PORTFOLIO 2020 / 01
Deden Fathurrahman
STRENGTH
DoB,P
31 May 1990, Jakarta
A
Pohjavedenkatu 4A 19, Helsinki 00980, Finland
P
+358 45 1742 919
E
dedenfathurrahman@gmail.com
E2
deden.fathurrahman@aalto.fi
IMPLEMENTATION Self-interest
ILLUSTRATION BRANDING EDITORIAL DESIGN USER INTERFACE DESIGN THINKING SERVICE DESIGN
Student work
Internship
Employer
Own client
Award
simplifying complex. After receiving various design awards and graduating with honors from the major of Visual Communication Design, I built a design start-up with a partner. That's how I ended up in Aalto University's transdisciplinary IDBM program to get used to the most innovative design frameworks and being
EMPATHETIC PROBLEM-SOLVING
able to see Design from a broader view and empathizing it from other
ENTREPRENEURIAL SKILL
Along the way, I’ve figured out that my main power is to listen, understand
PUBLIC SPEAKING
unexpected (and expected) yet simple solution that makes everyone happy.
discipline’s perspectives.
and process complicated information, and transform it into a well-done
PORTFOLIO 2020 / 02
Design perspective
Milestones
Personal perspective
1990
Exploring different ways of making manual illustrations
09 Actively achieving awards in design competitions and built Mukaku
Fell into story creation and made my first short animations
11 Got introduced to 'good design' and promoting conscious consumption
Get used to creating brandings for the first clients as a student
12 Called to be a speaker at TEDxITS, bringing a talk "design that awakens the world."
Getting more advanced in digital painting and concept art
14 Being a full-time entrepreneur and raising credibility from own-clients
Doing more experiments on finishing details and managing design production
15 Investing time to explore, experiment, and apply Arabic calligraphy in design
Being hired more to work on company websites
16 Quite productive in publishing non-profit contents on social media
Acquainted with design thinking, service design, and time management
18 Offered to be part of Indonesia's largest Islamic comic-artist community: Liqomik
2020
PORTFOLIO 2020 / 03
Halal trend report
Markthalle
Flavour museum
Resistomap
Lazerit
Orchid forest
Indigenous Indonesia
selected works.
20 halal trend report.
editorial
layout
trend forecasting
Foreseeing the future is a part of any design task. Designers work for the future, and at some point, design one.
user research
As my first time doing future forecasting, it was eye-opening. I collected hundreds of signals, studied heavy scholar articles and interviewed relevant samples. I carefully do the sense-making by merging qualitative and quantitative data and reflect them with the megatrends and map the scope of uncertainty.
04
2020
05
As a result, I identified different directions of how people see spirituality and Halal lifestyle and transform them into matrices. These shape how the future will look like. I included 3 trends about conscious consumption, spirituality and well-being, and the sustaining religion.
editorial
layout
trend forecasting
Halal Trend Report
2020
Food consumption matrix
06
Interviewee group sampling MORE ETHICAL
PRAGMATICALLY DRIVEN
Vegetarian Meat substitute Flexitarian
HALAL & TAYYIB QURANIC FOOD
‘Clean meat’ (cellular agriculture)
Conventional (Factory produced) food
Vegan food Organic super food
MORE CONSTRAINT
VALUE DRIVEN
LESS CONSTRAINT
Cruelty free Slow food
Hybrid (plant-animal) products
Mika*, 35, employee Been a Muslim for 14 years
Timo*, 23, student Been a Muslim for 7 years
“
Conventional super food
“
My action now will determine what happen to me in the future.
Petri*, 43, employee Been a Muslim for 23 years
I always believe in God. I named God God. Something greater than us.
“
I was confused and couldn’t fulfill my inner self.
