Treasury

IDENTITY

Studio 1212 developed the brand message framework and visual identity for Treasury, an Indonesian financial technology company & app that focuses on gold savings.

Treasury is not a conventional investment institution, but rather a "smart, simple and safe"digital innovation for Generation X and Millennials. Despite the generational gap between the two targets, identifying their "aspirations" to secure a long-term future becomes the brand's main communication.

Characterizing Treasury as "human, clear and smart", Studio 1212 developed a logo inspired by a timeless symbol for currency, the gold coin.

To balance the classic approach of the logo, we paired it with a friendly typeface and a vivid, energetic color palette.

This identity is then applied to Treasury’s app icon, stickers, stationery, and other promotional items.

Wastu

IDENTITY

Founded in 2017, Wastu is an Indonesian ready-to-wear brand specializing in the elegantly understated piece and crafted from the ideas of an Indonesian fashion designer, Auguste Soesastro.

Taken from Javanese Sanskrit, Wastu means 'Architecture', which has been Auguste's interest and has inspired him to harmonize architectural lines, geometry, and structures into wearable items. Wastu embodies a way of life in stylish collections affordable for any budget.

On architectural blueprints, almost the entire drawing is a technical illustration of an architect’s vision. However, the only presence of the architect is found in the bottom corner of the page, where the firm’s signature is contained in the technical information grid template. For the identity mark, we created a signature grid inspired by the Golden Ratio as an homage to the architectural inspiration of the brand.

Influenced also by Bauhaus principle of 'form follows function', we reinforced the concept and brand communication through design applications such as clothing tags, printed matters, website, and branded print/digital campaign for the collection debut.

Lookbook Credits:
CAMPAIGN.1
Photographer: Leandro Quintero
Stylist: Karin Wijaya

COLLECTION.1 [Lookbook]
Photographer & Stylist: Wastu & Bobobobo Teams

Prayer Request – Drop 2

IDENTITY

Prayer Request is an apparel line inspired from the visual "blind-spot" and zeitgeist of the 90s youth and sonic subcultures – a nod to one's own cathartic enlightenment and a response towards authoritarian and proprietary conducts.

The brand's second drop collection is predominantly rooted in the ideology and visual culture of supermarket, and early - late 90s rave music filtered through the lens of the brand.

Click here to view the full lookbook catalog.

Instagram: @prayerrrequest
Website: www.prayerrrequest.com

Archiobjects

CONCEPT PROJECT – BOOK DESIGN/IDENTITY

A 256-page book that celebrates the short-lived Radical Architecture and Anti-Design movements originated in Italy between the late 1960s–1980s. The book looks into the works, narratives, and responses of prominent radical Italian architects and “anti” designers, such as Superstudio, Archizoom, Studio Alchimia, Memphis and Ettore Sottsass.

The design approach of this book reflects the movements idealistic-utopian beliefs channeled through photomontages and colorful objects that point out problems in Modernism architecture and design—specifically the Bauhaus. Also inspired by the expressive, freewheeling lifestyle of the hippie 1960s that influences the movements.

The book illustrates a resurgence of these movements back to the contemporary era, and how they triggered the emergence of Postmodernism that impacted the contemporary design culture and thinking today.

Instructor: Brad Bartlett

An interactive spatial concept exhibit that is an extension of the book was also proposed. It is divided into 3 interactive curated segments where people step onto each titled field on the floor and a video will play on the ceiling and the wall:

• “Archiobjects” which summarizes the movement’s Anti-Bauhaus, anti-capital statements,
  
  

• “Archidealistic” showcases the prominent idealistic architecture works of the Radicals Designers,
  
  

• Retrovibrance focuses on selected objects.

They are known for its ambitious utopian beliefs in which they are against the rationalist rules of Modernism and its Anti-Bauhaus attitude, so looking up is the ideal way to see their narratives.

Thanks:
Brad Bartlett and Miles Mazzie for the direction,
Phil Enzler, and Ivan Cruz for the interactive coding

↑ Archiobjects case study video (Click to play)

The Hammer Museum

CONCEPT PROJECT – IDENTITY

The new identity concept for the Hammer Museum is inspired by the possibility of how language can be interpreted as an art-form to a certain extent. With mainly typographic solution, identity systems and spatial applications are approached in a simple and restrained fashion with a glimpse of levity as designed for the restroom signs or the cafeteria wall. 


Instructor: Brad Bartlett

Hammer & Haring: Radiant Lines

This concept exhibit within the rebranded Hammer Museum celebrates Haring’s impact and his advocacy for freedom of expression. Inspired by Haring’s joyful line-work and color palettes, along with his philosophy that ‘art should be for everybody’, this exhibit aims to not only reach out to more diverse audience but also to remind people including you and I, to be happy for who we truly are.

↑ The Hammer Museum case study video (Click to play)