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“Who’s your beauty standard in person?”

“ME”

We're Treading Paths Under The Sun

We're Treading Paths Under The Sun

We're Treading Paths Under The Sun

Symbol Development of Internal Culture Transformation \ \\' — 2019

Team in Charge—

Team in Charge—

\\' Creative Agency \ Wildan Ilham \ Sisiana Pradita \ Nidya Jung'

\\' Creative Agency \ Wildan Ilham \ Sisiana Pradita \ Nidya Jung'

The Brand

Internal \\' Creative Agency. 

Internal \\' Creative Agency. 

Internal \\' Creative Agency. 

Project Overview

Project Overview

Project Overview

Our rebranding began from the inside: by tidying up our internal culture. Having remembered our business vision—to become your preferred creative agency, by providing the best, meaningful brand experiences while continuously transforming to pursue this standard—we kicked the pedal into gear.

In order to come back fresher better, we begin by going back to the basics: core value, system, and symbol. Symbols are the most revered avatars, as they not only visualize the intangibles but also accelerate the internalization process of the values which we should adopt.

Coming from the world’s rich history of ‘learning’, our avatar for internal culture comes in form as The Karsa. The Karsa is our spirit to clear the path through collaboration of ideas and shared goals. This culture is for the lifelong learners who strive to improve continuously to the horizon’s end, up from the shoulders of the giants.

As we shall unravel together, there are six values in \\' which shall form our heavy rotation.

Our rebranding began from the inside: by tidying up our internal culture. Having remembered our business vision—to become your preferred creative agency, by providing the best, meaningful brand experiences while continuously transforming to pursue this standard—we kicked the pedal into gear.

In order to come back fresher better, we begin by going back to the basics: core value, system, and symbol. Symbols are the most revered avatars, as they not only visualize the intangibles but also accelerate the internalization process of the values which we should adopt.

Coming from the world’s rich history of ‘learning’, our avatar for internal culture comes in form as The Karsa. The Karsa is our spirit to clear the path through collaboration of ideas and shared goals. This culture is for the lifelong learners who strive to improve continuously to the horizon’s end, up from the shoulders of the giants.

As we shall unravel together, there are six values in \\' which shall form our heavy rotation.

Brand Workshop Summary

Brand Workshop Summary

Brand Workshop Summary

We believe The Acid Test is the vitamin for our business growth. The Acid Test is a feedback program which originated from an experiment by one of our interns in \\'Internship Program 2019 Batch 1. The program has been given to our clients, teams, and partners—which results provided us with unparalleled insights.

These results show that external parties consider us as fun, friendly, and passionate professionals. In the same spirit, our internal members find us to be hard-working, fun, creative, and a great place to learn. Great consensus aside, we detected a latent expectation from both internal and external parties—expectations for a bigger team in the near future to maximize our potential.

Based on the nature of our industry, key stakeholders, and our long-term goals, we went on to conduct an internal culture development program. The program empowers our rebranding activities and supports our business to achieve these ambitions.

We believe The Acid Test is the vitamin for our business growth. The Acid Test is a feedback program which originated from an experiment by one of our interns in \\'Internship Program 2019 Batch 1. The program has been given to our clients, teams, and partners—which results provided us with unparalleled insights.

These results show that external parties consider us as fun, friendly, and passionate professionals. In the same spirit, our internal members find us to be hard-working, fun, creative, and a great place to learn. Great consensus aside, we detected a latent expectation from both internal and external parties—expectations for a bigger team in the near future to maximize our potential.

Based on the nature of our industry, key stakeholders, and our long-term goals, we went on to conduct an internal culture development program. The program empowers our rebranding activities and supports our business to achieve these ambitions.

We believe The Acid Test is the vitamin for our business growth. The Acid Test is a feedback program which originated from an experiment by one of our interns in \\'Internship Program 2019 Batch 1. The program has been given to our clients, teams, and partners—which results provided us with unparalleled insights.

These results show that external parties consider us as fun, friendly, and passionate professionals. In the same spirit, our internal members find us to be hard-working, fun, creative, and a great place to learn. Great consensus aside, we detected a latent expectation from both internal and external parties expectations for a bigger team in the near future to maximize our potential.

