Year
2025
Scope of work
Brand Identity
Client
Brand Identity
Team
Rege Indrastudianto, Derrie Kleefstra, Ayu Widjaja, Rival Ronaldi, Achmad Nabil Afif, Muhammad Salman Naufal, Gumpita Rahayu (Tokotype), The Council, Edelman Indonesia
We were entrusted with one of the most ambitious branding transformations in Indonesia’s telecommunications history: the creation of XLSMART. More than a rebrand of a merger, this was the convergence of two major forces—XL Axiata and Smartfren—into a new brand that needed to be far more than a fusion of networks. It had to become a movement: bold in ambition, rooted in synergy, and designed to unlock possibilities for every Indonesian. The task was to define a telco brand that doesn’t simply connect, but empowers. One that leads not through dominance, but through empathy, collaboration, and vision.
At the heart of XLSMART lies a strategic idea that shaped every decision: Set the pace for Indonesia’s digital era by delivering Innovation with Heart. Rather than spotlighting speed or signal strength, XLSMART’s narrative centers on people—on inclusion, progress, and real-world impact. It’s a brand built to move a nation forward through human-centered innovation.
To express this purpose, we created an identity system designed not just to communicate, but to move with intention, energy, and soul. At its core is the Infinity World—a dynamic sphere symbolizing world-class technology imagined through Indonesian dreams. Around it, interwoven shapes illustrate deep collaboration between people, ideas, and institutions now moving in complete harmony.
The logotype, bold and geometric, projects strength, clarity, and forward momentum. It signals XLSMART’s intent not to follow the industry, but to shape it.
The Future Gradient, anchored in XLSMART Magenta and Blue—channels energy, optimism, and digital clarity. Bold yet fluid, it empowers the brand with a dynamic, modern presence that moves seamlessly across every touchpoint.
Typography and layout reflect a balance of structure and flexibility. Allowing the brand to stretch across devices, formats, and spaces without ever losing its voice.
XLSMART’s brand expression system ensures that the voice and visuals always reflect its personality: Bold, Thoughtful, Collaborative Enablers. Every design element, tone, and gesture aligns with this core. The brand speaks confidently but never without empathy. It informs, empowers, and invites progress—always together.
Introduced with a unifying call — “Bersama, Melaju Tanpa Batas” — XLSMART signaled a new kind of connectivity. Internally, it galvanized employees around a shared purpose. Externally, it redefined how telcos can engage with heart, relevance, and national resonance.
From product innovation to rural access, every touchpoint became an expression of transformation. XLSMART proved that connection isn’t just about data—it’s about dignity, access, and collective momentum.
