Visual Archive
LAETITIA CAELI 2015 - 2020
laetitiacaee@gmail.com
2015 - 2020 LAETITIA CAELI
Contents
INTRODUCTION
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PROJECT EXPLAINED
4
SELECTED PROJECTS
AYAM GORENG SUHARTI
SELECTED LOGO (2015-2019)
YOVIE WIDIANTO MUSIC FACTORY
PACKAGING DESIGN
#GERAKBERKARYA
TV COMMERCIAL
STRONGER TOGETHER
CONCEPTUAL PHOTOGRAPHY
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MUSIC ARTWORK LYRIC VIDEO EXPERIMENTAL
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2015 - 2020 LAETITIA CAELI
Introduction
Laetitia Caeli is an enthusiastic learner about branding and marketing communication in various media. Creative designer is her current role but she is versatile and eager to learn new things. She is open to exploring different roles in marketing. Laetitia graduated from University of Multimedia Nusantara in 2019. While in college, she took part in several freelance jobs and projects as graphic designer or art diretor. She is active in several organizations to sharpen her leadership skill. After graduate, she was became part of Yovie Widianto Music Factory and Palari Films.
Currently, she joined Astragraphia as a creative designer, which is maintaining its brand identity and providing digital promotion & internal campaigns.
Bogor, Indonesia laetitiacaee@gmail.com linkedin.com/in/laetitiacaee instagram.com/laetitiacaee youtube.com/user/laetitiacaee
She believes in hardwork and never-ending learning would enhance her life's value.
Detailed ResumĂŠ click here
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PROJECTS EXPLAINED
2015 - 2020 LAETITIA CAELI
AYAM GORENG SUHARTI YOVIE WIDIANTO MUSIC FACTORY #GERAKBERKARYA STRONGER TOGETHER
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2015 - 2020 LAETITIA CAELI
2017
AYAM GORENG SUHARTI (COLLEGE PROJECT) BRAND IDENTITY
LOGO DESIGN
REJUVENATE
Ayam Goreng Suharti is a family restaurant that has became part of Indonesian cuisine. After I did a several research, Ayam Goreng Suharti had problem on unconsistent identity. Ayam Goreng Suharti needed a rejuvenate on its identity to follow new generation lifestyle. Rejuvenating aims to increase sales and create new market target by redesiging Ayam Goreng Suharti's brand identity.
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2015 - 2020 LAETITIA CAELI
Aya m Goreng
First, I assessed and brainstromed to discover the concept of rejuvenation. I decided the new target market is Gen-Z which is the consumer of experience. After that, I did some experiments for Ayam Goreng Suharti logo. The logo concept is the iconic potrait of Madam Suharti combained with traditional/batik-look typeface.
Brand Positioning: Experience The Past In The Future Big Idea: Authentic In Dinamic
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2015 - 2020 LAETITIA CAELI
This is the final logo of Ayam Goreng Suharti. The new logo consists of a potrait with two sides chicken siluet on her hair
1½x
and combine with the logotype of batikshaped typeface. I shoved the logo into
4x
diagonal position to make it looks dinamic. Next, I colored the new logo with
5x
Yogyakarta Empire authentic colors, Red and Gold, in which each colors contain philosophy.
10o
0o
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2015 - 2020 LAETITIA CAELI
After designing new logo, I designed brand identity guidelines to make sure the other parties would follow right rules. The consistency of brand identity is the purpose of this action.
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2015 - 2020 LAETITIA CAELI
Here are some implementations of new identity of Ayam Goreng Suharti. I added batik-parang outline as supergraphic. The expetection of this rejuvenation is making Ayam Goreng Suharti looks warmer, persistent and more exotic in the modern era.
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2015 - 2020 LAETITIA CAELI
2019
YWMF
(YOVIE WIDIANTO MUSIC FACTORY) BRAND IDENTITY
LOGO DESIGN
REDESIGN
(COMMERCIAL PROJECT) YWMF takes its name from our most famous music virtuoso, a songwriter, composer, producer, arranger, keyboardist and pianist, Yovie Widianto, which stands for Yovie Widianto Music Factory. YWMF wanted to rebrand as a company that more than an artist management, but also a music publishing, record & label, and creative production. Therefor, YWMF needed new face to define the new vision.
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2015 - 2020 LAETITIA CAELI
YWMF's new logo is an ambigram so it has an unique shape. If it rotated in 180 degrees, the logo will still read "YWMF". This concept is remaining mutual reason, Yovie Widianto's songs inspired by people's life while the people getting the inspiration by listening to his songs.
X
Big Idea:
X
Inspire To Be Inspired
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2015 - 2020 LAETITIA CAELI
These are some digital publications on Official Website, Spotify and Instagram that I designed and still under maintainance.
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2015 - 2020 LAETITIA CAELI
Here are some marketing-kits of YWMF's new identity. It will attract new customers, educate existing, form new partnerships, and inform media prospect.
