<![CDATA[Jahit Uda is a garment sewing service MSME that relies on quality craftsmanship, precision, and customized tailoring services but lacks a structured brand identity, resulting in weak differentiation and an inconsistent professional image. This study aims to develop a strategic visual identity for Jahit Uda using Alina Wheeler's The Branding Process. A qualitative case study approach was employed through observation and semi-structured interviews with the business owner and customers. The data were analysed using thematic analysis, supported by SWOT and TOWS analyses, and implemented through the five stages of The Branding Process. The findings identified four core brand values, quality, simplicity, professionalism, and precision, which guided the development of a comprehensive visual identity system, including a logo, colour palette, typography, communication touchpoints, and visual identity guidelines. The study demonstrates that The Branding Process provides a systematic framework for translating intangible service values into a coherent visual identity, strengthening business differentiation and brand consistency. These findings offer both theoretical insights into service branding and practical guidance for strategic visual identity development in service-based MSMEs.]]>
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