South Tangerang – Anniversary
A visually rich and mobile-optimized restaurant website with interactive menus and easy reservations.
Brand Strategist: Marchel Alhamdi
Visual Designer: Marchel Alhamdi
Creative Director: Sean Marks
Asset Producer: Nina Ko, Sean Marks
Brand Experience: Iris Melo
Project Director: Caden Rivers
Photographer: Jonah Stern
Category:
Branding
Release date:
Mar 15, 2025
Client:
Dekranasda

A visual identity crafted to celebrate 15 years of Tangerang Selatan—symbolizing growth, unity, and the city’s forward momentum.
The Story Behind:
As South Tangerang turns 15, it stands as one of Indonesia’s most dynamic urban regions—an epicenter of progress shaped by diversity, resilience, and innovation. Over the years, Tangsel has transformed from a young administrative city into a vibrant ecosystem where communities, government, and industries grow together.
But this milestone isn’t just a marker of age—it’s a call to redefine what the city stands for. The 15th anniversary needed a visual identity that reflects its spirit: collaborative, inclusive, and forward-looking.
The Challange:
Designing the identity for Tangsel’s 15th anniversary wasn’t about nostalgia—it was about momentum. The challenge was to distill “Harmony in Collaboration” into a symbol that feels celebratory yet meaningful, local yet progressive.
The new visual system draws inspiration from the city’s rhythm—urban, green, and human. It weaves together multiple elements representing Tangsel’s people, innovation, environment, and interconnectedness. The result is not just a logo—it’s a language that communicates values of unity, co-creation, and shared growth.
The identity also had to scale—adaptable across digital platforms, public spaces, and ceremonial uses—while maintaining clarity and emotional resonance.
The Result:
The anniversary branding energizes the city’s presence—giving Tangsel a vibrant, cohesive, and human-centric visual voice. It resonates with citizens, stakeholders, and collaborators alike, celebrating the journey while inspiring continued synergy into the future.