Branding Digital Amoeba
Digital Amoeba is a Corporate Innovation Lab by Telkom Indonesia that incubates and accelerates ideas from its employees which create digital innovation and digital talents. Digital Amoeba was formed in 2017 and until 2022 has no definite branding and is not well documented. Therefore, I and the visual team (consist of UI/UX Designer, Multimedia Designer and Graphic Designer) will do a rebranding and find the soul and body of Digital Amoeba so that it has a clearer and more structured branding.
Company
Digital Amoeba Telkom
Industry
Corporate Innovation
Role/Contribution
Product Design
Date
Jan 2022
Brainstorming
During the brainstorming stage, we conducted a lot of research processes, through interviews with members of Digital Amoeba and also with innovators. Based on the results of the interview, we were able to get some keywords, which we then did a 100-word mind map to look for deeper keywords.
Then we explored Brand Heart, Brand Voice through a research, and defined Brand Messaging from Digital Amoeba. We got several keypoints after doing the research and mind mapping
Design & Development
During the development design process, we experienced many problems in simplifying the shape of the amoeba. We did moodboarding and took several keywords such as Fun, Playful, Innovative, and Influential in building the amoeba design. And finally we made "Amoeba Liquid" as a representative form of amoeba with playful colors, which means "Empowering Crazy Ideas". We as an incubation startup believe that every innovator's ideas are very meaningful and have a wide range of color spectrum, therefore we choose many colors to be able to cover each of these crazy ideas, which in the future will become the next revenue generator for Telkom.
Result
We rediscovered the soul and body of Digital Amoeba that had been lost. So that we have a clearer and more definite standard of what this brand can and cannot do. We are also always trusted to be game changers, so to strengthen this we dare to give a bold statement that "We Are" The Real Game Changer!
As a result of the rebrand, we have managed to generate great hype for innovators to continue to innovate and join our programs, and have always been trusted by Telkom officials to continue to promote innovation. They all believe in the capabilities of Digital Amoeba.
With this new Branding, we are once again able to maintain our position and strengthen our brand even more in the eyes of the Telkom Group, with a body and soul that has returned we are ready to continue to innovate!
Lesson learned
Its been my first proper branding project that synthesize abstract ideas to rigid and solid content and also communication strategy. I learned a lot about how to manage client expectation, how to educate them about what branding is and also manage team to deliver all deliverables on time, especially in my Visual team, including UI/UX Designer, Multimedia Designer and Graphic Designer.
Thrilling about how the website looks like? you can through this way
