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.

随着科技的飞速进步，企业亟需通过塑造鲜明且富有记忆点的品牌形象来实现适配转型。Sitespirit是一家位于印度尼西亚玛琅的数字营销机构，2024年完成品牌重塑前原名为Sekawan Studio。尽管完成了品牌重塑，但Sitespirit在宣传物料中仍缺乏统一的视觉元素与品牌规范，这限制了其在行业竞争中的影响力。本研究旨在设计一款能够体现Sitespirit价值观、愿景与使命的企业吉祥物，以优化其视觉识别体系并提升受众参与度。该吉祥物设计将应用于企业的宣传物料与配套物料中。本次设计采用设计思维（Design Thinking）方法，并辅以期刊、电子书、企业内部资料及访谈所获取的数据，以确保贴合企业实际需求。本研究通过半结构化访谈（企业代表）、专家访谈与用户访谈对该吉祥物设计进行了验证测试。