MICHELLE RAENA JOGIASTRA SELECTED WORKS
Hello! NICE TO MEET YOU
CO N T E N TS W H AT Y O U WA N T T O S E E , I T S L I S T E D H E R E
ABOUT ME biography curriculum vitae
BRANDING get dirty hair detox etra cosmic crystal water forme: 3D printed lingerie natural organic soap co. curio type logos
PRINT pre-press and printing elie saab tobias frere-jones sunspot cycle
DESIGN MANAGEMENT p&g project redefining luxury value
A LITTLE ABOUT ME The person behind Mr.J. I’m not a mr, its not a typo. I just ran out of ideas for my initials. My name is Michelle Raena Jogiastra. MRJ are my initials, hence Mr.J. I’ve always been that girl people thought of as extremely girly, but then I have this part of me that loves things people classify as “guy stuff”. The contrast was confusing at first but I have grown to love it and now embrace it. I am the first of two very loud children, blessed with the knack for design from none of my parents or relatives. None of my family are artists... That makes me the first! My passion for arts and design grew from a very tender age when I held my first graphic novel. I have always been fond of beautiful graphics and fonts. I am always striving for perfection in my work, not stopping until it is on par with my standards. In that way, I am a hard worker. I have always been great at project management. Deciding to take Design Management and pursuing it gives me a broader understanding of design beyond aesthetics. I always believed that design not only needs to have meaning, but functional value. At the moment, I write and my own blog called BeautySh*t. It is my pursuit to become a more informed consumer–again, putting meaning into the things that I do for beauty beyond the “glitter and sparkle” of makeup.
MICHELLE RAENA JOGIASTRA
personal
GRAPHIC DESIGNER + DESIGN MANAGER
a little trivia I take an hour longer in the supermarket to marvel at packaging (my mother hates it when I do this)
I cry out ‘I KNOW THAT FONT’ way too often I love paying attention to the little things–it’s all in the details I have an american accent, but I’ve never actually lived there
My best ideas come right before I go to bed. Now I’m a semi-insomniac I am obsessive when it comes to lipstick, I can never have too many I’m an aquarius so I’m destined to be a creative soul (and good fun!)
Easy-going ambivert, well-balanced designer, and a complete perfectionist
sept 2016 to sept 2017 ma design management specialising in luxury brand management northumbria university at newcastle, uk sept 2015 to july 2016 ba (hons) graphic design in branding northumbria university at newcastle, uk
skills
education
sept 2012 to july 2016 graphic design major (double degree) binus international university, jakarta
illustrator photoshop indesign premiere lightroom after effects final cut pro x microsoft office
Grid & Layout Typography Project management Branding Brand management Editorial Writing Presentation Pitching Research Design thinking
experience BrandOpus Graphic Design Intern, London, January 2017 Worked as part of the design team short-term as well as the strategy team and created designs for big name FMCG brands, including one packaging redesign that will be released by mid or end of 2017 which I created while I was interning at BrandOpus
VISUALOGIC Graphic Design Intern, Jakarta, March 2015 - June 2015 Became the assistant to the creative director and functioned as a full-time graphic designer. Worked on different client briefs from brand creation to annual report design to packaging design. Clients included Astra Indonesia, AEON Mall Indonesia, and many others.
Duties Included: Brand identity creation Visual rebranding Strategic branding Visual concept creation Image manipulation Illustration Conceptual research
Duties Included: Brand identity creation Visual rebranding Image manipulation Conceptual research Pre-press and printing Project management
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A COLLECTION OF SOME OF MY BEST PROJECTS
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GET DIRTY HAIR DETOX B R A N D I N G + PA C K A G I N G
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D&AD New Blood 2016: DesignBridge Collaborative Branding in GD Custom bottles Photomanipulated labels
This project was made for D&AD New Blood 2016 as well as the Collaborative Branding in Graphic Design Module in Northumbria. The task was to create a new-to-market brand of beauty products that challenges existing stereotypes, issues, and standards in the industry. Get Dirty is my answer to the brief. Get Dirty Hair Detox is a challenge to stereotypes, a rebellion against the uptight, and a shout out to all the dirty people of the world. It goes against labels and prejudice. Get Dirty is a charcoal-based hair care range with a cheeky tone of voice. The product is mainly black because of the charcoal and therefore can be thought of as ‘dirty black gloop’. Charcoal, however, is one of the most effective clarifying ingredients and cleanses while still being natural. The packaging uses thermochromic ink which changes the bottle’s color into that of the charcoal inside. The idea is that it ‘gets dirty so you can get clean’, which goes with the company slogan of ‘to get clean, you’ve got to get dirty.’ The project received high praise from DesignBridge’s creative director.
