I’m Lena, a Design Communications and Experiences student from Indonesia who is currently studying
in Lasalle College of the Arts, Singapore. I am interested
in the wonders of communication and storytelling
through art and design. My artistic journey began with curiosity and love that grew from observing the essence of my surroundings, encouragement of self expression
and culture.
Design Communications made me notice that the world is filled with interesting things and ideas, it propels my creativity into seeing, understanding, and creating dialogues. In my design practice, I explore digital and analog mediums which includes
Illustration Photography Typography Publication Print
of an uppercase display typeface. This typeface,
inspired by architectural blueprint, serves as a modular toolkit for users, allowing for customization and adaptation, reflecting the foundational role of blueprints in architectural design. This approach not only questions
the sustainability and practicality of demolishing buildings versus adaptive reuse but also envisions a future of sustainable construction practice.
I explored having a composition of lines in creating the logo. The series of aligned lines stands at the same level symbolizes individuals and an inherent equality among them. On the packaging, I rotated the orientation of the lines to form equal lines, being able
to read interchangeably between
“Empower beauty, celebrate you”
“Empower = Celebrate, Beauty = You”.
These phrases encourage individuals to express themselves without conforming to norms or standards of beauty. By empowering individuals to celebrate their own unique identities, we encourage a culture of acceptance, respect, and equality for all.
Kelindan’s typeface is built on two main parts: pattern and stitch. The patterns of circles shift, exploring patterns not as mere duplication but rather how they relate to one another in the process of variation and transformation, which gives rise to new patterns. Overlaying the circles are the stitches representing the three main stages of Indonesian embroidery and draws from their own specific qualities : hand, machine, and computer. Combining the two elements in my system, I aim to experiment with how repetition diverges and generates innovation.