PORTFOLIO 2018
YASMIN NADHIRASARI
ABOUT
A BOUT - CU R R I CU LU M V ITA E
SKILL SET
Ai
C U R R I C U LU M V I TA E Ps FULL NAME
Yasmin Nadhirasari
D.O.B
13/11/1993
yasmin.nadhirasari@gmail.com
ON THE WEB
Id Ae
be.net/nadhirasari
Pr
linkd.in/1eggw3L instagr.am/nadhirasari E DUCATI O N
King’s College London • 2018 - 2019 (Expected Graduation)
LANGUAGES
MA in Cultural and Creative Industries
1
Bina Nusantara International University • 2011 - 2015
Bahasa Indonesia
Content Strategy
Native Language
BA in Graphic Design & New Media
EXPERIENCES
EXPERTISE
2011 - ... Freelance Graphic Designer
2014 SOSJ Bureau
Commercial & non-commercial works
5-months internship as Graphic Designer
2
English Intermediate
3
Creative Direction
2015 - 2018 GO-JEK
2-months internship as Game Illustrator
Lead Creative for GO-LIFE
2013 FullFill Artplication
2018 Moka
3-months internship as Graphic Designer
Head of Creative
Photography
Brand Identity Design
Illustration
Japanese Beginner
2012 Alegrium
Art Direction
Video Production
Project Management
Digital Marketing
Copywriting
INTERESTS Photography
Travel
TV Series
Music
Film
Video Games
WORKS
WORKS - GO-JEK
#P er cay aM ok a M i c r o- M om ents ( 7 V i deo A d Seri es )
Me r eka P er c a y a M ok a ( C u s to mer St o ry Seri es )
M OK A P O S CREATIVE DIRECTION FOR ADS & SOCIAL MEDIA
Instagr am Co n t e n t C r e at i o n
B ra nd & Pr o d uct Vid e o s
Tuto r ial Vid e o s
Moka is a SaaS company that provides point of sale system to business of any sizes. With our creative works, we wanted to show that B2B marketing does not have to be boring. I was in charge to head the creative department to develop Moka’s creative marketing and content strategy. Throughout my 7 months there, I developed its brand campaign (#PercayaMoka) from message to strategy, content pillars for our YouTube and Instagram platform, developed the content and campaign roll-out plan with our content team, and produced the content itself.
Working both in-house and with external production houses, I developed the creative directions, concepts, and stories for our customer story series (Mereka Percaya Moka), micro-moments video ad series for our brand campaign, tutorial videos, and I was in charge of the pre-production and the production part of our brand manifesto video. The purpose of these contents is to explain in the simplest way possible what we sell and how it can help businesses through relatable stories and moments.
WORKS - GO-JEK
GO-LIF E • GO-JE K CREATIVE DIRECTION • GRAPHIC DESIGN Since September 2015, I have been working as the lead creative at GO-JEK’s on-demand lifestyle services (GO-CLEAN, GO-MASSAGE, GO-AUTO, and GO-GLAM). I am responsible for establishing all of the branding, tone and manner, and all of the creative direction of the brand since its beginning. My scope of work includes developing creative side of marketing campaigns, online and offline creative marketing materials, copywriting, social media contents, photo or video production, and sometimes even UI/UX. Each with different implementation, the common thread of our four business units is its mission to become a trusted on-demand service purveyors that will cater to the needs of urban life in Indonesia. Therefore, professionalism and human connection became the core of our visual branding and communication.
WORKS - GO-JEK
From Top Left Clockwise: Newsletter Design and Content Creation, #WanitaMasaKini Video Campaign, Campaign Design, Digital Ads Creative Direction & Copywriting
From Top Left Clockwise: Digital Ads Creative Direction & Copywriting, Social Media Visual Contents, Packaging Design, Digital Ads Creative Direction & Copywriting.
WORKS - GO-JEK
Row 1-2 & Row 3 Top Left: Digital Ads Campaign. Row 3 Bottom Left & Right: Car and Billboard Advertising. Last Row: Owned Channel Contents
From Top Left Clockwise: Digital Ads Campaign, UI Design, Lookbook Creative Direction, Social Media Creative Direction
WORKS - GO-JEK
GO -V I D E O • G O - J EK CREATIVE DIRECTION & GRAPHIC DESIGN
GO-VIDEO is an annual video competition by GO-JEK that encourages the bright creative minds of Indonesia to produce high quality short movies that showcases the GO-JEK brand. I was the person in charge for the creative in GO-VIDEO 2017. I developed the whole creative concept of the competition, including logo, look and feel, video contents, digital advertisement, social media visual contents, merchandises, and other collaterals.
