Perancangan Maskot Sebagai Representasi Brand Institut Teknologi Sepuluh Di Media Sosial

Hamdan, Barra Mahmud (2025) Perancangan Maskot Sebagai Representasi Brand Institut Teknologi Sepuluh Di Media Sosial. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Maskot banyak digunakan oleh berbagai institusi maupun merek sebagai strategi komunikasi visual untuk membangun identitas serta kedekatan emosional dengan audiens. Sebagai bentuk personifikasi merek, maskot berperan dalam memperkuat citra dan menarik perhatian, terutama di media sosial yang menjadi saluran utama promosi dengan tingginya jumlah pengguna dan intensitas distribusi konten setiap hari. Institut Teknologi Sepuluh Nopember (ITS) sebagai institusi pendidikan tinggi membutuhkan strategi komunikasi dan promosi yang efektif agar citra merek tetap kuat dan relevan. Namun, hingga saat ini ITS belum memiliki maskot resmi yang dapat menjalankan fungsi personifikasi tersebut. Penelitian ini bertujuan merancang maskot bagi ITS sebagai wujud personifikasi merek guna meningkatkan keterlibatan audiens di media sosial.
Perancangan dilakukan melalui lima tahapan, yaitu identifikasi masalah dan kebutuhan, perumusan konsep desain, sketsa dan prototyping, finalisasi, serta pengelolaan hasil desain. Tahap identifikasi dilakukan melalui depth interview dengan stakeholder, studi literatur, dan studi komparator terhadap maskot institusi lain. Konsep desain dirumuskan melalui analisis kata kunci dan pendefinisian karakter maskot, kemudian diwujudkan dalam tiga alternatif desain. Dari ketiga alternatif tersebut, satu desain dipilih stakeholder untuk difinalisasi dan dikembangkan dalam berbagai pose. Tahap akhir berupa penyusunan guidebook sebagai pedoman implementasi maskot.
Hasil perancangan ini berupa desain maskot ITS yang merepresentasikan nilai dan kepribadian institusi serta dilengkapi panduan penggunaannya. Kehadiran maskot ini diharapkan mampu meningkatkan efektivitas komunikasi dan promosi ITS di media sosial, membangun koneksi emosional dengan audiens, sekaligus memperkuat citra dan visibilitas ITS di tingkat global.
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Mascots are widely used by various institutions and brands as a visual communication strategy to build identity and foster emotional closeness with audiences. As a form of brand personification, mascots play a role in strengthening brand image and capturing attention, particularly on social media, which has become a primary promotional channel due to its large user base and high content distribution intensity. Institut Teknologi Sepuluh Nopember (ITS), as a higher education institution, requires effective communication and promotional strategies to maintain a strong and relevant brand image. However, ITS currently does not have an official mascot capable of fulfilling this personification function. This study aims to design a mascot for ITS as a form of brand personification to enhance audience engagement on social media.
The design process consisted of five stages: problem and needs identification, design concept formulation, sketching and prototyping, finalization, and design output management. The identification stage was carried out through in-depth interviews with stakeholders, literature studies, and comparative studies of other institutional mascots. The design concept was developed through keyword analysis and mascot character definition, resulting in three alternative designs. One design was selected by stakeholders for finalization and further developed in various poses. The final stage involved the creation of a guidebook as an implementation manual for the mascot.
The result of this project is a mascot design that represents the values and personality of ITS, accompanied by usage guidelines. The presence of this mascot is expected to enhance the effectiveness of ITS’s communication and promotion on social media, build emotional connections with the audience, and ultimately strengthen the brand image and visibility of ITS on a global scale.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	maskot, personifikasi merek, keterlibatan audiens, Institut Teknologi Sepuluh Nopember, media sosial, mascot, brand personification, engagement, Institut Teknologi Sepuluh Nopember, social media
Subjects:	N Fine Arts > NC Drawing Design Illustration 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:	Barra Mahmud Hamdan
Date Deposited:	07 Aug 2025 01:25
Last Modified:	07 Aug 2025 01:25
URI:	http://repository.its.ac.id/id/eprint/126653

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