Perancangan Identitas Visual dalam Fan-Based Experiential Marketing Event “A Moment of J”

Abstract

Proyek akhir ini berfokus pada perancangan identitas visual untuk fan-based experiential marketing event "A Moment of J" yang mengangkat konsep penyambutan kepulangan Jaehyun NCT setelah menyelesaikan wajib militer. Perancangan ini dilatarbelakangi oleh kuatnya keterikatan emosional penggemar K-Pop terhadap momen penting dalam perjalanan karier idol. Tujuan perancangan adalah menghasilkan sistem identitas visual yang mampu mengintegrasikan konsep event dengan pengalaman audiens secara konsisten. Metode yang digunakan mengacu pada pendekatan experiential marketing oleh Schmitt (1999) yang meliputi sense, feel, think, act, dan relate. Hasil perancangan menunjukkan identitas visual mampu menciptakan pengalaman yang terintegrasi melalui media promosi digital, dekorasi venue, serta aktivitas workshop dan komunitas. Evaluasi terhadap 12 responden menunjukkan dampak positif pada aspek visual recognition, visual consistency, emotional experience, dan audience engagement. Temuan ini menunjukkan bahwa identitas visual berperan sebagai instrumen pembentuk pengalaman audiens yang imersif dan mendorong keterlibatan emosional serta sosial.

This final project focuses on designing a visual identity for "A Moment of J", a fan-based experiential marketing event created to celebrate Jaehyun NCT’s return after completing his mandatory military service. The project is based on the strong emotional attachment of K-Pop fans to significant milestones in their idols’ careers. The objective was to develop a visual identity system that consistently integrates the event concept with audience experience. The design process adopted Schmitt’s (1999) experiential marketing approach, consisting of sense, feel, think, act, and relate. The results show that the visual identity successfully created an integrated experience through digital promotional media, venue decoration, workshops, and community activities. Evaluation involving 12 respondents indicated positive impacts on visual recognition, visual consistency, emotional experience, and audience engagement. These findings demonstrate that visual identity serves not only as an aesthetic element but also as a tool for creating immersive audience experiences and strengthening emotional and social engagement.