Caroline Marta - CV & Portfolio 2021

PORT FOLIO 2018 — 2021

C A R O L I N E M A RTA

CONTENT.

01.

Introduction + CV

03

02.

Editorial Design

05

03.

Personal Project

09

04.

Branded Environment Design

23

05.

W o r k a t N u s a e D e s i g n O ffi c e

34

06.

Work at Greater Group Retail Agency

42

07.

Logofolio

48

P E R S O N A L I N F O R M AT I O N

Caroline Marta Multidisciplinary Designer + 6 2 8 5 9 3 9 1 6 0 74 5 crolinemrta@gmail.com

Hi!

Date of Birth :

21 July 1997

Gender

:

Female

Language

:

Indonesian, English, Chinese

Location

:

Bandung, Indonesia

IG Design

:

@crolinemrta

LinkedIn

:

linkedin.com/in/caroline-marta-054b4916b/

SOFT SKILLS

INTEREST

I am a interdisciplin ary designer from Indonesia. I tend to bring deeper, holistic thought

Collaboration & Teamwork

Architecture

to my design practice and alternative methodologies in problem-solving. I will forever be

Communication

Art & Design

grateful for having a wonderful once-in-a-lifetime opportunity to study and live abroad

Creativity

Books

back in uni days, it was truly a blessing. All those years was beyond my imagination and

Flexibility & Adaptability

Fashion

gave me the opportunity to explore my ideas and aspirations. I do believe that if you

Problem Solving

Jewellery Design

want creative quality, you need creative diversity to have a wide variety of perspectives

Project Management

Music

at the table, and my abroad experiences gave me that. I am eager to learn new things,

Self Development

Photography

and aspire to create works that can evoke different emotions in people. My design major

Work Ethic

Sustainability

enables me to engage with people’s emotions and can connect them to a space on

Sports

physical and emotional levels. I conceptually explore a strong personal ethos to guide me through designing spaces and experiences that are honest and human-focused.

Design is a necessity for humanity, since it’s a form of freedom, and always allows for interpretation and discussion, which is very humanizing. I’m very passionate and intimate with emoti ons and feelings and that’s my bold reason why I love design in all forms. And now, I am all set to break into an industry full of challenges and ready to make an impact for my country.

— Introduction.

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C R E AT I V E S K I L L S

SOFTWARE SKILLS

Art Directing

Ex p e r i me n tal I mag e Mak i ng

Adobe Illustrator

Adobe Photoshop

AutoDe sk Fusion 36 0

Brand Applications

Model Making

Adobe InDesign

Adobe After Effects

AutoDe sk Revit

Brand Identity & Logo Design

Retail & Hospitality Design

Adobe Lightroom

Final Cut Pro

SketchUp

Brand Strategy

Signage & Wayfinding Strategy

Books & Editorial Design

Social Media Activation & Campaign

Environmental Design

Typography

E D U C AT I O N

Exhibition Design 2021

Wayfinding & Sig n ag e Desi g n (Online Course) Lo n d o n Co l l e ge of C ommunicat ion by UAL

O R G A N I Z AT I O N E X P E R I E N C E 2016 - 2018 2018 - 2019

Centre for Contemporary Photography

Bachelor of Design (Major in Branded Environment Design) Swi n bu rn e Un i ve rs i ty of Technology, Melbourne, VIC Aust ralia

A r t G a l l e r y Fro n t of D e sk & I n st a l l a t i o n S t af f

2017 2018

GradX Swinburne Design Future Graduate Show

Study Exchange Program D rexe l Un i ve rs i ty, Philadelphia, PA U SA

Exh ib it ion De sign Commit te e

2015 2017

Melbourne Indonesian Film Festival 2017

Unilink Diploma in Design Swi n bu rn e Un i ve rs i ty of Technology, Melbourne, VIC Aust ralia

P h oto gr a p h e r Vo l u n te e r

2012 - 2015 2016

Khatulistiwa Entrepreneur Bazaar 2016

High School Dip loma (Social Science Major) SMAK 1 BPK Penabur, Bandung, West Java, Indonesia

