ZAHRA, NISA FADILLAH (2026) PERANCANGAN STRATEGI VISUAL BRAND ACTIVATION AUDY DENTAL BERTEMA BERANI SENYUM TANPA RAGU. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The commercial campaign "Berani Senyum Tanpa Ragu" is a form of brand activation developed by Audy Dental to engage its target audience through interactive experiences while strengthening the image of a friendly and welcoming dental clinic. Based on the analysis of the visual strategy of the "Berani Senyum Tanpa Ragu" campaign conducted in 2024, the campaign's visual strategy successfully attracted audience attention and encouraged engagement through a participatory, expressive, and contextually relevant visual approach. However, the research also revealed that the campaign's visual identity still has the potential to be further developed in order to establish a stronger and more recognizable visual character while maintaining Audy Dental's credibility as a dental healthcare provider. Therefore, this final project proposes a visual strategy for the "Berani Senyum Tanpa Ragu" brand activation through the development of a Campaign Visual System as the campaign's visual identity. The design process focuses on developing a visual strategy encompassing the logo, color palette, typography, illustrations, supergraphics, photo system, and their consistent application across various campaign media. The visual strategy is designed around the "Smile Hero" concept as a visual communication approach to create a campaign identity that is more expressive, communicative, and interactive through its implementation across multiple campaign media. Keywords: Visual Strategy, Brand Activation, Campaign Visual System, Visual Identity. Kampanye komersial "Berani Senyum Tanpa Ragu" merupakan salah satu bentuk brand activation yang dikembangkan oleh Audy Dental untuk membangun kedekatan dengan target melalui pengalaman interaktif serta meningkatkan citra klinik gigi yang ramah dan menyenangkan. Berdasarkan hasil analisis strategi visual kampanye "Berani Senyum Tanpa Ragu" tahun 2024, strategi visual yang diterapkan telah mampu membangun perhatian dan keterlibatan audiens melalui pendekatan visual yang partisipatif, ekspresif, dan relevan dengan aktivitas publik. Namun, hasil penelitian juga menunjukkan bahwa identitas visual kampanye masih berpotensi untuk dikembangkan agar memiliki karakter visual yang lebih kuat, mudah dikenali, serta tetap mampu menjaga kredibilitas Audy Dental sebagai layanan kesehatan gigi. Oleh karena itu, tugas akhir ini merancang strategi visual pada brand activation "Berani Senyum Tanpa Ragu" melalui pengembangan Campaign Visual System sebagai identitas visual kampanye Audy Dental. Proses perancangan difokuskan pada pengembangan strategi visual yang mencakup logo, warna, tipografi, ilustrasi, supergrafis, photo system, serta penerapannya secara konsisten pada berbagai media kampanye. Strategi visual pada brand activation ini dirancang dengan mengusung konsep "Smile Hero" sebagai pendekatan komunikasi visual untuk membangun karakter kampanye yang lebih ekspresif, komunikatif, dan interaktif melalui penerapan pada berbagai media. Kata kunci: Strategi Visual, Brand Activation, Campaign Visual System, Identitas Visual.
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