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2015 - 2020 LAETITIA CAELI
2019
GERAK BERKARYA (COLLEGE FINAL PROJECT) DESTINATION BRANDING
BRAND CAMPAIGN
TYPOGRAPHY COPYWRITING
BRAND IDENTITY LOGO DESIGN
DIGITAL
VIDEO
INTERACTIVE WEBSITE
Gelora Bung Karno Stadium is a 50 years old heritage. The problem is regarding vandalism and the disrespect of building by its users. The users of GBK consider GBK is only a public building instead of a heritage. Therefore, GBK needs to enhance new values to change people perspective.
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2015 - 2020 LAETITIA CAELI
#GerakBerKarya is a brand campaign for Gelora Bung Karno Stadium Destination Branding. The name took and changed its stands from the abbreviation of Gelora Bung Karno, GBK. Gelora Bung Karno tries to motivate Millenial Generation (as the first target) to strive their dreams. The motives are: 1. People would be respect then take care the stadion after a long time damage which caused by user behaviour issues 2. To change people's perspective about Gelora Bung Karno become one of Indonesian heritages.
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2015 - 2020 LAETITIA CAELI
Brand Equity: Dare, Share, Positive Energy Brand Positioning: The main place to build the character of the nation's children Big Idea: INSPIRASI UNTUK BERAKSI The communication concept is using some quotations from Indonesia inspirators who have social impacts in Indonesia development. The visual design inspired by constructivism and new typography design style as the architecture design of Gelora Bung Karno Stadium (influenced by Uni-Soviet era).
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2015 - 2020 LAETITIA CAELI
Brand guideline ensures all parties using the brand elements consistently. Brand guideline book provides #GerakBerKarya campaign information and set of the standards for using brand names, logos, typefaces, and other design elements in other media publications.
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2015 - 2020 LAETITIA CAELI
The tone of voice of #GerakBerKarya communication is Striking and Rhythm. I decided to have a video to communicate idea. This video exhibits the thrill and energetic of activities which represent things can be done at GBK. This video is especially dedicated for commuter line riders who tend to feel tired when traveling or after activities. The video include a monologue which I created. Some footages belongs to National Archive, National Television, and mine. The monologue began with Sukarno's speech (popular with his passionate speech). The video campaign could be seen at: https://www.youtube.com/ watch?v=j0nhfq2KS0Y
"Semua berawal di sini ... Satu mimpi, sebuah aksi demi mewujudkan visi ... Mengubur ragu, menumbuhkan nyali ... Yakin berdiri, melepas langkah berani ... Jatuh, hanya untuk bangkit kembali ... Menggoreskan jejak, yang lalu kita beri arti ..."
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2015 - 2020 LAETITIA CAELI
OFFICIAL WEBSITE
INTERACTIVE WEBSITE
MULAI? The mission of Gelora Bung Karno Destination Branding is to educating
w w w.GBK.ID/GERAKBERK ARYA
target market about its history. I decided website as the media for education because it is accessible and accommodatable a lot of information in various form. I also designed an interactive website to preserve visitors always in website area. The concept is Dare To Try (Brand Equity). #GerakBerKarya invited the visitors to decide some options which they don't even know what is it and the purpose of it (and may also waisted their time). Then, the result is a motivation quote by Indonesian inspirator and a direct link to the GBK's history page. Both websites developed by my friend. [ 6/7]
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2015 - 2020 LAETITIA CAELI
The roles of #GerakBerKarya marketing-kit are attracting, engaging, and motivating target market.
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2015 - 2020 LAETITIA CAELI
2020
STRONGER TOGETHER BRAND CAMPAIGN
MOTION GRAPHIC
LOGO DESIGN
DIGITAL
ILLUSTRATION
TYPOGRAPHY
(COMMERCIAL PROJECT) (WORK IN PROGRESS) Astragraphia is one of Astra's subsidiaries which offers digital and printing business solution. Currently, Astragraphia is my
1976
2020
workplace. In April 2020, Astragraphia turns 44 years old. Instead celebrating with joy in office, Insan Astragraphia (Astragraphia's people) have to work at home due to avoid Covid-19 pandemic. Therefore, I and team assigned to create an internal digital campaign.
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2015 - 2020 LAETITIA CAELI
I began with brainstorming to discover an idea which relate to current situation and Astragraphia Corporate Culture, which are: - Valuable to the nation and life, - Innovative and world class excellent, - Prefered partner for customer, - Synergetic teamwork. Then I picked 'Together' as the value to enhance in seperation and 'Stronger' as the mental health value that has to build in Covid-19 pandemic situation. Idea: Weaving Unity and
Becoming Stronger.
Call to Action: Stronger Together [ 2/4]
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2015 - 2020 LAETITIA CAELI
Some drafts I did. I made a several of drafts by raising the number of '44' then reshaping it into some variant wovens. The colors represent Astragraphia's corporate identity.