M e d i a A r t s & D e si gn Te a m C o mmi t te e

2016 - 2018

PPIA Swinburne University of Technology

WORK EXPERIENCE

S e c ret a r y Exe c u t i ve C o mmi t te e ( 2 0 18 ) B u si n e ss R e l a t i o n C o mmi te e ( 2 0 1 7 )

2021 - present

C re a t i ve Te a m C o mmi t te e ( 2 0 16 )

Greater Group Global Retail Design Agency, Jakarta Indonesia

2017 - present

AWARDS & ACHIEVEMENT Decem b er 2 02 0

— Curriculum V ita e.

Freel ance Mul ti disciplinary Designer Vi s u al & E nv i ro n m e nt al Graphic Designer by C rolineMrt a Design (S elf-Employed)

F e b r u a ry - Octo be r 20 18

AGDA Design Awards 2020

Swin Abroad Ambassador

( G rad X Des ig n Future in “ S t u d e n t I d e n t i t y” C a te go r y)

( Exc h a n ge S t u de n t Am bas s ado r)

Austra lian G rap hic Des ig n A s s o c i a t i o n

S w i n b u r n e U n i ve rs i ty of Te c h n o l o gy

Decem b er 2 01 8

Freel ance Envi ronmental Graphic Designer

2019 - 2020

Nu s ae D e s i gn Offi c e, Bandung, Indonesia

2019

Best Student Project

( Lea d ers hip Achievem en t s)

( i n V i su a l i za t i o n & E nv i ro n m e n tal D e s i gn )

Sw inb urne Univers ity of Te c h n o l o gy

C I DA by D rexe l Un i ve rs i ty

Administration Staff F o c u s Trai n i n g So l u tions KFC Head Office, Melbourne VIC Aust ralia

D e c e mbe r 20 17

Swinburne Emerging Leader

Ful l Ti me Graphic Designer

2018

Social Media Officer Intern Co n s u l ate Ge n e ral of t he R epublic of Indonesia, Melbourne VIC Aust ralia

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Project Title

FUTURA & ITS HISTORY

Ed i tori al Bookl et Design / May 2018

— Editorial Proje ct .

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ASSIGNMENT BRIEF

DESIGN MOODBOARD

PROJECT

Fu tu r a & I ts Hi stor y

DELIVERABLES

Ed i tor i al Book l et D e si g n of Hi stor i al 20 t h Century Type

COURSE SUBJECT

Typography for Design (Swinburne University)

TONE OF MANNER

Modern, Timeless, Bold

D E S I G N R AT I O N A L E

G R I D T H U M B N A I L S K E TC H E S

I chose to produce a small editorial booklet design about Futura and Paul Renner as my historical typographic topic. The final design outcome of my design has applied contemporary design for the layout of the booklet with the combination of the 20’s visual elements through the styles, inspirations, and design techniques. The chosen layout had a great arrangement with the positive and negative space in the spread and looks pretty well with the blackwhite images and geometric shapes.

The main design style of the booklet is the collage technique which well known in the 20’s. Also, I wanted the booklet to convey the minimalism and simplicity through the color palette and make it cleaner aesthetically. This overall editorial booklet simply gives a modernity look on it, and it could be easy for the reader to read this editorial publishing clearly.

— Editorial Proje ct .

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BOOK COVER DESIGN DEVELOPMENT

Design 1

Design 3

Design 2

Design 4

F I N A L E D I TO R I A L B O O K L E T D E S I G N

Project Title

DI MEJA MAKAN

Brand & Identity Design / June 2020

— Pe rs onal Proje ct.

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C R E AT I V E B R I E F

DESIGN CONCEPT

PROJECT

Di Meja Makan

DELIVERABLES

Log o Bran d Ide n tity, Pac kag in g & Social Media Design

NATURE OF BUSINESS

Food & Beverage

TARGET MARKET

SES B — A, Family, Young Adults The logograms resembles the meaning,

TONE OF MA NNER

“From the Dining Table”

Universal, Homy, Playful

ABOUT THE BRAND

SUPERGRAPHIC CONCEPT

Di Meja Makan, is an online home-made food & beverage business that I developed during the pandemic. When the pandemic hit us in Indonesia, tons of creativepreneur were so enthusiastic to create businesses yet some online businesses. It clearly gave us, designers, a big chance to help and support them the local entrepreneurs in many ways. I was glad working with the owners of “Di Meja Makan” since they appreciated the outcomes.

