suka salatiga
Initiative Project
Activating City Branding Community Beyond Brand Identity
Salatiga—a small, multicultural city in Central Java, Indonesia, known for its cool climate and tolerance—often saw branding reduced to tourism logos. Suka Salatiga (Love Salatiga) was my self-initiated experiment to shift that mindset. Through research, strategy, and identity design, I explored how brand identity could spark civic pride and activate a community-led platform beyond tourism.
scope of work
Brand Identity, Social Media Campaign, Brand Activation
ROLE
Brand Strategist, Creative Director, Researcher, Identity Designer, Content Strategist
impact
Built a vibrant community platform with culturally grounded and locally resonant storytelling.
Enabled active collaboration by inviting citizens and local creators to co-shape Salatiga’s evolving city identity.
Delivered strategic impact by amplifying civic pride and revealing sustainable models for community-led city branding.
vision
To transform city branding into a participatory movement—where Salatiga’s identity becomes a shared catalyst for meaning, pride, and belonging.
challenge
Low national visibility for Salatiga
Disconnect between brand identity and city development
Fragmented, short-lived government branding efforts
Tourism-focused narratives with minimal citizen engagement
process
1
City Branding Literature Study
Before engaging stakeholders, I explored global and local city branding cases to map key insights and guide the next research phase.
2
City Identity & Potential Research
Through surveys, interviews, and field walks, I uncovered how both citizens and outsiders perceive Salatiga and what truly defines its identity.
3
Co-Ideation with Stakeholders
Working closely with local communities and officials, I helped shape the idea beyond branding — into a participatory platform for civic pride.
4
Prototype I: Brand Identity Creation
Drawing from Salatiga’s multicultural roots and folklore, I crafted Suka Salatiga’s visual and verbal identity to be both iconic and flexible.
5
Prototype II: Platform Testing
To test how people would interact, I brought the brand to life through Instagram and offline events, gathering feedback and organic responses.
6
City Branding Concept Development
As the platform grew, I refined the concept based on real engagement, uncovering new opportunities tied to broader city development.
