An homage to my passion and hometown
Bandung Design Biennale
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Services: Branding, art direction, typeface design, print design
Key achievements
• Collaborated strategically with the Sydney Swans’ marketing team to help meet both of our business goals and priorities
• Advocated for SCHF branding to be prominent around the stadium during home games
• Used motion graphics to create fun and engaging content for LED screens around the stadium and on the Sydney Swans’ website and newsletter
• Delivered on various print outputs such as vinyl decals, partnership booklets and pull up banners
The “Bandung Design Festival” is a festival held in Bandung, Indonesia - my hometown. With its rich art and cultural heritage, many design studios and figures have come together to celebrate the design community in a 2 week festival. Being close to home, I decided to further my brand identity and type design skills by turning this university assignment, into a personal project.
The theme of the 2017 festival was “The Future is...”, in which the programs and discussions throughout the festival aims to answer how design can impact and grow as an innovation towards Indonesia’s economic growth and societal behaviour. I decided to celebrate its future by honouring Bandung’s most beautful art form that has unfortunately died out - the traditional Sundanese script which is Bandung’s local language.
Typeface Design
Before I began, I broke down and analysed the anatomy of the original Sundanese script. The overall look of the script is quite rigid and straight, with very little curves to give an organic shape. It’s biggest takeaway is the playful way it plays above the x-height and below the base height. There’s also a lot of repeated lines that connect in a harmonious way.
Based on these observations, my final typeface comes with two sets of the alphabet as it depends on the user’s decisions to make every letter connect more fluently. Each letter has a version that sits within the x-height and another version that has elements sitting either above or below the x-height.
