­­_ B A Y A R E A H O O P E R S A P P

COURSE_DIGITAL DESIGN STUDIO

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PROJECT/

A NEW SCHOOL

P R O J E C T ­­_ A N E W S C H O O L I D E N T I T Y

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IDENTITY

COURSE_THESIS PROJECT

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[TITLE] Bukit Sion Visual Identity [ YEAR] 2015 [INSTRUCTOR] Naldo Yanuar

EDWIN SOEHAILI

A COLLECTION OF WORK

[COURSE] Final Thesis [DELIVERABLE] Visual Identity [ SOF TWA R E ] AI

ID

PS

[OBJECTIVE] Bukit Sion is a Christian high school based in Jakarta. It was founded in 2002 by Pastor Husin Mina. He named it “Bukit Sion” based on the Bible in Jeremiah 2:2-3 which said “There’s God’s prophecy on Mount Zion.” The objective of this project is to rebrand its visual identity for my final thesis project at Pelita Harapan University.

[APPROACH]

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The reason why I decided to rebrand Bukit Sion’s visual identity was because they have a lot of brand problems like the current logo doesn’t represent the school’s vision. They do not have unity and consistency of design for their deliverables, their current logo is very generic and the word “National Plus” is more dominant than the school’s name itself. In conclusion, I decided to rebrand the school’s identity based on their vision, which is growing together with one heart.

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COURSE_THESIS PROJECT

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EDWIN SOEHAILI A COLLECTION OF WORK

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01 02 03 04 05 06 P R O J E C T ­­_ A N E W S C H O O L I D E N T I T Y

COURSE_THESIS PROJECT

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01 02 03 04 05 06 P R O J E C T ­­_ A N E W S C H O O L I D E N T I T Y

COURSE_THESIS PROJECT

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PROJECT/

EXHIBITING

P R O J E C T­­_ E X H I B I T I N G A R C H I T E C T U R E

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ARCHITECTURE

COURSE_TYPE COMPOSITION

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[TITLE] Soo K.Chan’s Constructing Simplicity [SEMESTER] 2018 Fall [INSTRUCTOR] Andrew Loessel

EDWIN SOEHAILI

A COLLECTION OF WORK

[COURSE] Type Composition [DELIVERABLES] Logomark, Poster, Catalog, Magazine [ SOF TWAR E ] AI

ID

PS

[OBJECTIVE] Choose a famous artist and design a Logomark, magazine, catalog, and poster about their work to make an art exhibition about them. The goal of this project is to show the ability to create a system for all deliverables. The design challenge is to show typographic skills in a highly flexible design system that fits the needs of the art exhibition.

[APPROACH]

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I chose a Singaporean architect, Soo K. Chan, to develop the art exhibition project. He is known for his clean and contemporary look. A consistent scheme, consistent typefaces, and graphic elements are applied to all deliverables. I chose a sans serif typeface and simple graphic elements to emphasize the contemporary and bold just like Soo K. Chan’s work. The use of gold and brown colors represents his trademark color scheme.

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P R O J E C T­­_ E X H I B I T I N G A R C H I T E C T U R E

COURSE_TYPE COMPOSITION

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P R O J E C T­­_ E X H I B I T I N G A R C H I T E C T U R E

COURSE_TYPE COMPOSITION

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P R O J E C T­­_ E X H I B I T I N G A R C H I T E C T U R E

COURSE_TYPE COMPOSITION

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P R O J E C T­­_ E X H I B I T I N G A R C H I T E C T U R E

COURSE_TYPE COMPOSITION

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P R O J E C T­­_ E X H I B I T I N G A R C H I T E C T U R E

COURSE_TYPE COMPOSITION

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P R O J E C T­­_ E X H I B I T I N G A R C H I T E C T U R E

COURSE_TYPE COMPOSITION

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PROJECT/

A LO O K AT

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P R O J E C T ­­_ A L O O K A T C L A S S I F Y I N G T Y P E

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CLASSIFYING TYPE

COURSE_TYPE FORMS

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[TITLE] Type Classif ication Posters [SEMESTER] 2018 Spring [INSTRUCTOR] David Hake

EDWIN SOEHAILI

A COLLECTION OF WORK

[COURSE] Type Forms [DELIVERABLES] Posters [ SOF TWA R E ] AI

ID

[OBJECTIVE] Choose three typefaces with different type classifications and make three posters explaining their history, type family and making a contrast between each poster.