Persona matrix
LESS ETHICAL
I
II
III
IV
AUTHENTIC PRACTICIAN
CUSTOMERY DOER
UNLEARNED EASY GOER
FREE THINKER
HALAL LIFESTYLE
VALUE DRIVEN
LESS SPIRITUAL
Trend positioning
PRAGMATICALLY DRIVEN
II
I
CUSTOMERY DOER
AUTHENTIC PRACTICIAN
Practicing the necessary & goes with the flow. Willing to be included in the society
Only practicing what they consider as authentic heritage and values
III
IV
UNLEARNED EASY GOER
FREE THINKER
YOLO - You Only Live Once is their value
Defining and finding their own way of spiritual practice. Antipathetic to existing religions
MORE SPIRITUAL
MORE RELIGIOUS
LESS RELIGIOUS
editorial
layout
trend forecasting
Halal Trend Report
2020
19 markthalle.
mural design
illustration
This building is a heritage from the past. The fact that it’s a market hall intrigues me to help it uncovering its authentic identity. My approach is by representing a timeline that reveals the past and the future of the building. I aimed to bring this building closer to the people by presenting pop illustration. The geometrical style meant to encourage people of all ages, both locals and tourists.
07
Mural exploration heightening the unique history of the building and encouraging conscious consumption.
2019
08
mural design
illustration
Markthalle
2019
09
Design process
mural design
illustration
Markthalle
2019
19 flavour museum.
10
Flavor is a designable experience. It's mind-blowing that design can be tailored to offer sensorial satisfaction. Working with a client who builds the ecosystem of food experience in Helsinki, our team came up with the flavor museum idea. We conducted multiple collaborative workshops of design sprint and creative brainstorming. Then, went to Barcelona to interview experts and to dive into the fishbowl of the flavor experience.
branding
editorial
service design
experience design
2019
11
Physiological
Sociological
Art
Chemical
Erotic and Aphrodisiac
Policy
Psychological
Culinary and Cultural
Environmental
Research categories
Publication Time Scholarly
Popular
Random
ScientiďŹ cally Proven
Theoritical
Assumption
New
Recent
Old
Source
Reliance
Literature badging system Flavour publication
branding
editorial
service design
experience design
Flavour Museum
2019
12
PointDock MUSEUM
MagicFork MagicFork is your tool to explore the whole journey of Flavour Museum. You will use this in each point by tapping or putting it in to your favourite dishes!
branding
editorial
service design
experience design
1
Tap MagicFork to the tongue
Flavour Museum
2
Or plug this in to a favourite dish of yours
2019
13
JOURNEY MAP
MUSEUM
Understand Flavour Discover Flavour
Express Flavour
Reflect Flavour Create Flavour
h s i in
F
t r Sta
branding
editorial
service design
experience design
Flavour Museum
2019
14
JOURNEY MAP
MUSEUM Gustatory
Con e
Visual
Olfactory
Auditory
Tactile & Kinestetic
ctiv
ity
Eur o
pe
No
th A me
Asi a
rica
Sou
th A me
rica
L ERO
4M
L ERO
4M
%5
L ERO
4M
%5
%5
L ERO
4M
%5
h s i in
F
L ERO
4M
%5
t r Sta
branding
editorial
service design
experience design
Flavour Museum
2019
19 resistomap.
branding
advertising
web
The aim was to create a fluid and friendly-looking design for Helsinki-based award-winning start-up.
It was started by designing Resistomap’s pitching slides which got an award as the best design at InnoFrugal pitching competition in Helsinki, May 2019. Since then, they’ve been trusting me to work more for them as one of Finland’s high-performing startups in biotechnology.
15
2019
16
Inspired by the characteristics of a DNA, I designed Resistomap’s visual concept and apply it to all of its media and promotion tools. I transformed almost all the visual tools of the company. The client was satisfied with my work as it gives a significant impact to help them grow and build networks. branding
advertising
web
Resistomap
2019
18 lazerit.
branding
user interface
The fact that this project connects a traditional game, an IoT device, and a mobile app into one experience makes it fun.
product development
Me and 4 multidisciplinary team members in Aalto IDBM emphasize gamification through IoT. We're motivated to explore possibilities in developing an IoT device for outdoor activities. Our research led us to digitalization and gamification of well-known outdoor activity, gun game.
