Thinking*Room

With their relocation to Menara Astra, adidas Indonesia needed a cohesive office branding to tie the space together. While adidas has existing workplace branding guidelines, said parameters gives room for localization of artworks and environmental graphic design in accordance with the culture and locality if the city in which its located. So, the challenge at hand was clear: how do we infuse Indonesian and Jakartan locality without losing the spirit of adidas? With Bhineka Tunggal Ika (Unity in Diversity) as our overarching theme, our approach to the office branding played with multiple techniques: from carving, pattern, illustrations, painting, to weaving.

Upon entry to the office, Indonesian scripts, or aksara, adorning the walls of the lobby and waiting area catch the eye. We carefully transliterated “adidas” into 7 Indonesian aksara to create this graphic, subtly emphasizing a localized adidas brand to every visitor. Also there to welcome visitors and the team alike is the pair of custom ondel-ondel, large puppet figures in Betawi folk performances characteristic of the archipelago’s capital city, embellished with the adidas logo and iconic three stripes.

Check out full project showcase on our website.

Project team
CD .eric
AD
Designer & Illustrator
AE/PM