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Creative Direction
2021
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The Orient Jakarta

Creative Direction & Visual Branding

Indonesia Design (iD) magazine is rich with in-depth, innovative and exciting content about architecture, art, interior, product design and all of their allied fields from within the archipelago and beyond.

After COVID-19, Indonesia Design (iD) was finding it difficult to engage readers in-person as they had done through events pre-pandemic. 

 

Once the regulations had lifted in Indonesia, we were faced with the challenge of creating a meaningful in-person experience that would both reinvigorate iD’s brand relevance and provide a safe space for their readers to socialize.

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The Output

Indonesia Design champions local designers, artists, brands and products. We found that hosting an outdoor pop-up market, iDCurates exclusive to brands who do not have their own brick and mortar shop yet would be highly suitable for the current climate then.

 

We teamed up with a newly-opened restaurant, Caspar Jakarta to make the event happen at their outdoor space.

 

Considering iD’s main readers are 30 years old and above, we designed this pop up market for a younger audience to further expand iD’s target audience by illustrating characters representing the quirky and eccentric modern Jakartans with hints of traditional Indonesian fashion. 

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Branding Elements

Metropolitan Indonesian characters with modern and traditional fashion styling. To better represent the intended target market as well as Indonesia Design's existing clients, a wide age range can be seen amongst the characters

Illustration by Arfian Rama

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