Amelia Hendra

Current

Senior Designer at The Brand Union
Creator at gRaf magazine
Founder at Sketchbookstory

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Past

Studio Manager at Lemonade Media
Programme Coordinator & Lecturer at Raffles Design Institute_Beijing
Arts & Craft Instructor at KindyROO Beijng

Graphic Designer at Purple Circle Design
Co-founder at Grafikers
Graphic Designer at PT Alkemi Kreatif Komunikatama

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3 more...

Education

Beijing Language and Culture University
Middlesex University
Raffles Design Institute

INTI College

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1 more...

Recommended

7 people have recommended Amelia

Connections

143 connections

Industry

Design

Websites

Amelia Hendra’s Summary

GENERAL EXPERIENCE_
In her eight years as a designer Amelia has accumulated a great depth and breadth of experience. Her ability to speak English, Mandarin and Indonesian is one of the key factors making her one of the rare designers who can seamlessly pull together Western and Eastern design aesthetics. Organized by nature, her design is meticulous and systematic. Amelia has worked with a large range of clients from startups to multinationals in industries ranging from Retail and Consumer Products to Property, Technology, Pharmaceutical, Finance, Tourism and Hospitality. Some of her more well-known clients have included Hilton, Maersk China, Nokia, Motorola, JVC, INSEAD, 3M, ABN Amro.

BACKGROUND
Amelia has worked in Jakarta, Singapore, Beijing and Shanghai. She graduated with a BA (Hons) in Visual Communications from Middlesex University where she excelled with a scholarship and excellence award. She spent a couple years as the Programme Coordinator & Lecturer for Visual Communications at Raffles Design Institute Beijing. She is a keen believer of design process that combines beautifully with good music, books, and coffee.

GOALS_
• to enjoy the process of design: to see where the ideas take you from research stage to post-production and being involved throughout the transformation of concept.
• to touch somebody's heart and tell remarkable stories especially through Graphic Design

Amelia Hendra’s Specialties:

• Corporate identity design, Design research & strategy, Design direction
• Brand research & strategy, Brand positioning, Brand architecture
• Publishing, Print production management
• Studio and Project management

Amelia Hendra’s Experience

Senior Designer

The Brand Union

(Public Company; Design industry)

December 2007 — Present (1 year 8 months)

www.thebrandunion.com | www.thebrandunion.cn
Have worked on/working on projects for the following clients:
China: ICBC, Pernod Ricard, Guoson Mall, Home Credit
Beijing: SkyOcean Land, Xian-Janssen Pharmaceutical
Shanghai: HuaAn Funds, GP Capital
Taiwan: Fubon Bank, Gamania
Creator

gRaf magazine

(Design industry)

March 2006 — Present (3 years 5 months)

A bilingual quarterly design magazine, with a circulation of 1000 targeted at Beijing’s designers and creative industries. First issue was published in December 2006, second issue in February 2007, and third issue in July 2007. In association with www.beijingcollaborative.com. Contributors and sponsorship are welcomed, please email me for more details. Thank you.
Founder

Sketchbookstory

(Design industry)

June 2003 — Present (6 years 2 months)

Projects completed in Beijing since September 2005:
• Full scale Brand Localization project for a Japanese AV company
• Brand identity concept & design applications for Mind Offices, Shanghai (www.mindoffices.com)
• Identity design & branding development, menu design, and interior graphics for Livewell Juice Cafe, Beijing
• Identity & design development for www.fangzi100.com
• Identity design & branding development, menu design, and merchandising items for Tim's Texas Bar-b-q and Tim's Texas Roadhouse (www.timsbarbq.com)
• Corporate Identity design, naming & branding development for Plus Eight Star (www.plus8star.com)
• Flash map and icon design for www.gomacau.com
• Packaging design for a Chinese pharmaceutical company
Studio Manager

Lemonade Media

(Design industry)

January 2007 — September 2007 (9 months)

www.lemonademedia.com | website design • web development • integrated marketing • interactive media • publication design • corporate identity • strategic branding • advertising |

In charge of 4 graphic designers, managing incoming and outgoing projects, creative direction, client liaison, and supervising production.
Programme Coordinator & Lecturer

Raffles Design Institute_Beijing

(Design industry)

July 2005 — December 2006 (1 year 6 months)

Programme Coordinator & Lecturer for Visual Communication department
(www.raffles-beijing.com).
• Prepared, mentored, and delivered successfully courses for Undergraduate Degree and Diploma level students both in Visual Communication and Interactive Media Department. (Subjects include: Design Principles, Typography, Colors for Designers, Publication Design, Graphic Production, Identity Design, Packaging, Advertising, Design Research, Entrepreneurship, Design for Society, and Investigation & Practice).
• Coordinated degree programme for Northumbria University (UK).
• Assisted in the creation of style guide policies, practices and standards of College’s corporate brand, including maintaining internal communication across different departments while producing marketing collaterals.
• Maintained and established collaboration with Beijing’s creative industries by producing College’s internal publications, organizing field trips, and assisting students with their internship programme.
Arts & Craft Instructor

KindyROO Beijng

(Primary/Secondary Education industry)

March 2005 — June 2005 (4 months)

Teaching an art class for 3-6 children from age 2.5 to 5 year-old.
Graphic Designer

Purple Circle Design

(Privately Held; 1-10 employees; Design industry)

September 2004 — December 2004 (4 months)

A Singapore-based graphic and web design house.
Company's website is www.purplecircledesign.com
Projects can be viewed at www.sketchbookstory.com
Co-founder

Grafikers

(Partnership; 1-10 employees; Design industry)

August 2003 — January 2004 (6 months)

A Singapore-based design company specialized in graphic design.
Please visit www.grafikers.com to view portfolio.
Graphic Designer

PT Alkemi Kreatif Komunikatama

(Design industry)

February 2002 — May 2003 (1 year 4 months)

A Jakarta-based design agency specialised in graphic design, branding, and interior design. A sister company of Onion Design (www.oniondesign.com), Singapore.
Projects can be viewed at www.sketchbookstory.com/v1

Amelia Hendra’s Education

Beijing Language and Culture University

Chinese 2005 — 2005
Middlesex University

BA (Hons) , Visual Communication (Graphics) , 2003 — 2004

Degree taken in Singapore campus.
Awarded scholarship grant.
Degree projects can be viewed at www.sketchbookstory.com/v1

Activities and Societies:

Winner of logo design among 200+ entries for Intergenerational Harmony Day 2004, an annual event organized by Salvation Army Singapore.
Joined a 3-month internship at Mount Elizabeth Hospital Singapore as part of research for Art Therapy.
Raffles Design Institute

Adv. Dipl. , Visual Communication , 2000 — 2001

Awarded Academic Excellence Award.
School projects can be viewed at www.sketchbookstory.com/school

Activities and Societies:

Joined a 3-month internship at Epigram, a design firm based in Singapore.
Company's website is www.epigram.com.sg
INTI College

Diploma , Economics , 1998 — 1999

Awarded Academic Excellence Award.

Additional Information

Amelia Hendra’s Websites:

Amelia Hendra’s Interests:

people, design process, publishing, typography, photography, a good conversation, sculpture, installation arts, (design/creative thinking) education, solving problem, traveling, creative community, exploring, philosophy, psychology, product design, swimming, squash, badminton, roller blading, observing, analyzing, art-directing, video-making, living space, speed, fresh air, beach, good smell, soft textures, snow, blends of colours, ... Language: Indonesian, English, Chinese (Mandarin and Chaozhou).