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DES T POR

IGN IO FOL

of

NE OLI CAR I DEW I R SA


“A dress makes no sense unless it inspires men to want to take it off you.” - F R A N Ç O I S E S AG A N


DESIGN PORTFOLIO OF CAROLINE SARIDEWI

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INTRODUCTION

INTRODUCTION

Depending on the event, getting dressed can be very fun or exhausting experience. Similar feelings and principles about getting dressed can be applied to the way we dress up design concepts. In the beginning of a design process, creative thinkers are given a project with a set of requirements. We brainstorm, sketch, fabricate, etc. with many different ways to “dress up� ideas in a style that fits the project. Doing all of this while keeping in mind that we have to dress it up in a way that both fits yet stands out amongst its competitors. Eventually, we create and tailor a design solution that is appealing for the audience to want to come closer, take a long hard look, and encourage them to take it home. This book showcases how I dressed my design and ideas appropriately.


DESIGN PORTFOLIO OF CAROLINE SARIDEWI

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TA B L E O F C O N T E N T S

INTRODUCTION

PROJ EC TS

EDGY

Proje ct

VO G U E

Project

01 – 14 4

01 – 18

R I M M E L LO N D O N

53 – 6 4

THOMAS KELLER

LO G O C O L L E C T I O N 145 – 150

T H A N K YO U

C O LO P H O N

Class

Class

IDENTIT Y 2

PAC K AG I N G 2

Instructor

Instructor

TO D D H E D G P E T H

A L L E N G AO I R A N

J O L LY

Project

POSH

Project

19 – 3 0

S F Z E R O WA S T E

65 – 7 6

337 WINE

Class

Class

P R I N T 2 + G O O D M AG A Z I N E

PAC K AG I N G 3

Instructor

Instructor

TO M S I E U

TO M M C N U LT Y

EPOCH

Project

FRESH

Project

31 – 4 2

S A P P I PA P E R P R O M OT I O N

77 – 8 6

PERRIER SKIN CARE

Class

Class

TYPOGRAPHY 3

PAC K AG I N G 3

Instructor

Instructor

ARIEL GREY

TO M M C N U LT Y

SHARP

Project

CHIC

Project

43 – 52

S E E . H E A R . S TO P !

87 – 14 4

A E R O S TO R E

Class

Class

GRAPHIC DESIGN 3

PAC K AG I N G 4

Instructor

Instructor

JENNY JI

MICHAEL OSBORNE


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DESIGN PORTFOLIO OF CAROLINE SARIDEWI

Create a rejuvenated look for a company of our choice. Students were expected to conduct research on a company. Based on the new concept and strategy, a unique selling proposition is defined. Deliverables include a new identity mark, stationery set, brand applications, website layout, and brand style guide. R esearch Dating back to 1834 in London’s prestigious Bond Street, Rimmel London is one of the world’s oldest cosmetics brands. Rimmel is well known around the world for its extensive colour line with a focus on eye-enhancing products, in particular its revolutionary mascaras. Rimmel’s mascara was so popular that the name “Rimmel” is the word for mascara in several languages such as Turkish, Italian, Persian, French, and many others. C oncept London is a fashion forward city that is about setting trends, not following them. From street to catwalk, fashion and beauty are all about experimentation and self expression. I wanted to elevate Rimmel London’s identity and status to be able to compete with Sephora, NARS, and many other high-end cosmetic brands by incorporating the edgy and luxurious look of London. O bjective

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IDENTIT Y

R I M M E L LO N D O N

Project R I M M E L LO N D O N

Class IDENTIT Y 2

Instructor TO D D H E D G P E T H

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003

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IDENTIT Y

R I M M E L LO N D O N

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R I M M E L LO N D O N

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R I M M E L LO N D O N

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R I M M E L LO N D O N

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R I M M E L LO N D O N

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IDENTIT Y

R I M M E L LO N D O N

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“The makeup is simply an extension of the personality and colors, clothing, makeup all express something.” - GENE SIMMONS

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IDENTIT Y

R I M M E L LO N D O N

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019

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PRINT

S F Z E R O WA S T E

020

Project S F Z E R O WA S T E

Class PRINT 2 + G O O D M AG A Z I N E

Instructor TO M S I E U

O bjective Design a keynote presentation and produce a book which documents the creative process and outcome for the Good magazine Bay Area design challenge. The intent of this book is to set up the idea of sustainability. R esearch How can San Francisco’s zero waste goal become less of a goal, but an easy daily routine? It is complicated to know which items go in what waste bin, especially because of the way only some plastics are recycled and composted. Taking into account the diversity that exists in San Francisco, the confusion should be clarified and more receptacles for recycling should be available to the public. C oncept A fun approach to the concept of composting and recycling by introducing a simplified icon system, eco-smart solar bins, and a creative promotional campaign. Based on thorough research, we combined systems and various aspects of recycling that is easily recognizable and integrated to our waste bin design. The eco-smart solar bin is a solar powered trash compactor with GPS and Wi-Fi integration and an LCD display panel that collect the sun light.


