“ I M A G I N AT I O N I S T H E B E G I N N I N G O F C R E AT I O N , Y O U I M A G I N E W H AT Y O U D E S I R E , Y O U W I L L W H AT Y O U I M A G I N E A N D AT L A S T Y O U C R E AT E W H AT Y O U W I L L . ”
C O N TA C T S : +603 5611 5211 +6011 1140 9730 qastellani@gmail.com
― GEORGE BERNARD SHAW
INDEX PERSONAL BRIEF NON-ACADEMIC WORKS World Islamic Economic Forum Foundation (2010) MBG Fruits (2013) The BrandLaureate (2013) Kuala Lumpur Convention Centre (2011) Kelab Umno Australia Melbourne (2012) Malaysian Student Council of Australia (2013)
ACADEMIC WORKS Scenapse (2012) Royal Brunei Airlines (2011) Standingwave Productions (2012) The Catalysts (2012)
FREELANCE T h e Tw i s t e d M i n d s ( 2 0 1 1 ) Exscidium Ltd (2013) Yo u t h U n i t e d F e s t i v a l ( 2 0 1 4 )
I L L U S T R AT I O N S DRAWING & SKETCHES
A M A R Q A S T E L L A N I TA J U D D I N 1 S T D E C E M B E R 1 9 9 0 - S U B A N G J AYA , M A L AY S I A .
E D U C AT I O N B A C H E L O R S D E G R E E - G R A P H I C D E S I G N A N D D I G I TA L M E D I A ( U I T M )
MAJORING & MINOR G R A P H I C D E S I G N , M U LT I M E D I A & F I N E A R T S
FOCUS A D V E R T I S I N G , B R A N D I N G , A R T D I R E C T I O N , V I S U A L C O M M U N I C AT I O N , I L L U S T R AT I O N , C O N C E P T & I D E A .
SOFTWARE PROFICIENCY A D O B E C R E AT I V E S U I T E , M I C R O S O F T O F F I C E , M I X M E I S T E R F U S I O N .
C O N TA C T & W E B S I T E +60 11 1140 9730 | qastellani@gmail.com amrqastellani.daportfolio.com qastellani.daportfolio.com issuu.com/qastellani vimeo.com/qastellani
ADOBE SOFTWARE PROFICIENCY
EXPERIENCES W I E F F O U N D AT I O N 2010 | EXEC PROJECT MANAGER
S TA N D I N G W A V E P R O D 2 0 1 1 | C R E AT I V E I N T E R N
I V E R S O N A S S O C I AT E S 2 0 1 1 | P R O G R A M C O O R D I N AT O R
T H E B R A N D L A U R E AT E 2012 - 2013 | GRAPHIC DESIGNER
INDEPENDENT A E R O S PA C E 2 0 1 4 | B R A N D A S S I S TA N T
A QUICK
Hello!
H i , m y n a m e i s A m a r Q a s t e l l a n i Ta j u d d i n . I’m a 24 year old graphic designer from Subang Jaya, I just graduated from UiTM in May 2013 pursuing graphic design and digital media. Ever since I was little, I developed a strong sense of attraction towards colors, drawing, pictures, more visual than words and numbers. My imagination would always run wild and free whenever I saw something that would inspire me whether it was Power Rangers or just, girls. Don’t get me wrong, kids are always curious of their opposite s e x . H o w e v e r, m y i m a g i n a t i o n w a s p o u r e d i n t o p i e c e s o f p a p e r a n d I w o u l d n e v e r t h o u g h t m y h o b b y w o u l d b e c o m e m y c a r e e r. I have worked in small businesses, global agencies and freelancing, I might be exaggerating if I say I have worked in the industry for a long time. T h r o u g h o u t m y y e a r s l e a r n i n g a n d w o r k i n g i n t h e i n d u s t r y, I h a v e h a d t h e p r i v i l e g e t o u s e my knowledge on the projects I have handled. From the basics of graphic design to a d v e r t i s i n g , b r a n d i n g a n d o n t o c o d i n g , i l l u s t r a t i o n s , p h o t o g r a p h y e v e n v i d e o g r a p h y. It simply is a bliss to learn everywhere I go one step at a time. It became apparent to me how enormous an experience can be even if I work for a brief of time.Then I remembered what my father used to and still say to all of us my siblings and I, “Experience does not defined by age.” This portfolio consists of works I developed from 2010 to present. Enjoy!
World Islamic Economic Forum Foundation (6th WIEF)
The World Islamic Economic Forum (WIEF) Foundation, formally established on 6th March 2006, institutionalised the World Islamic Economic Forum. Being the proprietary owner of the Forum, the Foundation administers and organises the ann u a l W I E F, a s w e l l a s e n s u r i n g t h e s m o o t h r u n n i n g o f t h e i n i t i a t i v e s a n d p r o g r a m m e s u n d e r i t s p u r v i e w. The WIEF Foundation has its own corporate administrative structure, which includes the B o a r d o f Tr u s t e e s l e d b y t h e C h a i r m a n o f t h e F o u n d a t i o n , a n d s u p p o r t e d b y t h e I n t e r n a t i o n a l A d v i s o r y P a n e l a n d t h e P e r m a n e n t S e c r e t a r i a t b a s e d i n K u a l a L u m p u r. In 2010, the 6th WIEF took place in Kuala Lumpur in which, I had the opportunity to be a part of their secretariat team. The foundation opened up new positions for young liaison officers whom will be accompanying a couple hundred speakers from around the world for a 3-day event held in KLCC Convention Centre. For valid reasons of being too young (19 years old) t o b e a l i a i s o n o f f i c e r, t h e f o u n d a t i o n c a l l e d m e f o r a s e c o n d i n t e r v i e w f o r a p o s i t i o n i n t h e s e c r e t a r i a t t e a m a s t h e e x e c u t i v e p r o j e c t m a n a g e r. I m a n a g e d t o g e t t h e p o s i t i o n a s a n o n p e r m a n e n t e m p l o y e e f o r a p e r i o d o f t i m e . A s t h e e x e c u t i v e p r o j e c t m a n a g e r, I h a d v e r y l i t t l e k n o w l e d g e i n p r o j e c t m a n a g i n g a n d e v e n t s , b u t g r a t e f u l l y, w i t h a g r e a t m e n t o r I w a s a b l e t o pick up the pace at a vast rate. I n W I E F, m y w o r k e n t i t l e d m e t o w o r k a l o n g s i d e w i t h t h e p r o j e c t m a n a g e r t o h a n d l e b a s i cally the event concept and graphics to the finishing below-the-line products. My work also includes handling a vibrant young team to accompany me handle the event schedule during the 3-day event.
