Medan Tourism Rebranding - In The Making

MEDAN THE HIDDEN GEM IN

THE

MAKING

Antonius . BADM2 . G20190069 I N T R O D U C T I O N BACK TO MEDAN PROJECT RESEARCH 101 DESIGN THINKING &SRATEGY EXPERIENCE DESIGN PRINT & PLAY DYNAMIC WHEN COVID-19 STRIKES DIGITAL TOUCHPOINT SPATIAL EXPERIENCE PLANOUT THE UNCHARTED TERRITORY THOUGHTS & MISC

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THE HIDDEN GEM

CHAPTERS -1

Pre-Project Evaluation

0 1 2 2.5 3 4 5 6 7 8 8.5 9 10 11 12 13 14 15 ~ Misc

Return to Homeland Starting is the Hardest Archetype of Medan Interim Feedback Revised Concept & Direction Brand Experience Art Direction Fly Back with Style Formative Feedback Figuring the Brand Dynamic Case Study: BNYD Artisan Brand Storytelling Design with Benchmark + Final Crit Virtual/Digital Gimmick One Attention, Many Tones Assembling the Pieces Animal’s Crossings What they Say Looking Back & The Ode Thinking Room ft. Leland Maschmeyer

special thanks

Chapter -1: Pre-Project Evaluation

0.1 PRE-PROJECT

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

PRE-PROJECT REFLECTION Some comments from lecturers I have put up after assessment last semester

PCLeong: - Personal touch is not there.

- Still very safe, break out from conventional method.

- Like the setting, but there are some elements that is quite redundant - The staging matters - Design work and staging needs to be balanced, too many things, it will dilute the purpose and deliverables Andrew: - What company is your partner?

- The stories needs to evoke emotions - Trying to have fun at home?

- Belonging and emotional - Make sure it is different from how the locals are having fun - Study about story structure.

- The struggle needs to be there.

0.1 PRE-PROJECT

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

EVALUATION & SELF-APPRAISAL Based on the feedbacks, these are what I have reflected on..

• Process, process, process • Idea, content and emotion • Supporting visuals to align with idea • How accurately have you fulfilled the learning agreement?

• How do you communicate message?

Strategy and medium matters • Presentation and measuring project effectiveness/impact • Step out of boundary, and analyze overlooked elements • Risk involved, be it in idea, process, execution or presentation.

Agenda for next semester: • Push your boundaries • Weekly timeline and documentation

0.1 PRE-REFLECTION

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

EVALUATION & SELF-APPRAISAL Based on the feedback, these are what I have reflected on..

Good: CPJ done well, very meticulous and comprehensive In terms of book as object, it was well-represented To improve: 1. Typography to go beyond just polished, tally it with the emotion/statement 2. Storytelling to introduce, tension, and pinpoint journey until the end 3. Staging to balance with deliverables, not losing the focus 4. Identify concrete key words and core message in your project 5. Presentation to state comprehensive strategy and purpose

Progress: • Certainly, this is an improvement from my Diploma standard. However, I felt I could have improved better had I applied deeper design thinking.

• Need to maximize my time and collaborate

more effectively.

• It is not having enough asset, more of utilizing and maximizing the asset.

I felt at times I knew my outcome, yet I experience burnouts and doubts with the projects, and I realize the importance of setting goals and expectations for myself.

To be honest,I was disappointed that I do not translate the elements in my references into the outcomes. Needless to say, I am still not satisfied with my current level of productivity. But for now, I am grateful to have create a project to celebrate my identity and something to pass on for my future juniors.

Chapter 0: Return to Homeland

0.2 MEDAN IMPRESSION

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

MEDAN IMPRESSION What I’ve compiled during the December trip back to Medan

Going back to Medan was a short one-week getaway after the assessment rush. After six month of assignment-rushing, I feel the need to go back and experience slow life again (LOL) One thing I realize upon returning to Medan is that, I felt more stimulated to look beyond the mundane life. This time I tend to explore the city not by car, unlike my usual routine to rely on my driver to commute.

While it kind of freaks me out to J-Walk on some occasions, it does bring back the old times three years ago before I came to Singapore (adrenaline rush).

Theme: TRANSPORTATION 1. View from behind an online motorcycle driver.

6. Vehicles ready to drive through the intersection

2. A Gojek driver checks for new customers.

7. Close-up view of a sudako/ mikrolet (public minivan)

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3. Personal motorcycle as a preferred vehicle in Medan.

8. Urban view from a motorized becak driver’s level

4. A mikrolet dashing over the street

9. Medan shophouses amongst bustling street

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5. Exterior view of becak(motorized rickshaw)

10. Floor matt view of becak

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Chapter 1: Starting is the Hardest

Universitas Sumatera Utara Repositori Institusi USU

http://repositori.usu.ac.id

Departemen Ilmu Komunikasi

Skripsi Sarjana

2018

Pengaruh City Branding “Colorful Medan” Terhadap Citra Kota (Studi Korelasional Pengaruh City Branding “Colorful Medan” Terhadap Citra Kota di Kota Medan) Lubis, Ananda Fakhreza Universitas Sumatera Utara http://repositori.usu.ac.id/handle/123456789/6413 Downloaded from Repositori Institusi USU, Univsersitas Sumatera Utara

South East Asia Journal of Contemporary Business, Economics and Law, Vol. 8, Issue 2 (Dec.) ISSN 2289-1560

2015

OVERCOME GAPS AND IDENTIFY CITY BRANDING PERFORMANCE (MEDAN CITY BRANDING) Willy Irawan Faculty of Economic and Business, Gadjah Mada University, Yogyakarta, Indonesia Email: wirawan.willy@gmail.com Yulia A. Widyaningsih Faculty of Economic and Business, Gadjah Mada University, Yogyakarta, Indonesia Email: yulia.widyaningsih@ugm.ac.id

ABSTRACT Marketing places as a popular approach and essential instruments to strengthen the region's economy and global competitiveness are growing rapidly in the last decade. The concept of marketing places will rely heavily on how to build, communicate and manage the image of a city. Therefore, the object of city marketing is the city image will eventually be a starting point in developing a city branding. Since January 2012, the city of Medan (3rd of biggest city in Indonesia) uses the marketing approach through city branding: This is Medan!. A logo representing the brand along with the characteristics of the population which welcome visitors and are expected to provide benefits as its philosophical to attract tourists, value of investment or relocation of people to settle in the city of Medan. Balmer’s AC2ID test of corporate identity is applied to identify gaps in that city branding, revealing conflicting messages between local government policy and different stakeholder groups.

