The 2024 Astragraphia Calendar
Sustainability Value of Astragraphia’s Journey
Destination Branding: #GerakBerKarya
BRAND IDENTITY
Yovie Widianto Music Factory (YWMF)
Ayam Goreng Suharti (Suharti’s Fried Chicken)
DIRECTING
TV Commercial: MS Glow
MORE WORKS
Music Video: To Let You Go - Ei Selected Logos (2015-2019)
Packaging Designs
Illustrations
Music Artworks
laetitiacaee@gmail.com
PHONE
+62 896 9816 5242
https://www.linkedin.com/in/laetitiacaee
Laetitia Caeli is an enthusiastic learner with a focus on branding, marketing, and sustainability communication across various media.
Currently serving as a Brand Communication Specialist and Creative Designer, she is versatile and eager to embrace new challenges.
Laetitia is open to exploring different roles within the communications field.
Laetitia graduated from University of Multimedia Nusantara, Banten, Indonesia in 2019. While in college, she took part in several freelance jobs and projects as graphic designer or art director. 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 brand communications Specialist and creative designer, which are developing and maintaining company’s branding, corporate communication campaigns, and assisting in the multimedia productions and externalinternal events.
She believes in hardwork and never-ending learning would enhance her life's value.
Let’s grow to glow!
2023
Prints
Concept: Corporate Communications, Marketing Communications, Human Capital Department
Design: Laetitia Caeli & Dion Rahardian
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.
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.
Link: https://www.youtube.com/ watch?v=miMc3G0Fo2s
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.
Destination Branding; Brand Identity; Video; Digital Activation; Redesigned Website
Design & Copywriting: Laetitia Caeli
Voice-over & Video Editing: Aryasaji & Laetitia Caeli
Digital Activation & Website: Laetitia Caeli & Jeremias
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).
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
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 accessibility and can accommodate a diverse range of information.
Additionally, I’ve crafted an engaging website with interactive features to keep visitors engaged within 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.
Both websites were developed by my partner, Jeremias.
Branding: #GerakBerKarya
2019
Redesigned Brand Identity
Concept: Laetitia Caeli
Design: Laetitia Caeli
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.
2017 College Project
Concept: Laetitia Caeli
Design: Laetitia Caeli
Ayam Goreng Suharti, a beloved family restaurant in Indonesian cuisine, faced issues with inconsistent branding. To address this, I researched and identified the need for a refreshed identity to resonate with the new generation.
The new logo features an iconic portrait of Madam Suharti with two chicken silhouettes integrated into her hair, combined with a traditional Yogyakarta’s batik-inspired typeface.
Positioned diagonally for a dynamic feel, the logo is colored in the authentic hues of the Yogyakarta Empire: red and gold. Each color carries its own philosophical significance, enhancing the brand’s new positioning, “Experience The Past In The Future,” and the big idea, “Authentic In Dynamic.”
Link: https://www.youtube.com/ watch?v=3cx6J-tpMWA
TV Comercial, Advertising, Storytelling
Directing, Storyboard: Laetitia Caeli KECE Production
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.
Link: https://www.youtube.com/ watch?v=IdoLK177hJ4
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
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.
I have created many brand identities across various industries, including destination branding, film, music, fast-moving consumer goods, podcasts, restaurants, beauty salons and cosmetics, international associations, and fashion.
2016 - HANJUANG (College Project)
Rebranding of Traditional Drinks
2016 - VOARA
Natural Body Soap (FMCG)
2018 - HANKA CHIPS
Korean Cassava Snacks
All the illustrations on this packaging design were drawn by me, with a personal touch that reflects the product’s brand.
2021
I was referred by a friend to collaborate on a K-Pop idol-inspired financial article. I was assigned as a Guest Illustrator for Jenius, a digital banking service from BTPN that targets young people.
I designed each music artwork based on the impressions I got from listening to the sound and lyrics. I hand-drew all the typography designs. In these projects, I focused on visual design, interpreting and visualizing the lyrics by arranging and laying out text, objects, and colors. It takes time and requires a clear mind to absorb the music’s essence. Sometimes, I become so emotionally involved that I need to recharge. My goal is to convey the emotion of the lyrics to the audience through the artwork.
SEE THEM ON YOUTUBE:
GAC (Gamaliél Audrey Cantika) - Lagu Hari Ini https://www.youtube.com/watch?v=3aUdQ0doy2Q