A Design Portfolio
Raditya Dika Rahmadi
Welcome
This is a publication that tells a little story about how my work came to be, how my brain processes the brief and how I present a solution to a small design challenge. It is a culmination of 4 years of my young design career. I hope you enjoy it, Thank You
iii
IV
Contents
Introduction
Projects / Works
Final Notes
About Me
6
The Process
8
Beyond Sensationalism
12
Finn & Finch
18
BFF ‘14
24
Aglio
30
Hop Market
34
A* Star
38
Contact Details
42
V
About Me
6
/ AM
My name is Dika, and I’m 23 years old. I was born in Bandung, Indonesia. Art and design has always been something that is close to me. My first dream was to be a car designer, and the interest never lost. Ever since I was a kid, colors, shapes, logos, fonts, images have always fascinated me, and from the beginning I decided that I would like to work in this Industry someday. My approach to design has always been about nailing the basics. To me the basics of design is the most intriguing aspect of design. How a line is form, how a shape is form, how certain color matches, and the most important of all, how it plays in the real world. Scribbling, doodling and writing to me is part of the “fun” in doing design work. You can tell how far a designer went in doing his/her research, by the depth of their concept. A moment where you go “ah why didn’t think of that?” that’s an example of how a good design can speak a universal language. Outside of design, my interests are always revolve around the creative side of things. Like everybody else I do enjoy photography and films have always fascinated me. I love anything that is moving, loud and fast, I love cars, planes, anything with wheels. I enjoy watching sports, outside of football/soccer I really enjoy watching race cars in different shapes and sizes.
7
The Process The steps it takes for me to go from a brief to the final product involves several phases of brain crunching activities.
Idea Phase The Brief The moment I receive a brief or in an event where I’d meet the client face to face I would obviously ask the basic questions about the job. Who is it for? What’s the end goal? What are you looking to gain? etc. During these moments I would write basic notes on my sketch book, and would probably throw some quick suggestions and maybe a little reference of what the end goal would look like.
The Idea Idea Generation Idea Pool Idea Mapping The Idea phase or as what I’d like to call it “doodling time”. This is where the notebooks and the sketch books and the pens and papers would be more valuable than the computers. This is where idea comes and gather. This is where idea gets filtered and arranged. Based on my limited experience some clients would actually like to get a heads up on this phase before we move on the first draft.
8
/ TP
Creation Phase Draft
Testing
Feedback
This is where all of the technical knowledge is applies. The layouts, the typography the compositions etc. This is the most tedious phase of the whole cycle. Meetings, deadlines, feedbacks, alterations or even a complete re-do. It’s not only about how I convience the client about our ideas, it’s about how we educate them about what a good design solution brings to the table.
Final Product It all depends on how the timeline was set up. As a freelance & start up designer I’m comfortable in setting up a working time table for a job, as a one man show I’m used to doing everything to make sure everything works and run smoothly on my own. If the client signs up on the final product then everything is good, again like the prior phase. This phase is really technical and it really up to us to do a good job and make sure the production is smooth and doesn’t cost them more money.
9
The Works
10
The point of this publication is to showcase my strengths in design. So what I put in here is the things that would show what my focus is on and what my primary strengths lie. On the past 2 years I’ve been working on my branding and art direction skills, and those seem to be where my direction is heading. I know I like doing branding so that’s what I put in this publication. Crafting a brand from the ground up is something that I take very seriously, and has been a passion of mine since I became a graphic designer. I also have a big interest in a world changing / life changing big ideas, I like doing things that sound impossible, to me that’s the beauty of being in this profession, we have the tool to full fill such things. I hope you enjoy it!
11
The Works Project Title:
Beyond Sensationalism Client:
Co - Journal / Self Initiated
Year:
2015 Project Type:
Final Year Project
The Insight:
The Challenge:
Creating a viable alternative journalism option via citizen journalism. The goal is to educate people about being a journalist and creating credible citizen journalists for the mainstream platform.
To make the platform accessible and sustainable to people.