[APPROACH]

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I chose Univers, Bodoni, and Bembo for each type classification. The reason I chose these three is that all of them look very different from the others and are iconic to represent each type classification.

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P R O J E C T ­­_ A L O O K A T C L A S S I F Y I N G T Y P E

COURSE_TYPE FORMS

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P R O J E C T ­­_ A L O O K A T C L A S S I F Y I N G T Y P E

COURSE_TYPE FORMS

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P R O J E C T ­­_ A L O O K A T C L A S S I F Y I N G T Y P E

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PROJECT/

PA C KA G I N G

P R O J E C T­­_ P A C K A G I N G C O F F E E

COURSE_PACKAGING DESIGN

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COFFEE

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[TITLE] Kenal Coffee Packaging [ YEAR] 2014 [INSTRUCTOR]

EDWIN SOEHAILI

A COLLECTION OF WORK

Hadi Tan [COURSE] Packaging Design [DELIVERABLES] Packaging [ SOF TWAR E ] AI

PS

[OBJECTIVE] PT. Kenal Coffee held a packaging competition in 2014. The task was to design 7 types of coffee packaging. They are India, Bali, Java, Gayo, Papua, Djawa Blend, and Merah Putih. Each packaging must represent the country’s culture to convey the feel of their characteristics.

[APPROACH]

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We decided to represent each country’s culture by showing its iconic bird species and making them into illustrations. We didn’t want to make another generic coffee packaging that usually only shows beans, farmers, etc. The color palette is adjusted to each country’s characteristics. This is a group project consisting of five people. I was in charge of making the packaging layout and illustrating some of the birds. This packaging won second place at the competition in 2014.

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P R O J E C T­­_ P A C K A G I N G C O F F E E

COURSE_PACKAGING DESIGN

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01 02 03 04 05 06 P R O J E C T­­_ K E N A L C O F F E E P A C K A G I N G

COURSE_PACKAGING DESIGN

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01 02 03 04 05 06 P R O J E C T­­_ K E N A L C O F F E E P A C K A G I N G

COURSE_PACKAGING DESIGN

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P R O J E C T­­_ P A C K A G I N G C O F F E E

COURSE_PACKAGING DESIGN

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Thank you, Terima Kasih— [MOM AND DAD]

[ WILLIAM] My incredible brother. Thank you for being such a great role model. Your passion and dedication to what you do is such an inspiration. Thank you for supporting me every step of the way. You’re the best.

THANK YOU, TERIMA KASIH

To the most important people in my life, thank you for supporting me since the first day I started graphic design as my undergraduate program until I finished my Master’s program. Thank you for being there with me even though we’re a thousand miles apart. I wouldn’t be where I am today without you both. Thank you for your love and encouragement all the time.

[FRIENDS] Thank you Brianto Hanitio, Ashley Liuz, Edrick Effendy, William Vitalis, Anya Rana, Selena Kesia, Veronica Hartono, Meliana Hakim, Andro Adiwijaya, Matthew Kadang, Rosario Heriyanto, Livia Christy, Jessica Cynthia, Hans Dio, Nicholaus Lee, Michelle Widjaja, Emanuella Gosali, Edeline Gosali, Andreas Ivan, Samantha Maria, Tama Soeroso, Luisa Rios, for being with me along this journey. Last but not lease, thank you to all my friends back home in Indonesia, thank you for the unlimited support that you given me thoughout my journey from distance.

[INSTRUCTORS] Mary Scott, Hunter Wimmer, David Hake, Bob Slote, Sandra Isla, Andrew Loessel, Susan Pasley, Christopher Morlan, Barbara Hughes, Janine Ryle, Ryan Medeiros.

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[ C O N TA C T ]

Edwin Soehaili edwinsoehaili@gmail.com edwinsoehaili.com

[SCHOOL] Academy of Art University Graduate School of Graphic Design & Digital Media [ M AT E R I A L ] #100 Proline Uncoated [ T Y P E FA C E ] Starling Montserrat [OPENER IMAGES] Unsplash Miniable Shutterstock [PRINTING]

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Blurb, Inc

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