Campaign · Visual Identity
JakLingko Green Campaign 2024
A public-facing campaign developed around greener urban movement.
Project Overview
Context
One app for multiple public transport modes.
JakLingko connects a digital mobility service with everyday public-transport journeys across Jakarta.
JakLingko is an integrated mobility platform for Jakarta’s public transport network. It is bringing multiple public-transport access and digital ticketing into a shared service. Through the app, passengers use a single digital touchpoint as part of their everyday journeys across the city.
What needs to be solved
The campaign needed to work first in the JakLingko app and across fast-moving social feeds, where people would encounter it before reaching the leaderboard.
The visual system therefore needed to capture attention quickly and explain the game within small digital formats,then stay coherent as the message changed from participation and rewards to emissions updates, leaderboard progress and winner announcements.
It also had to feel distinct enough to signal a new campaign while remaining immediately recognisable as JakLingko.
Campaign
Pejuang Hijau invited JakLingko users to travel by public transport through a four-week mobility game, translating their journeys into estimated emissions savings and recognising participants through a live leaderboard.
Scale & Results
18.07K
Average monthly
platform users
80K
Average monthly
platform transactions
14,727
Users recognised as Pejuang
by 7 November 2024
143.23t CO₂e
Estimated emissions
savings recorded
320
New users during
the campaign period
Platform averages and campaign figures drawn from internal JakLingko reporting. Campaign dashboard last updated 7 November 2024.
Creative Brief
Making sustainable mobility feel more like participation and less like instruction.
The campaign needed a flexible visual language that could move between in-app placements, social announcements, communication about participations and notifications on leaderboard updates while remaining clear at small digital sizes. Each communication had to be immediately identifiable as part of the same campaign, even as its purpose changed throughout the four-week rollout.
Heroes’ Day provided the narrative cue for Pejuang Hijau (Green Warrior). Rather than relying on literal or overly heroic imagery, I contrasted the technological nature of the service with tactile, paper-like forms, playful illustration and JakLingko’s existing blue-green palette. This created a campaign identity that felt distinct within the JakLingko ecosystem while remaining approachable, recognisable and adaptable across all touchpoints.
Research & Visual Logic
The visual direction developed from several connected ideas: everyday heroism, lower-carbon mobility, participation, play and the contrast between a digital service and a tactile analogue visual language.
Logo Development
Early logo studies explored how the campaign could feel energetic and approachable, and is still aligned to JakLingko’s existing visual language.
Final Work
The campaign launched through a bold announcement visual system, introducing the “Pejuang Hijau” challenge across JakLingko’s communication touchpoints.
Campaign copy is in Indonesian. Captions provide brief English context where relevant.
Live Deployment
The campaign entered JakLingko’s existing digital ecosystem.
In-app placements invited existing JakLingko users into the challenge, while the brand’s social channels carried more elaborated campaign announcements, such as participation and achievements updates, and later on, final winner recognition.
In-app invitation
Pejuang Hijau promotion displayed within the JakLingko mobile application.
Social launch
Campaign announcement published through JakLingko’s official TikTok channel.
Winner recognition
Final challenge winners announced through JakLingko’s official Instagram account.
Campaign teasers & impact infographic · inviting users to join the challenge and reporting participation and estimated environmental impact.
Animated Instagram Stories · campaign motion graphics, progress updates and participation messaging.
Credits
Product Direction & Campaign Concept — Maureen A.
Marketing Strategy — Shucy R.
Visual Direction, Campaign Design & Landing Page UI — Dea A.
Copywriting — Jessica A.
Web Development — Aldi Y.