Nurturing a Creative Powerhouse that Bridges Generations through Meaningful and Impactful Conversations in the Art of Dance.

Background

The Indonesian Dance Festival (IDF) is a well-established event that showcases contemporary dance from Southeast Asia. It has a rich 30-year history but has faced challenges in attracting a broader audience recently. IDF serves as a platform for artists and enthusiasts to connect and grow together, providing a glimpse into the vibrant Southeast Asian contemporary dance scene. To support IDF on a larger scale, the Yayasan Loka Tari Nusantara (YLTN) was established in 2019. YLTN acts as the official organization for IDF and focuses on ensuring the festival's sustainability by attracting donors and funders. With the involvement of this new organization, IDF aims to rejuvenate itself by expanding its audience to include both funders and artists.

Challenge

This project faces challenges from various perspectives. Externally, the dance industry in Indonesia is relatively small, making it difficult to attract a diverse audience and engage with them. Initially, creating a new brand identity that appeals to a wider market and is easy to understand seems like a viable solution. However, it is crucial to avoid compromising the value of contemporary dance by solely repackaging it for market appeal.

The IDF founders are dedicated to preserving their values while rejuvenating the organization for future generations without making any compromises. The organization has a rich story and core values that must be upheld. Achieving this requires a strategic positioning that balances the interests of both sides. To accomplish these goals, IDF's new director, Ratri, has invited Minded, a subsidiary company of BrandWorks Australia, to assist IDF during this transitional phase by creating a new identity that bridges the past and the future. This new identity will combine the richness of Indonesian dance culture with a global perspective of tomorrow.

Approach

To overcome these challenges, IDF has embarked on a regeneration process. This involves creating a new brand positioning and identity that appeals to a wider market and simplifies understanding of the dance industry. We envision IDF as a creative powerhouse, driven by talented individuals and supported by funders and donors. Together, IDF and its community are transforming this creative energy and funding to reach a larger audience, inviting them to actively participate in and appreciate the world of dance. The brand aims to bridge the gap between the past and the present, offering a blend of familiarity and innovation. IDF represents the heritage of tomorrow, as it continuously creates new legacies while honouring its rich traditions for future generations.

To bring this brand identity to life, a contemporary approach was adopted, treating the creation as a work of art and allowing people to interpret it in their own unique way. Each branding element was carefully crafted to reflect the idea of heritage meets contemporary while maintaining the festival's identity as a celebration of dance. The brandmark and colour gradient incorporated a loose interpretation of Indonesian batik, capturing the essence of tradition. The dynamic lockup for IDF, an extensive colour system, and organic graphic elements conveyed the fluidity and inspiration derived from bodily movement.

Solution

The launch of the new brand signifies a milestone in the regeneration of IDF and YLTN. The brand elements were designed with a clever and simple system to maintain consistency. This allows for creative exploration while following the guidelines. The YLTN brand supports IDF but can also stand alone, attracting potential funders with its mature look. The new brand positioning helps IDF and YLTN reach a wider audience and effectively communicate their message. Clear guidelines were created to ensure both brands resonate with their target audiences. IDF, as the main brand, can adapt to different festival themes while remaining relatable to the audience.