Gowesata

Travel

Brand Identity & Campaign Narrative

Malang

2020

Kreasi collaborated with Wijaya Fun Holiday to develop Gowesata, a sport tourism intellectual property (IP) built around a virtual cycling experience across several cities in Indonesia. The initiative was created during the COVID-19 pandemic with the purpose of supporting the recovery of the tourism industry through an engaging and community-driven concept.
The project aimed to create a distinctive brand identity and campaign narrative that could position Gowesata as a meaningful movement connecting cycling communities with tourism destinations.

Challenge

During the COVID-19 pandemic, the tourism sector faced significant disruption as travel restrictions and public health concerns limited physical tourism activities. The initiative required a concept that could encourage public participation while still supporting tourism destinations across Indonesia.
The challenge was to develop a brand identity and narrative strong enough to transform a virtual cycling event into a recognizable tourism movement with a clear social purpose.

Solutions

Kreasi developed the brand foundation for Gowesata by defining its intellectual property concept, visual identity, and campaign narrative. The work focused on creating a brand that could connect sport, community participation, and tourism recovery into a unified story.
The brand system included the development of a distinctive visual identity and a campaign narrative designed to encourage participation while highlighting the role of tourism destinations in the experience.

Impact

The initiative successfully attracted participants from multiple cities across Indonesia, building strong engagement within cycling communities and tourism stakeholders.