The result is the city of Medan has lost its essence as a brand, to distinguish fundamental Medan with its competitors. A city branding has to be honest, so communicated identity in accordance with actual identity. Against these results, it is expected the city of Medan need to immediately take action towards the city branding, to prevent an identity crisis in the future. Instead, researcher believes that Medan has great potential into a brand that is controlled by the city government with a focus on stakeholder involvement and physical environment improvement. If this is implemented, it will create a trust (external) and ownership (internal) for the city of Medan.

Key words: City Branding; AC2ID Test; Marketing Places, Place Branding, Tourism Marketing

Introduction Marketing place nowadays is becoming one of the entrepreneurial model which famous for the government since 1970 (Griffiths, 1998). Kartajaya et al. (2002: 78) argues that the government is keen entrepreneurial and always think hard to see and take advantage of emerging opportunities in an effort to improve the prosperity and quality of life in society. Marketing is applied to a city can be a process to package into a positive image of a city to attract the attention of potential tourists, investors and residents.

Medan as the third largest city in Indonesia experienced rapid dynamics, characterized by high population growth and economic growth are quite good. This region has a rate of economic growth with a positive trend in the next 5 years (2008-2012), based on 2000 constant prices, the average growth of 6.865% (above the average national economic growth in the same year: 6.29%).

Tertiary sector during the period of 2007 - 2011 dominates the economy in Medan with an average contribution of 70.386 % (mainly derived from trade, hotels and restaurants). On the other hand, with a growth rate of 4.2% hotel/year, Medan should be able to attract people to stay in Medan. However, the average occupancy rate of no more than 50% with an average length of tourist arrivals only 1.67 days (compared with an average length of stay of tourists in Indonesia, according to the National Data is 7.84 days in 2011 and 7.70 days in the year 2012). The average length of stay of tourists in the city of Medan is relatively small for a city that relies on the development of the tertiary sector. the Association of Planners of Indonesia conducted a survey on the livable city index for large cities in Indonesia in 2009 and 2011. Livable city is an environment and atmosphere of a comfortable city as a place to stay and a place to move based on various aspects, both the physical aspects (spatial, environmental, transportation, health facilities, educational facilities and infrastructure) as well as non-physical aspects (economic, security and socio-cultural). Contradict with the positive trend of economic growth, Medan was at the lowest rank of city index for the period 2009 and 2011 with a performance of 52.28 and 46.67. The condition is even worse than the achievements of the city of Jakarta in 2011. Detailed survey results are shown in Table 1 below.

Table 1: Most Livable City Index In Indonesia 2009 and 2011

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PROBLEM STATEMENT Here’s what I think one problem exists, and where design can fill the gap..

After a wonderful trip back to Medan, I also made used of free time to analyze the situation in Medan, and did some background research.

Being the third biggest city in Indonesia after Surabaya (2nd) and Jakarta (1st), Medan has had much less interest generated in comparison to the other two cities.

In terms of business development and city recognition, it is still inferior even amongst smaller cities such as Batam, Bintan and Jogjakarta.

Part of lacking awareness is due to missing association of stakeholder support and outsiders perception. Simply put, a dissonance between what Medan has to offer with demand from locals and overseas tourists.

REVISED CONCEPT Archetype Everyman, Sage, Explorer, Creator

Design Strategy Audience pre-intake – Fairs, campaigns, booth, demo, experience Intake - Activity & UX Session – Hands-on demo and items, travel curation design Post-session – Updates, tips etc…

Follow-up – Upcoming plans/themes

Art Direction Doodled drawings of the food as icon, Modern and natural Futuristic, curated and natural, Blockish, minimal Icons of food & doodle illustration, Photography-based

LECTURER FEEDBACK PC Leong Who’s the target audience Purpose to solidify What kind of food?

Where to position it?

Archetype to select up to 2, because 4 abit too much

Problem statement back with number Define your target audience age and behaviour better What culinary? Who are interested? Creating? Cooking? Or Eating??

Curate the list of places and foods (appetizers, main course, dessert) Competition/workshop/demo/exhibition Interview ppl from Medan about food and living(?)

Professors of culinary / food retreat?CURATE HERITAGE TRAIL Â Campaign, curate space, determine place, food and how to attract people Festival?

Touchpoint of heritage?

Immersive, interactive, Message/tagline Case Study: Masterchef, The Great British Bake Off

Chapter 2: The Archetype of Medan

1.2 5W+1H MEDAN

5W+1H MEDAN Before I continue with the problem, do you even know what and where Medan is?

Probably not...

What & Where is Medan?

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

Medan is the main city of Sumatra and is located in Northern Sumatra. It serves as the main hub and gateway with its Polonia International Airport and Belawan. As the 3rd biggest city in Indonesia, Medan is the largest city outside of Java. It is not much of a tourist destination but it is where tourists normally fly into get to Lake Toba and Bukit Lawang or some to Penang.

Source: https://allindonesiatravel.com/ medan-sumatra-travel-guide/

When is Medan discovered?

This year, Medan is having its 430 years anniversary ever since the establishment

by Guru Patimpus in 1950. During the 400+ years, Medan has overseen numerous changes in terms of sociocultural status and heritage items.

WHERE

DO YOU KNOW?

Lake Toba is one of main attractions in North Sumatra Province. This lake is very well known for the natural beauty of the scenery, which is surrounded by a variety of steep wall rocks which are actually the caldera walls of Lake Toba.

Most of the people who live around Lake Toba are ethnically Bataks.

Traditional Batak houses are noted for their distinctive roofs (which curve upwards at each end, as a boat’s hull does) and their colorful decor.

Source: https://authentic-indonesia. com/blog/11-amazing-facts-aboutlake-toba/

Who are the key people?

What are the ethnicity profiling in Medan?

Batak and Malay are the indigenuous tribes (now referred as races) that initially occupied the land.

Afterwards, Chinese and Indian are the amongst the races that resides in Medan.

N.B. From 1600s-1942, the Dutch colonized Indonesia and left considerable heritage, imminent in architecture and culinary.

1.2 5W+1H MEDAN

What makes Medan unique?

- Heritage items, good authentic food and Dutch architecture - Existence of wet market - Interesting heritage and landscape - Motorized rickshaw experience

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

1.2 5W+1H MEDAN

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protruding sharp bamboo to pay tribute to war heroes who fought for the country’s independence.

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

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five-angled star envisions the prosperity of Medanese.

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rice grains denotes the date of Indonesia’s Independence Day (17th August 1945)

4 stands dan 5 segments in the shield symbolizes

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the year of Indonesia’s Independence Day (17th August 1945)

cotton flowers symbolizes the month of Indonesia’s Independence Day (17th August 1945)

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bahan-bahan pokok yang terpenting dihadapan bambu runcing berarti Kemakmuran serta Keadilan Sosial yang merata ada dihadapan kita.

City Slogan

“Medan Our Home”

Vision:

Become a future-based city that emphasizes multiculturalism, competition, humanism, prosperity and religion”

Mission: 1. Collaboration Cultivate stability, partnership and participation from every city stakeholders.

