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All Journal ANDHARUPA VCD (Journal of Visual Communication Design)
Hikmatyar, Aditya Aditama Putri
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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TRANSFORMASI BRANDING UMKM TRADISIONAL DI ERA DIGITAL: STUDI KASUS REBRANDING CAP DUA PUTRI MENJADI CIREBITES Prawira, Nanang Ganda; Hikmatyar, Aditya Aditama Putri; Ramadhani, Fathia Salma
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 10 No. 04 (2024): Desember 2024
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v10i04.9384

Abstract

Kota Cirebon menghadapi tantangan dalam pengembangan UMKM, khususnya pada aspek branding dan pemasaran digital. Penelitian ini bertujuan untuk merancang identitas visual yang kuat bagi Cap Dua Putri, UMKM makanan ringan tradisional, melalui pendekatan Design Thinking dan metode ADDIE. Analisis mendalam mengidentifikasi lemahnya identitas merek, kemasan yang tidak menarik, dan minimnya pemanfaatan media digital sebagai hambatan utama. Proses penelitian melibatkan mahasiswa Desain Komunikasi Visual Universitas Pendidikan Indonesia melalui pembelajaran berbasis proyek. Tahapan penelitian meliputi analisis kebutuhan, pengembangan konsep branding, hingga implementasi solusi berupa logo, kemasan, dan strategi pemasaran digital. Data dikumpulkan melalui observasi, wawancara, dan evaluasi prototipe bersama mitra UMKM. Hasil penelitian menghasilkan identitas baru bernama "Cirebites," mencakup desain logo, lima varian kemasan produk modern, dan sepuluh konten pemasaran digital. Strategi ini berhasil meningkatkan pengenalan merek hingga 60% di pasar lokal dan penjualan rata-rata sebesar 30% dalam tiga bulan setelah implementasi. Temuan utama penelitian ini adalah model kolaborasi antara pendidikan tinggi dan sektor UMKM yang efektif dalam membangun identitas merek berbasis tradisi yang relevan di era digital.
SEMIOTIKA VISUAL TENTANG KEADILAN DAN KEKERASAN SEKSUAL DALAM FILM PENDEK GEORGIA : VISUAL SEMIOTICS OF JUSTICE AND SEXUAL VIOLENCE IN GEORGIA SHORT FILM Hikmatyar, Aditya Aditama Putri; Isman, Fikry Ghiffary
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 11 No. 1 (2025): Maret 2025
Publisher : Dian Nuswantoro University

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Abstract

Penelitian ini mengkaji elemen semiotika visual dalam film pendek Georgia (2020) karya Jayil Pak untuk memahami bagaimana pesan sosial terkait kekerasan seksual dan ketidakadilan hukum di Korea Selatan disampaikan melalui simbolisme visual. Penelitian menggunakan metode semiotika Roland Barthes untuk menganalisis makna denotatif dan konotatif elemen visual, seperti warna, komposisi, simbol, serta narasi. Data primer diperoleh melalui observasi visual dan wawancara dengan sutradara, sementara data sekunder berasal dari sumber daring resmi. Hasil penelitian menunjukkan bahwa simbol kotak‐kotak dari font Georgia menjadi elemen sentral yang mencerminkan keterbatasan komunikasi, mimpi yang hancur, serta kritik terhadap ketimpangan hukum dan budaya sosial. Tema “American Dream” direpresentasikan melalui perjuangan tokoh Jina, sedangkan mitos hantu budaya Korea memperkaya pesan moral film terkait nilai keadilan. Elemen visual, seperti ironi dalam adegan kepolisian dan simbolisme spanduk, menonjolkan kritik terhadap sistem hukum dan pendekatan kekeluargaan dalam penyelesaian kasus kekerasan seksual. Penelitian ini merekomendasikan pengembangan studi semiotika film untuk memperluas wawasan desain dan meningkatkan kesadaran masyarakat terhadap isu sosial melalui karya yang bermakna. Film Georgia menjadi refleksi kritis atas realitas sosial, budaya, dan spiritual, memperkuat nilai keadilan dan empati dalam masyarakat.
Re-Design and Development of Cirebon City MSME Digital Promotion Media as Implementation of Project-Based Learning MBKM Consultation Project Prawira, Nanang Ganda; Hikmatyar, Aditya Aditama Putri; Ramadhani, Fathia Salma
VCD: Journal of Visual Communication Design Vol. 9 No. 2 (2024): VCD: Journal of Visual Communication Design
Publisher : Universitas Ciputra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/vcd.v9i2.4236

Abstract

The lack of visual branding and visual promotion development has resulted in MSMEs in Cirebon City experiencing stagnation in business. Based on interviews and initial observations on several samples of Cirebon City MSMEs, branding re-design, packaging re-design, and digital promotion development are needed. As a partner of the Cirebon City Government, the UPI Visual Communication Design Study Program has become a Design Consultant Team to develop and strengthen the visual promotion of MSMEs through monitoring Consultancy Project lectures. Research and design development methods are carried out using design thinking. This research uses the design thinking method to present the visual branding of two MSMEs. Starting from understanding the needs of MSMEs (empathy), identifying problems (define), solutions through academic ideas or conceptual ideas (ideate), visual solutions (prototype), and trials (test). The research output is a selected design that will be presented and exhibited to the public, especially MSME clients in Cirebon City. Implementing the MBKM program has significantly influenced the skills of Visual Communication Design, Faculty of Arts and Design Education, Universitas Pendidikan Indonesia’s students, including improving critical and creative thinking skills, training leadership skills, and collaboration skills, fostering a good work ethic and culture, and forming professionalism in students.
Semiotic Analysis of Political Symbolism in Shi Lifeng's 'The Puppet Player' Hikmatyar, Aditya Aditama Putri; Fadhiilah, Harun
VCD: Journal of Visual Communication Design Vol. 10 No. 2 (2025): VCD: Journal of Visual Communication Design
Publisher : Universitas Ciputra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/vcd.v10i2.4987

Abstract

This study explores how Shi Lifeng’s painting The Puppet Player constructs and communicates political narratives through visual symbolism. Despite the frequent use of Mao Zedong’s imagery in Chinese contemporary art, limited research examines how Lifeng’s visual language functions as a political statement. Using Roland Barthes’ semiotic framework—denotation, connotation, and myth—this qualitative study analyzes color, spatial composition, object symbolism, and figure gestures in the artwork. The analysis reveals that dominant red hues, hierarchical composition, and theatrical staging signify ideological control and social struggle. These visual strategies expose how authority and manipulation are normalized through aesthetic codes. The findings highlight Lifeng’s critical stance toward power structures and his use of design principles to challenge political memory. This research contributes to the discourse of visual communication by demonstrating how semiotic analysis can decode layered meanings in politically charged imagery, offering insights for designers and researchers in understanding symbolism and narrative construction within visual art.
Co-Authors Fadhiilah, Harun Isman, Fikry Ghiffary Nana Ganda Ramadhani, Fathia Salma