STRATEGI PERANCANGAN KONTEN PROMOSI VISUAL BERBASIS SUSTAINABLE DESIGN UNTUK MEMPERKUAT BRANDING UMKM (Studi kasus: Mandalas)

Abstract

ABSTRAK

Pertumbuhan industri pakaian lokal mendorong UMKM membangun citra merek melalui konten promosi visual, tetapimenjaga konsistensi tampilan secara efisien masih sulit. Mandalas, UMKM clothing batik, menjadi studi kasus karenasudah memiliki panduan visual (Brand Book 2026) berisiarahan mood, palet warna, dan tipografi, namun konten yang diunggah setiap hari belum didukung template, hierarki teks, dan aset grafis yang dapat dipakai ulang. Penelitian inimerancang strategi konten promosi visual berbasis sustainable design untuk menerjemahkan panduan tersebut menjadi sistemproduksi yang efisien. Metode yang digunakan adalahkualitatif deskriptif dengan studi kasus tunggal. Data diperolehdari observasi konten, analisis dokumen panduan, wawancaradengan Marketing Associate Mandalas, dan studi literatur, laludianalisis dengan model Miles dan Huberman serta kajianvisual terhadap lima kriteria: konsistensi, keterbacaan, modularitas, efisiensi produksi, dan kekhasan merek. Hasilnyamenunjukkan warna dan tipografi sudah ditetapkan, sedangkan template, sistem tata letak, hierarki teks, dan asetgrafis belum tersedia. Satu unggahan memakan 30-60 menit. Celah ini dijawab dengan sistem identitas visual adaptif, reusable assets, template modular, dan pelengkap pedomandesain. Rancangan ini belum diuji sehingga efektivitasnyaperlu dibuktikan pada penelitian lanjutan.

Kata Kunci: branding, promosi visual, sustainable design, UMKM

ABSTRACT

The growth of the local fashion industry has pushed small and medium enterprises (UMKM) to build brand image through visual promotional content, yet maintaining visual consistency efficiently remains difficult. Mandalas, a batik clothing UMKM, serves as the case study because it already has a visual guide (Brand Book 2026) containing direction on mood, color palette, and typography. However, the content it posts every day is not yet supported by templates, text hierarchy, or reusable graphic assets. This study designs a visual promotional content strategy based on sustainable design to translate that guide into an efficient production system. The method used is descriptive qualitative with a single case study. Data were obtained through content observation, analysis of the guide document, an interview with Mandalas’ Marketing Associate, and a literature review, and were then analyzed using the Miles and Huberman model along with a visual review against five criteria: consistency, legibility, modularity, production efficiency, and brand distinctiveness. The results show that color and typography have been established, while templates, layout system, text hierarchy, and graphic assets are not yet available. A single post takes 30-60 minutes. This gap is addressed through an adaptive visual identity system, reusable assets, modular templates, and a supplement to the design guidelines. This design has not yet been tested, so its effectiveness needs to be proven in further research.

Keywords: branding, MSMEs, sustainable design, visual promotion