adidas is one of the most recognizable brands to date. With their relocation to Menara Astra, the Jakarta branch of this athletic apparel brand needed a cohesive office branding to tie the space together. The existing adidas workplace branding guidelines allow for localization of artworks and environmental graphic design in accordance with the culture of the location.
So, the challenge at hand was clear: how do we infuse Indonesian locality without losing the spirit of adidas? With Bhineka Tunggal Ika (Unity in Diversity) as our overarching theme, our approach to the office branding played with multiple techniques: from carving, pattern, illustrations, painting, to weaving.
A Welcome by Aksara and Ondel-Ondel
Upon entry, Indonesian scripts, or aksara, adorning the walls of the lobby and waiting area catch the eye. We carefully transliterated ‘adidas’ into 7 Indonesian aksara to create this graphic. The resulting implementation emphasizes a localized adidas brand without being overbearing. Also there to welcome visitors and the team alike is the pair of custom ondel-ondel, large puppet figures in Betawi folk performances characteristic of the archipelago’s capital city, embellished with the adidas logo and iconic three stripes.
The Islands of Indonesia
The new adidas Indonesia office also includes 10 different meeting rooms. Each meeting room is named after an island in the Indonesian archipelago; Sumatra, Java, Bali, Kalimantan, Sulawesi, Papua, Lombok, Bintan, Flores, and Maluku. The illustrations in each of these rooms are inspired by their corresponding iconic landmarks paired with various sports activities.
adidas' Style Wastra Nusantara
This office also features 10 phone booths for added privacy. To liven up these phonebooths, we designed five different batik motifs by infusing adidas brand elements. The five batik motifs we adapted are Batik Ceplok Purbonegoro, Batik Bulu Hayam, Batik Tumpal & Floral, Batik Pagi Sore, and Batik Tiga Garis.
Streetwear Meets Street Food
The Kitchen Hub of the new adidas office in Jakarta features a large mural highlighting Indonesian street food favorites, ever present in Indonesian daily life. The illustration showcases a lively Indonesian street food scene, bustling stalls, unique pushcart, coffee vendors on bike, people eating on the street, and vibrant signage that feature some adidas household names.
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*Image courtesy of Microsoft. All rights reserved