This brand identity’s color palette is inspired by the

Bauhaus design movement that uses all the bold colors. If you noticed, the logogram also can be read as the whole sentence for the main logotype. The logogram conveys the meaning itself, “Di Meja Makan”, which means “From the Dining Table”.

Negative spaces of each letter forms

— Pe rs onal Proje ct.

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C O L L AT E R A L S D E S I G N

PA C K A G I N G D E S I G N

P h o t o g r a p hy b y M a k a n T i t a n .

Cooking Instruction Card

S O C I A L M E D I A D E S I G N - I N S TA G R A M S TO R Y

P h o t o g r a p hy b y M a k a n T i t a n .

I N S TA G R A M P O S T & I M A G E D I R E C TO R Y

Project Title

VISION FORGED

Brand & Identity Design / July 2020

— Pe rs onal Proje ct.

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C R E AT I V E B R I E F

DESIGN MOODBOARD

PROJECT

Vision Forged

DELIVERABLES

Log o Bran d Ide n tity, Produ ct De sig n

NATURE OF BUSINESS

Automotive Wheel Company

TARGET MARKET

SES A, Car Enthusiast

TONE OF MA NNER

Masculine, Modern, Timeless

ABOUT THE BRAND

LO G O E X E R C I S E S

Vision Forged is a Bespoke Forged Wheel company based in Los Angeles, CA USA. They specialize in unique customizations from specs, designs, colors, finishes, millings (engravings), and cap designs. Forged wheels deliver performance and luxury at the same time. In this stage, I came out from my comfort zone to design a brand identity that needs to be masculine and fresh at the same time. My client wanted to incorporate the “Los Angeles” vibes to its visual aesthetic since their business started in LA. I was challenged to design a series of their cap product

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designs and they turned out visually satisfying. This work is one of my challenging project and I am happy that my design can be impactful globally.

Alternative 3

— Pe rs onal Proje ct.

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LOGO DESIGN

S TAT I O N E R Y S E T

Lo g o g r a m

Lo g o t y p e

L O G O I M P L E M E N TAT I O N S

Business Card

Ke y c h a i n

PRODUCT DESIGN

P h o t o g r a p hy b y V i s i o n F o r g e d .

Project Title

FILIGREE

Brand & Identity Design / November 2020

— Pe rs onal Proje ct.

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C R E AT I V E B R I E F

DESIGN MOODBOARD

PROJECT

Filigree

DELIVERABLES

Logo Brand Identity, Packaging Design, Photography, Social Media Design

NATURE OF BUSINESS

Loc al Han dmade Hairpie c e s

TARGET MARKET

SES B — A, Wedding Planner & Organizer

TONE OF MA NNER

Elegant, Empowerment, Timeless

ABOUT THE BRAND

LO G O E X E R C I S E S

Filigree is an Indonesian local-hairpiece brand that aims to empower the heritage pieces. I worked on the logo brand identity, packaging design, and also their social media activation. I enjoyed working with the founders because they clearly have clear vision to introduce Indonesian local craftmanship. The supergraphics that I applied to the collaterals also adds significant unique meanings to it. The orchid flower symbolizes the beauty of Indonesian culture. Since all the products are locally manifactured in the most cultured city in Indonesia, Yogyakarta, so incorporated the

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Yogya city map adds a sense of belonging to their hometown.

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— Pe rs onal Proje ct.

