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This study aims to design a visual identity and promotional media that effectively enhances the brand awareness of Novita Online Shop, a micro, small, and medium enterprise (MSME). Currently, Novita Online Shop lacks a strong visual identity and effective promotional tools to boost consumer awareness. Through observations and interviews with the MSME owner, it was found that Novita Online Shop requires a visual identity and promotional media that can increase consumer awareness and differentiate the brand from its competitors. The concept of "Fresh Minimalism with Trendy Simplicity" was adopted as the foundation for developing the visual identity and promotional media. The findings indicate that designing an effective visual identity and promotional materials can improve consumer awareness, distinguish the brand from competitors, and ultimately drive sales. This study can serve as a reference for other MSMEs in creating effective visual identities and promotional strategies to enhance brand awareness.  

This research aims to analyze the conceptual relationship between brands and public relations (PR) in the context of business and socio-cultural dynamics in Indonesia. Through a literature study method with a qualitative approach, this research explores the role of PR in building brand identity, managing reputation, and facing challenges in the digital era. The study focuses on three main aspects: (1) the development of the brand concept in Indonesia which is not only a visual identity, but also a representation of values ​​and emotional relationships with consumers; (2) definition and function of PR as a strategic communication tool to create a positive image; and (3) integration of brand and PR in a communication strategy that is adaptive to local characteristics. Initial findings show that brand-PR synergy in Indonesia requires a participatory approach, message consistency, and the use of digital media, emphasizing cultural values ​​such as family and religiosity.

This research discusses the role of television advertising as a medium for conveying cultural and ethical values ​​in consumer society. Through a semiotic analysis approach, this study highlights how messages in advertising implicitly and explicitly encourage consumption patterns and construct a social reality that associates happiness and success with material possessions. In addition, branding strategies in advertising are proven to play an important role in shaping consumer identity through the emotional associations built between products and lifestyle. However, advertising practices often ignore ethical principles such as honesty, fairness and social responsibility, especially towards vulnerable groups. The results of this research emphasize the importance of integrating ethical values ​​in the advertising creative process and increasing public media literacy in order to create a healthier and more sustainable communication environment.

The Entrepreneurship Seminar held by Post 7 MiT-19 KKN UIN Walisongo in Bedono Village is part of the community empowerment program, especially in supporting the progress of Micro, Small, and Medium Enterprises (MSMEs). This activity raised the theme "Digital Branding Strategy for MSMEs in Bedono Village" with the goal of increasing the insight and skills of MSME actors in optimizing digital media as a product promotion and marketing tool. This seminar was carried out through the delivery of materials, discussion of case studies, and direct practice of digital content creation. The results of the activity showed an increase in participants' understanding of the importance of building brand identity, the use of social media, and the proper implementation of digital marketing strategies. This activity is expected to be the first step to encourage local MSMEs to be able to compete more widely through digital brand strengthening.

This study is a research in the field of Public Administration that aims to describe the conception of community empowerment in improving economic income through the development of local coffee products in Winduaji Village. The approach used is descriptive qualitative with a case study design. Research informants were selected using purposive sampling technique, with data sources including primary and secondary data. The focus of this research encompasses empowerment aspects that are oriented toward community needs, based on local potential, encouraging independence, environmentally oriented, and structurally based. The data analysis technique uses an interactive model. The research results show that the concept of community empowerment through local coffee development in Winduaji Village, Paguyangan District, Brebes Regency has been running quite well. This program has successfully increased community capacity in coffee processing and opened business opportunities through strengthening the identity of local coffee products with the branding "Kopi Kebon Winduaji". Nevertheless, there are still challenges such as limited technical knowledge in cultivation, lack of business capital, and suboptimal market access. Overall, this empowerment program has a positive impact on improving the community's economy, although it still requires continuous assistance to achieve more optimal results.

This research explores the process of designing a user interface for the SDIT Attaqwa Ambulu website, aimed at serving as a centralized digital information platform. It addresses the school’s communica-tion challenges, which still rely on traditional media like brochures and inconsistent social media management. A qualitative descriptive method was employed, using interviews, observations, and ques-tionnaires for data collection. The findings indicate a strong demand from parents and the local community for a digital platform that de-livers clear, organized, and visually appealing content. The design development process included audience identification, needs analy-sis, formulation of visual and verbal concepts, creation of wireframes, user flow mapping, and high-fidelity design work. Vali-dation involved guidance from academic advisors, feedback from stakeholders, and critique from a UI/UX practitioner—focusing on layout consistency, color readability, and the use of functional ele-ments such as buttons and cards. The final output is a user-friendly website design that combines a modern aesthetic with Islamic visual identity, aiming to enhance the school’s branding and improve pub-lic access to essential information.

