2015
LAETITIA CAELI
VISUAL
ARCHIVE
AUGUST 2021
LAETITIACAEE @GMAIL.COM
CONTENTS
2015 - 2021 LAETITIA CAELI
INTRODUCTION
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CASE STUDIES
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SELECTED WORKS
6 PRINSIP SMART ATUR KEUANGAN ALA IDOL KOREA
SELECTED LOGOS (2015-2021)
STRONGER TOGETHER
PACKAGING DESIGN
ASTRAGRAPHIA
TV COMMERCIAL
GACCI WAGACCI
CONCEPTUAL PHOTOGRAPHY
YOVIE WIDIANTO MUSIC FACTORY
MUSIC VIDEO
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MUSIC ARTWORK LYRIC VIDEO EXPERIMENTAL
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INTRODUCTION
2015 - 2021 LAETITIA CAELI
Laetitia Caeli is an enthusiastic learner about branding and visual communication in various media. Interested in creative-art direction and graphic design. 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 and art production.
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 director. She also took an active part 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.
laetitiacaee@gmail.com PHONE
+62 896 9816 5242 SOCIAL MEDIA
instagram.com/ laetitiacaee Detailed Resumé click here
She believes in hardwork and never-ending learning would enhance her life's value. Keep growing to glow!
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2015 - 2021
2021
6 Prinsip Smart Atur Keuangan ala Idol Korea ART DIRECTION COPYWRITING
ILLUSTRATION
MOTION GRAPHIC
Recently, I got a refferal by my friend to collaborate with her for making a K-Pop idol-inspired financial article.
Client: Jenius (Bank BPTN)
LAETITIA CAELI
In Collaboration with Alira. (will be published soon)
I assigned as Guest Illustrator by Jenius, a Digital Banking of BTPN that targeted young people as customer.
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I proposed an animated video on Instagram Story to bridge ideas of the story and get audience's attention, assuming they would go to Jenius website. Therefore, Jenius' website traffic would be increased.
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The article consists a main banner and three sub-banner that represents some points.
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2015 - 2021
Astragraphia is one of Astra's subsidiaries which offers digital and printing business solution. Currently, Astragraphia is my workplace.
2020
Stronger Together BRAND CAMPAIGN
MOTION GRAPHIC TYPOGRAPHY
LOGO DESIGN
ILLUSTRATION
DIGITAL
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.
LAETITIA CAELI
Client: PT Astra Graphia Tbk
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2015 - 2021 LAETITIA CAELI
1976
2020
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2015 - 2021 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
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Some drafts I did.
1976
2020
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.
Selected logo but needs improvement.
Final logo.
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2015 - 2021 LAETITIA CAELI
Campaign Video
STRONGER TOGETHER campaign started with releasing a video contains managers and directors singing 'Rumah Kita' song and saying birthday greetings & call to action as closing statement. I edited and motioned the graphic for this campaign video.
Next phase is a competition to create unique birthday greetings. This competition available only for Insan Astragraphia. The 10 winners will get cash as a reward.
Primary Poster & Competition Poster
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2015 - 2021
2020 - CURRENT
Astragraphia ART DIRECTION
MOTION GRAPHIC
GRAPHIC DESIGN COPYWRITING
ILLUSTRATION
These are my artworks while working at Astragraphia as a full-time creative designer in Corporate Communication Division.
I am handling 5 business units' visual branding for digital media mostly. It includes illustration, graphic design and motion graphic/ animation for their daily and annual campaigns.
LAETITIA CAELI
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Sky is The Limit Some previews of an opening animation video for Astragraphia's 45th Anniversary.
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Mahakarya Some previews of an lyric video for final session of Astragraphia's 45th Anniversary.
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2015 - 2021
It was began with I designed 4 characters of Gacciwagacci, a LG Global Challenger team in 2019.
2019
Gacci Wagacci ART DIRECTION
GRAPHIC DESIGN
ILLUSTRATION
One of the Gacciwagacci member is my friend who lived and studied in South Korea. She and her friends joined a competition about social economy by carrying out South Korean tourism. They decided to develop visual branding of their digital account to improve people’s awareness and take one step forward from competitor teams.
I also designed opening title for their presentataion. Using warm color scheme with dynamic handwritting, it represents more energetic instead of boring while talking about Economics.
LAETITIA CAELI
Client: Alira
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Firstly, I proposed two illustration styles to them. The left illustration based on LG's visual design benchmark. But, they decided to choose the right one.
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2019
Rejuvenate of Yovie Widianto Music Factory ART DIRECTION
BRAND IDENTITY
TYPOGRAPHY
GRAPHIC DESIGN LOGO DESIGN LAYOUT
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.
Therefore, YWMF needed a new face to define the new vision.
LAETITIA CAELI
Client: YWMF
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X X
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 big idea is
the inspiration by listening to his songs.
Inspire To Be Inspired
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SELECTED WORKS SELECTED LOGOS (2015-2021) PACKAGING DESIGN TV COMMERCIAL CONCEPTUAL PHOTOGRAPHY MUSIC VIDEO MUSIC ARTWORK LYRIC VIDEO EXPERIMENTAL
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SELECTED LOGOS
DESTINATION BRANDING
RESTAURANT BEAUTY SALON
LAETITIA CAELI
MUSIC
FILM
FAST-MOVING CONSUMER GOOD
2015 - 2021
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 - 2021 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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TV COMMERCIAL
TVC
ADVERTISING
STORYTELLING
2015
2015 - 2021 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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MUSIC VIDEO
DIRECTING
2015 - 2021 LAETITIA CAELI
STORYTELLING
TYPOGRAPHY
2020
Rindu Dalam Hati -
Arsy Widianto & Brisia Jodie
My first project to compose a story and direct a music video with storytelling.
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CONCEPTUAL PHOTOGRAPHY ART DIRECTION
2015 - 2021 LAETITIA CAELI
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 - 2021 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 - 2021
LYRIC VIDEO
MUSIC
LAYOUT
LYRIC VIDEO
LAETITIA CAELI
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 on: G A C - Lagu Hari Ini G A C - Loves Will Stay M A U D Y A . - Aku Sedang Mencintaimu A R SY W . - Planet Tempatku Sembunyi U N G U - Penghuni Surgamu, etc.
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EXPERIMENTAL
ART DIRECTION
MUSIC
ILLUSTRATION
PHOTOGRAPHY
LAYOUT
2015 - 2021 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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HIT ME
UP!
laetitiacaee@gmail.com +62 822 4018 2628 / +62 896 9816 5242