Perancangan Desain Konseptual Livery Kapal Berbasis Simulasi Digital Sebagai Eksplorasi Identitas Visual (Studi Kasus: PT Dream Global Maritim)

Abstract

Visual identity is a strategic asset that requires adaptation and exploration to strengthen brand image. This research focuses on exploring the visual identity of a company through livery design on a Catamaran ferry, serving as a massive public communication medium. This study aims to produce innovative and structured solutions, and formulate visual recommendations that can be used as strategic references for PT Dream Global Maritim. The methodology used is Design Thinking, focusing on a user-centered and iterative approach, applied from Empathize to Prototype and Test stages. The design exploration focused on design variants and was visualized efficiently using 2D mockup simulations in Adobe Illustrator. The main result of this research is the discovery of the best livery concepts validated by stakeholders through limited testing, representing the defined brand values. The Wave Concept achieved the highest feasibility score of 78.33%, followed by the Classic-Horizontal (76.66%) and Dynamic Geometric (69.16%). The final product includes a visual implementation guide detailing specific color codes and graphic elements.