During my time with United Nations Development Programme Indonesia, I creative directed the “Social Good Summit – Our City: Live, Work, Play” in 2018. I led the conception and the design production of both large scale events. Initially, I researched UNDP’s target audience for both events and wrote presentations and proposals of how the visual design that will complement both events would be. Then, I had to create several creative directions and design alternatives that would perfectly fit the theme of each event.
Prior to working on this event, I did audience research, design style research, and the curation of visual elements. Since it was a large scale event, I had to make the campaign more visually appealing to gather interest from more people. The design trend that was popular amongst the youth in Indonesia at that time was colour clashing, contrasting neon colours and dark backgrounds. Since the event concentrated on the issue of city and livelihood, I used street photography as the main visual event of the art direction. I curated and used street photos from UNDP’s field assignments all over Indonesia that fit the urban theme and combine them with a distinct colour palette. To spread the campaign, I designed a street photography competition on social media prior to the event and the competition alone resulted in at least 300 new followers on their social media.
Then, I translated the design into other collaterals and props for the event – one of them was placing the bright coloured blocks of SDGs icons on stage, in front of a dark background, and under the spotlight. Giving the overall look similar to the digital campaigns that I designed for the event. The visual-heavy event resulted in positive coverage on national news outlets, and 700 new youth followers on UNDP Indonesia’s social media within a day.