Festival Indonesia Bi5a Home Credit Indonesia
Festival Indonesia Bisa was conceived as more than an anniversary event — it was the public launch of a movement. Coinciding with Home Credit Indonesia's 5th year of operation, the campaign set out to celebrate the real stories of everyday Indonesians who, empowered by access to consumer financing, had transformed their lives. The festival served as the movement's first touchpoint: open, free-spirited, and rooted in community.
ROLE
PROJECT DATE
4 March 2018
THE BRIEF
Create a landmark celebration for Home Credit Indonesia's 5th year
Home Credit Indonesia, a leading multi-purpose consumer finance company, commissioned a full event identity and visual collateral system for their 5th anniversary. The campaign, branded Festival Indonesia Bisa, was designed as a nationwide roadshow — kicking off in Medan — celebrating real consumer stories of empowerment and self-improvement enabled by access to financing.
PROBLEM
Brand Perception Gap
Consumer finance companies often carry a perception of transactional, impersonal relationships. The challenge was to reframe Home Credit from a lender into a partner in people's personal growth journeys.
Visual Complexity at Scale
The milestone "BI5A" wordmark had to work across vastly different media — from a 13m wide outdoor stage structure to a 1:1 square social media banner — without losing legibility or energy.
Diverse Activity Under One Visual Umbrella
The event packed entertainment, workshops, health activities, a talk show, and door prizes — all needing to feel cohesive and festive while remaining accessible to a broad mass audience.
DESIGN INTENT
Celebration over corporate. The visual language leans into festivity — bold red, high contrast white typography, and illustrative Indonesian city landmark silhouettes — to communicate warmth and national pride rather than financial authority.
The "BI5A" mark as a hero. The numeral "5" is embedded within the word "BISA," creating a dual-reading logotype that celebrates the anniversary while reinforcing the brand's empowerment message.
Modular collateral system. Stage panels, social media banners, and merchandise were designed on a shared grid and colour system, ensuring consistent brand presence from 12m stage to smartphone screen.
Information hierarchy for mass events. The social media banner prioritises the three critical decisions a public audience needs — what, where, and how much — before expanding to performer and prize information.
INSIGHT
Empowerment is The Product
Home Credit's actual value proposition is not a loan — it is the possibility it unlocks. The design needed to sell aspiration, not financing. Featuring a real consumer story (tsunami survivor turned broadcaster, Dewi Maharani) gave the brand human proof.
Regional Pride Drives Attendance
Anchoring the event to a specific, beloved public space (Lapangan Benteng) and using a city-landmark illustration style made the campaign feel local and personally relevant rather than a Jakarta-centric corporate export.
Milestone Numbers are Design Assets
Integrating "5" directly into the wordmark (BI5A) transforms an anniversary number into a brand statement — immediately scannable, memorable, and removing the need for separate "5 tahun" copy.
OUTCOME
The Festival Indonesia Bi5a! identity successfully anchored Home Credit's 5th anniversary as a public celebration rather than a corporate milestone. The visual system scaled cleanly from a 26-metre stage facade to a mobile social feed and generated national press coverage, establishing the visual template for subsequent roadshow cities.
