Integrating Sustainable Branding Through Mascot Design: A Strategic Approach to Enhancing Corporate Identity and Brand Awareness (A Case Study of Sitespirit)

With rapid technological advancements that are happening, companies are forced to adapt by establishing a strong and memorable brand identity. Sitespirit is a digital marketing agency based in Malang, Indonesia formerly known as Sekawan Studio until its rebranding in 2024. Despite the rebranding, Sitespirit as a company still lacks consistent visual elements and branding in its promotional media, therefore limiting its impact in the midst of competition. This study aims to design a company mascot that will reflect Sitespirit’s values, vision, and mission which will improve its visual identity and audience engagement. This mascot design will be applied to both the company’s promotional media and supporting media. The design approach uses the Design Thinking method with supporting data from journals, e-books, company resources, and interviews to ensure company needs are guaranteed. This mascot design was tested using the Semi Structured Interview (company representative), Expert Interview, and User Interview.