WONGKE

CASE STUDY // WONGKE

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PROJECT / BRANDING & IDENTITY DESIGNCOMMISIONED BY / NAYA JAKILEYEAR / 2025

I was approached by Naya Jakile via TikTok around mid-2025. I had posted some of my design work on the app, to which she showed interest in. She, along with her friends, approached me with an idea for "Wongke", a community-driven nonprofit foundation dedicated to expanding educational access and opportunities for underprivileged children across Indonesia. She requests that I create the visual branding for this idea, inspired by their vision.

ABOUT WONGKE

"WONGKE" COMES FROM THE JAVANESE WORD “NGUWONGKE,” WHICH MEANS TO HUMANIZE PEOPLE.In Javanese culture, Nguwongke is often used in proverbs that emphasize treating others with dignity, respect, and humanity.It encourages us to recognize each person's worth, value their contributions, and ensure they are treated fairly and ethically.This philosophy is at the heart of Komunitas Wongke Indonesia, a community-driven nonprofit foundation dedicated to expanding educational access and opportunities for underprivileged children across Indonesia.We believe every child, no matter their background, deserves to be treated with dignity and equipped with the tools to thrive.Through education we aim to open doors and empower the next generation with confidence, knowledge, and hope.

DESIGN MAPPING

MOTIVATION:

Educational access & opportunities for underprivileged children across Indonesia
Empower the next generation with confidence, knowledge, and hope
Help kids dream bigger

DESIGN GOALS:

Create a visual design branding that serves as a colorful, inviting, inclusive, and representative statement.
Form a visual branding that resonates with children, but can also be taken seriously by policy-makers.
Use visual identity for a variety of uses, such as social media, printed material, merchandise, and more.
Ensure visual branding is buildable, and creatively non-restrictive.

KEYWORDS

EMPOWERING, ACCESSIBLE, HUMAN, CHILDREN, HOPE, AND COMMUNITY

--- (STAGE O1: CONCEPTING) ---

The design process begins with understanding the goals and ideas of the brand. From this, three design concepts were created to be proposed to the Wongke team.

CONCEPT ONE

Smile!

This concept logo is designed to feel human, hopeful, and rooted in children’s voices. The handwritten style draws inspiration from children’s natural handwriting. Imperfect, but full of honesty and ambition. The letter W is shaped like a smile, symbolizing joy, warmth, and the empowerment Wongke brings to children in need of community. Its organic form reflects authenticity, inclusivity, and the spirit of the youth.

CONCEPT TWO

Fly

The butterfly concept represents transformation, hope, and growth. Just as a butterfly spreads its wings, Wongke empowers underprivileged children to discover their potential and rise beyond limitations. The playful yet strong form of the butterfly echoes our mission to humanize learning, nurture creativity, and build a supportive community where every child can dream, learn, and soar.

CONCEPT THREE

Shapes

This concept is playful, hopeful spirit of our community. The bubble-like ‘W’ recalls the simple shapes that children first learn in school, symbolizing how every step of learning begins with curiosity and wonder. These rounded forms also represent togetherness, a community of circles supporting one another. The tilted motion of ‘ONGKE’ conveys progress and children spreading their wings toward new opportunities. Altogether, the logo embodies Wongke’s purpose: to nurture growth, dignity, and a brighter future for underprivileged children

--- (STAGE O2: FINALIZING) ---

After numerous feedback with the client, concept one was chosen as the final concept, with minor tweaks.

Several alternative sketches was made of the main wordmark and icon logo. Some made to deliver a different tone, some more childish and cartoonish, some a little bit more natural and serious. Different eye shapes was explored as well for the icon logo.

A color palette was discussed, aiming to reflect Wongke’s identity as a melting pot of communities — vibrant oranges, yellows, and greens convey optimism, growth, and empowerment, while deeper tones like navy, purple, and brown add credibility and seriousness for policy-facing work.Together, the colors symbolize diversity, collaboration, and inclusivity, in between playful, community-focused programs and formal, strategic contexts, embodying Wongke’s mission to connect and humanize people.

A typography hierarchy was added. It reflects the progressiveness and spirit of Wongke, creating a deliberate juxtaposition with the handwritten organic logo, bringing structure, order, and balance. This communicates how Wongke is rooted in community yet capable in delivering organized, structured, and actionable change.

--- (STAGE O3: BRAND GUIDELINES) ---

Once all design elements are finalized, a brand guideline was created to ensure the branding is being used properly. As well as branding mockups showcasing the branding in practice.