17
2018
18
Dashboard SCAN YOUR VEST
Your Backyard Battlefield
FOUND 1 (s) FIELD TO JOIN
NEPPI BattleX
3
Fathur’s Yard
5
Welcome back, Agent51
YOUR SCORE
Worldwide Ranking
Log in with fingerprint
Eva X Bahar
2
RYO VS T4HMID
2
Digi Points
ACCURACY
PERFECT SHOTS
PLAY NOW Change Method
user interface
GREAT SHOTS GOOD SHOTS
REGISTER
branding
Statistics
OR CREATE FIELD
product development
Lazerit
TOTAL SHOTS
2018
19
FRONT-CENTER
REAR
Based on our concern and curiosity to engage with teenagers, we came up with Lazerit. It's a set of IoT-gun and vest that will ease them to have a fun social interaction. They will able to play with close friends, family, and new people. We realized that people of this age need a smartphone for daily use. Our approach is to complement what they already have with a new device. It will entertain and help them maximize their social experience and physical interaction.
FRONT-EDGE
SIDE branding
user interface
product development
Lazerit
2018
16 orchid forest.
20
I didn’t know that I was designing a place that is now become one of the most popular Instagrammable-touristattractions in Bandung.
Designing a newly built orchid-park where no place like that exists before is challenging. However, it was also such an enjoyable experience. The goal is to reflect the tranquility and peacefulness of a pine forest. The design process includes desk research, observation, and mind-mapping. I was confident emphasizing local, indigenous, rare orchid originated from Papua, Indonesia. branding
character design
web
2016
Tentang Orchid Forest
ID | EN
JELAJAHI
AKTIVITAS
EVENT
21
Kontak Kami
SPACE & VENUE
TIKET
LOKASI
JEJAKI KEINDAHAN HUTAN ANGGREK TERBESAR DI INDONESIA Jelajahi
Bersama keluarga dan orang-orang terdekat, Orchid Forest punya semuanya Aktivitas
Wedding, photo session, meeting dan event ditemani keindahan alam? Bisa
Dari jajanan khas Bandung, hingga makanan lezat a la chef, dapat dinikmati di sini
Space & Venue
Tenant Kami
HUTAN ANGGREK KAMI TERBUKA SETIAP HARI Senin - Jum’at
9 00 - 18 00
Sabtu & Minggu
8 00 - 19 00
Tiket
branding
Instagram character design
web
@orchidforestcikole
Event Terbaru
Orchid forest
2016
Forestra 2018 Telah Berakhir Sukses Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod Lihat Semua
22
Lihat Semua
Didukung oleh
Pusat Budidaya dan Konservasi Anggrek Langka Dunia
Wisata Hutan Pinus Anggrek Cikole-Lembang, Bandung 0812 2000 3438
Š 2019 Orchid Forest Cikole. All Rights Reserved
I transformed the rare orchid to become its logogram. Then, I collected relevant imagery references that will support the forestry atmosphere. Using the same algorithm with the logo, I develop them into geometrical graphics. They enrich the design elements of the park and becoming a unique identity of the brand. They also fit well when transformed into clothes and merchandise.
branding
character design
web
Orchid forest
2016
14 indigenous indonesia.
23
I feel like I’ve answered the vocation that my country needs through this work. As very heterogeneous in many aspects, Indonesia is an archipelago which inherits authenticity. Known as “the emeralds of the equator,� it inspires me to utilize the term to the branding. I chose "Indigenous Indonesia" as a phrase that reflects the originality and heterogeneity of Indonesian culture, tribes, architecture, language, and food.
illustration
advertising
nation branding
2014
24
Each island should have a way to inform tourists about where to go and what to expect. Exposing the tourist spot inside the shape of the island gets the audience to the overview of the island. By using clever copywriting, this campaign is a novel way of doing nation branding.