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LOGO DESIGN

LOGO COLORS

Lo g o g r a m ( S o l i d )

Lo g o g r a m ( O u t l i n e )

Lo g o t y p e

C O L O R PA L E T T E

TYPOGRAPHY

Orchidea Pro

Primary

#f2ebdf

#bc897 1

#d1b1a7

#a68f88

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X x Yy Z z

Secondary

1234567890!@#$%^&*()-+= #ffffff

#9d9a7f

#4c5157

#000000

BUSINESS CARD

B OX - PA C K A G I N G

PA P E R B A G S

SUPERGRAPHICS

Yo g ya k a r t a C i t y M a p

Orchid as “Puspa Pesona Bangsa”

Negative Space from letter R

S O C I A L M E D I A A C T I VAT I O N

I N S TA G R A M P O S T & I M A G E D I R E C TO R Y

Project Title

AUSTRALIAN OPE N 20 1 9

Branded Environment Design / October 2018

— Brande d Enviro n ment Desig n .

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C R E AT I V E B R I E F

DESIGN MOODBOARD & CONCEPT

PROJECT

Australian Open 2019

DELIVERABLES

Environmental Graphic Design (Way finding & Signage), Ex h i b i ti on D e si g n , Retai l & Hosp i tal it y Des ign

NATURE OF BUSINESS

Te n n i s Tou r n ame n t & Eve n ts

TARGET MARKET

SES A — A+, male & female in the age group 15-60

TONE OF MA NNER

Le isu re , Lu xu ry, Un ive rsal

SUBJECT

Branded Environment Studio II

LECTURER

Jordan Rowe, Swinburne University of Technology

ABOUT THE BRAND

S I G N A G E & W AY F I N D I N G D E S I G N

In this BE Studio class, I was really challenged to come out of my comfort zone. Never

Alternative 1

learned about the spatial design before, but I was in charge of this huge fictional project. The brief is about one of the biggest sport festival in Australia and one of

AO logo

four Grand Slam tennis tournaments that being held annually, it is both a revered tradition and a chance to view thrilling play. AO 2019 tournament wanted a new

Acrylic box

Screen Display for advertisement

identity to reflect its transformation into a future-focused entertainment brand. So

AO tennis ball inside the box

I came up with a new futuristic yet convenient wayfinding & signage structures to Directions

create a different looks & opportunity for its engagement. There is also a ticketing booth & merchandise retail store to enhance the visitor experience further more. AO 2019 had a celebration with TESLA as the brand partnerships. So as a result, I made a demonstration space for AO X TESLA that displayed their products. Lastly, the entertainment pavilion space & kids playground area also gives huge contribution for this event. They all created activation spaces that increases commercial revenue for the major sporting event itself.

— Brande d Enviro n ment Desig n .

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FRONT VIEW

SIDE VIEW

1 : 50

1 : 50

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T I C K E T I N G B O OT H & M E R C H A N D I S E S TO R E

T I C K E T I N G B O OT H W I T H A D I G I TA L A C T I VAT I O N S PA C E

M E R C H A N D I S E S TO R E FA C A D E

I N T E R I O R - R E TA I L D E S I G N

D E M O N S T R AT I O N S PA C E C O N C E P T & I D E A S

T E S L A X A O D E M O N S T R AT I O N S PA C E

DARK ROOM INTERACTIVE SPACE Inspired by BMW World Kinectic Sculpture in Munich

Common space: showcasing TESLA new car seats for visitors to try on

Te s l a E x h i b i t i o n S t a n d

The “Dark Room” is an interactive space at the TESLA demonstration space. Inside we have the kinetic sculpture with high tech powered by Tesla

Tesla merchandising is being displayed here.

An elevated Tesla Car exhibition space Te s l a S e a t i n g A r e a - Ac t i v a t i o n S p a c e

E N T E R TA I N M E N T PAV I L I O N S PA C E

Entertainment Stage & Its Facade

K i d s P l ay g r o u n d S p a c e

Project Title

NUSA

Branded Environment Capstone Project / December 2018

— Brande d Enviro n ment Desig n .

