<![CDATA[ABSTRAK Komunikasi menjadi faktor penting dalam membangun dan mempertahankan hubungan antara agensi kreatif dan klien selama proses desain. Perbedaan kebutuhan, karakteristik, dan ekspektasi klien menuntut penerapan teknik komunikasi yang tepat agar tercipta kesamaan pemahaman serta hubungan kerja sama yang berkelanjutan. Penelitian ini bertujuan untuk menganalisis teknik komunikasi yang diterapkan Bara Creative Studio dalam mengelola hubungan dengan klien pada proses desain. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi yang melibatkan Account Executive, Creative Director, Desainer Grafis, dan klien Bara Creative Studio. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan dengan uji keabsahan menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa Bara Creative Studio menerapkan empat teknik komunikasi, yaitu teknik hubungan manusiawi, teknik informatif, teknik persuasif, dan teknik instruktif. Teknik komunikasi informatif merupakan teknik yang paling dominan karena diterapkan hampir pada seluruh tahapan proses desain, mulai dari penggalian kebutuhan klien, penyusunan creative brief, penyampaian konsep desain, presentasi hasil desain, hingga proses revisi, sehingga mampu membangun kesamaan pemahaman antara klien dan tim internal. Teknik hubungan manusiawi menjadi dasar dalam membangun kepercayaan dan hubungan profesional dengan klien, sedangkan teknik persuasif digunakan secara kondisional ketika terjadi perbedaan pandangan terhadap konsep desain. Adapun teknik instruktif merupakan teknik yang paling jarang digunakan karena hanya diterapkan sebagai arahan teknis pada kondisi tertentu setelah tercapai kesepakatan bersama. Penelitian ini menyimpulkan bahwa penerapan teknik komunikasi secara situasional sesuai dengan kebutuhan setiap tahapan proses desain mampu mendukung pengelolaan hubungan dengan klien secara kolaboratif, dan berkelanjutan. ABSTRACT Communication plays a crucial role in establishing and maintaining relationships between creative agencies and clients throughout the design process. Differences in clients needs, characteristics, and expectations require the implementation of appropriate communication techniques to achieve mutual understanding and sustain long-term professional relationships. This study aims to analyze the communication techniques employed by Bara Creative Studio in managing client relationships during the design process. The research adopted a qualitative approach using a case study method. Data were collected through in-depth interviews, observation, and documentation involving the Account Executive, Creative Director, Graphic Designer, and clients of Bara Creative Studio. Data were analyzed through data reduction, data display, and conclusion drawing, while source triangulation was employed to ensure data validity. The findings reveal that Bara Creative Studio applies four communication techniques: human relations, informative, persuasive, and instructive communication. Among these, informative communication is the most dominant technique, as it is implemented throughout almost every stage of the design process, including identifying client needs, preparing the creative brief, presenting design concepts, delivering design outcomes, and managing revisions, thereby fostering shared understanding between clients and the internal team. Human relations communication serves as the foundation for building trust and maintaining professional relationships with clients, while persuasive communication is applied when differences in design perspectives arise. Meanwhile, instructive communication is the least frequently used technique, as it is limited to providing technical direction in specific situations after mutual agreement has been reached. This study concludes that the situational application of communication techniques according to the requirements of each stage of the design process supports dialogic, collaborative, and sustainable client relationship management.]]>