B R A N D I N G
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B R A N D I N G
#letsgetdirty
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ETRA COSMIC C R Y S TA L WAT E R B R A N D I N G + PA C K A G I N G
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JKR Juice 2016 Experiential & Collaborative Branding in GD 3D Modeled Photomanipulated labels
Etra Cosmic Crystal Water was an answer to the 2016 JKR Juice brief where we had to make products made from space water. For this project, I opted to create a revolutionary product-one which has yet existed in the world. I created a luxury skincare crystal that looks as precious as diamond. Etra’s concept was a luxurious crystal cultivated from the comet Etra that comes only once every 10 years. It is the purest water in the universe, crystallised. Its ergonomic shape meant that it was easy to hold, and its diamond-like qualities come cased in a vacuum cooler, which keeps the crystal cool. The brand is a marriage of science and aesthetics. Since it is so precious, I wanted it to be treated like jewelry, where its displays were also exclusive.
B R A N D I N G
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B R A N D I N G
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FORME 3D-PRINTED LINGERIE B R A N D I N G + I N T E R FA C E D E S I G N
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Final Major Project 3D Modeled system Photomanipulated imagery Interface design
Forme was a project born out of my passion for creating and designing. I found out that 85% of women wear the wrong bra size, which causes almost all of our everyday bra problems. This is a problem that I also experience and so it pushed me to create a solution to that. The technology to 3D print fabric is already in the works and it won’t be long until 3D printers are as common as inkjet printers. Forme (pronounced form) is a 3D-printed Lingerie brand that lets you customise your own lingerie and print them in the comfort of your own home. People can have their bodies scanned in the Formatelier where their data will then be recorded into their profile. Once they have their measurements, they can customise their lingerie in the app or desktop website. The brand has a very feminine, soft, but clean look, which represents a marriage between femininity and technology. The colors used are blush and nude colors, which represent blushing skin. The tone of voice is very confident, yet endearing and supportive.
B R A N D I N G
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B R A N D I N G
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N AT U R A L O R G A N I C SOAP CO. B R A N D I N G + PA C K A G I N G
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Mid-project assignment for GD III Via Felt 118gsm on wrapper and cards Matte laminated thick box Natural fiber kokuyo string
This project was created for Graphic Design III class in which we were tasked to fully rebrand and repackage an existing product. The product I got was a traditional balinese soap. Its branding was unclear and it only said Natural Soap. I decided to give it a brand update by making it into Natural Organic Soap Co. The concept for the packaging was that it incorporated traditional japanese style wrapping and hand-drawn visuals. The use of natural fiber string made it so that the packaging had a more organic feel. The paper used was also uncoated and textured to maintain that feel. The illustrations were done first in watercolor and pen, then merged together digitally. The packaging also comes with a special ‘travel box’ that presented an option for people to give the soap as gifts. It features a water-resistant matte laminated box, a soap tray, and a card including information such as ingredients, product variant, and ideas on how people can re-use the box to promote the environmentally friendly aspect. There are three variants of the soap: sea salt, rosewater, and honey nectar, each representing its own scent type.
B R A N D I N G
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B R A N D I N G
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CURIO T Y P E FA C E TYPOGRAPHY + BRANDING
P R OJE C T SP E C I FICATIO NS
Final project assignment for Typo II Dimensions: 29.7 cm x 42 cm Linen paper on board Specimen poster
As an extension to a previous project for Typography II class, we were tasked to create a modified typeface for a certain tourist destination. My tourist destination of choice was Wellcome Collection. It is a museum based at 183 Euston Road, London, displaying an unusual mixture of medical artifacts and original artworks exploring ‘ideas about the connections between medicine, life and art’. The typeface is a modified version of the Remark typeface by Gr8 Life. Some letters were changed completely while others were modified based on grids to make sure they look more readable. It is a font combining the rigidness of science and the creativity of art–much like Wellcome Collection itself. The large specimen is currently being displayed in the Binus University International fX campus as part of the outstanding student artworks collection.
