Rebranding the Sinar Mas Digital Day event to present a more modern, fresh, and consistent image.
Rebranding the Sinar Mas Digital Day event to present a more modern, fresh, and consistent image.
Transformation of SMDD's digital identity for 2025 through rebranding that presents a modern, consistent look aligned with corporate event character.
Transformation of SMDD's digital identity for 2025 through rebranding that presents a modern, consistent look aligned with corporate event character.
Transformation of SMDD's digital identity for 2025 through rebranding that presents a modern, consistent look aligned with corporate event character.
Product Design
Product Design
Rebranding
Rebranding
Web Experience
Web Experience
Background
Background
Every year, Sinar Mas hosts one of its most anticipated internal events: Sinar Mas Digital Day (SMDD). It’s more than just a gathering; it’s a stage where innovation, digital transformation, and corporate vision come together.
By the time SMDD 2024 wrapped up, one thing had become clear: the event had outgrown its previous identity. The world was moving faster, technology was evolving quicker than ever, and the brand needed to keep up.
In August 2025, our agency stepped in to lead the full rebranding of SMDD 2025. And from day one, I was entrusted with shaping how this event would look, feel, and communicate in its new chapter.
I didn’t just design visuals — I helped steer the creative direction that would define how thousands of attendees perceived the event.
This is the story of how SMDD 2025 found its new identity.
Every year, Sinar Mas hosts one of its most anticipated internal events: Sinar Mas Digital Day (SMDD). It’s more than just a gathering; it’s a stage where innovation, digital transformation, and corporate vision come together.
By the time SMDD 2024 wrapped up, one thing had become clear: the event had outgrown its previous identity. The world was moving faster, technology was evolving quicker than ever, and the brand needed to keep up.
In August 2025, our agency stepped in to lead the full rebranding of SMDD 2025. And from day one, I was entrusted with shaping how this event would look, feel, and communicate in its new chapter.
I didn’t just design visuals — I helped steer the creative direction that would define how thousands of attendees perceived the event.
This is the story of how SMDD 2025 found its new identity.
Problem Framing
Problem Framing
When I joined the project, the challenge wasn’t simply “refreshing the visuals.” The real problem was deeper.
SMDD 2024 had leaned heavily on a corporate tone — clean, safe, predictable. But SMDD 2025 aimed to be the opposite: bold, energetic, forward-looking. The event needed to feel like a genuine celebration of innovation, not just another internal gathering.
Three key issues emerged early on:
The previous identity didn’t capture the spirit of technological acceleration.
Visual assets across platforms felt inconsistent and disconnected.
The new theme — futuristic, human-centered innovation — needed a visual story strong enough to tie everything together.
The challenge was clear:
How do we create a brand system that feels futuristic, premium, and dynamic — without losing the elegance and credibility of Sinar Mas?
That question became my compass throughout the project.
When I joined the project, the challenge wasn’t simply “refreshing the visuals.” The real problem was deeper.
SMDD 2024 had leaned heavily on a corporate tone — clean, safe, predictable. But SMDD 2025 aimed to be the opposite: bold, energetic, forward-looking. The event needed to feel like a genuine celebration of innovation, not just another internal gathering.
Three key issues emerged early on:
The previous identity didn’t capture the spirit of technological acceleration.
Visual assets across platforms felt inconsistent and disconnected.
The new theme — futuristic, human-centered innovation — needed a visual story strong enough to tie everything together.
The challenge was clear:
How do we create a brand system that feels futuristic, premium, and dynamic — without losing the elegance and credibility of Sinar Mas?
That question became my compass throughout the project.
Strategy
Strategy
Before touching any shapes or colors, I asked myself one thing:
“What should people feel when they first see SMDD 2025?”
Inspired, curious, energized — but also grounded in clarity.
To achieve that, I built the foundation around three strategic fronts:
Before touching any shapes or colors, I asked myself one thing:
“What should people feel when they first see SMDD 2025?”
Inspired, curious, energized — but also grounded in clarity.
To achieve that, I built the foundation around three strategic fronts:
Understand the DNA of SMDD
Understand the DNA of SMDD
I revisited everything from SMDD 2024 — themes, visuals, feedback, and user reactions. What worked? What held the event back?
This helped identify the gaps the 2025 identity needed to fill.
I revisited everything from SMDD 2024 — themes, visuals, feedback, and user reactions. What worked? What held the event back?
This helped identify the gaps the 2025 identity needed to fill.
Translate the 2025 Theme into Emotion
Translate the 2025 Theme into Emotion
The theme blended futuristic technology with human-centered clarity.
The visual identity had to reflect this duality: digital yet warm, modern yet approachable.
The theme blended futuristic technology with human-centered clarity.
The visual identity had to reflect this duality: digital yet warm, modern yet approachable.
Process Documentation
Process Documentation
The project unfolded like a series of discoveries — each step sharpening the vision of what SMDD 2025 could become.
1. Crafting the Moodboard
1. Crafting the Moodboard
I began by immersing myself in visual worlds:
Global tech conferences like CES and Web Summit
Minimalistic futurism
Neon lighting, light trails, holographic effects
Slowly, patterns emerged — a visual direction that felt futuristic but not overwhelming, modern but not alienating.