2. Creativity and Innovation Increase efficiency through deregulation and debureucracy, thus establishing more conducive field for investment and state innovation to enhance comparative and competitive spirit.

3. Unity in Diversity Cultivate individual mindset which centers upon ethics and morals of religion in unity framework.

4. Poverty Reduction Enhance widespread policies to tackle poverty.

5. Multiculturalism Develop harmonization, solidarity, unity and social unification, based on regional culture and local identity.

6. Consistent Urban Planning

Plan comprehensive city development policy that aligns with assets availability and cutting- edge city utilities.

7. Increased Employability Enahnce work opportunity and employee income through high standard education and public health service accessibility.

8. Smart City Envision Medan as a smart city.

City Motto ‘’ BEKERJA SAMA DAN SAMASAMA BEKERJA UNTUK KEMAJUAN DAN KEMAKMURAN MEDAN KOTA METROPOLITAN ‘

Chapter 2.5: The People’s Voices (Careen, Juk, Ms. Shahirah, Cynthie)

EXTERNAL FEEDBACK Ash Yeo Design & Media Adjunct Lecturer Week 7 get the branding, strategy and campaign promotion booth done Week 17 get all the UX and activity curation list done Check Singapore Tourism Board food culture promotion Benchmark from French?

JAPAN BETTER – world standard in food culture promotion Documentary style of foods in the making and about it (to make it more intimate and humane) Content curation to make your project remarkable

Cynthie Renata Graphic Comm, Yr 3 Interview more people on their interest – Medan and non-Medan How would an ideal heritage trail be?

Eat, make, history, hands-on demo, collab, competition Interact, learn, joy, abit of competition, come back with delight and learn sth new Target those who are interested to come Medan and experience Savor, taste, review, and try to cook the dish Promote the joy of eating together and experience together Durian Ucok, Soto Medan, Tabona, Tip Top, Kue2, Meranti, pineapple tart, laksa, bakmie, selat panjang Case Study: Makanmana

Julian Kenny Arts Management, Yr 3 Plan time or content first? Juke: Time first, then content comes after Curate based on theme to make it flow Rely on existing artefacts Use promotion, campaign and print such as brochure or book as a journal/map Application design/web for news, wayfinding and cookbook, and info about heritage Graphic design for a heritage trail – YES: database, method, facts and information, promotion too Case Study : Roots

PC LEONG

NIC CHU

Don’t focus on tourism, focus on the food and architecture Typography comes in to enhance the experience Use photography – your main forte What is uniquely medan? Food&architecture Drone/camera angle that suggest connection Close up shot, wide aerial, unconventional angles 360/180 angle experience

Target audience needs to be someone you can connect with What’s the big idea? Start with big problem Event can be both: exhibition and event in Medan Food is one aspect to promote about Medan, add more items

Where to showcase the exhibition? Public spaces..

Use cinemagraph and motion graphic.

Something old and new juxtaposed FOOD & ARCHITECTURE What is uniquely Medan? Palm, oil, green, power, gold Branding of Medan to bind in the entire experience Showcase the curation of photo/video/food demo Process of food making and historical significance Multisensory and multidimensional showcase UX to enhance exhibition/showcase experience

Case Study: Japan Travel Roadside Station Bicentennial SG SG50 Big Problem: Lack of recognition and iconic impression in Medan Big Idea: Campaign for promoting Medan showcasing food & architecture Why is it not favourable then?

CAVVY CHIN WIL KOLEN Why would people come to medan?

Point down several notes of what makes Medan interesting Combine heritage and food Go beyond food, it’s only a starting point Video of place Place of focus

1. Target audience to expand slightly to 21-24 years old to make it niche 2. Define the subject unique in Medan 3. Don’t overdecorate, else the project will be scrambled

ACTION PLAN Identify what makes Medan unique What to showcase? Food & architecture of medan? Kesawan Square Paris van Sumatra Determine the content of the exhibition, space What is uniquely Medan? Palm, oil, green, power, gold Branding of Medan to bind in the entire experience Showcase the curation of photo/video/food demo Process of food making and historical significance Multisensory and multidimensional showcase UX to enhance exhibition/showcase experience Proposal, AD, Case Study

TA: 18-21 years old FOMO, Instagram, socmed savvy, filters and hashtags Make sure it is Instagrammable Raise the modern things, while preserve some heritage highlight Benchmark: Thailand (Artbox), Japan (Takashimaya), Taiwan (Night market SG) Authentic and emerging (mindblowing)‌think how you want Medan to be MAKE MEDAN COOL AND HIP, THE NEXT DESTINATION Rebranding comes first, then the entire experience of promoting Medan coms thereafter (exhibition, signage, UX, food making, heritage history timeline (history + emerging), booklets, photo, video, hashtag)

Places & food cultural significance Grab people’s interest and stimulate FOMO From ppl Make Medan the next cool & hip place Benchmark: Thailand, Taiwan, Japan

REFLECTION TA: Working adult to small families. Promote de-stressing and giving to people, collab and competition Brown (satay food, martabak), Soto Medan, onde onde, putu bamboo, ongol2, dodol. cenel PLAN B (Revised): 5D4N – Paris van Sumatra - Dutch colonial Era (Kesawan Square) – vintage style?

DAY 1: (Morning) Arrival in Medan, (Afternoon) Check in and lunch, (Dinner) Little India Tour (Martabak, Prata, Pagaruyung, Nasgor orang kaya), Durian Ucok DAY 2: (Morning) Tabona, Kesawan District Trip, (Lunch) Soto Udang Kesawan, Lapis Legit, Meranti, (Dinner) Selat Panjang DAY 3: (Morning) Merdeka Walk (Lunch) Tour & Cooking Demo at Tjong A Fie (Lapis legit Affinois, Es Campur, Mie Sop, Kwetiau, Soto) (Dinner) Tip Top DAY 4: (Morning) Buy groceries Pasar Sambas + Ramai, (Afternoon) Competition, (Evening) Winner Announced, (Dinner) Cemara Asri Sergai Fresh, BPK Cemara Asri, Citra Bagya (The Singapore of Medan) DAY 5: (Morning) Breakfast, (Afternoon) Check out and tour at Istana Maimun, (Dinner) Back to SG

Past vs Present DesignGreen/turquoise, yellow, ungu/ pink, brown (History trail) Deliverables: Self-project, D&AD, RSA, Self-branding Term 1 Art Direction, Branding, Manifesto, Design Strategy UX, Signage design, Venue coordination/strategy, Celemek design, Food booth design at Singapore Convention Centres, Infographic Trail of history and food, cerita rakyat makanan.