Backdrop
The Kuala Lumpur Convention Centre consists of 4 levels and separated by three building sections, the main concourse at the centre, the east wing and the west wing.
THE CONCEPT
The ground level covers all the area of the building with 5 halls. The first level has only one hall which, is the main grand hall for the entire facility called the Plenary Hall. The facility then skips a level as it uses the 2 n d l e v e l f o r t h e b u i l d i n g ’s o f f i c e . T h e t h i r d level consists of also 5 halls including the second Plenary Hall, the Plenary Theatre. T h e f o u r t h l e v e l o f t h e b u i l d i n g c o v e r s a p o rtion of the concourse area in the centre with a cafe and meeting rooms.
Exhibition Directory To m y s u r p r i s e , K L C C c o n v e n t i o n c e n t r e h a d o n l y f l a t t e n images of their entire floor plans except their halls which, have illustrator editting capabilities. I had to trace their entire four levels to use as the exhibition directory during the event. T h e i m a g e s o n t h e l e f t i s s i t u a t e d o n t h e t h i r d f l o o r.
A s a y o u n g a p p r e n t i c e i n t h e e v e n t s i n d u s t r y, I h a d a m p l e o p p o r t u n i t i e s t o b e i n a m e e t i n g r o o m w i t h t h e f o u n d a t i o n ’s C O O a n d C D O d e v e l o p i n g t h e c o n c e p t o f t h e w h o l e e v e n t . T h e concept was brilliantly done by Lascheers Co. from Cheras, the concept comes with only t h r e e i m p o r t a n t l a n d m a r k s o f K u a l a L u m p u r . T h e P e t r o n a s Tw i n To w e r , T h e K u a l a L u m p u r To w e r , a n d T h e P u t r a j a y a b r i d g e . The idea was to use all of these landmarks in collaterals throughout the convention centre during the 3-day event. The foundations tight schedule allowed me to make the changes and final amendments needed. My initial responsibilities are to liaise and assist the projects manager in coordination and surveying the venue of event. During the event, my priority was to report the schedule and s u m m a r i s e t h e o f f i c i a l p r o g r a m f o r t h e p r o j e c t s m a n a g e r. L i a i s i n g w i t h o t h e r d e p a r t m e n t s i n coordination of venue in the convention centre was also one of my responsibilities including monitoring the venue with security department on exhibition halls, program schedule, venue h a l l s a n d d e c o r a t i o n . T h e w o r k I d i d i n a d m i n i s t r a t i o n s w a s a n e - n e w s l e t t e r, t h e e x h i b i t i o n d i rection for all four levels of the convention centre, the light boxes for level 4 halls, buntings, seating plans for the main event in the plenary hall, time cards, direction guides, registration backdrops and main hall backdrops. Other works includes invitation cards, name tags, lanyards, brochures, pamphlets and other stationery items.
Entrance Wall Bunting
Merchandise
WIEF BuntIng Park EntrancE BuntIng
KUA L A LU M P U R 2 0 1 0
Park Bunting
Concourse Bunting
WIEF BuntIng CEntrE ConCoursE BuntIng
The only struggle I had was embracing a whole new industry with very little knowledge and capabilities. Although the secretariat t e a m w a s i n a s m a l l n u m b e r, t h e i r c o n t r i b u tion was astonishing. I had to learn fast in order to survive in a company full of dedicated workers. Marketing, public relations, logistics, project managing, it all needs precision to deliver one of the most prestigious e v e n t i n t h e e c o n o m i c i n d u s t r y. For anything to be successful, the foundation itself must be strong, with widen pillars to support its whole. The structures are what k e e p s a f o u n d a t i o n s t e a d y. B o t h w o r k i n g under one idea, it would be indestructable. When WIEF started in 2005, their main goal was to stabilise the islamic economics foundation and it did. Currently at its 10th annual forum, the foundation is on their best state. As a very young executive, I thought it may be a stepping stone for me to push myself in various industries and to indulge this mind to different possibilities. WIEF is the one company and foundation that made me realise my potential.
Light Box
The World Islamic Economic Forum Foundation was an overwhelming experience for me, even for any young adults starting their career in events. I was very lucky to have this opportunity to work at a very young age. I have worked before in restaurants that teaches me to be effiecient and precise, it also teaches me to be careful with what I do a n d s a y, h o w I l o o k a n d s t a n d , t o g r e e t w i t h a smile, the little things they don’t teach us in highschool. I took it with me to WIEF and I fit in perfectly well in a surrounding full of young and experienced figures. The Foundation has taught me to perform effectively & efficiently in handling multiple tasks while working under pressure with minimum supervision. With that in mind, I was able to undertake higher level of responsibilities and ensuring excellent performance. I experienced first hand in assisting with venue allocation for forums and seminars, and interacting with different levels of people. I was also tested by working independently within a tight schedule in a large venue. Overall, I developed a strong communication skills in dealing with people in which, has been a small difficulty for me in the past. WIEF offered me experience that I soon use to any conversations I had, any momentary brainstorming or even how to manage things in my classes and work. I am grateful to work in WIEF even for a short time.