This moodboard became the north star for internal discussions and alignment with Sinar Mas stakeholders.
I began by immersing myself in visual worlds:
Global tech conferences like CES and Web Summit
Minimalistic futurism
Neon lighting, light trails, holographic effects
Slowly, patterns emerged — a visual direction that felt futuristic but not overwhelming, modern but not alienating.
This moodboard became the north star for internal discussions and alignment with Sinar Mas stakeholders.
2. Building the Color and Type DNA
2. Building the Color and Type DNA
The old palette felt too safe. The new one needed energy.
I introduced:
Cool neon blues and purples
Smooth gradients that evoked movement
Neutral corporate tones to maintain balance
For typography, I chose a sleek, modern typeface — legible, confident, and perfect for a tech-forward event.
The old palette felt too safe. The new one needed energy.
I introduced:
Cool neon blues and purples
Smooth gradients that evoked movement
Neutral corporate tones to maintain balance
For typography, I chose a sleek, modern typeface — legible, confident, and perfect for a tech-forward event.
3. Creating the Key Visual
3. Creating the Key Visual
This became the heart of everything.
Inspired by the idea of innovation flowing freely, I built a visual motif made of dynamic, curved light trails — lines that intersect, merge, and evolve.
It symbolized:
Collaboration
Movement
The future taking shape
This single key visual became the backbone of the SMDD 2025 identity.
This became the heart of everything.
Inspired by the idea of innovation flowing freely, I built a visual motif made of dynamic, curved light trails — lines that intersect, merge, and evolve.
It symbolized:
Collaboration
Movement
The future taking shape
This single key visual became the backbone of the SMDD 2025 identity.
4. Expanding Into Complete Assets
4. Expanding Into Complete Assets
With the visual system established, I translated it into real deliverables:
Badge Event/ID Card
Screen Checker
Email Template
etc
Everything had to feel unified. Every asset needed to “speak the same language.”
With the visual system established, I translated it into real deliverables:
Badge Event/ID Card
Screen Checker
Email Template
etc
Everything had to feel unified. Every asset needed to “speak the same language.”
Final Outcome
Final Outcome
By early October, SMDD 2025 stood with a completely new identity — one that embodied the future the event wanted to showcase.
The rebranding delivered:
A fresh, futuristic visual identity rooted in clarity and elegance.
A signature key visual that defined the character of the event.
A flexible design system for internal teams to reuse and expand.
Complete digital assets ready for roll-out across platforms.
A cohesive stage and venue experience that matched the tone of innovation.
SMDD 2025 didn’t just look new. It looked elevated.
By early October, SMDD 2025 stood with a completely new identity — one that embodied the future the event wanted to showcase.
The rebranding delivered:
A fresh, futuristic visual identity rooted in clarity and elegance.
A signature key visual that defined the character of the event.
A flexible design system for internal teams to reuse and expand.
Complete digital assets ready for roll-out across platforms.
A cohesive stage and venue experience that matched the tone of innovation.
SMDD 2025 didn’t just look new. It looked elevated.
Impact
Impact
The reception was immediate.
Stakeholders described the new identity as:
“more mature,”
“more relevant,”
and “more in tune with the future of Sinar Mas.”
Internal teams appreciated how easy the templates were to repurpose.
The event felt more alive, more polished, and more inspiring than before.
For me, this project became one of the most defining experiences of the year — not because of the deliverables, but because of the journey: the decisions, the tight timelines, the collaboration across teams, and the challenge of creating a world that thousands of people would interact with.
The reception was immediate.
Stakeholders described the new identity as:
“more mature,”
“more relevant,”
and “more in tune with the future of Sinar Mas.”
Internal teams appreciated how easy the templates were to repurpose.
The event felt more alive, more polished, and more inspiring than before.
For me, this project became one of the most defining experiences of the year — not because of the deliverables, but because of the journey: the decisions, the tight timelines, the collaboration across teams, and the challenge of creating a world that thousands of people would interact with.
Event Badge or ID Card at the SMDD 2025
Event Badge or ID Card at the SMDD 2025
Conclusion
Conclusion
Rebranding SMDD 2025 wasn’t just a design assignment — it was a process of rediscovering what the event stood for and where it needed to go next.
It taught me that successful branding isn’t about decoration.
It’s about storytelling.
It’s about capturing a vision and translating it into a visual language people can feel.
And in the end, seeing SMDD 2025 come to life — vibrant, cohesive, and future-ready — made every late night and every iteration worth it.
Rebranding SMDD 2025 wasn’t just a design assignment — it was a process of rediscovering what the event stood for and where it needed to go next.
It taught me that successful branding isn’t about decoration.
It’s about storytelling.
It’s about capturing a vision and translating it into a visual language people can feel.
And in the end, seeing SMDD 2025 come to life — vibrant, cohesive, and future-ready — made every late night and every iteration worth it.
Akbar Fadillah Hermawan
Akbar Fadillah Hermawan
Designing with clarity, structure, and a bit of curiosity.
Designing with clarity, structure, and a bit of curiosity.
Designing with clarity, structure, and a bit of curiosity.
© 2025 Akbar Fadillah Hermawan. All rights reserved.
© 2025 Akbar Fadillah Hermawan. All rights reserved.
© 2025 Akbar Fadillah Hermawan. All rights reserved.