Portfolio of Adellia Yu 2020

Portfolio of Adellia Yu Design combines both visual aesthetic and deep proccess of thinking, and they all braided to be detail works.

Contains CV and curated design and illustrations projects of Adellia Yu from 2018-2019.

Personal Information

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My name is Adellia Yu, people call me Adel.

I was born in December, 22nd, 1997.

My current address is located in

Galaxy Raya St, G3 No. 1, Poris Indah, Tangerang I am Buddhist and I am Indonesian.

I wish to work together!

Please contact me:

adel.adellia.97@gmail.com Instagram adelliayu Mobile +62 852 1017 9878

My name is Adellia Yu, people call me Adel.

I was born in December, 22nd, 1997.

My current address is located in

Galaxy Raya St, G3 No. 1, Poris Indah, Tangerang I am Buddhist and I am Indonesian.

Multimedia Nusantara University, Faculty Art & Design - Graphic Design

2016 -

Decoration committee of Starlight campus sho

,i

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2015 - 2019 -

he

Personal Information

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Experiences

t’s

INFJ insightful conceptual

m e. .

.

& n

2018 -

2017 -

Font Design Lecturer Assistant Masterpiece Magazine Visual Exhibition Specialist

Digital Publishing III Lecturer Assistant

Egghead Brand Consultant Brand Designer Internship

IMAGO, exhibition of Art & Design Student’s Final Project as Visual Committee

Indonesia Lamrim Retreat Committee Graphic Designer

ow

2019 -

Latar Studio Part Time Graphic Designer

2020 -

Freelance

visioner creative

Award

Southeast Asia Lamrim Festival 2019 Head of Design Division

Nusantara Dharma Book Festival 2020 Graphic Designer

Asia Student Package Design Competition (ASPaC) 2018 Indonesia Judgement: Fine Work

Creative Fields

Languanges

Branding

English 83%

Illustration 86%

Intermediate

Hokk

Mother

Layouting 83%

Adel loves the way de

people. She loves cre

Handworks 88%

beautiful. Providing b

pour it into visual, ex

conceptual illustratio

Social Media

piece by piece paperc

78%

with watercolor illust things spark her joy!

So�twares Ai

Ps

Indonesian

Native

kian

tongue

Interests Music Danilla

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Id

**

Basicly all genres (from indie songs, upbeat, till dangdut), but here are some:

Rich Brian

Lo-ďŹ Hip hop

esigns give joy to

eating something

brand strategic and

xploring various

on style, crafting

cut, playing colors

trations. Those

Others Flowers

Spirituality

Doggo & Catto

Contents Several themes highlited from Adellia Yu’s journey between 2018 -2020

Spiritual Southeast Asia Lamrim Festival 2019 Indonesia Lamrim Retreat 2018 Parenting with Mudita

Corporate Astra Life Calendar Handwork Projects

Culinary Secang, local herbal drink Esqu Ice Cream 2Tang Tea Bigboi, black charcoal bread

i r i t u al p s

TEAM/ ART DIRECTION/ ADELLIA YU CAMPAIGNER/ STIVEN COPYWRITE/ SHIERLEN OCTAVIA PUBLICATION DESIGN/ JACINDA YUSUF, KENNY STEVAN ANIMATION/ FELICIA

Southeast Asian Lamrim Festival (SEALF) is a series of intensive and systematic Dharma practice activities which held in Indonesia.

This event was attended by 780 people, together was looking for Guru Dagpo Rinpoche’s guidance. Guru Dagpo Rinpoche himself is a Tibetan spiritual instructor who lives in Veneux les Sablons, France. He is believed as reincarnation of Great Spiritual Guide which lived in Sriwijaya.

Started in 2015, Rinpoche couldn’t come to Indonesia due to his health problems. After some treatments, in the end of 2019 Guru Dagpo Rinpoche came to Indonesia in his 88 y.o.

PROJECT/ SOUTHEAST ASIA LAMRIM FESTIVAL 2019 EVENT CAMPAIGN

Southeast Asia Lamrim Festival 2019

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/EVENT CAMPAIGN

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/ SOUTHEAST ASIA LAMRIM FESTIVAL 2019 EVENT CAMPAIGN

Explorations...

PROCCESS/ The first approach focused in Golden Compass and showing ethnical look.

Lately Event Organiser discussed that committee should follow their latest campaign guideline look.

Then after being proposed, the elder members turned down the second approach, and ask for more ‘festive’ look. Then came the refreshment concept.

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

KEYWORDS/

ULTIMATE JOURNEY MEDITATE

The Ultimate Journey means it was the peak of Guru Dagpo Rinpoche’s teaching journey in Indonesia, and also student’s effort to meet and study from Guru (Spiritual Guide).

