Portfolio of Laetiita Caeli Hermawan - 2023

SUSTAINABILITY CAMPAIGNS 02

The 2024 Astragraphia Calendar

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Sustainability Value of Astragraphia’s Journey

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Destination Branding: #GerakBerKarya

BRAND IDENTITY 11

Yovie Widianto Music Factory (YWMF)

DIRECTING

Portfolio

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TV Commercial: MS Glow

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Music Video: To Let You Go - Ei

Laetitia Caeli Hermawan

SUSTAINABILITY CAMPAIGNS

The 2024 Astragraphia Calendar

2023 Prints

Concept: Corporate Communications, Marketing Communications, Human Capital Department Design: Laetitia Caeli & Dion Rahardian

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The 2024 Astragraphia Calendar

The calendar idea involves using photojournalism from various internal and external company programs to showcases Astragraphia’s sustainable actions visually. I specifically suggested implementating photojournalism not only to raise awareness about Astragraphia’s business portfolio, CSR events, and culture but also to strengthen conncetions with the media industry.

Creating this calender required collaboration across departments and business units. To develop the content, I coordinated with the marketing communications teams in each business unit and the human capital department to determine the programs they wished to highlight. Additionally, my colleague (Dion Rahardian) and I also collaborated on the design aspect.

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The 2024 Astragraphia Calendar

The calendar is printed using Fujifilm Jet Press 750S printer, employing ink that has received a sustainability rating of 85/100 from the International Association of the Deinking Industry. It combines with an innovative Rapid Coagulation Primer technology, ensuring the ink remains on the paper’s surface without penetrating it.

This is important to highlight as the Fujifilm Jet Press 750S is one of Astragraphia’s products, providing concrete evidence of product advantage.

Toccata paper was chosen for its ability to offer a glossy finish with a natural feel, enhancing the vibrancy of colors. Notably, this paper holds ceritifications as FSC and ISO 14001 Environmental Certificate, signifying its low carbon footprint and acid-free composition. Thus, the use of this paper effectively showcases the company’s commitment to sustainability.

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SUSTAINABILITY CAMPAIGNS

Sustainability Values of Astragraphia’s Journey Link: https://www.youtube.com/ watch?v=miMc3G0Fo2s

2022 Video

Concept: Corporate Communications, Human Capital Department Design & Animation: Laetitia Caeli Video & Voice-Over Recording: Third Party

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Sustainability Values of Astragraphia’s Journey

Astragraphia aimed to demonstrate concrete evidence of its dedication ot sustainability objectives.

To serve as an information introduction, I developed a narrative showcasing Astragraphia’s implementation of sustainability principles across four key areas: business portfolio, people, social contribution, and corporate governance.

This involved combination of video footage and photo documentation of diverse Astragraphia initiatives, accompanied by animations to rejuvenate the company’s image. The video also featured speec by the director, emphasizing the company’s commitment to sustainability.

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SUSTAINABILITY CAMPAIGNS

Destination Branding: #Gerak BerKarya

2019 Destination Branding; Brand Identity; Video; Digital Activation; Redesigned Website

Concept: Laetitia Caeli Design & Copywriting: Laetitia Caeli Voice-over & Video Editing: Aryasaji & Laetitia Caeli Digital Activation & Website: Laetitia Caeli & Jeremias

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Destination Branding: #GerakBerKarya

Brand Equity: Boldness, Collaboration, Upbeat Vibe Brand Positioning: The primary platform for shaping the indentity of the country’s youth Big Idea: Inspiration for Action

This campaign is aim to redefine Gelora Bung Karno Sport Stadium’s cultural significance by fostering public respect as an Indonesian heritage landmark.

The communication strategy involves incorporating quotes from influential figures in Indonesia who have made significant social impacts on the country’s development. The visual design draws inspiration from constructivism and modern typography, mirroring the architectural style of the Gelora Bung Karno Stadium that influenced by the Soviet era).

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Destination Branding: #GerakBerKarya

The #GerakBerKarya communication adopts a “Striking and Rhythm” tone. To convey the idea effectively, I’ve chosen a video format showcasing the vibrant and energetic activities that embody the spirit of Gelora Bung Karno Stadium (GBK).

