I’m Lena, a Design and Communications and Experiences student from Indonesia who is currently studying in Singapore. I am interested in the wonders of communication and storytelling through art and design.
My artistic journey began with curiousity and love that grew from observing the essence of my surroundings, encouragement of self expression and culture.
Design made me notice that the world is full of interesting things and ideas. It propels my creativity into seeing, understanding, and creating dialogues. In my design practice, I explore both digital and analog mediums which include:
Illustration
Photography
Typography
Publication
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.