VISUAL/

COMPASS/ JOURNEY

GOLDEN LIGHT/ ULTIMATE & MEDITATE

DIAMOND SHAPED/ SRIWIJAYA

PROJECT/ SOUTHEAST ASIA LAMRIM FESTIVAL 2019 EVENT CAMPAIGN

Since Guru Dagpo Rinpoche is not young anymore, the Indonesia’s abbot assumed that 2019 would be His last visit to Indonesia.

Coincide with the Thirty Years of Teaching celebration, then committee of SEALF 2019 campaign gave “The Ultimate Journey” as their tagline.

lamrimretreatid

lamrimretreatid

TEAM/ ART DIRECTION/ ADELLIA YU CAMPAIGNER/ STIVEN COPYWRITE/ STIVEN PUBLICATION DESIGN/ JACINDA YUSUF, ADELLIA YU

It was an intensive teaching by Ven. Bhadra Ruci on December 2018. Ven. Bhadra Ruci is an abbot of Indonesia Biara Jina Putra Tushitavijaya. The Monastery he leads is based by Tibetan Buddhism and rich of Nusantara tradition.

The Teaching was based on Je Tsongkhapa’s Lamrim teaching text, “Instruksi Guru yang Berharga”.

The event was attended by 560 people, which most of them were young people, from 17-25 y.o.

PROJECT/ INDONESIA LAMRIM RETRETAT 2018 EVENT CAMPAIGN

Indonesia Lamrim Retreat 2018

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/EVENT CAMPAIGN

VISUAL/

SCROLLS/ LAMRIM TEXTS & CONTINUOUSLY

SPRINKLES/ VALUABLE

FLORAL BATIK/ ETHNICAL NUSANTARA

CONTINUOUSLY VALUABLE MEDITATE

Then the designer visualized into scrolls of paper, and the title was written on there, inspired from the old Lamrim texts which being used from monk to student continously, also to keep the valuable instructions of Teachers.

PROJECT/ INDONESIA LAMRIM RETREAT 2018 EVENT CAMPAIGN

There once an idiom that says, “Elder people’s advise should be preserved, put them in paper, wrap, & take it wherever you go”.

This idiom was the first thing that went across head when the designer heard ILR 2018’s theme, “Instruksi Guru yang Berharga”.

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

KEYWORDS/

A book designed special for parents who seek reflective way of parenting. The book is to tell how not to envious (schadenfraude; envy, dislike other people success) with an antidot called “Mudita”. Mudita is a value to rejoice of other’s people happiness; sympathetic joy.

The book is designed based by Buddhist view. The Author shared some tips to teach kids how to cultivate mudita, as solution of sibling-rivalry problem. Then it is also included old story of people who envy, how his bad habit affect his next lives.

PROJECT/ BE HAPPY WITH MUDITA BOOK DESIGN

Parenting with Mudita

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/BOOK DESIGN

The book uses editorial illustration in each spreads, to intrigue and dragging the feeling of each topic. Starting the envious and jealousy problem with green part, shifting the color into yellow when it is talking about Mudita ‘joy’, and gone pink in parenting part.

The book also using analogical approach.

Mudita as a delicious and full of nutrition menu as envious antidote, then the book is such a recipe.

I made the book with warm, homy mood; like a mother trying to cook a parenting solution, and the content is the ingredients.

li n a r y u c

In several countries of Southeast Asia, secang log often processed into herbal drinks. It is rich of anti-oxidant and antibacterial so it triggers the immune system.

Typically, secang sticks will be cut into thin pieces, then will be soaked into water. The designer was trying to find more practical way so the benefits could be consumed in daily life for those who has high mobility as their health solution.

Then the packaging created, to drink it, consumers just need to open the plastic wrap. The secang will be infused. When the water has fully turned red, it’s ready to be your health companion drink!

PROJECT/ SECANG HERBAL DRINK PACKAGING DESIGN

Secang, Traditional Herbal Drink

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/PACKAGING DESIGN/ ASIA STUDENT PACKAGE DESIGN COMPETITION INDONESIA NOMINEE/ FINE WORKS

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/ SECANG HERBAL DRINK PACKAGING DESIGN

secang

dry wood

Esqu ice cream is an ice cream product brand which is made of pasteurized milk, fresh fruits, and fine sugar. With no preservatives in it, It’s believed that Esqu could be a good choice as a healhty snack for families.

For those who live in tropical country, ice cream might be a favorable snack. Especially for kids with a lot of activity, ice cream could be an instant mood booster to continue their day.

The target being more focused.

Mrs. Ira, Esqu owner also aiming a new; higher level market for her product. As the solution, the product needed a new visual identity.

