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“Branding Bahagia”: A Collaborative Branding Exercise
Yogyakarta, 1 July 2019 - UNESCO and Citi Indonesia spearheaded a collaboration exercise between students and young entrepreneurs in brand development exercise named “Branding Bahagia” (Happy Branding), as part of the project “Creative Youth at Indonesian Heritage Sites.” This activity was supported by Srengenge Advertising Agency and six universities in Yogyakarta providing opportunities and experiences for the students to develop new branding schemes for the 114 youth-led products/enterprises in Yogyakarta and Central Java. The six universities participating in this effort are Gadjah Mada University, Modern School of Design, School of Arts and Design of Indonesia Vision (STSRD Visi), Mercubuana University Yogyakarta, Atma Jaya University Yogyakarta, and Indonesian Art Institute/ISI Yogyakarta.
An exhibition of the new branding concepts was held at Pendhapa Art Space, Yogyakarta, on 1-3 July, presenting the result of this five-month collaboration and other interactive activities related to the topic such as mini panel discussion, workshops, and creative talks.
Mr. Chandra Negara, Director of Foreign Affairs Partnership of BEKRAF (Indonesian Creative Economy Agency) in his opening speech noted, “BEKRAF welcomes and supports this type of initiative. Building the capacity of youth entrepreneurs is one of the strategic steps for developing of human resources in Indonesia, where the youth population amounts to 64 million”.
A social media handle @kitamudakreatif is developed under the overarching programme Creative Youth at Indonesian Heritage Sites to share the updates of events and activities.
This activity is contributing to the SDG 1 (No Poverty), 8 (Decent Work and Economic Growth), and 11 (Sustainable Cities and Communities) by supporting youth entrepreneurs living around the Indonesian heritage sites in promoting the site and eventually having a better livelihood.
For more information about the programme, please contact Ms. Moe Chiba, Programme Specialist for Culture at UNESCO Office Jakarta at m.chiba@unesco.org