MBG FRUITS Sdn Bhd
MBG stands for Money Back Guarantee. They made sure every customer gets the best products. MBG Fruits stand corrected to gradually improve the quality of their products to maximise benefits for their customers. MBG Fruitshop began its operation when Adn a n L e e ’s g r a n d f a t h e r e m i g r a t e d f r o m C h i n a and became a fruit seller in Petaling Street in the 1950s. The business was handed over t o L e e ’s f a t h e r , w h o s t a r t e d a f r u i t s t a l l a t a market in the 1990s in the Bukit Bintang area w h e r e L o t 1 0 i s l o c a t e d t o d a y. I t w a s i n 1 9 9 4 t h a t L e e o f f i c i a l l y t o o k o v e r. T h e n i n 2 0 0 5 , he opened his first store in a shopping mall in Avenue K, Jalan Ampang. He now has 18 o u t l e t s t h ro u g h o u t t h e K i a n g Va l l e y a n d a n d is still expanding. In April 2013, MBG Fruits announced a competition amongst advertising companies to develop a campaign to be held before the t h i r d q u a r t e r o f t h e y e a r. T h i s c o m p e t i t i o n was not opened to public, the reason for this i s b e c a u s e t h e c o m p a n y ’s d i r e c t i o n f o r t h e campaign was to revolutionise the fruit ind u s t r y. D u r i n g t h a t t i m e , I h a d j u s t f i n i s h e d my studies and the idea of a campaign seems fresh in my mind. I got a hold of a word that a competition is taking place was by a senior who was working in Ogilvy & Mather Malaysia, the company itself was handling multiple clients and so the competition was addressed to individual artists in advertising agencies. The competition was assessment based ent i r e l y, a n d o n l y f i v e w e r e c h o s e n t o b e f i n a l ists. The winner would win a contract to be a full-time employee as their brand assistant. Fruit Revolution was based on the idea of M B G ’s d i r e c t i o n i n t h e c a m p a i g n . I w a s o n e o f the finalists who made it through hundreds of applications through out Malaysia. The concept was to drive teenagers from fast food to eating healthier and be a part of a new trend. Eating healthy was always on sight but never a fulfilling trend.
Initial Logo
Changes
T h e o n l y s e t b a c k i n t h e f o o d i n d u s t r y p a rticularly the healthier foods would be the advertising budget. Fast food industry was always ahead in the advertising game. Millions of funds alone will go into advertising and branding. That is way it is a multimillion b r a n d t h a n a c o m p a n y, w i t h M B G j u s t s t a r t ing its way in the advertising game, it is essential to keep up with the audience they are targetting. The use of social media is one way to get ahead, but an advertising campaign will also need an above-the-line and b e l o w - t h e - l i n e a d v e r t i s e m e n t s . To s t a r t , t h e campaign itself must have a name and logo catchy enough for teenagers can react and r e s p o n d t o p o s i t i v e l y. Below was my concept on the logo for the campaign. The final logo consists of the 6 main fruits sold in MBG Fruitshop every month. The use of a star shape logo was to enable the interaction between users and the c o m p a n y. I n v i r t u a l i m a g i n g c o n c e p t i o n , a star was idealise as a symbol for hype and sensation. This move was examined thorough ly as I had just finished my studies in UITM and most of my researches in logo was still at grasp. My final year project also uses the s a m e s h a p e b u t w a s c o n v e r t e d t o a f l o w e r. As soon as a logo is created, the rest would be the primary advertisements or the LAUNCHING of a campaign. Followed by a secondary launching advertisements if neede d , o n l i n e l a u n c i n g , a n d f i n a l l y, r e m i n d e r a d vertisements. A teaser would be in an early stage of the program or campaign. The teaser would use fragment of the main logo. The whole idea of a campaign was to see how far a company is willing to go with its budget. The campaign can be executed every year but w o u l d m e a n n o t h i n g i f t h e b u d g e t i s n a d i r. These ideas of mine was set to minimalise the expenditure simultaneously maximising the campaign effects.
Proposed
Final Logo
LAUNCHING
Teasers
Second LAUNCHING
Above the line
Below the line
Merchandise
Marketing Strategy
Reminder Advertisements
Social Media Launching
For the main launch, I used an idea that resembles the sharing experience in social media and created a photo manipulation that exaggerates the scheme. My concept was to use three main social media applications and games to truely dignify a sharing moment. Skype, Fruit Ninja and Instagram was used as my objectives for a photo manipulation.
LAUNCHING Advertisement Photo-manipulation Steps / resources
I n t h e c o r n e r, i s a b a s i c n o t i o n o f h o w m y idea was put in place to commemorate humor and mild exaggeration in an advertisement. The result I get from a survey across the city was astoundingly positive, and 87% of the teenagers would get an intention of sharing s o m e t h i n g t h e y d e a r. M o s t o f t h e r e s p o n dends do sense that they have to share the health message hidden in the advertisements as most of them do to their closed ones in e a t i n g h e a l t h i e r d a i l y. P e r s o n a l l y, I w o u l d s t a r t a h e a l t h c a m p a i g n with a strong message with what it would be like if a person does not eat healthy food, but it would defeat the purpose of eating in the first place. Whatever food we digest would be to survive, and eating healthier would be t o s u r v i v e l o n g e r. W i t h f a s t f o o d i n d u s t r y o n the rise, most people tend to forget to cons i d e r t h e i r h e a l t h i s s u e s . Te e n a g e r s i n t h e other hand, love to try food they consider unique in taste whether it is healthy or not. This campaign was set to infuse their into healthy diet. Social media is the goal for any campaign nowadays and trend that many advertising agencies looked.
logic main its a o v e r-
TVC / STORYBOARD The Fruit Revolution overall was based on social media converging with advertising and branding. The use of s u c h c o n c e p t i o n c a n b e s e e n a n y w h e re n o w. S o c i a l m e d i a trending is inevitable as young adults are constantly with their mobile phones and any information are at a tap of a button. This campaign uses 5 steps of advertising for a campaign. T h e t e a s e r, t h e m a i n l a u n c h , s e c o n d a r y l a u n c h , a n o n l i n e launch, reminders and merchandise for the campaign. t h e t e a s e r, m a i n l a u n c h , s e c o n d a r y l a u n c h a n d r e m i n d ers are separated by three types of image each under the same influences and aim. The online launch consists of using social media to intergrate better with the campaign, a short television commercial to be shared across social media websites and a standalone website from teasing to launch. The health information and dietary programmes are simultaneosly run by the world health organization during the campaign and on their website. This idea of a campaign was accepted to be amongst other finalists and I was proud to enter such competition. Although I didn’t win, I knew it would be of use someday by another company perhaps. This campaign taught me a lot in terms of the advertising ideology and researching before finalising any amendments.