Based on the nature of our industry, key stakeholders, and our long-term goals, we went on to conduct an internal culture development program. The program empowers our rebranding activities and supports our business to achieve these ambitions.

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Roman’s Footprint

Roman’s Footprint

Roman’s Footprint

Roman’s Footprint

One interesting role of Cliens was called Anteambulo, meaning: clearing the path— helping patronus create opportunity—eliminate distractions and solve the problems which hinder their goals

One interesting role of Cliens was called Anteambulo — literal meaning: clearing the path, means help patronus to create opportunity, or even eliminate distractions and solving the problems that hinder their goals. 

One interesting role of Cliens was called Anteambulo — literal meaning: clearing the path, means help patronus to create opportunity, or even eliminate distractions and solving the problems that hinder their goals. 

One interesting role of Cliens was called Anteambulo — literal meaning: clearing the path, means help patronus to create opportunity, or even eliminate distractions and solving the problems that hinder their goals. 

One interesting role of Cliens was called Anteambulo, meaning: clearing the path—helping patronus create opportunity—eliminate distractions and solve the problems which hinder their goals

*In Roman Patronage System, The Patronus (sponsor) worked together with Cliens (beneficiary), asking for their expertise in return for wealth and protection.

*In Roman Patronage System, The Patronus (sponsor) worked together with Cliens (beneficiary), asking for their expertise in return for wealth and protection.

*In Roman Patronage System, The Patronus (sponsor) was working together with Cliens (beneficiary) in reciprocity for wealth and protection and in return Cliens do their expertise.

Fruitful Patronus-Cliens collaborations may result in great inventions.

Fruitful Patronus-Cliens collaborations may result with great inventions.

Fruitful Patronus-Cliens collaborations may result in great inventions.

Martial (apart of his satirical), Leonardo da Vinci, Michelangelo, William Shakespeare, Ben Jonson, Mozart, Johannes Kepler, Blaise Pascal, and most other famous names with groundbreaking ideas their Patronus had.

Martial (apart of his satirical), Leonardo da Vinci, Michelangelo, William Shakespeare, Ben Jonson, Mozart, Johannes Kepler, Blaise Pascal, and most other famous names with groundbreaking ideas their Patronus had.

Martial (apart of his satirical), Leonardo da Vinci, Michelangelo, William Shakespeare, Ben Jonson, Mozart, Johannes Kepler, Blaise Pascal, and most famous names with groundbreaking ideas had Patronus. 

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Tamansiswa’s Footprint 

Tamansiswa’s Footprint 

Tamansiswa’s Footprint 

Ing ngarsa sung tulada ("The front-man is the role model”), Ing madya mangun karsa (“The middleman builds the spirit to create ideas and goals”), tut wuri handayani (“From the back providing constructive supports”)

Ing ngarsa sung tulada ("The front-man provide model”), Ing madya mangun karsa (“The middleman build the spirit to create ideas and goals”), tut wuri handayani (“From the back provide constructive support”)

Ing ngarsa sung tulada ("The front-man provide model”), Ing madya mangun karsa (“The middleman build the spirit to create ideas and goals”), tut wuri handayani (“From the back provide constructive support”)

The three principles of Tamansiswa (Student Park), founded by Ki Hajar Dewantara, were inspired by the progressive pedagogical framework introduced by Maria Montessori (Italy). This framework was combined with local wisdom, called Patrap Triloka. This was the first education system to focus on character building in Indonesia, replacing the regular military approach with art. Similar shift happened in Greek 5 BCE, which ever since brought the most significant civilization leap.

Today, these principles remain relevant, and Ki Hajar Dewantara is treasured as The National Hero who fought for Indonesia's Independence through education.

The three principles of Tamansiswa (Student Park), founded by Ki Hajar Dewantara, were inspired by the progressive pedagogical framework introduced by Maria Montessori (Italy). This framework was combined with local wisdom, called Patrap Triloka. This was the first education system to focus on character building in Indonesia, replacing the regular military approach with art. Similar shift happened in Greek 5 BCE, which ever since brought the most significant civilization leap.