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BLACK
B R A N D I N G
WHITE
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LOGO C O M P I L AT I O N BRANDING
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(Top to bottom, left to right) Sol + Mar Swim Shop (Visualogic) Lolita Swimwear (Visualogic) CHIPS 2014 Event (CIA Binus)
This is a compilation of the miscellaneous logos I have made for both personal and corporate use. Sol + Mar is a new swim shop in development. It is the mother brand of Lolita Swimwear, Maheya Swimwear, Jane & co., and Azure Swimwear.
Artvolution 2015 (BNSD) Schmelly Paper Co. (Corporate) Maheya Swimwear (Visualogic) Lemon Aid (GD III) Organic Theory (GD II)
CHIPS is a yearly event by the Binus International Cameras in Action club (photography club) where people can submit their photos. The photos are then judged by the university photography mentor and the winners will receive prizes. Artvolution is a new yearly event by BNSD. Artvolution 2015 was the first. The event is a collaboration between Fashion, Graphic Design, and Film students. Schmelly Paper Co. is an ongoing project by my friends and I. It is a stationery design company. The brand will hopefully launch its first collection in fall 2015. Lemon Aid is a logo for a fruit packaging project I did in Graphic Design IV. Organic Theory is a mock restaurant brand made for Graphic Design II.
B R A N D I N G
PAPER CO
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PRE-PRESS AND PRINTING L AY O U T I N G + T E C H N I C A L
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Final project for Pre-press & Printing Dimensions: 15.8 cm x 22 cm 32 pages Printed as a mockup Designed to use various printing finishes and techniques such as foil and embossing
The Pre-press and Printing Visual Journal project was my chance to fully explore layouting and the extent of technical printing. For this project, the brief was simple–create a booklet about everything I’ve learnt in the class and prepare the file for professional printing. Because we could design our booklet in any way we wanted, I tried something different. It was the first time I designed a layout in such a way where it also used a little bit of collage techniques here and there. The feel was still my signature. The design was meant to be printed with various finishing techniques such as gold metallic foil, embossing and debossing techniques, varnishing, etc.
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pb ild o C a P rgeNumber
2015 VISUAL JOURNAL PRE-PRESS & PRINTING
Shown is the process of laser cutting with a CO2 type machine.
pre press
A V I S UA L J O U R N A L b y M I C H E L L E R A E N A
This process involves three gases. These are carbon dioxide (CO2), nitrogen (N2), and oxygen (O).
Laser cutting and laser fine cutting are applied for different kinds of materials where complex contours demand precise, fast and force-free processing. Lasers create narrow kerfs and thus achieve high-precision cuts. This method does not show any distortion and in many cases post-processing is not necessary as the component is subject to only little heat input and can mostly be cut dross-free. Almost all kinds of metals can be laser cut: mild steel, stainless steel and aluminum are the most common applications. Other laser cut parts are made from wood, plastics, glass and ceramics. Compared to alternative techniques like die cutting, laser cutting is cost-efficient already for small-batch production. The big benefit of laser cutting is the localized laser energy input providing small focal diameters, small kerf widths, high feed rate and minimal heat input. The beam is emitted from what’s called the ‘laser tube’ and is reflected by several mirrors up into the ‘laser head’ (like a periscope.) Within the head is a lens that finely focuses the beam onto the material surface for cutting or engraving. The kerf refers to how much of the material the laser takes away when cutting through. (the width of the groove made while cutting.) This varies from material to material and is also dependent on the laser beam tolerance i.e. the width of the beam. K
FINISHING
CHAPTER THREE
CMY
PRE-PRESS & PRINTING
VISUAL JOURNAL
CY MY CM Y
PLANNING YOUR PRINT
PRE-PRESS & PRINTING
VISUAL JOURNAL
DIE-CUT
chapter one
HOT FOIL
SPOT UV
EMBOSS/DEBOSS
lasercut subtractive manufacturing that cuts a design into a piece of material. We went to Gusto, Indonesia’s largest lasercut company.
