Creative Design Portfolio by Adiestia Clara

Çrëåtïvë Dësïgñ Pørfølïø Adiest ia C l a ra

Contents 4Introduction 6Curriculum Vitae 9In-house Projects 9 Style Doctors Ltd

19Freelance Projects 19 The Hat Circle The Accessory Circle 23 London Accessory Week 29 Century Flooring UK 35 Woodoo Craft UK 39 42Personal Projects 44 Graphic Design Product Photography 46

Introduction This portfolio is a mixture of in-house, freelance, and personal projects with various businesses. The presented works mainly focused on branding, marketing and digital content; however, I also have a strong background in Fashion Design and Styling. I have a principle to take a customer-driven approach in developing ideas, which led me to design creative contents that balance both creative and business elements to target the conversion strategy. I hope to dedicate myself to a fashion and lifestyle company’s dynamic environment where I can utilise all of my best skillsets and expand my knowledge to thrive in the ever-changing industry. Adiestia Clara | 4



Ç l å r åÅdïëstïå Fashion & Creative Designer

C O N TA C T E D U C AT I O N C E R T I F I C AT I O N [email protected] | [email protected] MBA CMI Level 7 Certificate in Strategic Management +44 759 002 4042 | +62 812 3485 5991 International Fashion Management, Distinction 2020 - 2021 and Leadership linkedin.com/in/adiestiaclara Coventry University London www.claradiestia.com BA (Hons) 2018 - 2019 SOFTWARE SKILL PROFILE Intl. Fashion Management and Marketing, 2:1 2015 - 2017 Coventry University London Adobe Photoshop A dedicated International Fashion Adobe Illustrator Management graduate with strong Diploma Adobe InDesign knowledge and proven skillset in Fashion Design Adobe Xd Creative Design, Fashion Styling, Digital LaSalle College Jakarta Adobe Premier Pro & After Effect Marketing, SMM, SEO and Project Management. Strong professional EXPERIENCE with three years of work experience who has attention to detail, agility and Digital Creative Stylist Final Cut Pro X adaptability in the workplace. Style Doctors United Kingdom | August 2019 - Present CREATIVE SKILL Multifaceted role to handle Style Doctors’ design projects worldwide to maximise exposure on Style Doctors’ vision, brand and client preference - Digital Content Making - and experiences, including London, New York, Miami and Dubai. Key responsibilities: - Pattern-making - • Responsible for the visual identity and branding of Style Doctors • Oversee Marketing & Creative team in the New York and Dubai. - Technical & Digital Drawing - • Work with cross-functional stakeholders as part of Business Development team to manage top clients and partners, e.g. John - Product Designing - Lewis, Lexus UK, Mall of The Emirates and many more. LANGUAGE • Drive promotional efforts through creative contents design for digital marketing, including Request for proposal, online campaign Bahasa Indonesia (Native) and daily fashion updates and styling. English (Fluent) • Social media marketing and management (Facebook, Instagram, Twitter, and YouTube). INTEREST Business Development Consultant - UX & UI Design - The Accessory Circle United Kingdom | September 2020 - December 2020 - Videography & Cinematography - Worked directly with the founder to assist a preparation for the launch of the new e-commerce platform in 2021. Key responsibilities: - TRX Suspension Training - • Developed website design of The Accessory Circle along with London Accessory Week • Planned and created digital contents across all social media and digital platform for a brand awareness, including Shopify and Mailchimp REFERENCES • Boosted Social Media engagement statistics through creative contents for a brand awareness and grew the organic Instagram followers by References will be provided upon request +650% in 8 weeks. Project Manager The Hat Circle United Kingdom | May 2020 - October 2020 Worked directly with the founder, mainly handling SMM and London Hat Week Exhibition. Key responsibilities: • Maintained direct communication with the client and coordinating all activities to ensure all deliverables meet given deadlines with the most high-grade output. • Periodically planned and scheduled the executions of the project plan for Marketing & Operations and Creative & Curation Teams. • Maintained work progress by improving the workflow while monitoring the quality of work. • Prepared digital contents for email marketing.



