A Beer Company’s Internal Branding

PT Multi Bintang Indonesia Tbk. has been in business for 80 years when it asked li9ht Brand Communications’ assistance to build its internal brand. Turnover was high and it made the management concerned so a focus group discussion was held, resulting with a sad fact: Employees didn’t have the pride to work at Multi Bintang, because the external public didn’t know what the company stood for. li9ht enli9htened the management that they need to renovate the company’s inhouse magazine, Warta Bintang, so it would represent the true spirit of Multi Bintang, i.e. Enjoyment. li9ht’s creative team came up with a new form of Warta Bintang, with the new layout and content mainly expressing enjoyment. The first edition of the new Warta Bintang was published in September 2012, with the spirit of Indonesia’s Independence Day and Eid ul-Fitr still strong, so Victory became the theme, represented by fingers showing the V for Victory that forms a star (bintang).

CLIENT: PT Multi Bintang Indonesia Tbk.

PROJECT: Inhouse Magazine

CREATIVE DIRECTOR: Anto Dwiastoro

COPYWRITER: Anto Dwiastoro