This year’s concept revolves around the people surrounding the competition, creating an accessible and engaging atmosphere towards the audience. We worked with actors and filmmakers to “talk” to our audience for our launch video, featured last years’ winners, and created contents that relates with the GO-JEK story. We made sure that the visuals and contents relates to those who are passionate in filmmaking to show GO-VIDEO as a bonafide filmmaking competition.
WORKS - GENERAL CO.
G ENERAL CO. BRANDING • TYPOGRAPHY General Co. is a coffee shop and eatary based in Bandung. The mission of the place itself is to create a venue that is casual and has this raw, unfinished, American barn-vibe. This was shown through the branding by using hand-drawn styled typography, drawn icons, stamps, and so on. This project was done during my tenure in SOSJ Bureau. I was responsible for the whole branding except for the logo, which was made by Katarina Monika.
WORKS - GENERAL CO.
WORKS - SMOKING BARRELS
Co-Owner
KEN BASUK I E- mail
Phon e +62 877 8193 6570
SMK GBRRL S
SMK GBRRL S
Kebayoran Lama Jakarta 12240 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed consequat sit amet purus ornare condimentum. Mauris vehicula consectetur mauris, eu venenatis dolor ornare sit amet. Aliquam pellentesque orci libero, vitae mollis eros consectetur eget. In scelerisque nisl et sapien bibendum, in ullamcorper dui consectetur. Maecenas at augue dictum, lobortis erat in, imperdiet diam. Praesent non turpis a ante hendrerit blandit vel nec libero. Nulla commodo tincidunt felis, sed rhoncus velit vehicula vel. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; In hac habitasse platea dictumst. Morbi at eleifend metus, nec aliquam neque. Maecenas vitae malesuada dolor, ac luctus mauris. Aenean scelerisque nunc et lacus hendrerit convallis non vitae velit. Nunc tempor accumsan diam vitae condimentum. Sed gravida dui non volutpat quam at, consequat sollicitudin sapien. Donec quis felis nulla. Fusce viverra magna enim, ut pellentesque mauris consequat non. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Proin posuere ultrices libero, ac bibendum turpis suscipit ac. Sed volutpat mattis risus iaculis vehicula. Vestibulum sodales tincidunt lacinia. Sed ex velit, eleifend vel quam tempus, lobortis gravida turpis. Best regards, John Appleseed
ROASTERY & LAB Jl. Radio Dalam Raya No.3, Kebayoran Baru. Jakarta 1214 0
contact us:
twitter/instagram
021-5655007
@smkgbrrl s
ROASTERY & LAB Jl. Radio Dalam Raya No.3, Kebayoran Baru. Jakarta 1214 0
contact us:
twitter/instagram
021-5655007
@smkgbrrl s
SMOKING BARRE L S BRANDING ROAST MENU ESPRESSO BLEND
250g
1kg
FLINTLOCK BLEND
90k
270k
MATCHLOCK BLEND
80k
250k
SINGLE ORIGIN (LOCAL)
250g
1kg
TORAJA SULOTCO
90k 80k
250k
BALI KINTAMANI ULIAN MURNI MALABAR HONEY
90k 85k
255K
MALABAR WASHED
80K
240K
MALABAR NATURAL
SPECIAL OFFERINGS ETHIOPIA SIDAMO (250gr) ETHIOPIA SIDAMO (1kg) ETHIOPIA SIDAMO (1.5kg)
SINGLE ORIGIN (IMPORT) 120k 200k 300k
270k 270K
250g
1kg
ETHIOPIA SIDAMO
120k
N/A
KENYA AA SIDALI
120k
N/A
contact us: 021-5655007
twitter & instagram: @smkgbrrl s
Smoking Barrels is a Jakarta-based coffee roaster. They specialized in artisanal coffee blend and provides beans for many coffee shops in Jakarta. This project was done with Rama Bramasto and Katarina Monika. I was responsible on creating the logo, stationary, and menu. The aim was to create a professional-looking coffee roasting company. Through this branding, we wanted to show qualities such as highcraftmanship, delicate, and established.