Style Doctors is the leading fashion styling company in the UK and globally, established in 2004. Offering styling services for men and women in the UK, USA, and the UAE, the company works with individuals and corporates on all aspects of personal style. Style Doctors is the official Personal Styling company at Westfield London, one of Europe’s largest shopping destinations and Mall of The Emirates in Dubai. I joined the team in April 2019 as an intern for three months to manage social media marketing (Instagram, Twitter and Facebook) and be a fashion stylist assistant. Eventually, I started to work part-time in the company as their Creative Designer and a member of the Business Development team. I have been working with Elin Mai, the CEO of Style Doctors, to manage all creative projects, including new intern orientation, to explain and share some innovative work standards in branding and creative content-making. I also participated in numerous monumental events and handle VIP clients and partners, namely Lexus UK, Volvo UK, John Lewis, Oxford Street London, Charles Tyrwhitt, Unibail-Rodamco-Westfield (London), Macy’s Miami, Mall of The Emirates, Nakheel Mall Dubai. Adiestia Clara | 9

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In June 2020, Style Doctors UK launched a new service called ‘Shop & Drop’, allowing the customer to shop on the high street from the comfort of their own home through a partnership with shopping delivery service Dropit. The Dropit app enables the customer to shop until they drop and have all of their new must-haves safely and affordably delivered to the home door. As an In-House Creative Designer, I developed a concept and created a short form of campaign in 45 seconds video within full service introduction that involve a dynamic style of conversation ad marketing to drive an engagement. It features a creation of on-screen text messaging, relevant elements in full animation with clear Call-To-Action. Style Doctors published ‘Shop & Drop’ campaign across all social media channels targeting the United Kingdom audiences. Adiestia Clara | 11

One of Style Doctors’ Content Marketing Strategies is to share a daily styling within a curation of fashion trends to build an innovative platform for the loyal client and fashion enthusiasts. I frequently produced this type of content that feature product details in a full animation video as it is an important feature to capture the viewer’s attention and direct traffic to the brand page with the direct links to the product marketplace that can further benefit the business by utilising affiliates links. Scope of work: Digital Content Creation – Writing & GIF Animation Tools: Adobe Photoshop, Final Cut Pro Adiestia Clara | 12

CURATE FASHION TRENDS Adiestia Clara | 13

BUSINESS CASUAL STYLE GUIDE Adiestia Clara | 14

Whether it is finance, media, or any private company, the work-place has been going through some significant changes in terms of dress-code Style Doctors has been working with global companies in banking, motor trade and media to create corporate company style guides based on a companies needs. We have helped UK corporates rebrand their dress code to a more approachable dressing style, which has been done via a company-wide corporate styling guide. I have been directly working in preparing and arranging the digital style guide for every season of the year and presentation materials for corporate styling workshop. In making this Styling Guide, in terms of thoughts on the design, we assure to align with the company mission or values and fully comprehend the partners’ brief of style re-branding. Adiestia Clara | 15

‘VIRTUAL SHOPPING’ EXPERIENCE As a developed styling consultancy, Style Doctors needs to consistently focus on customer-centric strategies. Some strategies designed to be part of digital marketing to get people excited about style and shopping is with a ‘virtual shopping experience’. In Style Doctors, I process and design social media contents. One of them is to bring virtual shopping centre visits, which come with small fashion tips and a Call-To-Action. Scope of work: Digital Content Creation – Video & GIF Animation Tools: Adobe Photoshop, Final Cut Pro Adiestia Clara | 16

Promoting blog content via social media channels is an efficient online strategy to drive traffic to the business site. On a weekly basis, I prepare some assorted promotion contents to promote new blog post. The contents then published by the marketing team all over social media with scheduled time intervals. Link-building strategies with a variety of messages will keep the brand feed fresh and capture the audience attention to engage. Scope of work: Digital Content Creation – GIF Animation Tools: DIGITAL Adobe Photoshop MARKETING Adiestia Clara | 17



The Hat Circle is a London based online marketplace launched by X Terrace Fashion Platform in June 2020, The Hat Circle (THC) aim to become a prominent hat community-driven, lifestyle e-commerce and ultimately a multi-vendor marketplace business targeting milliner, hat enthusiast and fashion consumer all across the world. The main objectives are to increase awareness among milliner all across the world and grow their millinery community with a new focus to continuously cultivate the wearing of hats among young consumer as THC aim to engage wider customer, a young groupwhose age ranges 18 - 25 years old. One of the niche industry benefits is an opportunity to reach new growth strategies and success. Simultaneously, niche industries will allow a business to assess consumer market research to engage their audience and strengthen the brand. Adiestia Clara | 19

The Style Edit for The Hat Circle DESCRIPTION Millinery industry is indeed niche, but it does not necessarily limit the brand to cultivate the hat-wearing to reach a wider consumer group. I observed a gap to propose an addition strategy for social media and SEO. Thus, I prepared educational content that is a weekly hat styling tips to target broad fashion enthusiasts. The main idea is to suggest how they could style hat and adopt the published stylish, inspiring look. This type of quality content is very relevant and has proved to drive conversion action, mainly generate sales. Phase: MBA Live Project Process: Research > Fashion Trend Analysis > Design > Curation > Writing > Publish > Maintain Scope of work: Digital Content Creation – Writing & Fashion Styling (Blog Post & GIF Animation) Tools: Adobe Photoshop Media: Shopify, Instagram, Facebook and Twitter Adiestia Clara | 20