The BRANDLAUREATE SDN BHD
Founded in 2005, the Asia Pacific Brand Foundation (APBF) is a non-profit organisation dedic a t e d t o d e v e l o p i n g b r a n d s i n a m y r i a d o f b u s i n e s s b a c k d r o p s . L e d b y i t s P a t r o n , H . E . Tu n D r . M a h a t h i r M o h a m a d , M a l a y s i a ’s f o u r t h P r i m e M i n i s t e r t o g e t h e r w i t h a B o a r d o f G o v e r n o r s who are experienced captains of industries and brand icons. Brands are catalysts of growth and organisations musts realise the significance of brands and branding if they want to be successful and achieve market leadership position. Consumers must also be educated and informed of the qualities of good brands and best branding practices. This is where the APBF steps in to make a difference and assist brands to achieve their maximum potential. With aspirations to encourage awareness of branding in Malaysia and across the world, the APBF takes an active role in identifying and nurturing outstanding Malaysian brands to an international platform. The foundation continually goes on the mission to educate and communicate the value of branding, with the concept that brand culture combined with good p r a c t i c e s w i l l g i v e M a l a y s i a t h e e d g e a m o n g s t t h e w o r l d ’s a d v a n c e d n a t i o n s . Starting off on a modest note with publication of branding articles in the media, APBF evolved into an association that organised branding seminars and forums to discuss issues and latest d e v e l o p m e n t s i n b r a n d i n g . T h e o r g a n i s a t i o n ’s c o m m i t m e n t i n e n c o u r a g i n g t h e p e r f o r m a n c e o f b u s i n e s s e s t h r o u g h b r a n d i n g s a w t h e l a u n c h o f t h e Tu n D r M a h a t h i r - T h e B r a n d L a u r e a t e L e c t u r e S e r i e s , w i t h t h e a i m o f f u r t h e r i n g t h e o b j e c t i v e s o f A P B F. After its establishment, the APBF has embarked on many initiatives through The BrandLaureate to support its brand mission. Among the significant events initiated include The BrandL a u r e a t e A w a r d s f o r m u l t i n a t i o n a l s ( M N C ’s ) , P u b l i c L i s t e d C o m p a n i e s ( P L C ’s ) , T r a n s - N a t i o n a l C o r p o r a t i o n s ( T N C s ) , G o v e r n e m e n t L i n k e d C o r p o r a t i o n s ( G L C ’s ) a n d L a r g e C o r p o r a t i o n s ( L C ’s ) . W i t h t h e s u c c e s s o f t h e a w a r d s , t h e A P B F t h e n l a u n c h e d T h e B r a n d L a u r e a t e – S M E s B e s t B r a n d s A w a r d s t o h o n o u r t h e s m a l l a n d m e d i u m e n t e r p r i s e s i n t h e c o u n t r y. A visionary organisation, APBF aims to continue to take branding into a new dimension through passion and commitment.
With a few of my colleagues from The BrandLaureate on the night of the Meet & Mingle event s p o n s o r e d b y G r a n d S a i s a k i , S h o g u n ’s D a t o ’ S r i M i c h a e l C h o n g a t M o n t K i a r a .
Issue #17 - The brand Mag
My first full-time job at an entry-level postiton. After graduating from university in May 2013, I set out to work as a full-time employee at The BrandLaureate. The requirements needed for the senior executive graphic designer was to have a good intercommunicating skills and a h i g h l e v e l u n d e r s t a n d i n g i n t h e g r a p h i c k n o w l e d g e a n d i n d u s t r y. RESPONSIBILITIES: • Liaising and assisting the Creative Manager in any publiching works, graphic concepts and d e s i g n , p h o t o g r a p h y , v i d e o g r a p h y , D T P, c o o r d i n a t i o n a n d s u r v e y i n g f o r a n y o f t h e c o m p a n y ’s events. • U s i n g s k i l l s t o r e p r e s e n t a r t w o r k f o r c l i e n t s , a s a d e s i g n e r f o r D T P, e v e n t c o n c e p t , c o p y w r i t i n g , p h o t o g r a p h y, c o r p o r a t e p r o f i l e , b a n n e r s , b a c k g r o u n d s , s t a n d e e a n d w e b p a g e a n d venue map. • Reporting the schedule and summarising the official program for the Projects Manager and Creative Manager while simultaneously creating concepts for events and finishing the 2-months an issue magazine. • Liaising with other departments in coordination of any events. • C r e a t i n g t h e c o m p a n y ’s c o r p o r a t e p r o f i l e a n d c o r p o r a t e v i d e o . • Monitoring the venue with security dept on exhibition halls, program schedule, venue halls and decoration. • A l s o re s p o n s i b l e f o r l i a i s i n g w i t h t h e w e b s i t e d e s i g n e r f o r t h e n o w, n e w a n i m p ro v e w e b p a g e for web concepts, graphic concepts and content.
Trophy design
In The BandLaureate, I was the executive graphic designer assisting the creative m a n a g e r. F o r a f r e s h g r a d u a t e , I a m g r a t e f u l t o h a v e l a n d e d i n o n e o f t h e m o s t respectable and known company in branding. It was a great pleasure to assimilate from our president Dr KK Johan. He taught me to be the kind of person that will elevate myself in a crowd of people. The branding company taught me that you are constantly learning from wherever you are and from whoever you meet. With that being said, I thought it would be best for me to continue my studies in graphic design because of the goal I need to achieve on becoming a greater student of graphic design. B y 2 0 1 4 , I h a d t h e o p p o r t u n i t y t o c o n t i n u e m y s t u d i e s o n a f o r e i g n c o u n t r y. I had applied a course of Masters of Design in Australia, a country I am familiar w i t h a n d a l w a y s d r e a m a b o u t g o i n g t o f u r t h e r m y s t u d i e s . A s m o n t h s p a s s e d b y, preparing necessary documents for a loan to get approved, I was sure that my fate will bring me to a new destination to learn better things and elevate a new p e r s p e c t i v e i n d e s i g n . U n f o r t u n a t e l y, m y l o a n w a s d i s a p p r o v e d a n d f o r c e d m e t o cancel my plans on becoming a student in Australia. If anything has ever brought me down, experience has taught me that I should get back up and always continue to fight for my goal. I did not turn back to The BrandLaureate but, I was more confident in getting a job somewhere I could see myself grow in the industry and challenge myself to be in a different position. I did sulk and dissapointed over my application for a couple of months but I rose above it all and started searching for a new full-time job that best suits my appetite in challenges.