12
/ TW Post sensationalism Beyond Sensationalism explores a postsensationalism awareness phase, where people are already aware of the problems lie within the media. It is also an exploration on finding a trigger for action to find something better, something beyond the problems itself. One of the things that I thought I was certain with was the ignorance from the general public towards sensationalism. It wasn’t without evidence that as shown with the ever popular reality tv, gossip tabloids, celebrity blogging that has recently dominated our mainstream media feed. I thought the demand vs supply debate is inevitable but it turns out I was quite wrong, a study done by ASNE and CNN shown that a majority of people do notice. The ultimate goal of the project is to promote ethical journalism to the public. At the same time we want to promote and restore the image of journalism through the actual participation of citizen journalism. Through this platform users are thought how to conduct journalism, create contents and of course how to do it ethically all on a click of button. Hopefully with the ease of a website and smartphone application, future users might be able to see the potential of this platform and the possibility of it.
13
A
14
“The ultimate goal of the project is to promote ethical journalism to the public�
15
Print + Digital With the quality of the traditional journalism diminishing and the quality of the new age publication are actually picking up paces, I want to merge the two and create a platform where people can actually print their own newspaper to be distributed in their own community. It is a community based approach that would improve the level of journalism that the people would put out.
B
16
A. A packaging that a user would receive during the training to be a journalist through the platform. B. Printed community newspaper. C. Supportive Digital platform (websites + app)
C
17
Finn & Finch Project Title:
Finn & Finch Client:
Finn & Finch
Year:
2016 Project Type:
Branding / Art Direction
The Insight:
The Challenge:
A fast turnaround branding project about a high end perfume and beauty products reseller that caters to the high end and more mature audience.
To create a neutral and very simplistic yet luxurious branding that could serve both the male and female audience, that works in every season.
18
/ FF Ultra Simplistic Finn & Finch was one of my first clients where I was given the responsibilty to be in charge of the whole direction of the company branding. I was lucky because our client had a similar taste of visual and aesthetic, and they were one of the few clients that actually know what direction they wanted to go. The main request from them was a simple, elegant yet luxurious branding concept with a faster turn-around than usual. They were really eager to get into the market, and were looking to do more typographic based branding rather than the usual picture mark design. They also wanted ultra simplistic design with no patterns and wanted mostly monochromatic color palette. One of the important aspects that they wanted to stress were the importance of gender neutral colors where the identity has to fit into both the men and women market. Although they did specified that the target audience were older, wealthier women above 35 years old. So me and my team created an identity largely inspired by the luxury brands that they carried like chanel but with a little dash of color. With no picture marks we decided to play with the finish and texture of the final execution. Gold foil really did enhance the feeling of the brand, and the gold, navy, dark turquoise and maroon color really made the brand more versatile.
19
A. The whole stationery set.
D. Business cards set.
B. Letterheads Invoice + Envelope & Business cards.
E. Letterheads set.
C. DL Envelope set.
A
B
20
C
D
E
21
F
G
22
F.
Small Tape design.
G. Big Tape design. H. Paper Bag design.
H
23
BFF 2014 Project Title:
Bagus Film Festival 2014 Client:
Self Initiated / Personal Project
Year:
2014-2015 Project Type:
Festival Art Direction
The Insight:
The Challenge:
This project is about solving a multitude of issues in a single event. It’s about being open and talkative to one another. It’s an event to save both the film industry and the country.
Despite the youthful theme, we wanted to create something that is accessible to all walks of lives and still create that discussions among the different age group.
24
/ BFF ‘14 A Dream Comes True Bagus Film Festival is a passion project of mine yet to be realised, but nonetheless it’s one of my favourite project to date, as it allowed me to be wild and free in tune with the spirit of independent film. The idea behind the festival is based on a reality of the film Industry in Indonesia. The film Industry of Indonesia is a crossroad of mediocrity and excellence at the same time. It’s a place where one director could produce a Cannes winning film while the other produce a sexual horror comedy flick that nobody’s watching. It’s a pool of talent without any meaningful means to express it. The idea behind the festival was to re-energized, to charged up the hunger for filmmaking. I want to create for place to enjoy movies, express creativity, learn and talk about film. A place where you can ask all the meaningful questions. The theme for the festival was Speak up! Because when we want change we voice them, and speak up sounds like a theme that is perfect for sparking a movement. Who knows if that might kick up a filmmaking revolution in the country. As suggested above, I went a little bit crazy with the color palette, but I tried keeping the typography neat (as always).
25
A
B
26
A. Whole Festival Design.
E.
Festival ticket design.
B. Festival poster.
F.
Open ticket holder design, with synopsis.
G.
Rear festival Guide book design with feedback column.
