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De Tjolomadoe

DAMRI

Re-Branding, Brand Architecture, Strategic Planning, Advertising, Marketing Collaterals and Digital

DAMRI or "Djawatan Angkoetan Motor Republik Indonesia" was established in 1946 as the provider of widely-ranged land transportations. DAMRI has always been supporting the economic growth of the country and safeguarding Indonesia through connectivity. DAMRI provided access across Indonesia with a wide range of land transportations. However, DAMRI’s products, especially the buses, were pictured as outdated. And this was the challenge the company faced. Brands experience aging through times, they are maturing and supposedly changing. The changes are how brands improve themselves and adjust to the shifting of the market. In this case, DAMRI identity, however, was perceived as obsolete. It needed to conform and be adept to today’s Indonesia society. DAMRI urgently had to align its business and brand image with the needs and trends of modern Indonesian society. In other words, it had to be advanced, one which was growing and progressive rather than outmoded.

Addressing this current issue, DAMRI set to take a step forward by partnering with Milestone for its rebranding strategy. It aimed to change how people see and recognize DAMRI. To go further, top-of-mind awareness was among the main objectives as well. Ensuring DAMRI ranked among the first in the minds of consumers had become a purpose from the outset. This was the direction Milestone headed when designing the brand strategy. In order to carry the agenda, Milestone began formulating a new strategic plan, manifested in the logo, marketing collateral, website, and social media. Everything was designed in an innovative way incorporating the current trend without overlooking DAMRI’s historic significance and contributions to Indonesia. At this point, DAMRI had been put in a position ready to be reintroduced to the market. Now DAMRI stands as a modern and professional transportation company, and in an assured manner, portrays itself as acclaimed and forward.