Term 2 Expanded UX, Promotion campaign at SG, Venue/ Food Descriptor plakat street, Venue coordination placement/spatial design, experience design, brochure/pamphlet/activity book, cookbook design, Food booth design Medan + demo, food design, showcase/exhibition of food + 5 senses, documentary video, case video

Chapter 3: Branding 101 + Inspirations

RESPONSIVE LOGO

3.3 CASE STUDY

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

Sweden Sans Don’t focus on tourism, focus on the food and The idea of branding a place is a fairly new one, and the notion of place-based typefaces is even newer, with national and local governments from Qatar to Chattanooga commissioning their own fonts. The latest country to set its on typeface is Sweden—but it’s also questioning whether a national font is a bit too nationalistic for their progressive Scandinavian sensibilities.

In an interesting post on Matter, Sven Carlsson looks at a typeface called Swedish Sans, which was crafted by the designers at Söderhavet as part of an integrated identity project for Sweden that “aims to help Swedish organizations to communicate more effectively

internationally,” in the words of the studio. Part of that identity package was a typeface, and the agency worked with a type expert named Stefan Hattenbach to test their creations. The finished product is a “classic sans serif,” was inspired by “the feeling of old signs,” say the designers on their website.

SWEDEN SANS IS A TYPEFACE (35PT) This typeface is supposed to have a classic, timeless feel and, as a result, works in the long run. A monotype typeface that can be used in both digital and analogue formats. Sweden Mono Sans has an unassuming character, also making it suitable for use with a broad spectrum of typefaces. (22pt)

Japan Rail Cafe

Chapter 4: Brand Experience Study

B MAGAZINE B is an ad-less monthly publication introducing well-balanced brands around the globe.

CASE STUDY Patelier

CONTROL CHAOS PHUNK presents Control Chaos: 25 Years of PHUNK, a commemorative exhibition that marks the beginning of the collective’s 25th anniversary celebration. The exhibition documents their history, influences and philosophies through a mix of print and digital media, and will feature both new and archival work.

Used to describe their creative philosophy, the phrase Control Chaos is also the title of one of PHUNK’s seminal pieces that sparked the development and growth of their distinctive style and creative journey.

SCCC SINGAPO-REN

1.4 CASE STUDY

MINI EXTRAODDINARY In accordance with promoting sustainability in the community, MINI commissioned Kinetic to do a community-based event to promote alternative ways of reducing waste in daily items while also celebrating the visual culture scene around Chinatown District.

Showcases such as public installation, thematic booth and hands-on experience are part of the 2-day festival. Not only does it captivate the audience in a visually mesmerizing settings, this initiative also champions sustainability in a unique method that utilizes public interaction.

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

1.4 CASE STUDY

JOGJA CITY BRANDING

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

Chapter 5: Art Direction, Early Tryouts + Formative Feedbacks

Rebranding the city to give an icon, positive imageCoincide with re-election, push a positive imageStill on the tourism side STYLE GUIDE – FORMATIVEExperiential approach – make people experience culture Bring them there, or exhibition at SG (residential area/ retail area) More than just exhibition. (don’t just go there and see)

Exhibition in a retail store/pop-up (Takashimaya) – new store/promo about Medan Medan as a brand – what medan provide and enrich life The product is a conduit for ppl to buy souvenirs and get ppl to come Medan (experience hand-on Medan) Series of booklet (style it up) – old & new of Medan (Maimun, Kesawan, becak vs Gojek, Tip top vs Junction, Landmarks, Batak) – personal story, more photo, typography Little personal stories, fun fact and branding and tourist guide book (Monocle)

References that will be used during the revisons

WIL KOLEN Signage and brand and campaign are three very big projects Modernize and benchmark the identity, based on city official emblem Logo, iconography, signages - FIRST STAGE Signages is a separate project – it’s huge to do it properly You need to have a good story to further develop into branding Tourist promotion, signage and branding are three different projects A brand is applied to ads and marketing - To promote a city as a tourism spot A brand can also be connected to signages to help people maneuver But that is three projects basically.

Getting a good description of what to create with Medan as a city in line with Jogja From heritage Mission> Vision, create that Everything related to that and create a brand manual, and new brand identity about Medan How do you want to portray and create image about medan?

What do you want Medan to be seen as?

Medan is a term than a city name in the first place, use it as an advantage You need to have the story, what do you need to tell about Medan?

History, emerging item about Medan? What is it known for?

Portray the archetype of medan? More than just the capital of North Sumatra Food and architecture Relevance and impact

NICHOLAS CHU Where’s your prototype/concept?

Benchmark/influence/sample of Paris and others Trend in Paris Do research marketing tourism campaign in Paris Medan was the Paris, create the illusion, make it full-fledged How do you make it to have the look and feel?

Marketing plan, treatment, phot, campaign treatment of Paris “the city of love” How is Paris different from other France? How do you implement it in Medan?

Medan and Paris has food.

Repackage and reshoot How do you present it through photography and design to make it look great?

Find the up and coming people, int’l student.

Find ppl who are reinventing the street food, modernize the heritage and maintaining essence Heritage for millennials and gen-Z – FEAUTRE THEM YOU ARE NOT IN LINE WITH WHAT YOU PROPOSED…OOPS..

Where’s your art direction?

I need content! It’s the actual space Find something modern and comtemporary Tip Top – Dutch nostalgia Case Study: Violet Oon (Peranakan, very atas vibe) Heritage food for the millennials and Gen-Z, sth that can be put in Instagram and publication Younger ppl early 20, selling to the younger crowds.

Remember you are not marketing nostalgia Junction – yeah!!

Young people taking over heritage items and modernize it

Lure young ppl and art direction to follow young hip Insta items, drive the young crowd who wanna spend money To promote the younger generation (20-24 yrs old) Disposable income go to places they hang out (chill and flex) Breakfast, lunch, dinner, party Don’t get fixated to only food Wear, go, listen, feel What are the young Medanese attached to?

Style, culture, music, art, art scene

JACINTA FREEMAN Surabaya and Jakarta, look at what their branding is likeJogja and Solo as comparison study, draw out tableIdentify core similarity (maybe Bandung & Makassar as well)City crest as inspiration, and reflect on similarity? Is it following suit?Color scheme, typography, texture Current identity: it looks strong in their textile, the font has certain texture that indicates embroidery, sense of assemblanceEven the typo has stitched feel, but is it effective?

Create a survey online, ask whether the first thought when they first saw the logo.

Engage Medanese, Indonesians and Singaporeans. (if the external doesn’t know, the internal MUST know)See what collaterals they have, and evaluate Medan situation Pina-seda = pineapple cloth cottage industryMake Medan a movement, ambassador of heritage?Identify potential partner for coalition, talents, helpers (video and textile especially)

Heritage trail – technical vs design?FESTIVAL, TRAIL MIGHT WORKOne aspect of trail is event planning, another is design thinking.

