Plataran Indonesia
Developing a comprehensive visual and marketing strategy for Plataran, enhancing their luxury brand experience through food and interior photography, menu design, and corporate collateral.
Corporate Graphic Design & Photography
2017-2018
My Role
During my tenure as a Junior Graphic Designer and Marketing Executive at Plataran Indonesia Hotels & Resorts (2017-2018), I initially focused on creating various marketing collaterals, such as tent cards and takeaway menus.
Within just three months, I earned the trust of the leadership team, which allowed me to take on and independently manage a range of key projects. These included overseeing photography sessions, designing corporate materials like calendars, and developing high-profile projects such as coffee table books, all with minimal supervision. This rapid progression and increased responsibility underscored my ability to deliver high-quality work and gain the confidence of senior leaders.
Above: Plataran 2018 Calendar, featuring the views at Plataran Menjangan in West Bali National Park.
​
Left: A page from the 2018 calendar, featuring Plataran Canggu in Bali.
​​
Below: A page from the 2018 calendar, featuring Plataran Komodo in East Nusa Tenggara.
My goal with the calendar design was to showcase Plataran's extensive portfolio, which includes hotels, resorts, restaurants, and venues across the Indonesian archipelago. By featuring these diverse properties, the calendar not only strengthens brand awareness but also reminds existing clients of Plataran's broad presence in numerous cities. Additionally, it serves as an informative tool for potential clients who may not yet be familiar with the brand, highlighting the many locations where Plataran operates.
Left Collection: History Places in Jakarta coffee table book.
I was tasked with enhancing the image collection used by the marketing and sales teams. To achieve this, I visited each location to capture its interiors, focusing on creating an intimate atmosphere that would entice viewers to visit and experience the delicious offerings.
Above: Interiors of Plataran Dharmawangsa's main dining room in South Jakarta, featuring specially sourced and curated batik.
Above: Interiors of Patio, Plataran's Italian restaurant in Senopati Jakarta, featuring a Javanese collector doll.
Above: The intimate private dining room of Plataran Dharmawangsa in South Jakarta featuring Javanese decorations & antique vase.
Above: Photographed at the opening of Rumah Heritage Jakarta, the latest addition to the brand's portfolio in 2017.
Above: Fine dining setup at Rumah Heritage Jakarta with a custom design menu.
Above: Interiors of Rumah Heritage Jakarta in Central Jakarta, showcasing vintage batik and fresh water pearl necklace.
Above: Food photography for Patio's new brunch menu.
Above: Photograph of Patio's Christmas edition cocktail at the golden hour.
Above: Close-up image of Patio's elegant white chocolate shell, Kahlua based cocktail with frozen raspberries.
I am incredibly grateful for the opportunity to work with Plataran Hotels & Resorts as a corporate graphic designer. This role has allowed me to explore and push the boundaries of design, experimenting with creative briefs to their fullest extent. Working with Plataran, a brand that encompasses a diverse portfolio of smaller brands, each with its own unique design language, has been a remarkable experience.
Above: New Patio regular & brunch menu design.
​One example of this is my work on the menu design for Patio, an Italian restaurant within the Plataran group. For this project, I chose a design approach that diverged from traditional styles, opting for a minimalist color palette to enhance the modern and sophisticated dining experience. This freedom to innovate and adapt to different brand identities has been a significant aspect of my role, showcasing my ability to blend creativity with strategic design.