Today, these principles remain relevant, and Ki Hajar Dewantara is treasured as The National Hero who fought for Indonesia's Independence through education.

The three principles of Tamansiswa — can also mean Student Park, founded by Ki Hajar Dewantara, was inspired by the progressive education that introduced by Maria Montessori (Italy) and combined it with local wisdom, called Patrap Triloka. This was the first education system that focused on character building in Indonesia that replaced the military approach with art. Similar shifted happened in Greek 5 B.C.E. and brought the most significant civilization leap.

Today, the principles remain used and Ki Hajar Dewantara is known as National Hero who fought for Indonesia's Independence through education.

The three principles of Tamansiswa (Student Park), founded by Ki Hajar Dewantara, were inspired by the progressive pedagogical framework introduced by Maria Montessori (Italy). This framework was combined with local wisdom, called Patrap Triloka. This was the first education system to focus on character building in Indonesia, replacing the regular military approach with art. Similar shift happened in Greek 5 BCE, which ever since brought the most significant civilization leap.

Today, these principles remain relevant, and Ki Hajar Dewantara is treasured as The National Hero who fought for Indonesia's Independence through education.

The three principles of Tamansiswa (Student Park), founded by Ki Hajar Dewantara, were inspired by the progressive pedagogical framework introduced by Maria Montessori (Italy). This framework was combined with local wisdom, called Patrap Triloka. This was the first education system to focus on character building in Indonesia, replacing the regular military approach with art. Similar shift happened in Greek 5 BCE, which ever since brought the most significant civilization leap.

Today, these principles remain relevant, and Ki Hajar Dewantara is treasured as The National Hero who fought for Indonesia's Independence through education.

The future is built upon imagination and refinement of ideas.

The future is built upon imagination and refinement of ideas.

Taking lessons from Retrofuturism, people’s imagination before the 20th century may have inspired our 21st-century internet-boom reality. What if it was the findings of the Renaissance which actually facilitated our present reality—and paved way for NASA, Nuclear Plantation, and many other technologies?

Learning from Retrofuturistic, the imagination of people before the 20th century may inspire our 21st-century internet-boom reality. But, the findings of the Renaissance in Italy were what actually facilitate it and resulted with NASA, Nuclear Plantation, and so many technologies. 

Structure_Anteambulo

One Team

Collaboration

Collaboration

Problem Solver

Problem Solver

Problem Solver

Problem Solver

Lifelong Learner

Lifelong Learner

Lifelong Learner

Lifelong Learner

Lifelong Learner

The interesting role of clearing the path can also be translated into:

The interesting role of clearing the path can also be translated into:

The interesting role of clearing the path can also be translated into:

The Karsa

The Karsa

Nothing's new under the sun. What Ki Hajar Dewantara brought for Indonesia has happened before in Greek and Italy. However, he further elaborated on the idea and created relevancies which transformed into Patrap Triloka. He might not be the Anteambulo, but his spirit of clearing the path for Indonesians was remarkable—and sadly forgotten.

His spirit aligns with \\'; DNA. Our DNA as Indonesians will bring back and relentlessly evolve the spirit of The Karsa. Having The Karsa in \\'; means:

1\ We are your collaboration partner in discovering meaningful brand experience, providing collaborators in creating opportunities, eliminating distractions and solving the problems which hinder the goals.

2\ We have the ideal spirit to continuously bolster \\'; DNA and grow with all collaborators to push the limits.

Nothing's new under the sun. What Ki Hajar Dewantara brought for Indonesia has happened before in Greek and Italy. However, he further elaborated on the idea and created relevancies which transformed into Patrap Piloka. He might not be the Anteambulo, but his spirit of clearing the path for Indonesians was remarkable—and sadly forgotten.

His spirit aligns with \\'; DNA. Our DNA as Indonesians will bring back and relentlessly evolve the spirit of The Karsa. Having The Karsa in \\'; means:

1\ We are your collaboration partner in discovering meaningful brand experience, providing collaborators in creating opportunities, eliminating distractions and solving the problems which hinder the goals.