Pets and livestock play an important role in everyday life, both economically and socially. However, both require optimal care and health to ensure their well-being and prevent potential health risks to humans. Annajah Vet Care, Pet & Poultry Shop comes as a veterinary clinic that provides comprehensive health services, such as vaccinations, hospitalization, grooming, and provision of feed for livestock and pets. Despite operating for two years, the clinic does not yet have a strong and consistent visual identity, as evidenced by the use of two similar logos that do not reflect the brand image. Promotion is also still limited to physical media and conventional methods such as word of mouth, with no utilization of social media. Surveys show that the majority of people recognize Annajah Vet Care as an animal health service provider, but brand awareness of its role as a pet shop is still low. To overcome this challenge, concept design was conducted as a strategic effort to strengthen brand identity through the application of a consistent and representative visual identity. In addition, the use of social media was optimized to reach a wider audience and support effective promotional efforts. Rebranding is expected to increase brand awareness, improve public perception of the services offered. With the right branding approach, Annajah Vet Care is expected to be able to compete in the market.

The competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia often faces obstacles due to limited product packaging that fails to adequately reflect product quality, uniqueness, and brand identity. Packaging is not merely a protective container but also a strategic communication tool that influences consumer perceptions, shapes brand image, and supports market expansion. This community service program was carried out at the Banana Chips MSME “Bu Tini” in Semarang, which previously relied on simple plastic packaging without graphic design, brand logo, or product information. The main objective of this program was to assist the MSME in developing both the design and functional aspects of packaging as a strategic effort to strengthen branding, enhance product value, and improve competitiveness. The methodology applied was community-based and participatory, consisting of field observation, focus group discussions, collaborative design with the business owner, and prototype testing of new packaging. The results demonstrate that the redesigned packaging highlights a stronger visual identity through logos, colors, and slogans, while also ensuring practicality, durability, and compliance with food safety standards. Furthermore, the new packaging improved information clarity regarding composition, expiration date, and producer details, which significantly increased consumer trust in hygiene and quality. From a broader perspective, the activity fostered social transformation by raising awareness among the owner and workers about the importance of branding and professional packaging, developing new skills, and positioning the MSME as a role model for similar businesses in the community. This program implies that packaging development is not solely a visual improvement but a strategic branding instrument that can support MSMEs in achieving sustainability and greater competitiveness in local, regional, and potentially digital markets.

Batik Murni Madiun is a production place for batik motifs typical of Madiun City. However, the low brand awareness of the Batik Murni Madiun brand is a major challenge due to the lack of consistent visual identity. This design aims to redesign the visual identity that can increase brand awareness. This design uses qualitative and quantitative data collection methods with primary data coming from interviews, observations and questionnaires. Meanwhile, secondary data comes from books, journals, and articles. The data analysis technique used in this design is descriptive analysis and TOWS matrix. The data analysis process resulted in the keyword “Madiun Authentic Traditional Batik” which will be used as a reference in making the design concept. In addition, the results of the data analysis show the need for a visual identity that has the philosophy and image that Batik Murni Madiun wants to highlight, namely the authentic traditional batik motifs from Madiun City and the natural colors used for its batik products. Through this visual identity redesign, it is expected to increase brand awareness and build consumer confidence in Batik Murni Madiun through the image that will be shown.

Regian Music is a music service provider company established in 2021 and has been operating in the regions of Cirebon, Indramayu, Majalengka, and Kuningan, contributing to various events including parties. The Regian Music band has the potential to emphasize professionalism, but it faces challenges with its visual logo element. The current logo of Regian Music does not yet represent the band's vision and mission. In the old logo, there is inconsistency in the use of elements, typography, and colors. There is also a "Canva" watermark in the center of the logo, which detracts from its professionalism in a visual context. Therefore, a logo redesign is necessary to better reflect the characteristics of the Regian Music band. The logo redesign process follows the Brand Identity design method (Alina Wheeler, 2013). The new logo is created with a music theme and minimalist design style, using a combination of red, black, and white colors, as well as incorporating Japanese element concepts.

