Alexandra Cathlen - CV + Portfolio (2022)

Portfolio

Hi, I’m Cathlen

A graphic designer based in Jakarta, graduated from Multimedia Nusantara University. This book contains some of my design works, including social media designs, app banners, typography and illustrations. I enjoy my work and am happy to keep learning new things and exploring myself to create better output. It was an honor for me to let you see my design work.

Thank you!

Profile Experience

Name

Alexandra Cathlen Sidhartaputri

Place, Date of Birth Bandung, 26th March 1997

Religion

Catholic Address

Jl. Hidup Baru Raya No. 22 Kebayoran Baru, Jakarta Selatan

Contact Phone: +62 8770 0294 254 Email: alexandracathen@gmail.com IG: @alexandracathlen_ LinkedIn: Alexandra Cathlen

Education

2012-2015

SMA Sedes Sapientiae Bedono, Majoring in Natural Science

2015-2019

Universitas Multimedia Nusantara, Majoring in Visual Brand Design

2016 2017 2018 2019 2020 2021

Social Designee Visual Division

Social Designee (Revolution) Visual Coordinator

Earth Festival 2017 & 2018 Freelance Graphic Designer

Just Design Indonesia

Intern Graphic Designer (July - October 2018)

Asosiasi Guru Belajar Volunteer Graphic Designer Halodoc Intern Graphic Designer (August - November 2019)

Majoo Indonesia Graphic Designer (February 2020 - February 2022)

Warung Pintar Graphic Designer (April 2021 - July 2021)

Freelance Graphic Designer (July 2021 - September 2021)

AsetKu Graphic Designer (September 2021 - March 2022)

Warung Pintar

Freelance Graphic Designer (January 2022 - October 2022)

OneAset Graphic Designer (Marrch 2022 - present)

Achievement

2022 2016 2018

Nusakarya Exhibition UMN Selected Artwork

Exam Exhibition UMN Branding

Design Works

Es Duren Mang Entus

ABOUT

Es Duren Mang Entus, founded in 2013, is a UMKM that sells durian ice cream. Located in Kali Pasir Indah, Pasar Lama, Tangerang. Each branch of Es Duren Mang Entus has a different visual identity, and also the design composition looks packed. Therefore this brand requires a clear visual identity to build a brand that is more consistent and easy to identify.

The typeface has ‘fat’ and ‘rounded’ shapes to represent thick textured of the durian flesh.

The script “Mang Entus” typeface represents the Sundanese culture, that was Mang Entus origin region. Sunda has synonymous with its refined and friendly culture.

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The curved shape represents the Cisadane river flow as an icon of Tangerang City. Curve direction from bottom to top represents all struggles of Mang Entus business from 7 years ago to the present.

REBRANDING, VISUAL IDENTITY DESIGN 2018

TEAM: Yustinus Giovanni, Reviana Evellyna, Nathania Fulbertus, Joana Chrisane.

LOGO CONCEPT

ABOUT

Asosiasi Guru Belajar was founded in May 2019 and is a teacher’s community in Indonesia. This community aims to develop itself by sharing experiences and knowledge about education. Their activities are doing by online.

LOGO CONCEPT

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We should have a passion as an educator and love the profession to improve education in Indonesia.

We will grow together with a healthy mind and soul.

Prosperity

Wealth

We have hopes and aspirations to advance the nation through education.

Teachers should have a wealth of knowledge and experience to develop for a better nation.

LOGO, SOCIAL MEDIA

2019

ABOUT Revolution 2 - Chance for Change is an annual event organized by Social Designee Community to appreciate social activists. The visual design is created in red tones to represent the activist’s enthusiasm to continue their social activities for the people around them. To support, media designs created are print and digital publications, merchandise, print ads, event books, certificates, etc

LOCATION Multimedia Nusantara University LOCATION 27-30 December 2017

Earth Festival 2018

ABOUT

Earth Festival is a vegan and vegetarian bazaar organized by Gading Youth and in collaboration with IVS (Indonesian Vegetarian Society). The theme of Earth Festival 2018 is “Respect Nature and Respect for All Forms of Life.” The visual design is created by depicting the beautiful and fertile nature of the archipelago.

LOCATION Living World Mall, Alam Sutera

LOCATION 17-20 November 2018

Pengembaraan Shiloh

ABOUT

“Pengembaraan Shiloh” is the title of this storybook, is a medium/tool for teaching Christian kids in some regions.

This book tells a little sheep’s story who runs away from the flock. Shiloh wanted to go to the east mountainous, which he thought was more comfortable to live. Unfortunately, in the middle of his going, Shiloh got obstacles. He was afraid and lonely. Finally, soon the shepherd came to find Shiloh alone under the trees. Shiloh cried happily in the shepherd’s embrace. He was regretful for the mistake and thankful that God still protected him. From that moment, Shiloh will be grateful for anything he received in his life.

This storybook size is A4 consists of 20 pages. Font size is rather large to maintain the level of readability. A simple illustration to make readers easier to understand the book’s content.

