Merdeka Mengajar

Year

2021

Role

Brand Discovery, Messaging & Positioning, Strategy

Team

1 Illustrator, 1 Brand Strategist, 1 Researcher, 1 Stakeholder Manager

Merdeka Mengajar is an education platform from GovTech Edu, working under Indonesia's Ministry of Education. The challenge: build a public-sector brand with no competition for millions of people across the archipelago — ages 6 to 50, students to headmasters, every level of tech literacy.

The insight was that we weren't competing; we were accommodating everyone in Indonesian education. The product existed before the brand, so we had rich research on real personas to guide how the brand should develop.

We worked in three phases: brand fundamentals (principles, messaging, promise, personality, positioning); communication guidelines, tone and key messages; and visual exploration — kept deliberately open to timeline, religious and cultural factors so the design stayed strategically sound.

It remains one of the projects I'm most proud of — giving soul, identity and relevance to a product that reaches an entire nation of learners.