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PRINT

S F Z E R O WA S T E

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S F Z E R O WA S T E

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DESIGN PORTFOLIO OF CAROLINE SARIDEWI

Project S A P P I PA P E R P R O M OT I O N

Class TYPOGRAPHY 3

Instructor ARIEL GREY

O bjective Design a promotional printed book for a paper company that explores new concepts of thought as well as typography. This book is intended to provoke new ideas as well as exercise and push new explorations in typography and page layout based on the concepts. R esearch Over the years, the popularity of astrology has risen and fallen many times. The rises tend to occur during periods of history where people are looking outside the norm for answers to questions relating to life and spirituality. The falls are due primarily to astrology often being linked with the occult. However, the validity of astrology has not been proven and the scientific community has not rule out the possibility that it can actually be factual. The science of astrology may already be established as an indubitable fact. C oncept With Sappi’s McCoy paper line in mind, an English idiom, “The Real McCoy” meaning the genuine article, is used to go back in time and explore and compare the science of astrology in terms of credibility and authenticity.

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Project S E E . H E A R . S TO P !

Class GRAPHIC DESIGN 3

Instructor JENNY JI


I N T E R AC T I V E

S E E . H E A R . S TO P !

044

O bjective Create an identity, web based campaign and promotional items for a nonprofit organization. R esearch Suicide is one of the three leading causes of death among those aged 15-44 years in some countries. And the second leading cause of death in the 10-24 years age group; these figures do not include suicide attempts which are up to 20 times more frequent than completed suicide. C oncept While not losing the emotional impact of suicide, this campaign revolves around how generally cute objects commit suicide and how even then, it is very daunting and emotional. A quirky, yet still very serious fresh approach.


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I N T E R AC T I V E

S E E . H E A R . S TO P !

Suicide Prevention Awareness

http://www.seehearstop.com/news/latest-news

TOP 10 STATE WITH THE MOST NUMBERS OF SUICIDE:

N E W YO R K 1,396

MICHIGAN 1,131

CALIFORNIA 3,602

HOME

SEE. HEAR. STOP!

ILLINOIS 1,108

P E N N S Y LVA N I A 1,441

OHIO 1,295

NORTH CAROLINA 1,077

ARIZONA 1,016

TEXAS 2,433

NEWS

PREVENTION

FLORIDA 2,587

A disturbing trend. __LATEST NEWS STATISTICS MISCONCEPTIONS

Every 15 minutes someone dies by suicide. It remains the 11th leading cause of death in this country. Though suicide attempts are not reported, it is estimated that close to one million people make a suicide attempt each year. Mostly because of having an untreated psychiatric disorder.

ABOUT

HELP

EVENTS

more than

34,000

people in the U.S die

by suicide per year

Research has shown that graphic, sensationalized or romanticized descriptions of suicide deaths in the news media can contribute to suicide contagion, popularly referred to as “copycat� suicides. Media reports on suicide can also be a source of misinformation; for example, when suicide is attributed in a single event such as the loss of a job or family or relationship, with no mention of underlying factors such as depression or lack of access to treatment for these conditions. All of the warning signs of suicide are magnified in importance if the patient is depressed. Although most depressed people are not suicidal, most suicidal people are depressed. Serious depression can be manifested in obvious sadness, but often it is rather expressed as a loss of pleasure or withdrawal from activities that had been enjoyable. Suicide can be prevented. While some suicides occur without any outward

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S E E . H E A R . S TO P !

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S E E . H E A R . S TO P !

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S E E . H E A R . S TO P !

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THOMAS KELLER

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Project THOMAS KELLER

Class PAC K AG I N G 2

Instructor A L L E N G AO I R A N

Create a product line for a famous chef that gives people a fine dining experience at home. It must convey the characteristic of the chef or his cooking.

O bjective

R esearch Thomas Keller is an American chef, restaurateur, and a cookbook writer. Thomas Keller restaurant group consists of the famous French Laundry, which received 3 star from Michelin guide, Bouchon Bistro and Bakery, Per Se, and Ad Hoc. Thomas Keller is a genuine, approachable guy whose mind is geared toward logic. He only cooks emotional cuisine and apply the law of diminishing return to his foods that leaves people wanting a little bit more. He believes that a strong, everlasting, burning desire wins over the passion for cooking to pursue long term goals. C oncept Memorable, clean, and meticulous are adjectives that best describes Thomas Keller and his cooking. Those adjectives, his artisanal quality, and passion for food are highlighted in the design and identity mark .