Trail guide, images, typo, photo, branding + info collated from researchKey element of Medan – segregate, or include the cloth, architecture, and food tgt (identify unique ones)Experiential trail – added factor for trip, amidst work and experience, take part in some eventsThe guide book can be partly informative, to go to certain trail, something they collect info, go places and collect chops, checkpointsUnderstand the cultural element and richer item, what medan is rich for.Places of interest, establishment, fun facts of certain region/available places + unique traitFirst an exhibition, then launch the trail (massive undertaking)Doing an interactive trail, get the people to visit on board – don’t make it a typical tourism gimmick

PC LEONG Concept store in a retail outlet Not selling lifestyle product, but Medan Fake experience that allows it to be real Emotionally connect with people Retail concept store and plan the spacing/ showcase experience Explain how certain deliverables present the idea/façade/ambience Build the sections and layered story, and how it feels and look like. (a feeling, a message, and experience) Emotion, subject and which segment deliver certain sense.

Traveller mindset – see, learn and experience You don’t want to have a simple heritage trail, do let people feel they are already learning.

The space is immersive and different.

Let people experience and learn it, the message is more subtle/seamless Make them curious, there must be something that attracts their eye Sculpture, installation; place the content to let people experience Green might not work Promote Medan through food and retail outlet exhibition, pop-up

Part and puzzle of providing EXPERIENCE, which element is the most prominent?

SG Bicentennial concept – exhibition parts pt 1 till 5, then end got merchandises. (imbue tradition ad modernity Graphic rendition of tradition, funk strategy that pulls the younger TA Even wall mural is also good, IG-able Food, culture, landscape, shopping, installation, entertainment - experience

Retail-cum-café Tourism as a pop-up café Promote the Medan culture in SG Senses, exhibition, heritage, experience

ANDREA & MIRZA Mirza Culture as an immersive experience “See, then what?” – don’t do this Publication and experience abit disjointed atm Design experience vs technical content Bicentennial, Monocle, B Magazine about Seoul Stories of food, transport, architecture Stories about two opposing tribes trait and present life Heritage trail UX Andrea Love of Medan seems patriotic Make a political statement using the heritage

WEEKLY REFLECTION Rebranding the city to give an icon, positive imageFormative: Style Guide Series of booklet (style it up) – old & new of Medan (Maimun, Kesawan, becak vs Gojek, Tip top vs Junction, Landmarks, Batak) – personal story, more photo, typography Little personal stories, fun fact and branding and tourist guide book (Monocle) Publication feel User Experience to scan through Medan signages

SummativeExperiential approach – make people experience culture Bring them there, or exhibition at SG (residential area/retail area) More than just exhibition. (don’t just go there and see) Exhibition in a retail store/pop-up (Takashimaya) – new store/promo about Medan Medan as a brand – what medan provide and enrich life The product is a conduit for ppl to buy souvenirs and get ppl to come Medan (experience hand-on Medan)

Case Study: SG Bicentennial concept – exhibition parts pt 1 till 5, then end got merchandises. (imbue tradition ad modernity)

ACTION PLAN Vintage design, Medan used to be known as Paris van Sumatra – tourism & trend History, tourism, moving forward – visualize this element as a basis to design new identity Some signages you wanna include, what medan as a city wants to emulate Place, streets, direction, icons, places to visit?

Part of your brand guideline – extension to your street, brand application Everything has to have same connection, relationship, just different function.

Anno – since. (Heritage relationship) Case Study: Monocle The best kind of tourism brochure when it doesn’t look like a tourism brochure.

More like a magazine, it’s a travel magazine!!

Is it worth collecting, display at home, collectibles?

Benchmark: Paris, Japan, Dutch, Monocle

Set a benchmark! Not only to go, to do list Aspirational, not educational The great thing is when your travel book became a centerpiece To show next week: Art Direction, cover (first page), layout, benchmark the things you aspire tobe Trends, following, preference, influencers Brands they like, we b apges, instafeam, magazine they read Set the pace, colour, photo, video and everything they follow Do not base your like and desire on yourself.

Be a trendsetter – the next in thing Hypebeast Paris van Sumatra – emulate the Paris and Dutch

benchmark Modern cafes, emerging items Attract the youths and influencers Jogjakarta brand application, they re-visualize the archetype What’s Medan archetype? Memories or emerging?

Food, architecture, heritage item and new/ trendy items.

Heritage doesn’t sell sh*t Make sure travel guide is aesthetically pleasing, interactive and keepable, a memento (complement UX) Travelogue – Monocle benchmark ART DIRECTION TO CHANGE Next week, need to see sample of design + brand application, cover page Photo edit, video trailer sample Case Study: Violet Oon Spot on emerging artists as well Collaborate with ppl from Medan for your project too (Medan tourism video board + manifesto) Look at Medan’s identity and compare with strategy from Surabaya, Jakarta, Solo, Jogja and even Makassar & Bandung Survey of ppl’s impression about Medan, does the branding reflect the persona?

(Summative consideration) Look into Medan’s economy push, and determine which industry reflects Medan most Either a very specialized food trail, architecture, or a general trail encompass Medan district (unique to Medan) Interactive guide book + chop at certain places [particular informative book about medan based on unique item] Dutch repurposed heritage, tribal element untouched by the Dutch, or people livelihood Ex. Melaka, colonial history preserved and passed on to younger generation – part of a tradition, large-scale celebration Ayutthaya – outside very angmoh church, inside very Thai

People care about lifestyle more than heritage & historyUnless you can make people experience the culture

Medan

Medan

Medan

Medan

PCLEONG Know what interests the people (tourism factor/experience) Use of responsive logo is valid (four version) – what is the one common element?

Pattern-like application to represent singular element bigger?

Visual icon and typo might clash, consider choosing one.

One small icon – prosperity.

When combined as 8, means the 8 mission Branding description + justification Prefer a typeface not so skinny/compressed.

Generic height is good Medan Marvelous sounds ok, back up with reasoning also Don’t fancy the color – abit tradition.

What about outline version? Illegible Red is very overused The spade adds value in the work.

Logo and development, brand implementation - not enough

What are the full deliverables? Do some samplings and AD Entail the background story of your project WE WANNA SEE YOUR AD Your deliverables is gonna entail your strategy How you design it, is AD The E in Medan looks hopping due to the curve Like the little icon – very referrentiial Pattern in brand application You have to talk about where to place it, the experience, dimension, context, rationale MANIFESTO TO DO IN A PARAGRAPH. Doing a style guide also Once it’s rebranded, would like to see how it’s applied and executed Exhibition spatial-based immersive experience and publication Find icons that associate with landmarks Line art iconography tally with logo Take lots of photo & video Utilize the walkway at Taka. Façade of Orchard whatsoever Visuals, manifesto, B Magazine inspo during style guide process

Medan

NIC CHU Contemporary Art direction, but why the logo traditional?

