BRANDING AND VISUAL IDENTITY
The journey to celebrate Indonesia
What if Indonesian designers consider their identities as an intrinsic aspect of the design process, rather than merely end result?
Background
This project, Jiwa Kultura, aims to address this disconnection by integrating cultural identity into the creative process. Instead of merely showcasing cultural elements in the final design outcomes, the project seeks to embed Indonesian cultural identity throughout the entire creative journey, fostering a natural and intrinsic connection for designers.
At Jiwa Kultura, our mission is to empower and inspire Indonesian designers to infuse their creative processes with the rich essence of Indonesian life philosophy.
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The approach involves four stages: definition, divergence, transformation, and convergence, adopting Matt Cooke’s model of design methodology that ultimately led to the creation of a transformative framework, a tool grounded in three core principles: Environment, People, and Belief.
This framework serves as a cultural design guide aimed at transforming Indonesian designers' practices and reshaping industry perceptions. Rooted in authenticity, respect, responsibility, and connection to Indonesian identity, Jiwa Kultura emphasizes infusing cultural essence into design. It highlights cultural identity beyond visual elements, celebrating and revitalizing Indonesian culture through traditional philosophies and values.
Initially, the project identifies the problem and defines the target audience. It conducts thorough research, including interviews with local and international Indonesian designers and the general public, to understand Indonesia's living culture and traditions. Insights from this research guide the development of the design framework and visual solutions, which are then tested and refined based on user feedback to effectively integrate Indonesian cultural identity into the design process.
This framework serves as a cultural design guide aimed at transforming Indonesian designers' practices and reshaping industry perceptions. Rooted in authenticity, respect, responsibility, and connection to Indonesian identity, Jiwa Kultura emphasizes infusing cultural essence into design. It highlights cultural identity beyond visual elements, celebrating and revitalizing Indonesian culture through traditional philosophies and values.
Initially, the project identifies the problem and defines the target audience. It conducts thorough research, including interviews with local and international Indonesian designers and the general public, to understand Indonesia's living culture and traditions. Insights from this research guide the development of the design framework and visual solutions, which are then tested and refined based on user feedback to effectively integrate Indonesian cultural identity into the design process.
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Jiwa Kultura offers a comprehensive framework to help Indonesian designers reconnect with their cultural roots. The solution focuses on multiple brand touchpoints to ensure a holistic integration of cultural identity:
Jiwa Kultura: Journey
An open-source hub for sharing frameworks, articles, and resources on Indonesian philosophies and design practices, serving as a central touchpoint for knowledge and inspiration.
Jiwa Kultura: Workshop
Practical sessions where designers can apply Jiwa Kultura's principles, allow for hands-on experience and collaboration that embed cultural identity into their work.
Jiwa Kultura: Challenge
Competitions that encourage designers to incorporate cultural identity into their projects, providing a platform for showcasing innovative designs that reflect Indonesian spirit.
Jiwa Kultura: Community
An online community where designers can exchange insights, collaborate, and support each other, fostering a collective spirit and shared cultural journey.
Jiwa Kultura: Journey
An open-source hub for sharing frameworks, articles, and resources on Indonesian philosophies and design practices, serving as a central touchpoint for knowledge and inspiration.
Jiwa Kultura: Workshop
Practical sessions where designers can apply Jiwa Kultura's principles, allow for hands-on experience and collaboration that embed cultural identity into their work.
Jiwa Kultura: Challenge
Competitions that encourage designers to incorporate cultural identity into their projects, providing a platform for showcasing innovative designs that reflect Indonesian spirit.
Jiwa Kultura: Community
An online community where designers can exchange insights, collaborate, and support each other, fostering a collective spirit and shared cultural journey.