2\ We have the ideal spirit to continuously bolster \\'; DNA and grow with all collaborators to push the limits.

Nothing's new under the sun. What Ki Hajar Dewantara brought for Indonesia has happened before in Greek and Italy. However, he further elaborated on the idea and created relevancies which transformed into Patrap Piloka. He might not be the Anteambulo, but his spirit of clearing the path for Indonesians was remarkable—and sadly forgotten.

His spirit aligns with \\'; DNA. Our DNA as Indonesians will bring back and relentlessly evolve the spirit of The Karsa. Having The Karsa in \\'; means:

1\ We are your collaboration partner in discovering meaningful brand experience, providing collaborators in creating opportunities, eliminating distractions and solving the problems which hinder the goals.

2\ We have the ideal spirit to continuously bolster \\'; DNA and grow with all collaborators to push the limits.

Nothing's new under the sun. What Ki Hajar Dewantara brought for Indonesia has happened before in Greek and Italy. However, he further elaborated on the idea and created relevancies which transformed into Patrap Piloka. He might not be the Anteambulo, but his spirit of clearing the path for Indonesians was remarkable—and sadly forgotten.

His spirit aligns with \\'; DNA. Our DNA as Indonesians will bring back and relentlessly evolve the spirit of The Karsa. Having The Karsa in \\'; means:

1\ We are your collaboration partner in discovering meaningful brand experience, providing collaborators in creating opportunities, eliminating distractions and solving the problems which hinder the goals.

2\ We have the ideal spirit to continuously bolster \\'; DNA and grow with all collaborators to push the limits.

Nothing's new under the sun. What Ki Hajar Dewantara brought for Indonesia has happened before in Greek and Italy. However, he further elaborated on the idea and created relevancies which transformed into Patrap Piloka. He might not be the Anteambulo, but his spirit of clearing the path for Indonesians was remarkable—and sadly forgotten.

His spirit aligns with \\'; DNA. Our DNA as Indonesians will bring back and relentlessly evolve the spirit of The Karsa. Having The Karsa in \\'; means:

1\ We are your collaboration partner in discovering meaningful brand experience, providing collaborators in creating opportunities, eliminating distractions and solving the problems which hinder the goals.

2\ We have the ideal spirit to continuously bolster \\'; DNA and grow with all collaborators to push the limits.

Michelangelo_-_Creation_of_Adam_low 2

Karsa [Kar·sa] \'kar, sa\ noun: 1 strong will (Javanese), 2 one's soul energy — power, to push a human being having the intentions or will (Bahasa Indonesia), the spirit to create ideas and achieve goals (Ki Hajar Dewantara), 4 the spirit to clear the path through ideas collaborations and shared goals (\\')

Karsa [Kar·sa] \'kar, sa\ noun: 1 strong will (Javanese), 2 one's soul energy — power, to push a human being having the intentions or will (Bahasa Indonesia), the spirit to create ideas and achieve goals (Ki Hajar Dewantara), 4 the spirit to clear the path through ideas collaborations and shared goals (\\')

Sustaining Believe:

We’re treading paths under the sun—for a morning yet to be unlocked.

We’re treading paths under the sun—for a morning yet to be unlocked.

6 Values:

Trustworthy, Courage, Continuous Learning, Humility, Empathetic & Open-minded.

Sustaining System:

Career Programs

Talents Induction and Individual Growth Program

Talents Induction and Individual Growth Program

Periodic 1-on-1 & KPI Discussion

related refreshment; daily application & internal campaign program

Symbol Development

Symbol Development

Symbol Development

Simple, relevant, meaningful, robust anchor and as easy to remember in daily life

Criteria: Relevant & meaningful, strong anchor, as a recall tool in daily life, simple

Criteria: Relevant & meaningful, strong anchor, as a recall tool in daily life, simple

Criteria: Relevant & meaningful, strong anchor, as a recall tool in daily life, simple

davinci

One of Anteambulo Creations: The Vitruvian Man of Leonardo Da Vinci, a perfect dimension of human with Golden Ratio

One of Anteambulo Result: Vitruvian Man of Leonardo Da Vinci, a perfect human proportion with Golden Ratio

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\\'6

\\'6

\\'6

The Karsa Values

The Karsa Values

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Functionality as the recall tool

Functionality as the recall tool

The Karsa's Glove:

The Karsa's Glove:

The hand symbolizes the hard work, collaboration, one team and learning. Each finger represents the \\' 6 values as a remembrance.