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PAC K AG I N G

THOMAS KELLER

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PAC K AG I N G

THOMAS KELLER

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PAC K AG I N G

THOMAS KELLER

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PAC K AG I N G

THOMAS KELLER

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THOMAS KELLER

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O bjective Design a wine bottle that is conceptualized through three different tiers of wines: Chardonnay and Cabernet Sauvignon priced at an average $20 level and a high end Cabernet Sauvignon priced at a $100 level. R esearch 337 wine is named after the French vine clone number 337 that captures the prestigious Bordeaux taste in French wine. The vines are cultivated for structure and flavour in the cobblestones of Lodi’s Clay Station Vineyard, making a wine that exudes seductive aromas of mocha and dark cherry. An explosion of spice and blackberry unwinds to a velvety, luscious finish. C oncept With the female market in mind, Le Provocateur line of 337 wines is inspired by the sexy fashion world of Paris that visually captures the seductive and mouth watering taste of the wine. It is a risqué yet elegant approach to the wine invoking the feeling of being, or even dancing, at a sultry cabaret in the early 1900’s.

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PAC K AG I N G

337 WINE

Project 337 WINE

Class PAC K AG I N G 3

Instructor TO M M C N U LT Y

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337 WINE

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337 WINE

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337 WINE

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PAC K AG I N G

337 WINE

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337 WINE

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DESIGN PORTFOLIO OF CAROLINE SARIDEWI

Project PERRIER SKIN CARE

Class PAC K AG I N G 3

Instructor TO M M C N U LT Y

Choose a well known company that is not yet in the beauty market and design a skin care line for it while still keeping the brand’s overall feel and focus of the company. Also create a point of purchase display along with the design concept. R esearch Perrier is a well known sparkling water brand named after a French doctor, Louis Perrier. In 1898 he bought a spring for a commercial spa and bottled the water for sale. As spas were becoming unfashionable, he closed the spa and sold the spring to a wealthy British visitor, Sir Saint John Harmsworth, who renamed the spring Source Perrier and started bottling the water in a distinctive green bottles. He marketed the product in Britain with a goal to convert everyone in the British Empire from drinking soda to water. By 1990, Perrier become a leader in the global water market and was advertised as the Champagne of mineral water. C oncept Perrier’s unique rich history, colours, and natural carbonation from the spring are taken into consideration for the skin care line. This skin care line is targeted towards a male audience. Perrier Spring creates a refreshing look to convey the same sense of freshness and relaxation while drinking Perrier mineral water. O bjective

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PERRIER SKIN CARE

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337 WINE

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DESIGN PORTFOLIO OF CAROLINE SARIDEWI

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PERRIER SKIN CARE

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DESIGN PORTFOLIO OF CAROLINE SARIDEWI

1. 7 FL OZ (50 ML )

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PERRIER SKIN CARE

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DESIGN PORTFOLIO OF CAROLINE SARIDEWI

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PERRIER SKIN CARE

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Project A E R O S TO R E

Class PAC K AG I N G 4

Instructor MICHAEL OSBORNE


PAC K AG I N G

A E R O S TO R E

What would a high-end Target store look like? In this assignment, students were to create the highest quality, family friendly, timeless look and feel that is appealing to the demographics and be able to compete with Crate and Barrel and William Sonoma. Target is a design driven company, so Aero will inherit this same design language but it will still be distinctive as its own company. R esearch Target is a destination shopping store with the brand promise, “Expect More, Pay Less,� by delivering an outstanding value, innovation and exceptional design. Aero is a store that carries on the Target tradition of a fun and unique destination shopping experience. C oncept Aero store is targeted to deliver upscale quality home products and services in a friendly and sophisticated way. This store will be catered more to city dwellers and those who can choose to live a comfortable more rustic and modern design lifestyle. Shoppers can sit and enjoy coffee, select from the region specific local products or browse the high end quality products they desire for their home. O bjective

