Visual Identity Design for Swarna Rasa Lokal Creative Market Event
DOI:
https://doi.org/10.32664/mavis.v8i01.2233Keywords:
Bugis Culture, Brand Guidelines, Event Branding, Generation Z, Visual Identity, WayfindingAbstract
This study is a practice-based design research aimed at developing a visual identity system for the Swarna Rasa Lokal creative market event, which adopts Bugis culture as its central theme to strengthen the promotional appeal of local cultural heritage among urban youth audiences. The research employs a mixed-methods approach by integrating quantitative and qualitative techniques, including a visual preference questionnaire administered to 108 respondents aged 17–24, interviews with representatives from the Ministry of Creative Economy (EKRAF), benchmarking of comparable creative events, and a SWOT analysis to inform the formulation of design strategies.The design outcomes are manifested in a visual identity system comprising a logo integrating the Phinisi boat icon and Lontara script, two color variants for the promotional phase and event implementation phase, and the development of a Graphic Standards Manual (GSM) detailing the construction, configuration, color schemes, typography, graphic elements, and usage guidelines. The visual identity system is implemented across digital media such as Instagram and the event website, as well as environmental media including the main gate, floorplan wayfinding, and booth signage.The findings indicate that visual system consistency and the strategic emphasis on the logo as the brand anchor—aligned with audience preferences—have the potential to enhance recognizability and improve the overall visitor experience. This study contributes by proposing a research-informed model for designing event visual identities that supports the promotion of regional culture within the creative economy context.
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