Merdeka Mengajar by Govtech Indonesia

The product was developed long before the brand, as well as the initiative, that was lead by the founder of Gojek that's now appointed to become our ministry of education Nadiem Makarim. And what this means for the brand -> we have a lot of research about our real audience's personas, and how we should define the brand's development process. After the brainstorm, research, and context gathering phases, we came up with formulas of how we should approach the brand and how should it serve; which then become into 3 separate phases. Phase 1; We worked on the brand fundamentals, from the foundational principles, messaging, brand promise & personality, and lastly our brand positioning. In this phase we utilize the research data that were done by the product team and research team to make sure we serve the organizations and product right. This means that since we are not here to compete, the brand should serve a sole purpose and that is to give soul, identity, and relevancy to our audience and reaching them through their emotional side, supplementing the great user experience the team has crafted. Phase 2; Armed with the right research, expertise and directions, the communication team of the project together work with us and other stakeholders to make sure we craft the right communication guideline, tone and voices, as well as key messages from the brand itself. Phase 3; This is the phase where we're starting our visual explorations, as well as keeping it open into dynamics that come to us such as timeline constraints, religious interpretations and other factors that have to be taken into account to ensure our design is politically strategized. Knowing that our audience is composed of such a wide ranges of personas, we decide to have this process as an ongoing process, and taking it in as we go as well as building its visual identities itself. Collective opinions and ideas are one of our strongest point that we discovered through out this process.

One of the biggest challenges of building this brand in particular was more of finding the right approach, on how the brand should serve it's purpose, product and the organization. One of the finding within this product we discovered were about the fact that we're not trying to compete, we are trying to accommodate everyone in the realm of education of Indonesia, to be our audience. Which can range from the age of 6, to 50 from students, school administrations, teachers, headmasters, the private schools, etc. The product was developed long before the brand, as well as the initiative, that was lead by the founder of Gojek that's now appointed to become our ministry of education Nadiem Makarim. And what this means for the brand -> we have a lot of research about our real audience's personas, and how we should define the brand's development process. After the brainstorm, research, and context gathering phases, we came up with formulas of how we should approach the brand and how should it serve; which then become into 3 separate phases. Phase 1; We worked on the brand fundamentals, from the foundational principles, messaging, brand promise & personality, and lastly our brand positioning. In this phase we utilize the research data that were done by the product team and research team to make sure we serve the organizations and product right. This means that since we are not here to compete, the brand should serve a sole purpose and that is to give soul, identity, and relevancy to our audience and reaching them through their emotional side, supplementing the great user experience the team has crafted. Phase 2; Armed with the right research, expertise and directions, the communication team of the project together work with us and other stakeholders to make sure we craft the right communication guideline, tone and voices, as well as key messages from the brand itself. Phase 3; This is the phase where we're starting our visual explorations, as well as keeping it open into dynamics that come to us such as timeline constraints, religious interpretations and other factors that have to be taken into account to ensure our design is politically strategized. Knowing that our audience is composed of such a wide ranges of personas, we decide to have this process as an ongoing process, and taking it in as we go as well as building its visual identities itself. Collective opinions and ideas are one of our strongest point that we discovered through out this process.

The Merdeka Mengajar application is an educational superapp designed by the Ministry of Education, Culture, Research and Technology (Kemdikbudristek) to help teachers teach, develop themselves, and work better. We joined the team of experts to bring in our expertise of brand building within the ecosystem they're currently building.