Last, The silhouette portrays \\'.

The hand symbolizes the hard work, collaboration, one team and learning. Each finger represents the \\' 6 values as a remembrance.

Last, The silhouette portrays \\'.

hand2

The Karsa Symbol Implementation

The Karsa Symbol Implementation

1—

The Karsa

Represented by the back of the hand with thumb and ring finger pointing at each other.

The spirit to clear the path through collaboration of ideas and shared visions.

The spirit to clear the path through collaboration of ideas and shared visions.

2—

Trustworthy

Represented by the palm as the foundation of every great
collaboration.

Represented by the palm as the foundation of every great collaboration.

We share mutual trusts—we are sincerely, fully accountable for every work we do, and we do upon it with virtue.

We share mutual trusts—we are sincerely, fully accountable for every work we do, and we do upon it with virtue.

3—

Courageous

Represented by the forefinger.

We speak bluntly—we point out the truth clearly, as precise as possible. We stand on the same page and objectively solve the right problems.

4—

Continuous Learning

Represented by the middle finger.

We strive to push the bars—the wisdom of the middle finger, a voracious tenacity in the face of hurdles. As lifelong learners, we believe there are always better ways to do things. We move ahead by continuously finding problems and learning to solve them better.

5—

Humility

Represented by the little finger.

We adopt the noble thinking—we put common goals and teamwork over personal missions. We learn more from those
around us when we set aside ourselves.

We adopt the noble thinking—we put common goals and teamwork over personal missions. We learn more from those around us when we set aside ourselves.

We adopt the noble thinking—we put common goals and teamwork over personal missions. We learn more from those around us when we set aside ourselves.

6—

Empathetic & Open-minded

The thumb represents Empathetic and the ring finger represents Open-minded. They are bound to create great collaboration.

Empathy represented by the thumb. Openness represented by ring fingers. Both of them are inseparable to create great collaboration.

We pay attention to each member in our team. The Big
Picture begins with the smallest stroke: “What can I do now to support my team better?”

We pay attention to every one the team: we think about the big picture of the team yet we start every acts from a question ‘What can I do now to support my team better?’.

The Karsa Poster

The Karsa Poster

The Karsa in The Making Book

The Karsa in The Making Book

 Induction and Performance Tracker

The book is designed to track the talent’s career
progress since early exposure. From The Karsa induction, individual goal setting, up to 1-on-1 KPI tracker. We track the talent’s progress on practicing The Karsa and executing their professional roles.

Visually, we designed the book to signify how every day is a work in progress towards whoever and whatever we aspire to become. Hence the flexibility to fill in the blanks accordingly.

The book is designed to track the talent’s career progress since early exposure. From The Karsa induction, individual goal setting, up to 1-on-1 KPI tracker. We track the talent’s progress on practicing The Karsa and executing their professional roles.

Visually, we designed the book to signify how every day is a work in progress towards whoever and whatever we aspire to become. Hence the flexibility to fill in the blanks accordingly.

The book is designed to track the talent’s career progress since early exposure. From The Karsa induction, individual goal setting, up to 1-on-1 KPI tracker. We track the talent’s progress on practicing The Karsa and executing their professional roles.

Visually, we designed the book to signify how every day is a work in progress towards whoever and whatever we aspire to become. Hence the flexibility to fill in the blanks accordingly.

The book is designed to track the talent’s career progress since early exposure. From The Karsa induction, individual goal setting, up to 1-on-1 KPI tracker. We track the talent’s progress on practicing The Karsa and executing their professional roles.

Visually, we designed the book to signify how every day is a work in progress towards whoever and whatever we aspire to become. Hence the flexibility to fill in the blanks accordingly.

\\' Creative Agency

We design meaningful brand experience.

© 2019Indonesia

© 2019 \\'

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