Corp Profile, Brochures & Coffee table Book
“ D O N ’ T T H I N K A B O U T M A K I N G A R T, J U S T G E T I T D O N E . L E T E V E R Y O N E E L S E D E C I D E I F I T ’ S G O O D O R B A D , W H E T H E R T H E Y L O V E I T O R H A T E I T. W H I L E T H E Y A R E D E C I D I N G , M A K E E V E N M O R E A R T. ”
― ANDY WARHOL
KUAM
Kelab UMNO Australia Melbourne
KUAM January 2013 was my first initiation on bec o m i n g a f u l l - t i m e g r a p h i c d e s i g n e r, r i g h t after finishing my studies on that month, I landed my feet on KUAM, Kelab Umno Australia Melbourne. KUAM was my first editorial job in publishing and magazine, it was in KUAM that I next go on to becoming a member of MASCA. The magazine I did for K U A M , f e a t u r e d i n R a d i o Te l e v i s i o n M a l a y s i a i n a n i n t e r v i e w w i t h t h e c l u b ’s p r e s i d e n t a t the time. P E R A N TA U M E L B O U R N E i s a m a g a z i n e t h a t offers any student or locals from Malaysia that are travelling to Australia, a guide to mostly everything you need in melbourne. T h e f i r s t i s s u e p ro v i d e s p l e n t y u s e f u l i n f o rmation of students in melbourne, the Malays i a n e m b a s s y, g u i d e s t o b u y i n g l o c a l p r o d ucts and goods, HALAL directory and many more. The magazine found to be very popular amongst new students and backpackers from Malaysia. Perantau is also an on going project that are set to globetrot around Australia with their very own city guide issues, and n e x t o n t h e l i s t w a s P e r a n t a u S y d n e y.
Malaysian Student Council of Australia (MASCA)
By May 2013, I was enlisted as a member of a professional associaton known as Malaysian Student Council of Australia or MASCA for short. The job responsibilities was to become a graphic consultant for MASCA and KULN (Kelab UMNO Luar Negara).Although most KULN have their own graphic designers, they would need to go through a series of amendments and approval from me to finalise any graphic contents. Most work I have done was to handle the students MASCA programmes and publishing needs. Magazine, brochures, buntings, official tshirts, clothing and many more are example of work I would be doing for MASCA and KUAM/KULN. It wasn’t easy to get enlisted as a member w h e n y o u a r e r e a l l y n o t t h e r e a s a s t u d e n t t o o p e r a t e t h i n g s a n d h a n d l e m u l t i p l e p r o j e c t s . I t ’s rather a surprise to get chosen to be a part of the society but if you can create an honorable livelihood, where you take your skills and use them and you earn a living from it, it gives you a sense of liberation and allows you to balance your life the way you want. Handling a project when you are far away is not as easy as people say it would. There was a lot of emails and approvals to get when you are on a tight dateline. It would be different if you are working with someone or a company that you are in constant communication, but in MASCA or KUAM, the work would be interrupted abruptly if the coversation or commands are on a different timezone. Australia is 3 hours ahead of us in Malaysia and our hours of contacting each other are limited to 1pm to 6pm Malaysian time because of the time differences. When the students are back in Malaysia, some of their home would be far away to make a meet to discuss any upcoming projects. I am still currently in this professional association as it is similar to an alumni for graduated students.
NA T
MASCA EVENT LOGOS
2012 ES AM
NFEREN CE L CO NA G IO
National Conference Games 2012
Queensland Sports Carnival 2012 Chrome Gold Matte Gold
Chrome Silver Matte Silver
Chrome Bronze Matte Bronze
Mascazine 2nd edition | 2013
Annual issue magazine
Kuala Lumpur Convention Centre
In 2011, while studying a subject on flash in multimedia, we had an opportunity to do a project on making an e-directory guide for any multilevel building whether it was a shopping mall, museum, or any type of buildi n g t h a t r e q u i r e s a n e l e c t r o n i c d i r e c t o r y. I chose Kuala Lumpur Convention Centre as it has no e-directory for its facility but their s h o p p i n g m a l l h a s p l e n t y. T h e p r o j e c t w a s t o use simple directions for sightseers to get from a hall to another in the fastest route. The project was successful and in turn, I was offered by KLCC to patent the application under their name but to finish it extensively to make way for other companies using their centre for a convention or forums. I did finish the application to the extend of having an assignment completed but never for other usages. The application was handed to KLCC Convention Centre without any settlement as I thought it was blunt to ask for any remittance.
GROUND LEVEL
1ST LEVEL
3RD LEVEL
4TH LEVEL
HALL 1&2 HALL 3 HALL 4&5
The Kuala Lumpur Convention Centre is a purpose-built convention and exhibition facility strategically located in the Kuala Lumpur City Centre overlooking the iconic PETRONAS Twin Towers and the 50-acre KLCC Park. Spanning five levels, the Centre offers 22,659m2 of flexible function space including 12,310m2 of column-free exhibition halls and a 2,600m2 standalone marquee, 3,000 capacity Plenary Hall, 500-seat Plenary Theatre, Grand
copyright of Convex Malaysia Sdn Bhd
CONTACT MAP | FAQ | SITE MAP
“ F O L L O W T H E P A T H O F Y O U R A R O U S E D T H O U G H T, AND YOU WILL SOON MEET THIS INFERNAL INSCRIPTION: T H E R E I S N O T H I N G S O B E A U T I F U L A S T H A T W H I C H D O E S N O T E X I S T. ”
CONTINUE TO ACADEMIC WORKS
― PA U L VA L É R Y
I PA D S K E C T C H E S
SCENAPSE
For my final year project in UITM as a multimedia majoring student, I decided to put all aside my norm and go with the unusual. For a student that are not familiar with coding and hypertext markup language, I thought it could be a challenge for me to build an application for my final year project. I was always fascinated by the events and festivals happening in Malaysia, It bonds us as a Malaysian even if you are from another region of the world. We took our time to have a great time by knowing each other in these events. It doesn’t really matter how you look like, where you came from, which country or state you represent, mingling takes two to make a connection. The slight problem was, although with alternative social media like F a c e b o o k o r Tw i t t e r t o h a v e u s c o n n e c t e d , we are bound to look at another programme to reconnect with our peers. Social Networking is a growing trend for everyone in this century and it is a necessity service to connect and rekindle with our peers, it makes our lives easier one button at a time. A social networking service for events and festival is just as important for anyone as i t w a s f o r F a c e b o o k o r Tw i t t e r a n d I n s t a g r a m . The need to constantly communicate with our friends and family have us look for the nece s s a r y a p p l i c a t i o n t o s h a r e w i t h e a c h o t h e r.