The font doesn’t make it modern Sans serif and white space The icons remind of hanko/Japanese seal stamp Single element works Prosperity. Welcome gate. Flower Elements, then fonts based on them Enamel pin/badge based on logo Darker shade of corp color

ACTION PLAN Modernize the logo, now looks too traditional Use one element as the fundamental shape, that becomes your icon/logo Logo + Medan, perfect Repetition of pattern looks very fancy (like Gucci

Medan

ACTION PLAN Iconography interesting, do keep one consistent flat view (no perspective) Change into sans-serif typeface (Medan) Liked the idea of logotype to symbolize prosperity As long as you find meaning in the quality of the project Develop your branding quickly Explain your strategy comprehensively and how the art direction supports Sample of design/mockup for Week 7 E in medan typeface looks too sharp Typography makes it more sublime, less strong/ dominant/assertive Don’t fancy the color red, overused Prefer the orange goldish color Shoot more material/special place of interest…add real connection to the place Pattern might be a bit heavy, let the photo communicate to us.

Medan

Chapter 6: Flying Back with Style

PAR

An gover tourism p Indonesia to garner of the cou

BACKGROUND

Being the 3rd biggest city in Indonesia, Medan garnered less attention in terms of business development and tourism awareness amongst the young adults.

Part of the reason is a less cohesive branding and lack of media impression towards the city.

INSIGHT

While reading historical facts of the places is the last thing to do in a trip, there are potentials to take bits-and-pieces of the informations as part of the entire experience, thus enhancing the design journey.

CHALLENGE

Delivering the Medan experience in Singapore and garner audience interest of the country, providing a cohesive and enticing journey.

ART DIRECTION

BIG

Medan as that emb of heritag

STR

Branding Experien Cultural & Fashion d Publicatio

COL

RTNER BRAND

rnment agency that specializes in promotion in Indonesia, Wonderful a has initiated several campaigns r visitors across the different parts untry.

IDEA

s a hidden gem of prosperity braces modernity and elegance ge items in an urban scape.

RATEGY

g + Manifesto ntial trail: food, coffee, retail & band performance display and ulos on of stories in Medan

LOR SCHEME

TRIGGER

Medan as a hidden gem of prosperity that embraces modernity and elegance of heritage in urban scape in conjunction with

Being the 3rd biggest city in Indonesia, Medan garnered less attention in terms of business development and tourism awareness amongst the young adults.

INSIGHT

Reading historical facts is boring, however there lies potential of luring people in through the modern and visual experience of Medan heritage.

CHALLENGE

Delivering the Medan experience in Singapore through a cohesive and enticing journey.

EXPLORATIONS

AUDIENCE

21-24 years old ASEAN region (Singapore) Disposable budget (>$300 for travel) Prefer regional-based travel Tech-savvy, digital-based content

STRATEGY

Rebranding + Manifesto Pop-up interactive trail: - Food, coffee, architecture - Cultural & band performance - Ulos and vernacular houses

COLOR SCHEME

This color scheme is taken from the existing Medan emblem.

Yellow as the primary colour, with green as secondary colour - a reference to the historical Sultan’s residence, Istana Maimun.

factual

infinity room

food, coffee & crafts vendors

photo corridor

photobooth ulos

photobooth

Batakanese huts

redeem reward

performance space

merchandise

layout item display/product video display

interactive installation2

medan architecture

interactive installation

workshop travel vendors

timeline Medan history engagement

TRAIL GUIDE

Share your photograph in Instagram with the hastag #medanmarvelous, and stand a chance to receive a limited edition gift set.

Chapter 7: Formative Feedback

FORMATIVE REFLECTION In terms of my thinking process, there has been an improvement towards my research methodology.

I am grateful to PC and Nic who constantly encourage me to think very deeply and personally about my project. At the same time, this project also question back my realtionship with the city I have lived in for 20 years of my life.

For the next term, I aim to make the project more ambience-based so that people can really get a grasp of the showcase and exhibition.

While the message about my interepretation of medan is kind of there, I hope people who see the brand will associate it as much as I do.

Therefore, I will conduct more research group to mesaure the accuracy.

Long story short, this term was just a warmup for me to generate ideas, next term will be about simplification and getting the core message through my execution.

Chapter 8: Figuring the Brand Dynamic (Brand Identity + Core Values)

Finding the right shade

8.4 FEEDBACK

LECTURER FEEDBACK PCLeong Your current direction of Medan Marvelous Lacks feeling and emotion in the branding – hidden gem Achieve tactility and connection Printmaking and embossing effect to make it vintage Color is abit issue – cream, teal and yellow/ gold color scheme Icon/logo can be done in printmaking to achieve the raw Elements to leverage: hero image, photography, texture, pattern Objective to give a teaser

DOCUMENT | CASE | EXPLORE | EXPERIMENT ANALYZE | FEEDBACK | REFLECTION

Key points: Honesty, transparency, emotional connection HUMAN INTEREST ELEMENT Rethink the art direction Reflect the brand taxonomy Experience and story matters Imageries and iconography Elements as stated above to take note Feel/mood, authenticity, modernity, tactile, experiential, honesty TACTILE. CANDID. EXPERIENTIAL. IMPRESSION Lover. Explorer Embrace traditional, Seize the modern, Unravel the hidden gem.

- Define your core message as a starting point for a design conversation. Express “Medan as a hidden GEM” as an active phrase.

- Expand the Experiential Context towards social media platforms.

- Identify the elements, symbols, metaphors, etc that makes Medan a place and a space that people want to live, play, work and visit.

- Reflect on your Taxonomy.

Brand Guide (A5) – positive brand image & treatment Exhibition façade – plan the exhibition (maybe for presentation) Video (2-min) – teaser of Medan in a moving picture Brand Documentary (B5) – to highlight the emerging modern items

Nic Chu Presentation board lack clarity The enemy of creativity is fixation Don’t overclutter, clarity is lost!

In terms of grading, aesthetic takes prominence to lure people to view and stay.

Reasonable use of space, let visuals talk more WHAT’S YOUR HERO IMAGE? Show Medan at its best SHOP . DINE . PHOTO Focus on the modern & emerging, While respecting the heritage.

So, the modern item takes place, Then heritage comes in to spice things up.