pb ild o C a P rgeNumber
Planning your print
CHAPTER ONE
Die-cutting is a process used in many different industries to cut a thin flat material (in our case, paper) into a specific shape using a steel cutting die. It can be used to punch out a decorative shape or pattern to incorporate within a larger piece, or it can be used to create the main shape of an object by cutting the entire sheet of paper in an distinct/designed way. A die-cut element draws attention to the 3D nature of paper and the character of the material itself.
hot foil stamping is the process of using heat and pressure to apply metallic foil or holograms to materials such as light papers, carton board, laminated board, plastics and corrugated board. The term hot foil stamping encompasses: Simple flat foil stamping. Hot foil gives luxurious effects to a design such as the one on the left where it is hot stamped in silver metallic foil. Hot foil stamping is also called poly in the Indonesian printing market.
Spot UV is a high-gloss finish applied to a specific area of your print. It utilizes UV light to “cure” a varnish that is applied to paper or cardstock. This varnish can be applied to plain white cardstock, but is often applied to coat colorprinted paper products, sealing in their color, adding shine, and protecting the printed surface underneath.
Embossing and debossing are the processes of creating either raised or recessed relief images and designs in paper and other materials. An embossed pattern is raised against the background, while a debossed pattern is sunken into the surface of the material (but might protrude somewhat on the reverse, back side). Often used in combination with foil stamping, embossing/debossing alters the surface of paper stock or other substrates by providing a three-dimensional or raised/sunk effect on selected areas.
color
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ELIE SAAB C ATA L O G U E EDITORIAL
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Final project for Graphic Design II Dimensions: 21.4 cm x 22.9 cm 56 pages Metallic Ice Gold 300gsm for cover Via Satin 148gsm for content Soft cover finishing Gold metallic poly on cover Rose Gold name plate for box front Matte laminated box with magnetic closure
For the final project of Graphic Design II class, we were tasked to create a catalogue for our favorite designer (fashion, architect, interior, textile, etc.). The designer that I chose was Elie Saab. I have always been fascinated with Elie Saab’s beautiful creations. In line with Elie Saab’s feminine haute couture creations, I made the catalogue very premium with its own box and exclusive finishing. The box houses a catalogue for the Elie Saab spring/summer 2012 haute couture collection as well as the fragrance catalogue. The box has a magnetic closure and a name plate in the front in rose gold. Inside, the catalogue is wrapped in a thin see-through iridescent wrapper. The catalogue features information about the designer, the atelier, the collection, and backstage beauty.
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TOBIAS FRERE-JONES EDITORIAL
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Final project for Typography III Dimensions: 16.4 cm x 20.3 cm 50 pages Mohawk Eggshell Mohawk Eggshell Soft cover finishing Cutout cover Half-width inserts
For Typography III, we focused on applicative typography and were tasked to make a book dedicated to a famous typographer of our own choosing. I chose Tobias Frere-Jones, the man behind many of the typefaces I know and love. The layout of the book were mostly experimental as we were encouraged to explore grids and typography layout. For the book, I used only typefaces made by FrereJones (some in collaboration with Jonathan Hoefler) such as Gotham and Garage Gothic. The book contains a cutout cover with soft cover finishing. The contents have a halfwidth inserts such as the one shown on the right for extra information. The idea of the book is that it translates the modern and clean aesthetics of Tobias Frere-Jones into one that is uniquely my own. This book has been featured in many of Binus’ exhibitions including the most recent being Artvolution.
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SUNSPOT CYCLE CD DESIGN
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Final project for Computer Graphics I Dimensions: 14.3 cm x 12.5 cm
For this project, we had to make a CD Sleeve design and for a fictional indie band called Sunspot Cycle. To date, this is one of my favorite artworks. The concept for the band is entirely up to us.