Interface sketches
I searched countless times on these mobile platforms for a social networking service for an event, but to no avail I was dissapointed with most searches end up as a mobile payment service provider for event organizers. The closest I got was just an application that provides a light information on upcoming events. I took it as a sign to build a mock-up application that our society can use in events a n d f e s t i v a l s b e f o r e o r a f t e r. I t s a m i x e d a p p l i c a t i o n o f F a c e b o o k , Tw i t t e r , G o o g l e + a n d I n s t a g r a m a l t o g e t h e r. I t s a n i d e a f o r t h e b e s t application for all event and festival go-ers. T h e o b j e c t i v e s f o r t h i s re s e a rc h a re t o u n d e rs t a n d M a l a y s i a ’s y o u n g a d u l t s n e e d s i n g e n erating networking throughout various types of events, festivals and cultures. Based on my problme statement, the idea is to quickly turn over a new and exciting way of meeting new people other than that of a social media application. This research also preceeds the findings of how many people will use an application that can bridge the gaps between ages. An organiser needs to apprehend how this idea would change the way their company is p ro m o t i n g r a t h e r t h a n a n o r m a l w a y o f a d v e rtising if it brings a lot of attention to people.
Research and findings The case study covers region within the heart o f M a l a y s i a ’s b i g g e s t c i t y , K u a l a L u m p u r . With a survey intended for young adults at the subject of effieciency of mobile applications for events networking and social media. To f i n d a s o l u t i o n t h a t c o v e r s t h i s i s s u e , i t must be narrowed down to smartphone users that have the capability of mobile 3G and h i g h e r. Ty p e s o f o p e r a t i n g s y s t e m f o r m o b i l e p h o n e s are chosen between Apple iOS, Windows Mobile and Android. Amongst these operating systems, the most applications downloaded are through two major company which was, A p p l e i O S ’s A p p s t o r e a n d A n d r o i d ’s P l a y Store featuring millions of applications for their users. For the social networking services survey s e c t i o n , I c a n c o n c l u d e t h a t o n l y a f e w s e rvices were focused due to relevance of information in collecting data. By these data, I can relate to how events networking plays its role to smartphone users and social media users. This survey will be collected upon events and festivals to find the necessary data to be included as my primary data and used as an experimental method project-based data.
I n o r d e r t o f i n d o u t a b o u t h o w a n d w h a t i s m i s s i n g i n c r e a t i n g n e w w a y s t o i m p r o v e a n d s u p p o r t t h e e v e n t i n d u s t r y, I m a d e u s e o f t h e r e s e a r c h methods that are widely used in research and reports. There are two types of research methodologies, qualitative research and quantitative r e s e a r c h . T h e s e m e t h o d o l o g i e s a r e s e p a r a t e d i n t o d e i f f e r e n t t y p e s o f c a t e g o r i e s w h i c h a r e , o b s e r v a t i o n s , c a s e s t u d y, e x p e r i m e n t a t i o n , i n t e rviews and questionnaires. Within these categories, the findings will be divided into project-based and research-based. For my preliminary research and data collecting, I have conducted an online observation to cooperate with the mobile application that I was d e v e l o p i n g . I h a v e p e r s o n a l l y o b s e r v e d t h e u s e o f m u l t i p l e m o b i l e - b a s e d a p p l i c a t i o n s , u l t i m a t e l y F a c e b o o k , Tw i t t e r , F o u r s q u a r e a n d I n s t a gram. With these applications I can decide whether it is necessary to precede with my proposing application. By all means, the behaviiors of users in social media are necessary including one-to-one personal questions to find out more about what makes an app qualifies to be a great social media app. A tertiary research information are also collected by reading related articles, books and related websites. The idea is to create a mobile-based social networking application for events networking and social media. A simple application, that relates well with any users in Malaysia who are passionate about meeting new people and experiencing the event culture. For an application to be in t u n e w i t h M a l a y s i a n s , a l o g o w a s c r e a t e d u p o n c l o s e r e l a t i o n w i t h t h e c o u n t r y ’s i m a g e . A b o u g a i n v i l l a e i s c h o s e n a s t h e m a i n i c o n a n d l o g o f o r t h e a p p l i c a t i o n a s i t r e p r e s e n t s t h e n a t i o n a l f l o w e r a n d t h e h e a r t o f t h e c o u n t r y. T h e s h a p e o f t h e l o g o w a s m a r g i n a l i z e d a n d r e s t r u c t u r e d a s a p o l y g o n a l s h a p e t h a t r e s e m b l e s o u r n a t i o n a l f l o w e r.
Sketches and ideation process
Final Logo T h e c o n c e p t f o r S c e n a p s e ’s m a i n image was to cramp multiple types of events in one picture. By using a national flower as a logo, I created a collage on top of it with most of the events that are popular in Malaysia. I inserted dance events, cars and motorcycles, music and arts festivals, sports, and aircraft events inside my collage. With the approval of my colleagues and lecturers, it was set as the main image for the a p p l i c a t i o n ’s a d v e r t i s i n g n e e d s a n d branding.
Website homepage
Scenapse would be a free premium applicat i o n i f i t i s r u n n i n g r i g h t n o w. A f re e p re m i u m application is a free application that requires upgrade for a certain perks and additional capabilities. On the scenapse homepage, the promotion of another service requires you to upgrade like the Scenapse Plus and Pro or the Scenapse Og for organizers. These services are necessary if you are managing an event yourself to invite your friends for special occasions. Although it is a concept, but a freemium application is a trend for any application nowadays that requires you to upgrade to get more. For Scenapse Og, the organizers will receive tremendous space for images they post every month and they have editting capabilities for every images they want to post using VSCO E d i t o r . To s e t u p y o u r e v e n t p r o f i l e , a n e v e n t company needs to upgrade to Scenapse Og. Above is an example of the user interface on S c e n a p s e O g ’s e v e n t p o s t i n g s e r v i c e .