This study aims to analyze brand adaptation strategies employed by multinational companies in addressing global marketing challenges, particularly in the context of cultural differences, consumer preferences, and regulatory variations across countries. Using a qualitative approach with a case study method, data were collected through in-depth interviews with marketing managers and document analysis related to corporate branding strategies. The findings reveal that multinational companies adopt a flexible brand adaptation approach by adjusting product elements, marketing communications, and brand values to align with local market characteristics while maintaining their global identity. These findings highlight that balancing global brand consistency with local market adaptation is a key factor in the success of global marketing strategies.

This study discusses the design of a promotional video for Tinctori by implementing marketing 5.0 to enhance the effectiveness of marketing sustainable products. Tinctori is a fashion company that utilizes natural dyes, supporting the concept of sustainable fashion and the Sustainable Development Goals (SDGs). However, its current promotional strategy has not been optimal in capturing the attention of its target audience, particularly the upper-middle-class consumers who are environmentally conscious. The findings indicate that applying cinematography in promotional videos can enhance visual appeal, audience engagement, and understanding of Tinctori’s sustainability values. The designed video showcases the natural dyeing process with artistic, transparent, and emotional visuals, strengthening brand identity and increasing consumer purchase interest. Evaluations from videography experts and the target audience confirm that the video effectively conveys the sustainability message and raises awareness of environmentally friendly fashion.

Micro, Small and Medium Enterprises (MSMEs) play an important role in Indonesia's economic growth. However, many MSME players in Sabatan Hamlet, Ringinanom Village, Magelang Regency, do not have business legality, strong branding, and effective digital marketing strategies. This mentoring program aims to assist MSME players in obtaining a Business Identification Number (NIB), improving branding identity, and utilizing Google Maps as a means of business digitization. The methods used include observation, interviews, mentoring, and evaluation of six MSMEs in Sabatan Hamlet. The results of this program show that the assisted MSMEs have successfully obtained business legality in the form of NIB, have a more professional business logo and banner, and are registered on Google Maps, which increases the visibility of their business. The evaluation of this program also showed a positive response from MSME players, who felt the real impact of the assistance in the aspects of legality, branding, and digital marketing. With this program, it is expected that MSMEs in Sabatan Hamlet can develop more rapidly, increase competitiveness, and contribute more to the local economy. Similar programs in the future need to be expanded so that more MSMEs can benefit, with additional training related to digital marketing strategies and business management.

In the rapidly evolving digital era, digital marketing strategies are crucial for the sustainability and competitiveness of Micro, Small, and Medium Enterprises (MSMEs). This study focuses on the implementation of digital marketing strategies for promoting MSME honey products from Wana Apis in Wonotirto Village, Temanggung Regency. The research employs a qualitative descriptive method through observation, interviews, and document analysis. The findings indicate that utilizing social media, websites, SEO optimization, email marketing, and collaborations with influencers significantly enhance product visibility and sales. Additionally, mentoring MSME actors in product branding, such as logo design and packaging renewal, strengthens product identity in the digital marketplace. By adopting the right strategies, MSME Wana Apis Honey has the potential to compete in an increasingly competitive market and achieve sustainable business growth.

Tanjungani Village,i Kemlagi,i hasi greati potentiali asi ai produceri ofi qualityi Etawai goati milk.i However,i thei lacki ofi producti identity,i suchi asi namei labels,i hindersi competitivenessi ini thei market.i thisi communityi servicei aimsi toi developi ai strategyi fori providingi namei labelsi oni Etawai goati milki productsi toi increasei thei sellingi valuei andi attractivenessi ofi thei product.i Thei methodsi usedi includei datai collectioni throughi interviewsi andi observations,i labeli designi basedi oni locali characteristics,i andi marketi testingi toi evaluatei itsi effectiveness.i Buildingi consumeri trust,i andi creatingi ai morei professionali producti image.i Ini addition,i labelsi thati includei locali identityi strengtheni thei brandingi ofi thei Tanjungani Villagei area.i thisi communityi servicei concludesi thati providingi namei labelsi isi ani effectivei strategyi toi supporti marketingi andi expandi thei reachi ofi Etawai goati milki products.