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The Accessory Circle .com is a sister company of The Hat Circle. It offers various accessories, including home decoration, beauty, and gifts made by independent small business creators from all across the world for all gender segmentation within a wide range of ages. The Accessory Circle’s business case establishes an excellent platform marketplace for beginning the designer to direct customers with full access managing their product list. Essentially, The Hat Circle wanted to create a welcoming and representative brand identity and representative of a community feeling. The design will need to sit alongside the existing The Hat Circle brand, creating a cohesive brand family. In this fahion business consultancy project, I directly worked with the client to brand and plan the website building process including gave some thoughs on the navigational elements and product filters. I also handle their online marketing strategies through social media and email marketing. Adiestia Clara | 23

MAIN NAVIGATION MENU Website Design – The Accessory Circle Adiestia Clara | 24 LOGO DESCRIPTION Following the project overview, The Accessory Circle is a modern marketplace intended to look lively within the broad target market group aged 20 above. Therefore, I wanted to create an identity that would appeal to them with a contemporary, clean and festive design. Phase: MBA live project Process: Translate Project Brief > Research > Fashion Trend Analysis > Curation > Prototyping > Live Scope of work: Visual Branding & Design For Website Elements Tools: Adobe Photoshop, Adobe Illustrator, Adobe Xd Media: Shopify LIVE PROTOTYPE https://xd.adobe.com/view/ab677895-80eb-4839-893a-3a0162e09828- fe34/?fullscreen

WEB HOMEPAGE WEB COLOUR WEB TYPOGRAPHY PRODUCT CATEGORIES Avenir – Book 01234 86789 Aa Bb Cc De Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 01234 Futura Medium BT – Bold 86789 Aa Bb Cc De Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Adiestia Clara | 25

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Social Media Planning – The Accessory Circle DESCRIPTION Social Media Content Planning is an essential part of a content strategy for business marketing, whether it is a new or long-running business. It involves time scheduling and diverse contents preparation with appealing copywriting to target business objectives. During my project with The Accessory Circle, I managed all social media channels and composed thorough marketing assets that are approved and match the brand image. The marketing assets cover digital contents curation, social media feed template, and caption on each of them. High-quality deliverables will result in a reliable reputation, and with complete details, it saves the marketing team some times. Phase: MBA live project Process: Translate Project Brief > Image Curation > Post Arrangement > Copywriting > Publish Scope of work: Branding & Marketing – Social Media Planning Tools: Adobe InDesign, Loomly Media: Instagram, Facebook, Twitter, LinkedIn Adiestia Clara | 27



Besides, The Accessory Circle, X Terrace would also hold an annual event in London dedicated to the accessory industry which lasts approximately one week, named London Accessory Week (LAW), in a specific season of the year. LAW would invite and gather all accessories entrepreneurs and enthusiasts to support each other and participate in fashion shows, exhibitions, workshops, and pop-up shops. The project objective is to develop a visual brand identity that is playful and relevant to their creative- focused target audience and all different range of talents. I decided to use a colour gradient to create a brand new logo with a combination of two colours that unifies both The Accessory Circle and The Hat Circle colours. I also chose a fresh and invigorating subtle color to sense a small creative business community. The project involved creating a new identity that includes a wordmark and graphic logo with a colour palette aligned to all company brands. Adiestia Clara | 29

Brand Identity – London Accessory Week Wordmark Logo X Graphic Logo X X X X X X X Adiestia Clara | 30

Brandmark Colours Inspiration Deep Coal Dusty Lemon Sky Blue Tanager Turquoise Sherbet All White Lavender Whisper CMYK 28/1/7/0 13/16/0/0 0/0/0/100 0/0/0/0 6/0/60/0 35/0/2/0 RGB 190/218/231 218/209/231 35/31/32 255/255/255 243/239/133 175/222/246 HEX BADAE7 DAD1E7 231F20 FFFFFF F3EF85 AFDEF6 Brand Typography Social Media Elements Avenir – Book MADE TOMMY – Medium Alata – Regular Aa Bb Cc De Ff Gg Hh Aa Bb Cc De Ff Gg Hh Aa Bb Cc De Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Ii Jj Kk Ll Mm Nn Oo Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Pp Qq Rr Ss Tt Uu Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Vv Ww Xx Yy Zz Vv Ww Xx Yy Zz 012345679 012345679 012345679 Adiestia Clara | 31

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Social Media Planning – London Accessory Week DESCRIPTION Despite being a new event, London Accessory Week wants to be perceived as an establish and long-standing fashion event as it is drawing the success of X Terrace Fashion Platform. The curated contents social media post for London Accessory Circle became more focused on embracing worldwide creative people and business within the accessory industry to differentiate with The Accessory Circle social media. The social media post surely needs to align with the brand identity to keep a sense of community. Phase: MBA live project Process: Translate Project Brief > Image Curation > Post Arrangement > Copywriting > Publish Scope of work: Branding & Marketing – Social Media Planning Tools: Adobe InDesign, Loomly Media: Instagram, Facebook, Twitter, LinkedIn Adiestia Clara | 33