Chapter 8.5: Case Study - BYND Artisan

SPACE DESIGN

SPACE DESIGN

Chapter 9: Brand Storytelling (Documentary + Video + Spacing)

ICONOGRAPHY

Chapter 10: Design with Benchmark + Final Critique

NO CLA MEETIN GO TO ZOOM

ASS NG,

Chapter 11: Virtual /Digital Gimmick (Maps, Arts & Culture, TikTok, Instagram Template, Game Development)

Chapter 12: One Attention, Many Tones (Bukalapak, Instagram + PR)

MEDAN: THE HIDDEN GEM URBAN TRAVEL TEXT This first issue launch coincides with Medan’s 430th anniversary. In this first edition, we reflect on Medan as an evolving city through time. We pour our effort in establishing a wholesome content and diverse insight.

To cover a variety of subject matter, we expand our perspective of Medan as a “brand”. The various discourses tie back to the need of authentic content and point of reference; something that we uphold to the readers, you. Our decision to cover an entire city reflects our visionary views on the brand concept, and Medan as an evolving city.

As the third biggest city in Indonesia, Medan offers a myriad of entertainment and culinary treats that brings you across time and generation. With many treasures yet to be uncovered, Medan contains a unique charm to urban explorers seeking new experience. While lifestyle is an integral part of Medan, we also highlight emerging local brands as a result of digital media. Where people eat, what people are into, and what makes up your Medan experience - all in this specially crafted lifestyle book.

MEDAN REBRANDING: REPOSITION LEGACY, REINVENT EXPERIENCE

MEDAN The Hidden Gem

Due to the dynamic expansion of culinary and heritage experience, The Ministry of Tourism and Creative Economy of Indonesia have announced a new parent brand name and logo for Medan.

Medan, Republic of Indonesia, Release: 2020 (For immediate Release)

The Ministry of Tourism and Creative Economy of Indonesia declares a major city rebranding of Medan to highlight its prowess for youthful travelling as an urban treasure. The rebranding reflects the diverse culture and modern outlook of the city; offering locals and travelers the “hidden gems” in Medan: shop, snap and savour.

As cited from the Indonesia Minister of Tourism, Mr. Wishnutama Kusubandio, “To allow full display of the dynamic culture in Medan, we have realized the need of new marketing strategies to present ourselves in the interest of younger demographics through the feasible platforms. The city rebranding project will serve as an important milestone to manage the wide-spread interest under one name and identity. The rebranding is a major step to fulfill our future vision: to serve wholesome urban experience to both locals and travelers.”

The Medan “Brand Guideline” suggests the following words should be used to describe our city: “Friendly, Authentic, Tasty, Chic, Enduring, Affordable, Exciting, Unique, Accessible, Historic, and Secure.”

Presently operational as Colorful Medan, the rebranding consists of a modified brand name, Medan: The Hidden Gem, with a new face and logo to cover all of its brand names including a new comprehensive website with improved graphics and design to attract its customers and gain recognition world-wide. It is believed that by Medan under one cohesive brand name with an enduring 340-year history in culinary and heritage, we will have a considerably more powerful impact in the industry and will open our doors to national and international opportunities.

Research also revealed it was more appealing to market Medan as an arrival hub. The Visitor Profile explained: “A touch of enduring heritage, an effortlessly chic shopping, and a myriad of culinary genre, Medan has its own kind of feel … not Bali, not Batam, not Jakarta or Surabaya. Not overly hipster, and still very intimate. It has its own kind of presence, unique, different, a little elegant and humanist.” Currently, there are 23 Wonderful Indonesia Tourism Office across the world. Under the Ministry of Tourism, we are proud to announce a number of upcoming projects in various Asian countries, starting from Singapore. Medan: The Hidden Gem intend to open its doors at tourists and local hubs. The cities will offer much appreciated signature touches and facilities in Wisma Atria, Orchard Road.

ABOUT MEDAN The booming city of Medan, capital of North Sumatra, is an economic hub and commercial center for the region. This is the largest city in Sumatra Island, whose long been attracting residents from all over Indonesia to come and stay here.

Due to these ethnic diversities, Medan is known for scrumptious delectable culinary spots, rich with many flavors.

(Source: Wonderful Indonesia Official Website)

Contact info:

Organization: Wonderful Indonesia New Brand Name: Medan: The Hidden Gem Company URL: https://www.indonesia.travel/gb/en/home Address: Sapta Pesona building, Jl. Medan Merdeka Barat No.17, RT.2/RW.3, Gambir, Central Jakarta City, Jakarta 10110, Indonesia Phone: +6221 3838899

MEDAN REBRANDING: REPOSITION LEGACY, REINVENT EXPERIENCE Medan, Republic of Indonesia, Release: 2020 (For immediate Release) Due to the dynamic expansion of culinary and heritage experience, The Ministry of Tourism and Creative Economy of Indonesia have announced a new parent brand name and logo for Medan.

The Ministry of Tourism and Creative Economy of Indonesia declares a major city rebranding of Medan to highlight its prowess for youthful travelling as an urban treasure. The rebranding reflects the diverse culture and modern outlook of the city; offering locals and travelers the “hidden gems” in Medan: shop, snap and savour.

As cited from the Indonesia Minister of Tourism, Mr. Wishnutama Kusubandio, “To allow full display of the dynamic culture in Medan, we have realized the need of new marketing strategies to present ourselves in the interest of younger demographics through the feasible platforms. The city rebranding project will serve as an important milestone to manage the wide-spread interest under one name and identity. The rebranding is a major step to fulfill our future vision: to serve wholesome urban experience to both locals and travelers.”

The Medan “Brand Guideline” suggests the following words should be used to describe our city: “Friendly, Authentic, Tasty, Chic, Enduring, Affordable, Exciting, Unique, Accessible, Historic, and Secure.”

Presently operational as Colorful Medan, the rebranding consists of a modified brand name, Medan: The Hidden Gem, with a new face and logo to cover all of its brand names including a new comprehensive website with improved graphics and design to attract its customers and gain recognition world-wide. It is believed that by Medan under one cohesive brand name with an enduring 340-year history in culinary and heritage, we will have a considerably more powerful impact in the industry and will open our doors to national and international opportunities.

Research also revealed it was more appealing to market Medan as an arrival hub. The Visitor Profile explained: “A touch of enduring heritage, an effortlessly chic shopping, and a myriad of culinary genre, Medan has its own kind of feel … not Bali, not Batam, not Jakarta or Surabaya. Not overly hipster, and still very intimate. It has its own kind of presence, unique, different, a little elegant and humanist.”

Currently, there are 23 Wonderful Indonesia Tourism Office across the world. Under the Ministry of Tourism, we are proud to announce a number of upcoming projects in various Asian countries, starting from Singapore. Medan: The Hidden Gem intend to open its doors at tourists and local hubs. The cities will offer much appreciated signature touches and facilities in Wisma Atria, Orchard Road.