PROJECT/ ESQU ICE CREAM VISUAL IDENTITY

Esqu, Homemade Ice Cream

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/VISUAL IDENTITY

The Older version...

PROCCESS/

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

KEYWORDS/

ACTIVE MUSIC COOL

The visual was inspired from ‘dance - cheerleading’ and ribbon movement in ribbon dance.

VISUAL/

SLINKY/ JUMP, DYNAMIC

RIBBON/ CONTINUITY

POMPOM/ FULL ROUND SHAPE

PROJECT/ ESQU ICE CREAM VISUAL IDENTITY

Before going to visual part, designer made a mindmap.

From the mindmap the target is determined, which is kids with a lot of activity. Ice cream could be an instant mood booster to continue their day, so the brand should developed image that getting active is cool, dont be afraid of the tropical heat.

New Look!

TEAM/

2 Tang Tea is a popular tea and water brand in Indonesia. 2 Tang has been established since 1979.

ART DIRECTION/ ADAM MULYADI

Indonesian demography is growing fast, that now most of citizens are in the young and productive age.

That segment is becoming a new potential for market and brand targets.

EGGHEAD BRAND CONSULTANT

GRAPHIC DESIGNER/ WINNY RAHEL ILLUSTRATION/ ADELLIA YU, WINNY RAHEL PROJECT MANAGER/ RANDY RAHARJA

2 Tang needs a brand refreshment for new target, that would increase the sales of 2 Tang’s Green Tea products. I also got an opportunity to make illustration for the new packaging.

PROJECT/ 2 TANG GREEN TEA PACKAGING DESIGN

2 Tang Green Tea

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/PACKAGING DESIGN

The Older version...

PROCCESS/

WARM INTIMATE FAMILY

I worked together with Winny Rahel as my senior designer to create the environment. We discussed together and avoided a cliche visualization.

PROJECT/ 2 TANG GREEN TEA PACKAGING DESIGN

VISUAL PROCESS/

Through a mindmap, then we got a big idea that tea is often consumed during family gathering. So inspired by personal experience, I memorized how my parents used to play with me, without any distraction, closed to each other. The keywords are warm and intimate, so I made illustrations which show the ambience of warm family.

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

KEYWORDS/

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/ 2 TANG GREEN TEA PACKAGING DESIGN

Located in one of growing food market whose big potential in Tangerang city, BIG BOI provide a new choice for food hunter.

BIG BOI’s special signature menu is the Black Charcoal bread, an innovation from a creative and experienced chef.

Also as the technology getting more practical, BIG BOI will also have to evolved fast. With online food delivery services like GoFood or Grab Food, BIG BOI will need a practical visual identity, also for their packaging.

PROJECT/ BIG BOI VISUAL IDENTITY

BIG BOI, Charcoal Bread

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/VISUAL IDENTITY

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

KEYWORDS/

BOLD BIG COOL

Using a fat boy silhoutte, showing expression that the brand personality is being dare to be different. He had his own choice, the heart with a strong will.

The silhoutte shape is inspired by a vintage stamp, so it is also a statement sign.

VISUAL/

STAMP/ BOLD, STATEMENT

REPETITIVE LINES/ STATEMENT

PROJECT/ BIGBOI VISUAL IDENTITY

BIGBOI is a brave boy, that’s the soul that the logo shows. With the black charcoal bread as their signature menu, BIGBOI offers a different taste.

nd o m.. a r

TEAM/

EGGHEAD BRAND CONSULTANT ART DIRECTION/ ADAM MULYADI & KENNETH GOUW GRAPHIC DESIGNER/ ADELLIA YU ILLUSTRATION/ ADELLIA YU PROJECT MANAGER/ RANDY RAHARJA

Astra Life is a life insurance service in Indonesia. Astra Life was born from collaboration of two companies; between AVIVA and Astra International. Astra Life supports people’s optimism value, like a trampoline which cover Indonesia people to jump higher.

In this time, Egghead Branding Consultant was going to pitch some design alternative, and I got a chance to make illustrations for the pitch. The calendar design had to show that Astra Life is ready to be people accompany along their own values.

The idea is to make a cultural quiz, which guided readers to value that connects with people and Astra Life Insurance.

PROJECT/ ASTRA LIFE CALENDAR DESIGN

Astra Life Calendar

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/CALENDAR DESIGN

DESIGN PORTFOLIO/ ADELLIA YU SELECTED WORKS: 2018 - 2020

PROJECT/ ASTRA LIFE CALENDAR DESIGN

Personalised Papercut

Handmade Illustration

Thankyou ...to read this portfolio until it’s finish, Kindly please contact me :)

+62 852 1017 9878 adel.adellia.97@gmail.com