Visual Archive of Laetitia Caeli (2015 - 2021)

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.

EMAIL

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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2015 - 2021 LAETITIA CAELI

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2015 - 2021 LAETITIA CAELI

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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2015 - 2021 LAETITIA CAELI

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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2015 - 2021 LAETITIA CAELI

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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2015 - 2021 LAETITIA CAELI

Sky is The Limit Some previews of an opening animation video for Astragraphia's 45th Anniversary.

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2015 - 2021 LAETITIA CAELI

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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2015 - 2021 LAETITIA CAELI

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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2015 - 2021

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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2015 - 2021 LAETITIA CAELI

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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2015 - 2021 LAETITIA CAELI

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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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2015 - 2021 LAETITIA CAELI

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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