Perancangan Strategi Rebranding Untuk Widya Mandala Language Institute Dalam Upaya Penguatan Merek

Abdi El Mateen, Rafi (2025) Perancangan Strategi Rebranding Untuk Widya Mandala Language Institute Dalam Upaya Penguatan Merek. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Widya Mandala Language Institute (WMLI) adalah lembaga layanan bahasa di bawah naungan Yayasan Widya Mandala Surabaya. Sejak didirikan pada tahun 1997, WMLI awalnya hadir untuk mendukung kebutuhan akademik Universitas Katolik Widya Mandala Surabaya (UKWMS) dalam bidang pembelajaran bahasa asing. Pada tahun 2003, WMLI secara administratif dipindahkan langsung di bawah Yayasan, menandai langkah awal menuju entitas yang lebih mandiri. Dalam perkembangannya, WMLI terus membuka diri terhadap publik yang lebih luas, dengan beragam program kursus, tes resmi, dan pelatihan profesional. Meski memiliki rekam jejak panjang dan layanan berkualitas, WMLI masih sering diasosiasikan semata-mata sebagai bagian dari universitas induk. Tingkat pemahaman publik terhadap positioning WMLI sebagai lembaga bahasa profesional yang terbuka dan adaptif masih terbatas. Brand heritage yang kuat turut memengaruhi persepsi tersebut, sehingga diperlukan strategi rebranding yang mampu memperjelas identitas dan memperkuat citra WMLI secara lebih luas. Rebranding dipandang sebagai langkah strategis untuk membangun posisi merek yang kredibel dan relevan, tanpa melepaskan akar historisnya. Perancangan ini menggunakan pendekatan desain komunikasi visual yang sistematis dan komprehensif. Tahapan dimulai dari riset kualitatif dan komparatif melalui studi literatur, observasi, wawancara mendalam, dan analisis SWOT, untuk memahami kondisi brand saat ini dan ekspektasi audiens. Strategi disusun melalui segmentasi audiens, positioning, hingga formulasi nilai dan pesan merek. Selanjutnya, sistem identitas dikembangkan mencakup brand archetype, tone of voice, logo, warna, tipografi, dan elemen visual pendukung. Kemudian, identitas ini diimplementasikan ke dalam berbagai strategi touchpoints. Tahap akhir mencakup penyusunan panduan brand guidelines serta strategi pengelolaan aset. Hasil akhir dari perancangan ini berupa sistem branding menyeluruh yang mencakup strategi, identitas visual, serta panduan implementasi komunikasi lintas kanal. Seluruh elemen ini dirancang untuk memperkuat persepsi WMLI sebagai lembaga bahasa yang mandiri, kredibel, dan dinamis di tengah lanskap pendidikan bahasa yang semakin kompetitif.
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Widya Mandala Language Institute (WMLI) is a language service institution under the auspices of the Widya Mandala Surabaya Foundation. Established in 1997, WMLI initially served to support the academic needs of Widya Mandala Catholic University Surabaya (UKWMS) in the field of foreign language education. Since 2003, WMLI has been administratively managed directly by the Foundation, marking its initial step toward becoming a more independent entity. Over the years, WMLI has broadened its scope to serve a wider public through various language courses, official tests, and professional training programs. Despite its long-standing reputation and high-quality services, public perception of WMLI remains largely tied to its origin within the university. As a result, its position as an adaptive and professional language institution is often underrecognized. Its strong brand heritage also contributes to this perception, prompting the need for a rebranding strategy that can clarify its identity and strengthen its broader brand image. Rebranding is viewed as a strategic step to build a credible and relevant market position without severing its historical roots. This project adopts a systematic and comprehensive visual communication design approach. The process begins with qualitative and comparative research, including literature reviews, observations, in-depth interviews, and SWOT analysis, to understand the current brand condition and audience expectations. Strategy development includes audience segmentation, positioning, brand purpose, and the articulation of brand values and messaging. The identity system is then developed through the definition of brand archetype, tone of voice, logo, color, typography, and supporting visuals. These elements are further implemented across various strategic touchpoints. The final stage involves compiling a brand guideline and designing an asset management strategy. The final output is an integrated branding system encompassing brand strategy, visual identity, and cross-channel communication guidelines, designed to reinforce WMLI’s perception as an independent, credible, and dynamic language institution within an increasingly competitive education landscape.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Rebranding, Widya Mandala Language Institute, Pengutan Merek, Rebranding, Widya Mandala Language Institute, Brand Strength
Subjects:	N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK1535.B3 Design
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Rafi Abdi El Mateen
Date Deposited:	31 Jul 2025 07:52
Last Modified:	31 Jul 2025 07:52
URI:	http://repository.its.ac.id/id/eprint/124188

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