Profile Editor
User Profile
A rundown through the basic Scenapse application is to start off with its main page, A simple login page that requires users to register or sign i n w i t h F a c e b o o k o r Tw i t t e r . A f t e r a q u i c k r e g i s t r a t i o n , a n i n t r o d u c t i o n g u i d e o f t h e a p p l i c a t i o n w i l l s t a r t . T h e w h o l e a p p l i c a t i o n i s d i v i d e d i n t o several pages including five main ones, the home feed that allows you to browse through all your followers image or upcoming events, your own profile that shows events you have went throught this app, images you have posted, followers, following users, and the places you have seen or went. The next page would be the Exploring page and your notification feeds which, adapts to your kind of events that you want to go. T h e f o c u s i n g p a g e s a r e t h e c a m e r a a n d t h e s c h e d u l e , t h e c a m e r a i n t e g r a t e s N o k i a ’s c a m e r a i n t e r f a c e i n t o t h i s a p p l i c a t i o n w h t h e r y o u a r e u s ing Apple iOS, Android or Windows operating systems. As for the schedule, for the normal application, it will only show you what events you are going with editting capabilities on cancelling your participation. For Scenapse Plus or Pro, users can update their schedule into fitting any t i m e t h e y w a n t l i k e a n o r g a n i z e r, i t c a n b e n d y o u r a p p l i c a t i o n t o n o t i f y y o u w h e t h e r y o u r p e r s o n a l m a t t e r s c o n f l i c t s w i t h a n u p c o m i n g e v e n t . A S c e n a p s e P l u s + P r o u s e r c a n a l s o u s e V S C O ’s E d i t o r a n d e f f e c t i n t o e d i t t i n g y o u r p i c t u r e s o r v i d e o s . A m o n g s t t h e s e m a i n f r a m e s a r e t h e u s u a l p r o f i l e e d i t t i n g a n d a p p l i c a t i o n e d i t o r. W i t h m u c h m o r e s o c i a l m e d i a s e r v i c e s t e a m i n g u p w i t h o n e a n o t h e r, t h i s a p p l i c a t i o n w o u l d b e highly valuable if it were to have geo-tagging and geo-location capabilities as users can experience to have badges through the events they have went and collect multiple rewards. S o f a r, i t h a s b e e n a c h a l l e n g e f o r m e t o f i n i s h t h i s a p p l i c a t i o n o n - t i m e , a n d t h e e n d r e s u l t w a s n o t a s s u c c e s s f u l c o m p a r e d t o m y c o l l e a g u e s as it serves only to show rather than working 100%. If the application was to be ready again it will take up a lot of my time to finish. as it goes under several companies and their coding laws for me to get approved. For an application to run, you literally need a team and it remains a pain to see this potential application left in my closet.
User Interface and buttons
Royal Brunei Airlines
Royal Brunei Airlines was my case study in rebranding subject in 2011. The case study was to research and rebrand any airlines that are in need of dire facelifts. The full report is on my ISSUU.COM profile. The reason I chose Royal Brunei Airlines was because of its strategically placed airline in South-East Asia region, it is in our ASEAN region and in 2011 the airline was still using their old branding. This was the perfect case s t u d y f o r m e t o u s e a s a s u b j e c t m a t t e r. T h e entire project was consulted and supervised b y m y U I T M l e c t u r e r M r. S h e i k h M o h a m a d Hafiz. Credits to Royal Brunei Airlines for letting me use most of their official images for my case study project. Looking back at this project, I should have given it more time and thought into it, maki n g i t m o r e a b o u t t h e c o u n t r y ’s c u l t u r e a n d not about how good it will look like (Its not quite as good either). Then it could be as good as the new direction of the airline. This case study has so much flaws in terms of researching, planning and execution. But, I just thought I could share with you how my artwork grew to an even mature state from this. Royal Brunei Airlines did a very good job on their new look and branding in T3 2013, they modernise their traditional direction and it looks amazing. I couldn’t be any happier to see one of my favourite airlines changes and blossomed into a better one.
Logo Sketches
Branding Execution
Standingwave Productions Sdn Bhd (Internship)
Standingwave Productions Sdn Bhd was where I undergo my practical training. For any public institution of higher education, a student need to partake in an internship programme that best suits your learning course.
BROCHURES
For a graphic design student, I was supposed to apply in a company that provides necessary education in graphics and designing but I went on applying to this company to achieve o t h e r t a r g e t s i n t h e g r a p h i c d e s i g n i n d u s t r y. Videography and photography is also a part o f g r a p h i c d e s i g n a l o n g w i t h s o u n d e n g i n e e ring and marketing. I stayed in this company for as long as the programmes states me to and got offered to Iverson Associates, a consulting and training firm.
Posters
The Catalysts (Professional Development)
E v e r s i n c e m y i n t e r n s h i p p r o g r a m m e i n S t a n d i n g w a v e P r o d u c t i o n s l e a r n i n g v i d e o g r a p h y, I always thought of making a short film about how our actions through life as a teenager will have an effect throughout our future. That was the basic understanding I have of the synopsis, and from the first version there is that sloppiness of amateur editting and soundtrack listings. This editted version of The Catalysts is rendered to be as a prequel of my next short film ‘BORHAN’, that follows the particular teenager into what happen at the end of the clip. I’ve made quite a lot of changes from the first version of the video in terms of story telling and soundtrack listings, and I thought this was the best from the editting to the sounds. The first video was titled ‘The Catalysts’, a video I made with colleagues of mine for a video assignment and also a case study in proffesional development subject. Later did I realise that this video could possible be a stepping stone in turn of direction and not only contribute to my early compositions but to change its perspective and directions. A n y w a y, t h i s i s t h e p a r t 1 o f T h e O r i g i n s p r o j e c t I a m l a u n c h i n g w i t h t h e s e q u e l c o m i n g u p a n d a whole lot of Origin stories. I would also like to say my deepest gratitude to my colleagues and casts for their contributions in finishing this short film. Credits to Future Music Festival Asia for letting me use parts of their 2012 event highlights video. Soundtracks: *Hans Zimmer - Time * C h r i s t o p h e r Y o u n g - P o r t r a i t o f M r . B o o g i e , N e v e r G o I n D a d ’s O f f i c e , M y S i c k P i a n o , D o n ’ t W o r r y D a d d y, I ’ l l M a k e Yo u F a m o u s A g a i n . *Hans Zimmer and James Newton Howard - Always A Catch. Future Music Festival Asia © Copyright 2012 Catalyst Productions Co. © Copyright 2013
Storyboard
Editting Procedures
S t a r t i n g o u t i n v i d e o g r a p h y, I h a d t o t a k e measures of how my video wanted to look like, and by the trend, it means using filters t o m a k e t h e v i d e o i n a w a r m c o l o u r. V i d e o references like No church in the wild and rolling in the deep is a must. I started with the storyboard, sketching out and animate using simple transitions. When the idea is absolute, I would go on and start filming. The location of the film takes place around the neighborhood of Subang Jaya and Shah Alam. The use of Canon 60D was moderate in filming independently as it provides enough coverage and depth for a video. To s h o o t t h e w h o l e f i l m , i t t a k e s c o o p e r a tion from a lot of people and time. We had to shoot for about 4 weeks every weekend because of schedule and time constrains. The problem with starting out in videography is always the experience, A lot of consideration was needed, the software you use and how much time you have to finish the film. For The Catalysts, I used an excessive amount of Adobe premiere, Adobe After Effects and iMovie. I normally would finish the whole concept first then put in suitable soundtracks. For t h e f i r s t v e r s i o n , I u s e d L i n k i n P a r k ’s i n s t r u mental songs as its soundtrack. But as it was changed over and over again, I settled with H a n s Z i m m e r, C h r i s t o p h e r Yo u n g a n d J a m e s N e w t o n H o w a r d ’s s o u n d t r a c k s o n v a r i o u s films to give that sense of dark and gloomy perspective. The final version was editted as monochromatic black and white as the contrast of black and white refers to the depth of a ser i o u s i s s u e i n o u r s o c i e t y. w i t h t h e s o u n d tracks I use, it depicted much more volume t h a n I e x p e c t e d i t w o u l d b e . Yo u c a n w a t c h the video here in Vimeo.com;h t t p : / / w w w. v i m e o . c o m / q a s t e l l a n i
“ O T H E R S I N S P I R E U S , I N F O R M AT I O N F E E D S U S , P R A C T I C E I M P R O V E S O U R P E R F O R M A N C E , B U T W E N E E D Q U I E T T I M E T O F I G U R E T H I N G S O U T, TO EMERGE WITH NEW DISCOVERIES, TO UNEARTH ORIGINAL ANSWERS.”