Based in London, Century Flooring is passionate about transforming a house into a beautiful home or commercial property into a place customers love. It offers expert wooden flooring service, maintenance, care, and a complete overhaul. They pride themselves on their attention to detail and quality of their finest wood for stately homes, listed buildings, and luxury hotels worldwide. Consequently, Century Flooring would like me to rebrand their company identity to polish the brand’s credible image to retain customer loyalty and trust. The brand’s visual aesthetic needs to have longevity to make it timeless and easy to refreshed as required. My thoughts on the design are that the new brand logo and typeface need to be lean, stylish, and crisp with the big idea of luxury. Adiestia Clara | 35

PRIMARY LOGO SUBMARK LOGO SPACING Brand Identity – Century Flooring UK LOGO TYPHOGRAPHY Åå Bb Çç Dd Ëë Ff Gg Hh Ïï Jj Kk Ll Mm Ññ Øø Pp Phase: Møñt – Ëxtrå Lïght Qq Rr Ss Tt Üü Vv Freelancing Project Ww Xx Ýÿ Zz Åå Process: 0123456789 Translate Project Brief > Brainstorm > Design individual elements > BRAND COLOUR Construct brand guideline > Finalise HEX 000000 HEX CAC5C9 HEX FFFFFF HEX 7D4D0D HEX D0AA19 Scope of work: Visual Branding Tools: Adobe Photoshop, Adobe Illustrator Adiestia Clara | 36

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Established by two creative entrepreneurs in early 2020, Woodoo Craft UK has the purpose of offering accessible small to medium size of novel wooden products that feature lasering and carving. They commit to create a quick and friendly service through their upcoming online platform, allowing all age groups to personalise their order or gift in every detail. They reached out to me to help to unfold the brand story and image to convey their message.Within their value proposition to provide personalisation and unique gifting for all age group, I proposed a harmonised and distinct branding elements that is family-friendly with a touch of natural and warm colours to connect with a broad group of customers. Adiestia Clara | 39

Brand Identity – Woodoo Craft UK Phase: Freelancing Project Process: Translate Project Brief > Brainstorm > Design individual elements > Construct brand guideline > Finalise Scope of work: Visual Branding Tools: Adobe Photoshop, Adobe Illustrator Adiestia Clara | 40

Graphic Logo Tagline x Woodoo your home with our x best unique designs! x Typhography Brand Imagery Mont – Extra Light Louis George Café - Bold Aa Bb Cc Dd Ee Ff Gg Hh Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 0123456789 Colour Palette Base Accent HEX 5E3819 HEX C05940 HEX 8E6042 HEX C8A762 HEX D5B49B HEX EED8DA Pattern Adiestia Clara | 41

Personal Project My self-development and creativity philosophy is closely related to initiation to learn new related skills and experiment with a newly discovered way of making. In my spare time, I usually create a personal project such as digital artworks and photography to enhance my ability to provide a broader range of creative content. By doing positive exercises, I could acquire more out of reach as I let all imagination and idea flow swiftly. Adiestia Clara | 42



GLOSSIER | Digital Artwork – Campaign for Digital Beauty Brand Glossier Brand Imagery – the pink bubble wrap bag and distinctive shade of bubble-gum pink. Their logo is memorable, essential for businesses in the DTC sector where there is typically no bricks-and-mortar customer experience, so the unboxing moment needs to orchestrate a good shopping experience. Glossier also does have a few physical stores and pop-ups, but their focus is different, it is all about making people feel things. I have enjoyed design this piece, experimenting to mimic the original shape of their packaging shape of a new product line – Arch. It reveals a soothing motion feels and a twist of surrealist with Glossier iconic pink. This design is ideal for a billboard, wall poster and pop-ups’ attributes. Moodboard – Eye-candy Digital Surrealist Adiestia Clara | 44

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PRODUCT PHOTOGRAPHY | Beauty & Accessorise Adiestia Clara | 47

Simply photographed with a concept of clear and bright product photo for e-commerce product catalogue and social media posts, using minimal home setting studio with a simple concept of utilising kitchen utensil and home decoration. I also applied the rule of odds for the photographic composition – many studies have shown that people are actually more at ease and comfort when viewing imagery with an odd number of subjects. Adiestia Clara | 48

Camera: Canon EOS M50 Speedlight: Nissin Mark II Di622 Software: Photoshop and Lightroom Adiestia Clara | 49

Thank You for your consideration [email protected] Adiestia Clara Portfolio 2021