PUFR Calendar 2019

ABOUT

PT Pangansari Utama Food Resources (PUFR) is a food manufacturing, distribution, and catering conglomerate operating in 33 Indonesian provinces since 1976. One of the marketing activities of PUPR is to produce routine calendars.

PUFR calendar 2018 theme is “Culinary Journey,” which tells a foodie who loves meat. He plans culinary trips to several areas, such as Jakarta, Surabaya, and Papua (based on the subsidiary location). In the cities he visited, he found meat products that he loved. Those are products produced by PUFR. The illustration is created in a surrealist style.

Halodoc Cover Blog

ABOUT

One of task I have done during my internship. Create a blog cover design with a vector style for the Halodoc website. Besides the vector style, there is also an image version that searched in the image stock site according to the desired topic.

Majoo Social Media

ABOUT

One of the daily job desks of marketing is to publish social media content. Some social media pillar designs are created by combining images and illustrations. My responsibility is creating illustrations on images and layout several pillars design based on the template rules from art director.

Majoo UI Illustration

ABOUT

This UI Illustration is for majoo application. Visual language for these illustrations is to give an expressive impression. It seems from the expression, pose and gestures of the characters in showing the activities.

The color combination gets from majoo feature color palette. Primary colors are purple, yellow, blue, and secondary colors are pink, green, orange. Dominate the primary colors to make consistency in color tone throughout the illustration and looks lighter. An element graphic (like bubble shapes) is applied to make visuals more fun and unrigid.

The Majoopreneurs Cover Design

ABOUT

The majoopreneurs is a monthly digital magazine of majoo that has reached vol 06 until February 2021. My responsibility is to make a magazine cover. The cover concept is created in a surrealist style that highlights the meaning of the topic. The image is also combined with doodle illustrations, which is the characteristic of majoo’s design.

Warung Pintar Typography

Warung Pintar has a variety of products and features that certainly require a visual identity or logo. To maintain consistency with the Warung Pintar brand, they need the same logo with the script typeface as the word Warung on the Warung Pintar logo. So a complete font is needed to make it easier to make the logo. I am responsible for creating this font from A to Z, uppercase, and lowercase.

Warung Pintar Campaign Logo

Every month Warung Pintar holds retention campaigns, thematics, and special events such as seminars, workshops, and more. So they need a logo and key visuals in every campaign or event. I made several logos and key visuals according to the given theme.

Warung Pintar Meme Illustration

warungpintar_id

There are regular posts on Warung Pintar’s social media, one of which is the #tipepelangganwarung meme content.

I created an illustration with a comic illustration style based on a mouse reference. @warungpintar_id

Warung Pintar App Banner

Those are some of the designs I made for banner needs in the Warung Pintar application which consist of in-app banners, pop-ups, and push notifications. Usually, this design is for promotion, campaigns, and product info.

Branding Sales

To support marketing activities at Warung Pintar, good branding is needed to increase user awareness of Warung Pintar. One way is to build branding sales through the attributes they use. I am responsible for creating design mockups for several attributes, such as uniforms, t-shirts, lanyards, id cards, business cards, and other alternative designs, such as stickers, masks, and cap.

Grow at Warpin

ABOUT

Grow at Warpin is a social media account that is part of the Warung Pintar employer branding. Usually requires a design to be published on Instagram, Medium, and LinkedIn. In this case, I’m in charge of creating a design that mostly uses a vector illustration style.

AsetKu Benefit Social Media

ABOUT Asetku Benefit’s social media accounts contain information about products, promos, and other updated information from AsetKu. I am responsible for designing social media, especially Instagram because it has a regular posting schedule.

AsetKu Benefit’s social media design dominates the orange color to increase brand awareness of AsetKu. The layout is also tidier to give AsetKu a more trustworthy and professional impression.

AsetKu App Banner & Video Asset

ABOUT

AsetKu application contains financial features that include educational articles and videos. These are some banners that I created to serve as cover images for several article categories. I also created a motion video asset with a simple vector style so that viewers can easily understand the information from the video.

OneAset App Banner

ABOUT

These are some of the OneAset app banner designs I’ve created. The key visual of the designs combine photos with 3D icons and other supporting elements so that the design looks quite fun but still looks professional.

Ruci’s NFT

ABOUT

OneAset application has an NFT feature as a platform to make it easier for creators to sell and buy their NFT artworks. OneAset provides a collection of NFTs in the form of an image of Ruci, the mascot of OneAset.

I’m in charge of creating Ruci’s NFT with various categories, including Horror, Painting, Sports, Transportation, and Special Foods. Each category has 10 subcategories, each sub-category consisting of 5 NFT images which are distinguished by color, pose, gesture and the attributes used by Ruci.

OneAset Educational Videos

ABOUT

OneAset application has a financial feature that contains information about finance and investment. This feature includes educational video content in the form of vector-style motion videos. Some of these videos are published on OneAset’s social media, such as Instagram, LinkedIn, and YouTube. Apart from educational videos, there are also paid exclusive videos intended for users who want to add insight in other fields.

I’m in charge of creating the video assets based on an existing script and then compiling them into a storyboard.