Dinoyo's Ceramic Mascot As a Support of Brand Identity

The design of the Dinoyo Ceramic Village Mascot was carried out as a marketing initiative to support the promotion of ceramic products. Dinoyo Ceramics was a leading player within the Malang City’s creative industries. Over time, however, ceramics activities stagnated and finally the factory closed. The closure of the factory caused the loss of many livelihoods, and now there are attempts to use creative branding strategies to increase the productivity and promotion of Dinoyo ceramics. The strategy adopted was to use a mascot a communicator. The design method refers to Alina Wheeler’s Branding Design Identity, which determines the steps that must be followed to produce a product. The study began by conducting research and describing the vision, strategy, targets and values in Dinoyo Ceramic Village as a ceramic industry tourist destination in Malang. The second step is to explain the strategy and ensure it fit the brand identity needs of Dinoyo Ceramic Village. The third stage is designing the mascot identity. The fourth step is determining a focus by finalizing the design of identity design. The fifth stage is managing assets. This included building the strategy and launch plan for the mascot, starting with the socialization to the internal party of Dinoyo Ceramic Village, followed by the mascot exhibition to introduce it to the wider public. This design produces several visual communication media, namely: two mascots for Dinoyo Ceramic Village named Oyon and Onid; advertising via Instagram social media; merchandise and advertising media that support Dinoyo ceramic products. The design of the Dinoyo Ceramic Village mascot will serve as a reliable communication tool in the promotional activities of Dinoyo Ceramic Village Keywords: Mascot, Dinoyo Ceramics, Brand Identity