Tri-fold CD Sleeve Mica CD tray Art Carton 260gsm
My fictional band used songs from Mae, an American rock band that formed in Norfolk, Virginia in 2001. The band’s name is an acronym for “Multi-sensory Aesthetic Experience”. For the faces of the band, I used the band Grizzly Bear, an American Indie Rock band from Brooklyn, New York, formed in 2002. The concept of the album was that it was the farewell album of the band called ‘everglow’. The album also comes with a poster that has a secret message in invisible uv ink, stating a secret reunion concert for those who purchased the physical CD. The design was made with experimental layers on photoshop, taking inspiration from famous instagram editors such as Aaron Cahill and Neal Dieker.
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P&G ON-THE-GO S TA I N R E M O V E R CONCEPTUAL DESIGN
PR OJE C T SP E C I F I CAT IO NS
Group project for Design Thinking Mind Mapping Value centrifuge Product conceptualisation Functional value
This project was done in collaboration with Procter & Gamble UK & Ireland’s Research and Development Center in Newcastle. Our brief was to evaluate their luxury sector offerings and figure out where their problems and opportunities lie. Using problem framing approaches, we are able to determine that Procter & Gamble has not extended their product offerings to fit the lifestyle of millennials today. We asked the question: “what if we had no access to washing machines?”. This situation is more common than one might think. We saw that there was a big increase in overseas travels and a more mobile lifestyle where people rarely have time to soak and treat stains the way older generations were able to. We are always on-the-go and always have to be ready. Our solution was to create an on-the-go stain remover and fabric freshener that acts like a “hand sanitizer” and “dry shampoo” would. It will not replace laundry and dry cleaning, but allows for a temporary, effective solution to treat stains and smelly clothes before laundry day. This project was commended by P&G and is now being developed in their labs.
D E S I G N
M A N A G E M E N T
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REDEFINING L U X U R Y VA L U E RESEARCH PROJECT
P R OJ E CT SP E C I F I CAT I O NS
Personal project for Design Management I Research report In collaboration with: Smythson
This project was created to answer a question: “how is luxury redefining itself in today’s changing market?”. During the course of the research, I looked into past definitions of luxury, ‘new’ luxury, and luxury value. I also connected it to Keller’s brand equity model to see where the luxury ‘ideal’ lies within its many values.
Fleur of England SpaceNK Molton Brown
Working with people from Smythson, Fleur of England, SpaceNK, and Molton Brown, as well as fashion journalists Kaarin Vembar and Jena Gambaccini, I was able to gain insight based on what brands are doing now and what people are actually perceiving as ‘luxury value’. The contents of the report are still confidential at the moment due to confidentiality agreements with the involving parties, however it will soon be published as a conference paper.
D E S I G N
M A N A G E M E N T
Aspiration
Top-end range Quality
Craft
Locally-made Material
Value
Experience Price
What is value in the context of luxury fashion?
The "brand" person #
Royal warrant
Heritage
Narrative
Brand story What makes a brand luxurious?
Multi-sensorial Expertise
Since __ Niche Market
Character
Exclusivity In terms of fashion, it is the motivations of the designer and the investment in time , application of skills, and the process of making an object
How do you establish a specific virtual retail ambience to fit your brand?
Redefining Value in Luxury Fashion With athleisure and more easy-wear garments being trendy, is it affecting the luxury market at all?
luxury: income ^ demand ^
Luxury
Is there added value in top-end range?
In economics: a luxury good is a good for which demand increases more than proportionally as income rises, and is a contrast to necessity good
Questions
Niche market adds value? Temperley London With the luxury market changing, does value in the luxury market need to change?
Farfetch
How is luxury redefining itself?
"A conceptual and symbolic dimension that represents wealth, exclusivity, power, and the satisfaction of needs"
Myla London
Brands to contact
Net-a-Porter What is the most valuable?
What is valuable to luxury fashion
Lily and Lionel
Ettinger
Charlotte Olympia
Has physical store
SpaceNK
How do you redefine value in luxury?
Smythson
Finlay & Co
Has a section in Fenwicks
Jo Malone Emilia Wickstead La Perla
necessity: income ^ demand v
Thank you!
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© MICHELLE RAENA JOGIASTRA | 2016