The Darmawangsa Square
An Urban Rendezvous Point: “Perfect Neo-Classic Venue in Jakarta’s Prime Area"
YEAR
2013
CLIENT
PT Megah Agung Lestari (Agung Sedayu Group)
INDUSTRY
Property Developer
WORK SCOPE
Verbal Identity, Brand Development, EGD (Sign-System), Artworks/ Graphics
To start the brand Identity creation, a name-change was indespensable (replacing ‘DS city walk’ into ‘The Darmawangsa Square’); followed by logo design and supergraphic development. As for the environmental graphic design, the project was a combination of wayfinding system with place-making design.
Visual identity outcome resulted with the Spear concept selection, metaphoric of classic wayang’s Pandawa Lima. Sharp triangle form and a more circular shape united to represent a circle of community to illustrate ‘a meeting point’. Given values of hospitability and intimacy with royal colors of dark blue and gold was selected as the answer.