ABOUT MEDAN The booming city of Medan, capital of North Sumatra, is an economic hub and commercial center for the region. This is the largest city in Sumatra Island, whose long been attracting residents from all over Indonesia to come and stay here. Due to these ethnic diversities, Medan is known for scrumptious delectable culinary spots, rich with many flavors. (Source: Wonderful Indonesia Official Website) Contact info: Organization: Wonderful Indonesia New Brand Name: Medan: The Hidden Gem Company URL: https://www.indonesia.travel/gb/en/home Address: Sapta Pesona building, Jl. Medan Merdeka Barat No.17, RT.2/RW.3, Gambir, Central Jakarta City, Jakarta 10110, Indonesia Phone: +6221 3838899

Chapter 13: Assembling the Pieces (Bukalapak Behind the Scenes, Brand Dynamics, Socmed, Merchandises)

2020/06/05 Bukalapak Rebranding Thinking Room and Bukalapak Design Team Speaker: Yoel Sumitro (Vice President, Bukalapak Design) Eric Widjaja (Creative Director, Thinking Room) Ritter Putra (Art Director, Thinking Room) Topic in discussion: Intro – Research & Strategy Visual Development – Element Breakdown Process and Lesson

Research and Strategy Yoel Sumitro What’s wrong with previous Bukalapak brand 1.

Impression of a logo more suited on a truck (lack of public knowledge towards brand placement) 2.

Colour seems too feminine 3.

The target audience are limited to only lower to middle income, while the aim is to expand to middle- and higher-income demographics 4.

Disadvantage over bigger brands such as Tokopedia and Shopee 5.

Aims towards Aspiring middle company as TA Attempts on narrowing down Bukapalak’s USP 1st tagline: Live Open Implication: an invitation to everyone Cons: it resembles the slogan from a rival company (Tokopedia), “mulaiajadulu” 2nd tagline: Smart Cut There is a way in everything Cons: Prior to development, another company (Gojek) unveiled their new rebranding with the slogan #PastiAdaJalan (There is a way) Upon identifying the USP and brand value from scratch, the team pointed out three dominant aims, or the brand values of the users and vendors: achieve stability, shared happiness and borju life Can’t live to the fullest  Through Bukalapak  Live the way you want To empower and to drive change

Eric Widjaja Visual development Insight & Transformation Evolution vs Radical Shift Functionality vs Expresiveness Logo modification from thumbs-up A reference of universal greeting (grassroot to even higher-up politicians use that) When things get tough, go back to the basics Introduce the value of Bukalapak to the public, and stick to that Typeface and color personality Initially pink is too strong and domineering, and limiting the flexibility for other occasion (e.g. hari raya) Different color combination for different archetype and personality Graphics ďƒ designed geometrically to create a spotlight

What I learned 1.

Manage expectations between your agency and client, also ultimately, what the potential user feels and wants 2.

Rebranding is way tougher than creating a new brand, you’re working with certain mould and at times, you need to break free from those labels.

3.

Utilize the history and insight from the brand, it may help for the rebranding 4.

Your presentation is as important as your outcome 5.

Determine your project style and purpose 6.

Believe in your guts when things get tough 7.

Flexible design system goes a long way to create more stuff (long-term planning) 8.

At the end, conviction and self-appraisal is needed to sell the story Yoel: In a company, graphics and product design should be integrated during a meeting to lead people to the same page, and streamline the design process

Chapter 14: Animal’s Crossings

Chapter 15: What They Say (not I say) One Club, BTD, Behance

Chapter ~: Looking Back and The Ode

LOOKING BACK, WHAT HAVE I LEARNED? Looking back since my unsuccessful attempt of elevating my work during the first semester, I am glad that the feedbacks has brought my design thinking to where it is.

As much as COVID has hindered a lot of my progress (and I can’t go back to Medan twice a month as planned before), it has taught me the importance of doing things at the right time, because some projects you can’t even do it on-site anymore I am utmost grateful to my mentors, PC Leong and Nic Chu who have encouraged me and pushed my design thinking throughout the many sessions.

Halfway through the project, COVID strikes and as if my project has lost its purpose, I found new ways and solidified my brand message.

If it had not been for the current circumstances, never would I have thought of using game as a platform to promote Medan and introduce a different in-game marketing experience.

As Nic Chu says, to find my inner voice and integrate it in design takes a long process; it’s not an overnight revelation.Ultimately, it is the designer that leverage on their story that truly able to provide value for the client and community.

A dedication pic to Nic for his utmost patience throughout our hour-long consultation.

It began when he mentioned his group of friends playing the game, and I happened to see the Sentosa Crossing article.

It was then that I asked if I could do something like that for Medan, and he gave me his utmost support (and also warned me about the addictive implications throughout).

True enough, my entire 3 weeks of tryouts were filled with Animal Crossing’s tips and tricks instead of my main project, and I’m glad I tried it.

Also thanks again Nic for your generous donation, I upgraded my home to a full-fledged, three-storey house. Next stop, to fully customize the outfits and the island terrain.

declutter and think simpler -Nic look at the bigger picture and ways to promote the service/design - PC a brand is more than just a logo - Cavvy

MY MANTRA(S) TO STAY SANE DURING THE PROJECT

“To be a good linguistic teacher, the easiest thing to do is to be prolific with the language.”

- Harvard Wang “Freedom is not free, freedom comes with a cost” – Itaewon Class

I am still learning in the process and I do not intend to stop.

Design is not just a career; it is a way of life.

Message that matter in everyday life.

Misc: Thinking Room ft.

Leland Maschmeyer

design is creation of desir - Leland Maschmeyer

rable change

Scale and quality - rigidity and fluidity doing the best work, expanded understanding of art; art shapes design and what is allowable in design think about the context and the context and the context of sth you work on draw a line and connections together, infuse and surprise the limitation of design Branding has been filled with so much meaning; graphic, strategy, story, name and so on - one of the fundamental wrong thing in business just bcs you have a name, doesn’t mean you have a brand a brand helps the company to stand in a bigger idea, it allows the company to be more effective with marketing branding = same idea, diverse ways of promoting/positioning the core message. branding allow brand to charge more, help see ppl see the true value of the company

price is subjective based on ppl’s capacity of spending, if you can widen the capacity then you grant more. discuss in a business conversation, how your design can solve the business potential, establish irrational love with the product start from culture, not just consumer ppl are from multiple culture, Indonesia, design, etc subculture (genre) express the core component in different ways, conform into certain norm and valiue wear clothing that represent them (e.g.) new story = new relationship

SPECIAL THANKS: Christabel Teng Leong Poh Chou Nicholas Chu Terence Yeung Andrew Tan Wil Kolen Cavvy Chin Jacinta Freeman Abraham Lim Shahirah Jasni Ryan Lim JJ Ditthania Grace Cynthie Mirza Steven Philip Dugyel Samuel Jiselle Andrea Juke Careen Cindy Vion Winona Yohan Violetta Lateesha