WO R KS - TE R R A M ATE R I A L S
RAZ CAPITAL BRANDING Raz Capital is a privately held investment holding company based in Indonesia. In this project, I redesigned their logo and established the brand’s look and feel through its stationary set. The logo itself is a styled kufic calligraphy of the name of its owner, “Razzaq”, which translates to provider or sustainer. I wanted to build professionalism and trust through its visual design, hence the use of color blue and its formal yet modern look. I created a weaving pattern based on the stucture of the logo to further signify strength within the company’s brand.
WO R KS - TE R R A M ATE R I A L S
T E RRA MAT E RIAL S BRANDING Terra Materials is a mining company that was established in 2016. Their mission is to become a leader in Indonesia’s mining and infrastructure industry. With this direction, I aim to showcase Terra as a mining corporation that is progressive, modern, and innovative. Terra is a latin for ‘Earth’, and here I adapted the alchemical symbol of earth and combined it with the shape of an arrow to symbolize progress. Moreover, I also adapted mineral rock as a texture to illustrate strength and resourcefulness.
WO R KS - PA N E N C ATE R I N G
PANEN CATERING BRANDING Panen Catering is a family-owned catering service that was established in 1985. This year, Panen aims to reach a bigger market and commisioned me to create a branding that could help them to raise awareness among potential customers. The branding aims to convey the feeling of comfort, earthiness, and sophistication in a mix of modern and traditional look and feel.
WORKS - NARU BENTO
NA R U B E NTO BRANDING
Naru Bento is a bento purveyor based in San Francisco area, California, that was established in 1997. To support their effort in opening their first official store, I was commisioned to create a brand identity that will show their Japanese-Chinese roots in the most elegant, simple, and enticing way. I was tasked to create the logo, menu, print ad, and packaging to complement the brand. I drew an inspiration largely on the owners’ ethnical background.
WORKS - RSCM
RS C M BRANDING For Graphic Design IV final project, we were tasked to create a rebranding for one of Indonesia’s leading and historic hospital, Rumah Sakit Cipto Mangunkusumo. I created a branding that shows the hospital’s modernity, professionalism while still reaches every social classes in Indonesia. To differentiate the policlinics, I created icons for each and every one of them,
WORKS - VIGNELLI
V I G NELLI PRINT • TYPOGRAPHY For Typography III finals, we were tasked to create a book about an influential graphic designer who works mainly with type. I chose to create a book on Massimo Vignelli, as I like his approach in clear, functional design. The style of this book was very much influenced by the works of Massimo Vignelli himself, as evident in the heavy use of Helvetica.
WORKS - VARIOUS EVENTS
UNI O N G R O UP PRINT
Showcased here are some of the invitation works I did for Union Group events during my tenure at SOSJ Bureau. The one on the left is an invitation to Cork & Screw’s wine dinner event. With this invitation, I wanted to convey a luxurious and expensive feel and showcase the winery that the event is based upon. The right one is an invitation to Casa’s halloween event. With this, I try to showcase the horror of halloween while staying true to Casa’s 1950’s aesthetics.
WORKS - VARIOUS EVENTS
GOOD M EAT I NITIATI V E C A M PA I G N • I L LU S T R AT I O N For Graphic Design V finals, we were tasked to create a campaign for a fictional NGO of our own. I created “Good Meat Initiative”, which is an organization that campaigns against factory farming. I wanted to avoid gory graphics that is usually shown on a factory farming campaign and instead aim at people’s consciousness in regards of their food by using cartoonish imagery. An animatics for a PSA made for the campaign can be seen through this link: https://youtu.be/okHZWYxXYj8
WO R KS - VA R I OUS I L LUS TR ATI O N S
VAR I OUS I LLUSTRATIONS ILLUSTRATION • PRINT Showcased here are some of the illustration works I did for Illustration class projects, and during my short tenure at Alegrium. The top two images on the right are from an illustrated The Antlers’ Hospice lyric book done for Illustration class. On the bottom, those on the left and the middle are also done for Illustration class, in which we are tasked to illustrate a deck of playing cards. Finally, the bottom right one are few of the icons I made Icon Pop Brand, a game developed by Alegrium.
THANK YOU
FOR INQUIRIES: P. +62 813 1748 714 3 [ID] +44 78 28 027 391 [UK] E . y as mi n. n ad hi ras a ri @g mai l .co m be h a n c e . n e t /n a dh i ra s a r i l i n kd. i n /1e ggw 3L
©2018 YASMIN NADHIRASARI