BSD City: Always Alive
INDONESIA, 2024
Studio : Fullfill Studio, Jakarta
Role : Lead Creative
Result : A cohesive city-wide brand adopted across Jakarta and BSD, strengthening BSD City’s image as a forward-thinking and livable smart city.
Imagive a place to live fully, freely, and Always Alive.
BSD City, Indonesia’s largest integrated smart digital city, sought to reposition itself as more than just a residential hub. The Always Alive campaign was designed to position BSD City as a forward-thinking, dynamic, and evolving community that provides comprehensive life solutions while enhancing residents' quality of life.
Rooted in principles of progress, integration, livability, and green living, the campaign set out to present BSD as a city of endless possibilities and freedom to craft people’s ideal lifestyle—a city that adapts, grows, and moves with them.
Life is about the choices we make.
I know that I long for an authentic life. A life that I can craft any way I want.
Where the possibilities are endless, and the choices are mine.
In BSD City, you have the freedom to shape your own story and embrace the life you always wanted.
A place where you are:
Always Alive
–Excerpt from the Always Alive manifesto
Challenge
Despite its scale and innovation, BSD City’s brand perception lacked cohesion and emotional resonance. Existing communications failed to reflect the city’s holistic vision and vibrant lifestyle. The challenge was to develop a unified brand identity and campaign system that could inspire residents and attract new audiences while remaining scalable across diverse mediums—from billboards to digital platforms.
Approach
We led strategy and design from the ground up, beginning with a full brand audit to define positioning, manifesto, and tone of voice. From there, we built a comprehensive visual identity system supported by clear creative guidelines across photography, motion, and framing.
The identity was brought to life through a 3-tier campaign journey, spanning OOH, merchandise, social media, and motion assets. The result was a cohesive, scalable system that unified BSD City’s communications under the inspiring banner of Always Alive.
The Story So Far
The Always Alive campaign was officially adopted city-wide, shaping BSD City’s brand identity across Jakarta and BSD.
From large-scale outdoor media to social and merchandise, the system created a seamless experience that strengthened BSD’s positioning as a livable, future-ready smart city. The campaign resonated across audiences, successfully aligning BSD with values of innovation, integration, and vibrant living.