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E V E R Y DAY

LOCAL

S TO R E B R A N D

E N D O R S E B R A N D BY A E R O

Key Attributes

Products

Key Attributes

Products

RELIABLE

B E D & B AT H

N O S TA LG I C

FOODS

Q UA L I T Y

K I TC H E N TO O L S

UNIQUE

MODERN

APPLIANCES

CONSISTENT

FRESH

OFFICE SUPPLIES

LO C A L

TIMELESS

HOME DECOR

HOMEY

E V E R Y DAY

CLEANING SUPPLIES

F R I E N D LY


PAC K AG I N G

090

A E R O S TO R E

Q UA L I T Y

L I F E S TAG E S

GARDENING

P R I VAT E B R A N D

P R I VAT E B R A N D

P R I VAT E B R A N D

Key Attributes

Products

Key Attributes

Products

Key Attributes

Products

FRESH

CHEESE COUNTER

F R I E N D LY

B E D & B AT H

FEMININE

SEEDS/PL ANTS

CONSISTENT

BAKERY

MODERN

APPLIANCES

FRESH

F LO R I S T

F R I E N D LY

C H O C O L AT I E R

YO U N G

K I TC H E N / D I N I N G

F LO R A L

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

GOURMET

CAFE

UPSCALE

HOME DECOR

N AT U R A L

P OT S / T E R R A R I U M

F LO R I S T

EASY

BABY SU PPLIES

ORGANIC

I N D O O R TO O L S

PRODUCE

ELEGANT


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C oncept Aero’s brand promise is to consistently deliver the highest quality, design forward products to our shoppers. Our commitment is to provide our guests with a superior shopping experience and dedication to sustainable practices.


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A E R O S TO R E

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C oncept You Are Here is an endorsed brand for Aero store. It provides regional goods that focus on the specialities or unique items of each region. These items can only be found in local stores and are created by local suppliers and branded for Aero exclusively. You Are Here brings the favourite local flavours of America to your home no matter where you are.

The United States of America is a large country with unique characteristics in every region. We wanted to celebrate the uniqueness of these different areas while keeping the “You are Here” brand cohesive. As a solution, we used a house of brands strategy to maintain consistency while being able to design each region’s own look and feel.


PAC K AG I N G

A E R O S TO R E

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C oncept Now&Next offers a wide array of high quality unique products with the goal of enhancing our shoppers lives at every stage. It divides into 3 categories; Bachelor, New Home, New Baby. Items aimed not at a specific gender or age group, rather at a group in a specific stage of their life. Whether it is a young newlywed couple or bachelor looking to upgrade from IKEA, or anyone putting together a new home or having a new baby.

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DE ES S II G GN N P PO OR RT TF FO OL L II O O O OF F C CA AR RO OL L II N NE E S SA AR R II D DE EW W II D

H U M A N PAC DK R AG E S SI N EG D


PAC K K AG AG II N NG G PAC

AE ER RO O S S TO TO R RE E A

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C oncept Artisan Square is a Farmers Market like experience that is a separate area of the Aero store. A place where womens can meet up for lunch or husbands can hang out while they wait for their wives. Artisan square is a gourmet destination, featuring quality goods from the staples for your pantry to specialty gourmet ingredients.

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C oncept Perennial is a way to create your own home garden and bring the design of your home outside. In Perennial, we offer an array of quality Perennial garden products that are both durable and beautiful. As our shoppers create a home garden that reflects the personal design of their homes they can be assured that our dedication to sustainability practices will support them and their local communities.


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LO G O C O L L E C T I O N

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T H A N K YO U

W I T H S I N C E R E G R AT I T U D E and thanks

To my wonderful parents, Benny Makulawu Wijaya and Meicyana Wijaya, and family for supporting and believing in me through all these years. I know it was not always easy, but I always appreciate it. To my sister, Karina Saridewi, who has been a great companion through the good and bad. To my friends, Roderick Tjandra, Gabrielle Lai, Angeline Bridgitte, Vidya Santyoso, Noelle Kot, Sara Angelia, Alvin Wijatman, Louis Hans Lawrence, Peter Budiono, Lawrence Nah, Ray Susantyo, Arnold Pokolemo, Indra Sugiarto, and Rikwan Suyoto for your supports, loving care, motivation, and for making life fun and exciting. To my fellow designers, Fransisca Tan, Will Gandayuwana, Anh Pham, Naomi Hoag, Collin Fry, Sa Nguyen, Lily Wang, and Gina Chang, for your honest critiques and raising the bar. You guys are my greatest inspirations. To my instructors, Mary Scott, Audrey Kallander, Michael Osborne, Ariel Grey, Tom McNulty, Todd Hedgpeth, Tom Sieu, Phil Hamlett, Malini Bakshi, Laura Milton, Jenny Ji, Allen Gaoiran, Anthony Luk, and Max Spector.


C O LO P H O N

Book Size 8 x 10 “ Text Stock N E W PAG E 1 0 0 # M AT T E T E X T End Sheets P R O L I N E C H A R C OA L Printer B LU R B Binder B LU R B Photography SELF SA NGUYEN 3D Rendering YOA N E S N A F TA L I A N TO Camera CANON EOS 5D N I KO N D7 0 0 0

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Dressed