illustration
advertising
nation branding
Indigenous Indonesia
2014
25
illustration
advertising
nation branding
Indigenous Indonesia
2014
26
Organisational
Professional & entrepreneurial
Résumé timeline 2007 2013
2000 2012
2013
Teacher | www.studioartmagic.com
Artmagic Studio, Surabaya 12–13 Intern digital painter | www.caravanstudio.com Caravan Studio, Jakarta 2012 Intern graphic designer | www.roundbox.co.id Roundbox Design + Communication, Jakarta 2012 Freelance graphic designer | www.graphichapter.com Graphichapter, Surabaya 11–12 Freelance graphic designer | www.bunker.co.id Bunker Creative, Surabaya (Indonesia) 2011 Teacher & teacher assistant Sketch - Executive College, Surabaya 08–09 Technical support & network engineer PT. Sistelindo Mitralintas - AT&T Global Network Indonesia, Jakarta 2007 Intern student PT. Telekomunikasi Indonesia, Jakarta
10–12 News department crew Eureka TV (currently ITS TV) - ITS Surabaya. 10–11 External public relation department Hima (Student Association) of Industrial design engineering - ITS Surabaya 2008 Creative director Student’s annual book - SMK Telkom Sandhy Putra Jakarta 06-07 Head of bulletin board SMK Telkom Sandhy Putra Jakarta 02-03 Art creation & perception department OSIS (Student Association) - MTs. N 3 Jakarta 00-02 Team leader Boy Scouts - SDN Kp. Utan 1 Tangerang
16
Educational
1990
1996 Primary schools Studied in the state, state and private vocational 2008 Islamic school majoring in
2009 2014
Personal
telecommunication.
1990
Born in May 31st
Do drawing almost everyday Set a dream to be a painting artist
2012 Founder | MUKAKU Mukaku has been awarded as the 2nd best seller product in Muslim 2016 Youth Millionaire (MYM) Conference, Jakarta, 2012, and selected as one of the big 46 semifinalist in Shell Livewire Award 2013.
2016 Project manager | JAKARTA RAMADAN FESTIVAL Designing event with around 20 team members demanded me to think beyond my experience. I manage and assign team responsibilities, and directing all communication tools for the event, such as website, posters, social media and advertising contents. I had to compete with highly tight deadlines, build a concept and create an integrated design solution to reach a huge group of people’s attention, and made nearly a thousand audiences
2015 2017
Co-founder | GRAPHLYFT
2017 2018
Co-owner | SHAKE N GRAB
Co-founding with a partner from Boston, USA, I learn to see and to treat design differently. We put high attention in generating design directions and production details. We also discovered that aesthetical aspect in design is very relative. In order to make a design communicates effectively, different visual and communication approach should be chosen contextually
I ran this beverage business with a partner who has a common vision. It required a new set of skills. I had to manage the business stakeholders such as suppliers, employees, and partners. I also designed the company’s branding, strategy and communication tools that correspond with all entities involved in the product experience
17 18
Bachelor’s degree in Visual Communication Design [GPA: 4.59] | SEPULUH NOPEMBER INSTITUTE OF TECHNOLOGY Highest GPA graduates – Virasata Award, major of industrial product design ITS, Surabaya
2005
Decided to be a designer
2016
Fully-paid my first car
2018 -
19
2014 2019
Freelance designer | FATHURISI.COM
2019 -
Nonprofit treasurer | IMMI FINLAND
Different client came with different mindset and expectation. They reach me through my personal website, Behance, and word of mouth. Those who satisfy recommend others and many of them become returning clients. Besides the design process itself, I’ve been learning to overcome challenges in understanding & reframing clients’ problems, client communication, and time & project management
INDONESIALAINEN MUSLIMIYHTEISÖN YHDISTYS SUOMESSA
present I was offered to help this Indonesian
Islamic nonprofit organization in Helsinki. I am responsible to manage the organization’s financial matters including circulating the donation or funding its internal and external events
2020
