el.is.in.wonderland

Virtual Consulting (later rebranded as Virtuco—and now sadly no longer around) was my very first job after graduating with my bachelor’s degree.

Back then, I was convinced I was going to become an Art Director. But during my thesis defense, one of my lecturers said, “I think you’d make a better Copywriter.”

My internal reaction? “What’s a Copywriter?” 😂

“What’s a Copywriter?” 😂

Apparently, I expressed myself better through words than visuals. So I applied for a Copywriter position at Virtual Consulting, and that’s where my writing journey officially began.

Here are some of the projects I worked on during my almost three years there.

SOYJOY

SOYJOY is a Japanese-made snack bar made primarily from whole soybeans, offering a convenient source of plant-based protein and nutrients. Unlike many cereal or granola bars, SOYJOY uses whole soy rather than soy flour, giving it a denser, slightly chewy texture. It comes in various flavours and is often positioned as a convenient snack for people looking for something filling and easy to take on the go.

At the time, I contributed to the website copywriting. I also casually tried my hand at designing the website, but… apparently, I was not a UI/UX designer. 😂 So what I came up with ended up looking much more like an illustration than an actual website design!

The current website has, of course, changed quite a lot—and looks much more polished and awesome after more than a decade. Meanwhile, here is my little time capsule from back then.

HEBEL & PRIME MORTAR

Hebel is the name of a light brick trademark which first appeared in Indonesia. Light brick is a fairly new building material innovation for making walls. Lightweight brick can actually be categorized as lightweight concrete. Prime Mortar itself is a brand of cement.

I created copywriting and website content for their landing page and both of their websites. Sadly now the websites that has this design, is no longer existed. And now they seem to diversify the product 🤔

RICHEESE

Richeese Nabati is an Indonesian snack brand under Nabati Group, known for its range of cheese-flavoured snacks, wafers, biscuits, and other treats. The brand is particularly recognisable for its signature cheesy flavour and playful, colourful packaging. Over the years, Richeese Nabati has become one of the familiar names in Indonesia’s snack aisle, offering affordable, easy-to-find treats for both children and adults.

We worked on its landing page for a particular competition, and I (again!) contributed to the copywriting. At the time—this was pre-2011—competitions using Twitter were really popular. It was the era when getting people to tweet, retweet, and use a hashtag somehow felt like a very exciting marketing strategy.

OTHERS

From left to right: Dancow, Toyota Vios (both website landing page) and Centro (newsletter).