Ubah Bareng

Logo, branding and key visuals for the largest youth movement supporting Anies Baswedan in Indonesia’s 2024 general election. As far as I know, it was one of the first open-source campaign formats: the candidate had little financial backing, so the identity was built for supporters across the country to pick up and run on their own.

Timeline: Aug 2023 – Mar 2024
Collaborators: Aqil Ersa; Ghifari Fachrezi; Rania Uzla; Muhammad Rafif; Other Organizations
Scope: Creative Direction; Branding; Key Visuals; Campaign Strategy
Role: Creative Director

One movement, many campaigns

Ubah Bareng coordinated several campaigns, each with its own format: Desak Anies, Gagasan Kita, Slepet Imin, Ekspedisi Perubahan and more. Together they built a digital campaign that reached 250,000 Instagram followers.

Ubah Bareng

Most significantDesak AniesThe candidate in open dialogue with the public across Indonesia, on instant stages with no barriers, broadcast live.
Gagasan Kita
Slepet Imin
Ekspedisi Perubahan
And more

Each identity and programme needed its own range of work: stories and event invitations for social media, news templates and survey posts, printed A2 posters and ID cards. Below is a selection from Slepet Imin, Gagasan Kita and Ubah Bareng’s own news posts.

Story on green: Muhaimin Iskandar saluting under the line “Kuatkan iman, imun, dan Imin”, with laughing and pointing emoji — “Strengthen your faith, immunity and Imin”

Pink story invitation with ornate borders: Slepet Imin! in Surabaya, Wednesday 10 January 2024 at 18.00 WIB, Xperia Collaborative Space, with RSVP details — Slepet Imin in Surabaya

News template in blue and white: “Agenda khusus: pekerja kreatif”, cinema culture to be developed, film schools built and cinemas in many cities — News template: creative workers

Gagasan Kita story on orange: “Punya gagasan untuk Indonesia?” over a portrait of Anies covered in handwritten sticky notes — Gagasan Kita: “Got an idea for Indonesia?”

Gagasan Kita story in white: “Capek gagasan kalian gapernah didengerin?” above a phone showing a grid of coloured tiles, pointing to gagasankita.id — Gagasan Kita: send your ideas

Feed post in blue: the top three presidential candidates on environmental issues, from a CELIOS and UniTrend survey, with Anies Baswedan at 31%, Prabowo Subianto at 25% and Ganjar Pranowo at 23% in yellow circles — News post: the candidates on the environment

A2 poster: “When will the law side with victims of sexual violence?”

Feed post: “Supir taksi online” in heavy cream capitals over a dark teal halftone photo of a driver at the wheel — Desak Anies watch-party call: online taxi drivers

Gagasan Kita ID card

The flagship identity

Every campaign had an identity of its own, shaped by the character of its candidate. Desak Anies spoke for the presidential candidate, a thinker who isn’t afraid to be bold: a heavy all-caps wordmark, coarse halftone portraits and a palette of orange, teal and charcoal. The campaign for the vice-presidential candidate, Slepet Imin, was branded quite differently, to match his funny, friendly character.

Desak Anies wordmark

Key visual

“Answer quickly, Anies!”

“Anies’s answer on change”

“Anies and radical groups?”

Story poster in teal: a halftone portrait of Anies surrounded by orange speech bubbles with questions from the public, the Desak Anies title, an “Uncut version” badge, and the live date, Sunday 20 August 2023 at 20.00 WIB on the Ubah Bareng YouTube channel — Schedule for the uncut live session

Desak Anies: no stage between them

Desak Anies was the most significant of these campaigns, and a format new to Indonesia. The presidential candidate held a two-way, uncut dialogue directly with people across the country, on instant stages we designed without barriers, and every session was broadcast live.

Watch the sessions on YouTube ↗

Anies stands with a microphone answering a question among seated audience members, with Desak Anies and Ubah Bareng banners behind him — Answering questions from among the audience.

An open-air session: Anies sits at a small table in the middle of a dense crowd of young people while the moderator reads out a question, in front of a Desak Anies backdrop — Seated in the middle of the crowd.

Online presence

The reach of the campaigns shows in the Ubah Bareng Instagram account: 243,000 followers, with each campaign kept in its own story highlight.

The Ubah Bareng Instagram profile today.

Because the system was open, it spread beyond the central account. Regional chapters from Malang to South Sulawesi, and one for Indonesians abroad, set up their own accounts with the same mark, each with its region’s name written in the centre.

Instagram search for “ubahbareng” listing the chapter accounts: Malang, Sumbar, Lampung, Sumsel, Sulawesi Tengah, Kalsel, Luar Negeri, Sulsel, Jabodetabek, Jatim and Yogya, each using the Ubah Bareng mark with its region’s name in the centre — Chapter accounts across Indonesia and abroad, each running the same identity.

Outcome

Together with the other campaigns and teams, the effort contributed to 40 million votes. We lost the election.

But the result that mattered most to us was not on the ballot: more young Indonesians came to care about politics, and saw that they could question the people asking for their vote.