Achmad Razzaq

This is a final project for the bachelor program of the graphic design University of Paramadina Jakarta with the 2011 theme is to promote Indonesian tourism and how graphic design could give impact or boosting the local economy.

I was fascinated by graffiti and fonts from a very long time and I was able to manifested my interest in this final project by creating my own typeface derived from Indonesian culture that arguably have been overlooked by tourist let alone the locals.

The typeface I created called Kareba which in Bugis language mean ‘How are You?’, where the old typeface came from South Sulawesi, Indonesia.

GRAFT Architect Berlin appointed me as an Editorial Designer to develop a “coffee table portfolio book” for their stakeholders and reaching new clients.

The book published in October 2016 and the book itself is supervised by Jörg Dengler from Graft Brandlab, Most of the Photos are credited to Tobias Hein and the texts from Nora Zerelli and Yvonne Paul

Taking a statement from Graft Website, this is how they describe the book:

“Home. Story. is the first publication entailing this broad variety of projects by GRAFT. On over 500 pages the reader finds around 60 projects, permanent as well as temporary housings, from mansions over luxury hotels, high rises to single-family houses, to name a few. Detailed plans and conceptual descriptions make the vision behind each project idea visible.”

Besides designing packaging, my main job at Cybex is creating User Guide for all Cybex products across sub-brands and various products.

The work flow normally coming from Product Manager and Product Marketing, then hand over to external agency and comes back to my department Product Graphic Design for final layout, checking the content and illustration also all paragraph & character styles.

This job requires not only design skills but also excellent communication to all levels and culture. So I would say the most challenging part of the job is maintaining good communication to produce the artworks.

Along with Alba Gimeno Badia, I helped the Marketing Team to create a graphic for new home product called Lemo Chair. The brief was to designed a box that shows the product features 

The challenge I faced not only from design aspect but advocating our “designer thoughts” to other departments like Marketing, Compliance and Safety Departments.

The product itself won Red Dot Design Award in 2016 in Product Design category.

I had commision to develop a dental clinic to be stand out among the retail stores and hotels in prominent area like Kemang, Jakarta-Selatan, Indonesia.

Psychologically, choosing dark red as a champion color identity is quite unusual among health service industry however, the dark and the interior itself gives serenity and calmness at the same time.

The idea of this Master Thesis project is to investigate the demographic of Berliner on their shoe preference and try to guess in which neighborhood they live. I turned these ideas into a series of images capturing people's shoes, printed it and compiled these images in one book.

The book itself is consist of one hundred cut out images for each district (Prenzlauer Berg, Kreuzberg, Charlottenburg, Neukolln, and Mitte) and each of those images are removable to create a conversation between the readers because people have their own perception and personal experience for each district.

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Enjoying Arabic cuisine never been this easy before!

Living in Indonesia with so many culture blending into one. People over there overwhelmed and get lost sometimes what the city can offers. Especially Arabic cuisine that live side by side for hundred years, people craving authentic yet practical to enjoy.

With that idea, Kebuliciouss came to the market for authentic Arabic cuisine experience for people with high mobility and barely exploring sub-culture in Indonesia or Jakarta in this matter as a main hub and main market for the brand.