PERANCANGAN MASKOT SEBAGAI IDENTITAS VISUAL PROGRAM STUDI DALAM MENINGKATKAN BRAND AWARENESS MELALUI MEDIA INSTAGRAM

Abstract

The Wood and Fiber Product Design Study Program has not yet established a consistent visual identity on Instagram, resulting in limited recognition among prospective students. One visual strategy that can strengthen identity and audience recall is the use of a mascot representing the character of the study program. This research aims to design a mascot as the visual identity of the Wood and Fiber Product Design Study Program and to analyze its contribution to increasing brand awareness through Instagram. The study applies the Design Thinking method consisting of the stages of empathy, define, ideate, prototype, and test. Data were collected through observation, interviews, and questionnaires involving 30 respondents. The results show that the selected mascot successfully created visual consistency in the program’s Instagram appearance and contributed to improving brand awareness, achieving 83% brand recognition, 76% brand recall, and 68% top-of-mind awareness. These findings indicate that mascots function not only as aesthetic visual elements but also as effective visual communication strategies for strengthening identity and audience recall of the study program.