1976
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Selected logo but needs improvement.
2020
Final logo.
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2015 - 2020 LAETITIA CAELI
STRONGER TOGETHER campaign started with releasing a video contains managers and directors singing 'Rumah Kita' song Video Campaign
and saying birthday greetings & call to action as the closing statement. I did motion graphic for the video campaign.
Next phase is a competition to create unique birthday greetings. This competition available only for Insan Astragraphia. The 10 winners will get cash as reward.
Primary Poster & [ 4/4]
Competition Poster
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SELECTED PROJECTS
2015 - 2020 LAETITIA CAELI
SELECTED LOGO (2015-2019) PACKAGING DESIGN TV COMMERCIAL CONCEPTUAL PHOTOGRAPHY MUSIC ARTWORK LYRIC VIDEO LYRIC GRAPHIC
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SELECTED LOGOS
2015 - 2020 LAETITIA CAELI
2015-2019
DESTINATION BRANDING
FAST-MOVING CONSUMER GOOD
RESTAURANT BEAUTY SALON
MUSIC
FILM
PODCAST
ENTERTAINMENT BEAUTY COSMETIC
INTERNATIONAL ASSOCIATION
FASHION
I experienced in brand identity designing of many industries. Every identity has its individual philosophy and concept that makes it unique when compared to others.
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PACKAGING DESIGN
BRAND IDENTITY
TYPOGRAPHY
LOGO DESIGN
2015 - 2020 LAETITIA CAELI
LAYOUT
ILLUSTRATION
PACKAGING DESIGN
2016
HANJUANG (College Project)
Rebranding of Traditional Drinks
2016 VOARA Natural Body Soap (FMCG) 2018 HANKA CHIPS Korean Cassava Snacks I contributed in designing most of element designs of the packaging.
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2015 - 2020 LAETITIA CAELI
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TV COMMERCIAL
TVC
ADVERTISING
STORYTELLING
2020
2015 - 2020 LAETITIA CAELI
DIRECTING
TYPOGRAPHY
MS GLOW TVC (60")
MS Glow is a skincare brand. By raising a wedding anniversary concept, I bridged the product's promise and brand ambassador's image. I assigned to conceptualize and direct the TVC production. This is my biggest commercial project so far, which assigned as a director.
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CONCEPTUAL PHOTOGRAPHY
2015 - 2020 LAETITIA CAELI
2015
ART DIRECTION
COSTUME DESIGN
CONCEPTUAL PHOTOGRAPHY ART PRODUCTION
These artworks done in a group while studing photography class. I contributed as an art director and costume designer. (Left) The concept is about The Hope. The hope of a beauty in the land of hopeless. It's about environmental pollution. This conceptual-photography won 2 times in competitions (Center) It's about the iconic celebrity interpreted in gender-switched concept. (Right) We got an assignment to interpret "Hot", then it turned on into an African woman who is thirsty in the exotic way.
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MUSIC ARTWORK
ART DIRECTION
DIGITAL
2015 - 2020 LAETITIA CAELI
BRAND IDENTITY
TYPOGRAPHY
ILLUSTRATION
These are the works of mine when I was working with YWMF. I commissioned to design every single music artwork to support their digital marketing in Spotify, Music Apple, JOOX, Deezer and some music platforms. I designed every music artwork based the impression of the sound and lyric when I listening to their musics. I did all the hand-drawing typography designs.
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2015 - 2020 LAETITIA CAELI
LYRIC VIDEO MUSIC
LAYOUT
LYRIC VIDEO
TYPOGRAPHY
VISUALIZATION
In these projects I did the visual design. My contributions are interpreting and visualizing the lyrics by arranging, ordering, layouting text, object and color into harmonized. It tooks time and a whole brain to be empty and feel it again with new music. Sometimes I become so emotional and need to recharge. My purpose is to deliver the emotion of the lyric through audience eyes. My contributions: GAC - Lagu Hari Ini GAC - Loves Will Stay M AU DY A . - Aku Sedang Mencintaimu A RSY W. - Planet Tempatku Sembunyi U N G U - Penghuni Surgamu, etc.
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2015 - 2020 LAETITIA CAELI
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EXPERIMENTAL
ART DIRECTION
MUSIC
ILLUSTRATION
PHOTOGRAPHY
LAYOUT
2015 - 2020 LAETITIA CAELI
TYPOGRAPHY
VISUALIZATION
I believe in Practice Makes Your Move Perfect. I've been doing personal projects all time to develop my ability in art direction. I am interested in listening to music. Thus, I need a medium to express my emotion through graphic design. I always dare to do experiments in color, typography, photography, and video combination. Know me more while I am camouflaging into visual at www.instagram.com/laetitiacaee
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laetitiacaee@gmail.com +62 822 4018 2628 / +62 896 9816 5242