H.
Festival Guide book.
C. Lanyard Design. D. Festival Wrist band.
C
D
27
E
F
28
G
H
29
Aglio Project Title:
Aglio Client:
Family Project
Year:
2015 - 2016 Project Type:
Pop Up Restaurant
The Insight:
The Challenge:
We wanted the restaurant to feel modern but also feel like a trattoria. We wanted our pop up restaurant to have that home cook feel but with a modern touch.
Creating a simple identity that would be appropriate with the Italian theme without driving the cost too high.
30
/ AG Street italianism When you think of Italian cuisine you think of red. Not to suggest unoriginality but to me familiarity is a good tool to create relevance for people. Like the core of the brand, which is essentially “an italian inspired home cooked food� the relevance of the color of the brand with the core of the brand is uncanny. When my mother proposed the idea of creating a Trattoria style Italian restaurant, I without hesitant jump on board and took the charge. The problem with Italian restaurants in Indonesia is that they are very un-Italian. The corny names, the unfitting decor, the canned ingredients, it’s just wrong. Italian food are simple. They are beautiful and delicate in their own way. They are the Swiss design of cuisine. So we decided to go back to basics. What is the core ingredients of Italian food? Olive oil? Parmesan Cheese? Garlic? Garlic. So we picked Aglio. Simple, easy to pronounce, easy to remember. I also kept everything very minimal to minimize clutter and create the elegance that an Italian Cuisine deserve.
31
32
33
Hop Market Project Title:
Hop Market Client:
School Studio Project
Year:
2014 Project Type:
Art Direction Branding
The Insight:
The Challenge:
Inspired by the recent awakening of the civilian uav technology, I wanted to make-aware of what’s possible with this technology. Hop market is a flying market concept that should be and would be possible in the future to make goods accessible in remote areas.
To make the project and the technology understandable for non techy regular people.
34
/ HM Flying Market Hop Market is a goods transportation mechanism designed to reach the unreachable. It is targeted at the extreme rural area of the world where air transportation is the only option. The concept utilizes drone as a means to deliver everyday goods with reasonable pricing. Drones can be operated with minimal human interference, thus reducing the extra hassle in the process. Hopefully it would eventually lead to the reduction of the extra cost associated with delivering everyday goods to an extremely isolated location. The project is inspired by a documentary of how a bush pilot delivers essential everyday items for people living in an isolated jungle of Papua in the far eastern of Indonesia. With minimal to none existent road infrastructure, the indigenous people have to work extra hard and pay a lot more money to have their basic needs delivered. With the emergence of Unmanned Aerial Vehicle I see this as near future possibility, with unmanned cargo drones being available for civilian use. This method of cargo delivery could help solve a lot of problems in a lot of places, and could potentially help other problems like medical emergency, or aid distribution.
35
A
B
C
36
A. Hygiene kit. B. Packaging design. C. Basic food kit. D. Partner’s kit. E. Instruction guide.
D
E
37
A* Innovation 50 Project Title:
Innovation 50 Client:
A Star
Year:
2015 Project Type:
Art Direction
The Insight:
The Challenge:
Creating an event and truck design for Innovation 50 by A star. The client wanted to highlight the scientific achievements of Singapore to be illustrated and present as an element of the identity.
To create a public awareness of what the country has been to achieve in the last 50 years of its existence.
38
/ A* Science Truck A* or A Star is a well known bio-engineering company in Singapore. As Singapore celebrated its 50 year old birthday, they comissioned us to created an identity for an upcoming science related events titled Innovation 50, stylized as Inn50ation. The purpose of the event was to recognized the advancement that Singapore has achieved in the field of science and technology in the past 50 years. So we did exactly that, with a little bit of research we were able to find exatcly what Singapore has been able to achieve in the field of science in the past 50 years. Everything from Sattelites to reverse osmosis we tried our best to capture that progress.
39
A. Pattern Design, based on DNA. B. Truck Livery Design. C. Event Poster.
A
40
B
C
41
Final Notes I hope you enjoy the journey I’ve taken you. If you like what you see, or do you want to work with me, please do contact me :) Thank You, Have a nice day!
Contact Details email:
radityarahmadi@gmail.com website:
www.radityarahmadi.com portfolio:
www.behance.net/raditya Phone:
+62 822 1602 9907 +65 8235 4353
42
radityarahmadi.com