In the digital era, the personal branding of lecturers and alumni plays a strategic role in enhancing university brand awareness. A strong academic identity and a positive image presented through digital platforms can strengthen the reputation of higher education institutions. This study aims to analyze how optimizing the personal branding of lecturers and alumni contributes to shaping university brand awareness. The research method used is a literature review by analyzing various scientific sources related to personal branding, brand awareness, and digital marketing strategies in the context of higher education. Data were collected from academic journals, books, and relevant publications discussing the role of digital media in building the image of academic institutions.The findings indicate that consistent and authentic personal branding of lecturers and alumni on digital platforms such as social media, university websites, and professional networks can enhance university exposure and appeal to prospective students and other stakeholders. Active interaction, expertise-based content, and participation in online academic discussions are key factors in building credibility and public trust. The implications of this study provide insights for universities in designing effective digital branding strategies by leveraging the active role of lecturers and alumni. Universities should encourage the strengthening of personal branding through training programs and structured digital communication policies to enhance institutional competitiveness at both national and global levels.

Optimizing human resources (HR) in digital marketing through the synergy between creativity and technology is an important strategy to create effective and innovative marketing campaigns in the digital era. Creativity plays a crucial role in producing engaging and relevant content, which is able to build an emotional connection with consumers as well as strengthen the brand identity. Meanwhile, technology allows for personalization, data-driven analysis, and efficiency in the implementation of marketing strategies. This study examines how the combination of human resource creativity and the use of digital technology can create a competitive advantage for companies. The results of the study show that companies that successfully integrate these two elements can increase consumer engagement, customer loyalty, as well as the effectiveness of marketing campaigns. From a conceptual perspective, this approach is changing the way companies view innovation and cross-functional collaboration within organizations, which in turn improves responsiveness and adaptability to market changes. The practical implications of this research are the importance of investing in the development of creative and skilled human resources in technology, to create a sustainable digital marketing strategy and be able to compete in an increasingly competitive global market.

This study examines the effectiveness of integrated marketing communication in the development of community-based ecotourism at Bukit Tungkuwiri, Papua, with the aim of linking channel strategies and governance structures to socioeconomic impacts. A qualitative descriptive method was applied using purposive sampling involving visitors, managers, and local leaders. Data were collected through observation, semi-structured interviews, and documentation, and analyzed through reduction, presentation, and conclusion drawing using source and method triangulation. The results indicate that the orchestration of local government social media and printed materials expanded outreach and enhanced engagement, while community oral communication strengthened trust, identity, and educational experience. The appeal of the landscape, culinary and guide training, and local participation stimulated the economic turnover of stalls and small businesses, with tourist reach extending across provinces. The main constraints include dual authority systems, limited funding and human resources, and the absence of ticketing regulations and service SOPs. The discussion highlights the importance of cross-channel message consistency, brand architecture, and a monitoring–evaluation system linking digital metrics with on-site feedback. The study concludes that strengthening governance and local capacity is key to balancing promotion, conservation, and economic empowerment. The findings offer an operational model that can be replicated in similar rural destinations. Implications include establishing transparent ticket pricing, seasonal content calendars, curated experience packages, and cross-level collaboration among provincial, district, community, and business actors to ensure long-term sustainability.

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.

Micro, Small, and Medium Enterprises (MSMEs) show greater flexibility in adapting to market changes compared to large companies. They have the resilience to survive in challenging economic conditions, such as the global economic crisis or pandemic. One of the MSMEs in Indonesia, Dimsum Haochi Bites, shows strong potential in the local culinary market due to its distinctive taste and high-quality raw materials. However, its growth has been hampered by a lack of developed brand identity and limited digital marketing efforts. This community service activity aims to overcome these challenges by assisting Haochi Bites in creating a strong brand identity and expanding its digital marketing presence. The program begins with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify internal and external factors that affect business performance. Furthermore, customized business support is provided, which results in the development of a new business logo and an improved digital marketing strategy through social media. In addition, the team facilitated product innovation by introducing new topping and sauce variants. The results of this community service activity increase the competitiveness of Haochi Bites and increase its market potential in the culinary sector in Tangerang.