CONTINUE TO FREELANCE WORKS
― ESTER BUCHHOLZ
ONLINE PORTFOLIOS
amrqastellani.daportfolio.com qastellani.daportfolio.com vimeo.com/qastellani issuu.com/qastellani
The Twisted Minds Sdn Bhd
T h e Tw i s t e d M i n d s w a s m y c l o t h i n g b r a n d that I started in 2012, it was my first try in creating my own brand. The clothing brand was a partnership between my childhood friends that I grew up with. The idea was to make a brand that offers the same products as the high end brands you can see on the market like ZARA, TOPMAN or PULL&BEAR to name a few but within a lower price. In the middle of 2012 I had a resolution, and some things just clicked. I started to learn that these brands was making money just because of its brand name, and usually the investment a r e l o w i n b u d g e t w i t h a p o o r q u a l i t y. T h e Tw i s t e d M i n d s w a s b o r n t o r a i s e a s a n i n dependent local brand, and in 2012, a lot of local brands are coming up pretty fast. Domin a t o r s l i k e T h e S w a g g e r S a l o n , Ta r i k J e a n s C o , To m r i c h S h o e s a n d C h e e s e D e n i m a r e a few names that you can look forward to every festive holidays. L o w i n b u d g e t , T h e Tw i s t e d M i n d s a r e s e t on not ripping off new customers with high end quality products. The first batch of our ‘ D i r t y Va r s i t y ’ w a s s o l d o u t i n 1 m o n t h . T h e feedback from our customers are great and positive, the materials we have are of high e n d b u t c h e a p . Ta r i k J e a n s s o l d t h e i r v a r s i t y jackets at a higher price. As time passes, a lot of ideas are pouring out but our budget was never enough. The brand took its toll to just fade away as a one hit w o n d e r. T h e b r a n d i s s t i l l t h e r e , b u t w i t h n o budget, it stops running to go on to become a great local brand. I still think it has a full potential to become a great brand name, but I have very little time to put my back into it again.
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Logo ideation process
Actual Products at photoshoots
EXSCIDIUM LTD
Exscidium is one of my partnership for a clothing brand. This time was for a former Groupon employee who is starting his own clothing brand. I was the brand consultant and his graphic d e s i g n e r. E x s c i d i u m i s a L a t i n o r i g i n w o r d m e a n i n g t o d e s t r o y. The clothing brand for Exscidium caters for mixed martial arts and gym training products. It is a new style for my type of design compared to my other designs. I really like playing with these designs. Unfortunately after a few designs, I started my job with The BrandLaureate a n d i t f o r c e d h i m a n d t h e b r a n d t o f i n d a n e w d e s i g n e r. I c o u l d r e a l l y s e e m y s e l f g r o w i n t h i s c o m p a n y.
Along with regular tshirt design, I had to do a basketball jersey with board shorts. Gloves are also among the their product list. The brand had also made a collaboration with Body Factory gymnasium in Petaling Jaya. T h e r e ’s n o t m u c h p r o d u c t a t f i r s t b u t t h e brand grew larger as I left. I just wanted to share about my passion in making and building a brand, the idea about making a brand name is absolutely intriguing and meaningful that I continue to serve another company as a b r a n d c o n s u l t a n t a n d g r a p h i c d e s i g n e r.
Actual Products at photoshoots
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Youth United Festival 2014
Yo u t h U n i t e d F e s t i v a l i s a p r o g r a m m e b r o u g h t t o g e t h e r b y Yo u t h L a b . L i k e a n y o t h e r y o u t h festival, it offers a variety of programme for university and college students all around the K l a n g V a l l e y. T h e f e s t i v a l j u s t f i n i s h e d i t s t o u r o n O c t o b e r. T h i s w a s a f r e e l a n c e d e s i g n I d i d f o r Yo u t h L a b f o r a p o s t e r d e s i g n a s a t e a s e r f o r t h e i r Yo u t h Band Stage event.
I L L U S T R AT I O N S
These artworks are among my best illustrations I have done in between 2010 - 2014. There are other illustrations, but these are worth showing off as it repsresents pretty much I have gained in the last four years. From a student whose hobby was drawing to a bad ass g r a p h i c d e s i g n e r.
DRAWING & SKETCHES
“THE TIME APPROACHES THAT WILL WITH DUE DECISION MAKE US KNOW W H AT W E S H A L L S AY W E H AV E A N D W H AT W E O W E . THOUGHTS SPECULATIVE THEIR UNSURE HOPES RELATE, BUT CER TAIN ISSUE STROKES MUST ARBITRATE; TOWARDS WHICH, ADVANCE THE WAR. THEY EXIT MARCHING.”
— William Shakespeare (Macbeth)
THANK YOU FOR YOUR CONSIDERATION