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C R E AT I V E B R I E F

C O N C E P T S K E TC H E S

PROJECT

NUSA Pop-Up Restaurant

DELIVERABLES

Environmental Graphic Design (Way finding & Signage), Hospitality Design, Interior Design

NATURE OF BUSINESS

Food & Beverages

TARGET MARKET

SES B — A, male & female in the age group 15-60

TONE OF MA NNER

Ed u c ati ve , Th e atr i c al , Me mor ab l e

SUBJECT

Branded Environment Capstone Studio

LECTURER

Karen Fermo, Swinburne University of Tec h n ology

ABOUT THE BRAND

LO G O S I G N A G E & D I N I N G R E G U L AT I O N P I C TO G R A M

In my capstone final project in 2019, I chose hospitality design as the main topic.

I chose the existing restaurant brand from my hometown, NUSA. The new concept of their spatial design must be newly created in this stage. This pop-up NUSA restaurant is located in the side of Yarra River, Melbourne City and it is amazingly a floating sustainable restaurant.I want to introduce the magical and the beauty of my hometown through the authentic design style, the interactive spatial experience, and also the food itself. I brought the iconic Indonesian touch and feel to each details that we have over here, such as “batik hamok” that was designed as the interactive communal space. Creating this hybrid space not only for the aesthetic purposes, but also with such education, cultural, historical and theatrical dining experience for global customers.

— Brande d Enviro n ment Desig n .

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C E N T R A L K I TC H E N B A R & D I N I N G A R E A

N U S A P o p - U p R e s t a u r a n t i s l o c a t e d i n t h e m i d d l e o f M e l b o u r n e C B D, s i d e b y s i d e w i t h Ya r r a R i v e r a n d t h e r e s t a u r a n t i t s e l f i s f l o a t i n g a b o v e t h e w a t e r .

D I N I N G A R E A D E TA I L S

P O D S P R I VAT E D I N I N G A R E A & L O O KO U T B R I D G E

A C T I VAT I O N S PA C E F O R V I S I TO R S

Pods private dining spaces for family & friends meeting

Indonesian Batik Hammock Dining Space & Common Area

Lo o ko u t b r i d g e a r e a t o e n j o y n i g h t s c e n e r y o f Ya r r a R i v e r, M e l b o u r n e

M O D E L M A K I N G - K I TC H E N B A R A R E A

M O D E L M A K I N G O F N U S A P O P - U P R E S TA U R A N T

Project Title

NOUGHTS & CROSSES

Brand & Identity Design / March 2020

— Work at Nus ae Desig n Of fice.

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C R E AT I V E B R I E F

DESIGN MOODBOARD

PROJECT

Noughts & Crosses

DELIVERABLES

Log o Bran d Ide n tity, Bran d Collate rals, Environmental Graphic Design, Social Media Activation

NATURE OF BUSINESS

Food & Beverages

TARGET MARKET

SES B — B+, 18 – 40 years old, famil y, young adults

TONE OF MA NNER

Le isu re , Lu xu ry, Su btle

DESIGN FIRM

Work at Nusae Design Office, Bandung Indonesia (November 2019 — March 2020)

ABOUT THE BRAND

LO G O E X E R C I S E S

Noughts & Crosses is a café in the ground level of The House building, located in

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Paskal Hypersquare Bandung. Surrounded by mall, business district, and other activity centers, N&C offers an opulent respite during the weekdays yet on the weekend . Fo r it s v isual identity, we took cues from N&C’s meaning which is “leisure time” and translated it into visual form. To create harmony within the environment, we formulize our design approach to serve a function of tuning those elements to be in unison. Only through that reciprocal relation of all the elements, the harmony within the environmental graphic design can be achieved. I am proud that I can

Primary Identity

Secondary Identity

Primary Identity

Secondary Identity

be part of this hug e project. They taught me that the contextual value of design integration towards its environment. I truly believe that my work experience in this Alternative 2

workplace would be my starting-point of my career.

TEAM

Andi Rahmat — Principle Designer Shady Dhamar — Head Designer Caroline Marta — Graphic Designer Far i z Ryan — Product Designer

— Work at Nus ae Desig n Of fice.