Master’s programme in International Design Business Management [GPA: 4.33] | AALTO UNIVERSITY
present This program complements my previous knowledge in visual communication design intertwining with my
experiences in design practice. It has been developing my ability in doing and managing human-centered design projects with various methods and tools, as well as in transdisciplinary team management
Got my Master’s scholarship
2018
Got married
27
Achievements
Achievements and participatory events 2015 1st winner
Print-ad/poster design competition – Tjokro Art Contest, Sobat Tjokro Youth Kongres 2015 of Tjokroaminoto Movie, Jakarta
2014 Most favorite participant
Conference of Design Bachelor/Konferensi Sarjana Desain (KSD) 2014, Semarang
2014 Finalist
Wego Design Challenge 2014 in Promoting Indonesia, Jakarta
2012 1st winner & best of the best
Conferences
Public speaking
"Mainanku Kreasiku" in illustration competition, Nirmana Award 2012, fx Lifestyle X'nter, Jakarta
Illustration & poster
Entrepreneurship
2012
2013
2012 2012 2012 2011 2010 2008
Most favourite – poster design competition, Gunnebo Indonesia & Binus Center, Jakarta 1st winner – poster design competition, Peksiminas (National Student Art Week) in Mataram, Lombok Shortlist – "Jiwawaka" in illustration competition, Nirmana Award 2012, fx Lifestyle X'nter, Jakarta 1st winner – Poster design competition, Peksiminal (Regional Student Art Week) of East Java, Surabaya 2nd winner – Poster design competition, Postertation, Planologi ITS, Surabaya 1st winner – Poster design competition, PPNS ITS, Surabaya Winner of wallpapar design competition, Festi-File Bina Nusantara University, Jakarta
Storytelling & comic 2012 2012 2011 2009
2nd winner, Comic/caricature competition, ITB Fair 2012, Bandung "Nonton Film Sedih" as 25 semifinalists – Hellofest 8 - Anima Expo, Jakarta 2nd winner – comic competition, L.A Lights Campus Edutainment, Surabaya 1st winner – comic competition, Gelar Jepang (Japan Fest) 2009, University of Indonesia, Jakarta
2012
Semifinalist – “Mukaku” for Shell Livewire Business Award 2013, Surabaya 2nd winner – business poster competition & "Mukaku" as the best seller product, Muslim Youth Millionaire (MYM) Conference, Jakarta
Academic 2014 2013
Highest GPA graduates – Virasata Award, major of Industrial Product Design ITS, Surabaya Nominee – most achieved student of ITS Heroes 2013, ITS, Surabaya
Others 2010 2006 2004
Finalist – game development competition, Gemastik 2010, Surabaya 3rd winner of web design competition at SMK Telkom vocational school, Jakarta 1st winner of calligraphy competition at MTs. N 3 Islamic school, Jakarta
Pitching presenter for Flavour Venture, IDBM Impact Gala of Aalto University, Helsinki, 2019
Talkshow speaker of 1001 IDE: The Extinction Exhibition – exhibition of 1st year design student of ITS, Ciputra World, Surabaya, 2014
Talkshow speaker of the Bright Future Ahead – exhibition of student’s final project of ITS Industrial Design Product major, Surabaya Town Square, Surabaya, 2014
Guest speaker of Paradesia – exhibiton of student’s final project of UNESA, Pakuwon Mall, Surabaya, 2013
Surabaya, 2014
Speaker, Finding Your Passion, SMK Telkom vocational school, Jakarta, 2014
Guest speaker of Medschool ITS: Graphic Design – Sepuluh Nopember Institute of Technology, Surabaya, 2013
Indonesia Art & Culture Delegation of
Selected participant of Konferensi Sarjana Desain (Conference of Design Graduates) 2014, Unika Soegijapranata Catholic university, Semarang, 2014
Invited participant of National Seminar of Creative Industry with Media, Design, Science and Technology Basis, Garden Palace Hotel, Surabaya, 2013
Speaker – Design that Awaken the World, TEDxITS - A BlasTED Idea, Sepuluh Nopember Institute of Technology (ITS),
Jenesys 2.0 Program, Japan, 2013
Invited participant of Little Big 10 2014, WIT Indonesia, Pullman Hotel, Jakarta, 2014 Selected designer of PPKU DKV 2013, Best Western Hotel, Jakarta, 2013
Invited participant of Training of trainer (ToT) DKV 203, Santika Hotel, Surabaya, 2013
thanks for checking in.
reach me at
/ +358451742919
/ dedenfathurrahman@gmail.com