Winfrid Jonathan
the journey so far.
It all started when I found passion for branding in college. I was involved in projects working logo and branding for assignments and events.
I started working in Brand Development Consultancy in Jakarta as a graphic designer. My responsibility was to execute briefs from design director, attending meeting with clients I was working with, and producing deliverable materials.
This company is the place where I had many of my 'firsts'.
My first involvment in projects was to make visual identity for coffee stall in office building. I researched the brand, the competitors and brand representations with the help of our business analyst.
After then, I started making sketches by using keywords I found to make the visual direction.
December 2016
I began to learn more about philosophy when I first started working. I have time to read essays when I’m commuting in train, had some conversation about it with my friends from work and church. and in the office, I have opportunity to give lecture to my coworkers.
At Polymath, I handled our client Wisma Nusantara mostly for design works of calendars, greeting cards, and other needed collaterals. At first, I attend meetings with the Design Director, after a while, I handled it alone.
Me and the Design Director were exercising visual theme and sketchings, then brought to internal workshop to create the visual direction. The idea was to show ‘organically measurable’. We adopted 'universe' as the main concept and representation of organic and humane strategic branding consultant.
The visual direction was then implemented into collaterals. The concept reflected deep in the designs, embracing a humane aspect of company and how every each one of Polymath’s team are different person with their own characteristic and personality together delivering proper, measurable and structural services.
March 2017
With 3 of my high school friends, we started a business and built a clothing brand for workers in shipping industry. The goal is to promote the young spirit of maritime; defines and delivers the identity of maritime and shipping workers.
I shared everything I have learned from Polymath about branding process to Carry On team and applied it to build Carry On’s brand. Conducted workshop with team and defined Carry On’s value, I also learned more about copywriting.
I was involved in new visual identity creation for woman fashion. I help conducting workshop to extract keywords from Lunahabit vision and used them as a foundation to shape the new identity.
I helped building the logo and I was in charge of daily communication directly with client to create the collaterals. We were brainstorming together to came up with various idea of environment friendly packaging. Finally, I created and finalizing the new identity guide composed in Lunahabit graphic standard manual.
Learning about fashion made me to also learn deeper about the art world and how fashion brands has a potential to collaborate with various kind of artists, singers, painters, sculptor, poets, and more.
I fell in love with Synthwave music genre. For people who doesn’t fond of mainstream trend and pop culture, suits me very well.
With the imperfection and its power as a monument of transition between era of analog to digital, Synthwave always piqued my nostalgia memories I never had.
Please do enjoy my go-to playlist at the time,
this is how best to show of the 'sound of me'.
July 2018
Little details, specificity, and careful calculation are very important in this project because the material used between products are all different, so the consistency must be preserved as best as possible.
While working on the packaging, I also kept my hand busy on brand book, sales kit, supervising photography session, collaterals, invitations, instagram posts, bundling kit, booth, website, and all other digital/print media needed for brand launching.
August 2018
The era of digitalization and the rise of industry 4.0 hits hard from this point forward.
2018 so far is a year full of opportunity to learn something new. Today is the day to celebrating the culture of hype. The current market state for hypebeast street culture is tainted by fakes, and people unappreciative of the culture itself
Our solution for the client is to make their brand not only as another marketplace, but a long lasting totem as a remembrance of the story behind the street and ‘hype’ culture in every stuff they bought and celebrate it.
I spent 11 months designing their instagram contents for new releases, events, and promotions. I work closely with their team, extracting information and story behind every new releases–mostly sneakers to make a playful visual that showcase the true meaning and story behind it.
Beside instagram contents, I also designed the collaterals, packaging, bags, the whole shebang.
But that’s not enough, to push forward to market, more digital platform is needed: Website and mobile apps. Remember what I said about 2018? This year is not done yet to give me new opportunity to learn about UI/UX.
It’s fun to learn new application, learn how to use of small space effectively while showing all necessary information, balancing between objects, texts, and colors. Layouting may not be the biggest problem, but how to utilize the design as simple as possible to make it applicable and easy to be developed. This whole UI/UX is new to me and I’m up for the challenge.
Octorber 2018
The Unknown shook our hand once again in this year. Our newest project came from the land of the Free, a furniture brand that focusing on high-end real estate market, curated products made from material rich of stories.
Our brand study determine that this brand needs to inspire people with the premium products that focus heavily on the emotional aspect of life, especially the feeling of being special
September 2019
October 2020
For the experience and the impression I gained for my work with small team, especially on social media and digital marketing, I joined a marketing team of The Bucketlist; A basketball recreation theme park who offers an International grade court and the main attraction is a gallery full of authentic memorabilia from national and international athletes throughout history, the largest and the first ever in Asia.
At first, I was the designer for social media and marketing tools, but along the way I also help build the team to have a decent system to work, such as providing management system, help to make visual direction for design, photography and videography, creating a design templates, at some point I also help to make a direction for caption, sometimes I wrote it myself. I become more involved in creative process of the brand, helps making content engagement strategy and future plans for marketing and experience.
At this point, Polymath is officialy shut down. In the last 6-12 months, there were plenty of plans and ideas to keep going, plans to rebrand the company, make a project, business and so on, but none of it ever bear fruit, not even started, and to be honest I’m getting tired of it.
This new team I’m in, we do it. Any crazy ideas is thrown in the middle and we do our best to make it happen. It feels like the real life version of Shia Labeouf just-do-it meme. Persistent, passionate of what they do and it influence me to make this place as what it was intended to be. I consider myself more of an ‘executor’ type, I’m still loving all the creative process and brainstorming, but I’m more excited to go, do it, make ideas happen.
I started working together with my coworker from Polymath again to do more freelance in UI/UX field. We partner up with our friend in a software house to be a UI and UX designer for all of their projects.
Learning about fashion made me to also learn deeper about the art world and how fashion brands has a potential to collaborate with various kind of artists, singers, painters, sculptor, poets, and more.
August 2023
My main job is learning, always have and always will be.
Improving my knowledges about branding, marketing, business, design thinking and most importantly: my ability to learn, so I can adapt and learn faster–better of anything that needs to be learnt along my journey.