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LOGO DESIGN

S U P E R G R A P H I C PAT T E R N

Primary Identity

Secondary Identity

C O L O R PA L E T T E

TYPOGRAPHY

DINPro Light

Primary

#594a41

#8fa28f

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Secondary

1234567890!@#$%^&*()-+= #a9d9c0

#ffffff

C O L L AT E R A L S D E S I G N

T E A B OX PA C K A G I N G D E S I G N

I N S TA G R A M P O S T & I M A G E D I R E C TO R Y

P I C TO G R A M D E S I G N

M A I N D I R E C TO R Y S I G N A G E & W AY F I N D I N G

E N V I R O N M E N TA L G R A P H I C D E S I G N I M P L E M E N TAT I O N

EXTERIOR SIGNAGE

Opening Hours

Fri - Sat PM Close Sun - Th u PM Close

Ever da y AM Open

Regulatio n

Do Not Smo ke

No Outside Food

No P ets Al lowe d

Do Not be Nois y

Do Not Lit te r

Open Closing & Regulations Standing Sign

W A L L I N S TA L L AT I O N - A C T I VAT I O N S PA C E

Project Title

MATAHARI DEPARTMENT STORE IND ONE SI A (BABY & BEAUTY AREA)

Environmental Graphic Design / April 2021

— Work at Gre ate r G roup .

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C R E AT I V E B R I E F

B A BY D E PA R T M E N T - M O O D B O A R D

PROJECT

Matahari Department Store Indonesia

DELIVERABLES

Environmental Graphic Design, Signage & Wayfinding Strategy, Visual Communication Design

NATURE OF BUSINESS

Department Store for Baby & Beauty Area

TARGET MARKET

SES C — B, 18 – 40 years old, family, young adults

TONE OF MA NNER

Universal, Organic, Vibrant

DESIGN FIRM

Work at Greater Group Global Retail Agency, Jakarta Indonesia (April 2021)

ABOUT THE BRAND

S I G N A G E & T I C K E T I N G SYS T E M

Greater Group has an amazing opportunity to help Matahari Department Store with their new concept store at Supermall Karawaci both for baby and beauty department.

Through local space planning principles, meaningful customer experience, and branded spatial concepts, the new design for MDS is proposed to provide a delightful and memorable reta il experience for their customers. The following design languages - Fresh, Bright, Moder n , Cl ean , an d Mo d est - are expressed across the space, with the aim to provide a seamless customer journey. Providing delightful and aspirational experience that is not available online for customer is one of our goal to create an enjoyable yet efficient retail design space.

TEAM

— Work at Gre ate r G roup .

Nina Miranti

— Design Director of Asia

Danny Tanoto

— Senior Designer

Theresia Lydia

— Senior Designer

Maria Retna

— Senior 3D Designer

Caroline Marta

— Environmental Graphic Designer Por t fol i o

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P R O M OT I O N S I G N S

W A L L B AY G R A P H I C

HANGING SIGNAGE

B A BY S H O P — L O O K & F E E L

B A BY S H O P — L O O K & F E E L

B E A U T Y D E PA R T M E N T - M O O D B O A R D

P R O M OT I O N S I G N S

S I G N A G E & T I C K E T I N G SYS T E M

T Y P O G R A P H Y ( P R I M A RY & S E C O N DA RY )

Duke Charming

Optima Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg

1234567890!@#$%^&*()-+=

1234567890!@#$%^&*()-+=

Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BEAUTY & WELLNESS AREA — LOOK & FEEL

Project Title

LOGOFOLIO

Logo Identity Design / 2019 — 2021

— Logofolio

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Interior Design Studio

Baby Clothing Line

Golf Apparel Shop

Food & Beverages

Food & Beverages

Food & Beverages

Artisan Jewellery Shop

Beer Homebrew Brand

B u s i n e s s I n t e l l i g e n c e C o m p a ny

Wo m a n C l o t h i n g L i n e

F o r g e d W h e e l C o m p a ny

Home Living Goods

M i n e r a l Wa t e r B r a n d

Food & Beverages

Architecture Studio

3 D R e n d e r i n g C o m p a ny

TH ANK YO U

E. crolinemrta@gmail.com

Caroline Marta

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