CHAERUNISSA, ARTADHIYAA (2025) PERANCANGAN MASKOT SEBAGAI STRATEGI VISUAL UNTUK PENGUATAN BRANDING PT WAHANA OLAH WARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the digital era, visual identity is no longer just logos and colours. Currently, mascots have been popular as part of branding, campaign, or representation of any entity. Anthropomorphic mascots could function as a tool for marketing, promotion, and communication, as a characterization of something that is not human being could become the face that represents the value and personalities of any entity or brand emotionally. Mascot is used to support and emphasise the entity’s visual identity as a whole and become a <half-second commercial=: a character that is easy to remember in a matter of seconds. This soft-selling marketing is a bridge between formal branding and emotional approach. PT Wahana Olah Warta is a company that focuses on digital media, with the vision to help business practitioners to optimise their business and branding via digital media. WOW’s visual identity currently is limited to the most basic elements like logo and stationery; hence it needs a more humanistic and engaging branding approach. Mascot design of Willow for PT Wahana Olah Warta could be used as a branding which narrates about the company’s history, company’s image, product and service, and the company’s brand identity. Keywords: mascot, branding, visual identity, digital media Di era digital, identitas visual tidak hanya berupa logo dan warna. Saat ini, maskot semakin populer sebagai bagian dari branding, kampanye, maupun representasi entitas apapun. Maskot yang digambarkan dengan objek antropomorfik dapat berfungsi sebagai alat pemasaran, promosi, dan komunikasi, karena pengkarakterisian sesuatu yang bukan manusia mampu menjadi wajah yang merepresentasikan nilai dan kepribadian perusahaan secara lebih emosional. Maskot berfungsi untuk mendukung identitas visual secara menyeluruh dan menjadi "half-second commercial": karakter yang mudah diingat dalam sekejap. Teknik pemasaran soft-selling ini menjembatani branding formal dan emosional. PT Wahana Olah Warta adalah perusahaan yang berfokus pada bidang media digital, dengan visi untuk membantu pelaku bisnis yang ingin mengoptimalkan bisnisnya melalui media digital. Identitas visual WOW saat ini masih terbatas pada elemen-elemen dasar seperti logo dan stationery, sehingga membutuhkan pendekatan branding yang humanis dan menarik perhatian. Perancangan maskot Willow untuk PT Wahana Olah Warta diharapkan dapat digunakan sebagai branding yang bercerita tentang sejarah perusahaan, citra perusahaan, produk yang ditawarkan, dan identitas visual merek. Kata kunci: maskot, branding, identitas visual, media digital
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