This video specifically targets commuter line riders who ofter feel fatigued during or after their travels.

It incorporates a monologue I’ve created, combining footage from the National Archive, National Television, and my own collection. The monologue starts with an impactful speech by Sukarno, the first Indonesia’s president who known for his passionate oratory.

VOICE-OVER:

Semua berawal di sini ...

(It all started here) Satu mimpi, sebuah aksi demi mewujudkan visi ...

(A dream, an action to realise a vision) Mengubur ragu, menumbuhkan nyali ...

(Burying doubts, growing guts) Yakin berdiri, melepas langkah berani ...

(Sure feet, unleashing bold steps) Jatuh, hanya untuk bangkit kembali ...

(Falling down, only to get back up again) Menggoreskan jejak, yang lalu kita beri arti ...

(Scratching a trail, which we then give meaning to) Link: https://www.youtube.com/watch?v=j0nhfq2KS0Y 9

Destination Branding: #GerakBerKarya Choose and click

The primary goal of Gelora Bung Karno Destination Branding is to inform the target audience about its historical background. I opted for a website as the educational platform because it offers

MULAI?

accessibility and can accommodate a diverse range of information.

Additionally, I’ve crafted an engaging website with

w w w.GBK.ID/GERAKBERK ARYA

interactive features to keep visitors engaged within Result Digital activation with interactive website

the side. The underlying concept revolves around “Dare to Try” (Brand Equity). The #GerakBerKarya initiative encourages visitors to explore unfamiliar options, enticing them with unknown purposes (which may also seem time-consuming). Upon interaction, they receive motivational quotes from Indonesian figures and a direct link to GBK’s historical page.

Redirected to official wevsite

Both websites were developed by my partner, Jeremias.

GBK’s redesigned official website

Gelora Bung Karno’s historical page on their official website

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BRAND IDENTITY

Yovie Widianto Music Factory (YWMF)

2019 Redesigned Brand Identity

Concept: Laetitia Caeli Design: Laetitia Caeli

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Yovie Widianto Music Factory (YWMF)

YWMF derives its name from Yovie Widianto, a renowned music virutoso encompassing roles as a songwriter, composer, producer, arranger, keyboardist, and pianist. The abbrevation stands for Yovie Widianto Music Factory. YWMF aimed to rebrand itself as more than just an artist management entity, but expanding its services to include music publishing, a record label, and creative production.

Hence, YWMF sought a fresh identity to embody this new vision.

YWMF’s new logo is an ambigram, giving it a distinct shape. When rotated 180 degrees, the logo maintains its readability as “YWMF”. This concept embodies amutual connection: Yovie’s songs are inspired by people’s lives, just as people find inspiration by listening to his songs.

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DIRECTING

TV Commercial: MS Glow (30s) Link: https://www.youtube.com/ watch?v=3cx6J-tpMWA

2020 TV Comercial, Advertising, Storytelling

Concept: Laetitia Caeli Directing, Storyboard: Laetitia Caeli Video Production: KECE Production MUA: Marlene Hariman Hair Do: Penny Hairdo Stylist: Wanda Hara

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TV Commercial: MS Glow

MS Glow is an Indonesian skincare brand. I connected the product promise with the image of the brand ambassadors, who are a married couple, through the concept of a wedding anniversary. I was tasked to conceptualise and direct. This project is my biggest commercial venture to date, marking my role as a director.

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DIRECTING

Music Video: To Let You Go - Ei Link: https://www.youtube.com/ watch?v=IdoLK177hJ4

2022 Music Video, Directing, Storytelling

Producer: Ario Anyo Project Manager: Bayu Kristiamoko Line Producer Mohammad Luthfi AE: Tricia Wibinasa, Sharon Tan Director: Laetitia Caeli Ass. Director, Offline-Online Editor: Armando Jeremia DOP: Akbar Saputra Ass. Camera 1: Wanda Hara Gaffer: Rudi Lighting Crew: Redho Silva MUA & Stylist: Liebby & Debby 15

Music Video: To Let You Go - Ei

Adopting the concept of the 5 stages of griefing, the character in this video express her loss to her loved ones. I brought in the visual concept by applying dark colours in the first stage, then slowly becoming light in the final stage as a sign that the character has found enlightenment.

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