Founder Studio Design Bocorin Rahasia Dapat Client Besar (Bukalapak, TIM, District 8) | Theory #36
TLDRErik Wijaya dari Thinking Room berbagi pengalaman dalam desain branding perusahaan, termasuk transformasi Bukalapak dan Taman Ismail Marzuki. Dia menggali aspek subjektifitas desain, pentingnya konten, dan balansa antara idealisme dan profit. Erik juga menyoroti peran teknologi, mengakui keberadaptasian manusia dan pentingnya koneksi manusia dalam karya kreatif. Dia mengungkap strategi sukses Thinking Room yang berfokus pada kualitas dan keberlanjutan, serta tantangan dan keuntungan dalam berinteraksi dengan klien dan industri.
Takeaways
- 😀 Bro Erik Wijaya, pendiri Thinking Room, berpendapat bahwa konten dan desain sangat subjektif dan harus menggugah kreativitas dan kecintaan terhadap pekerjaan sendiri.
- 🎓 Dia menemukan minat dan karier di desain setelah melewati pendidikan teknik industri dan memutuskan untuk lebih terjun ke dalam desain grafis setelah merasa tidak puas dengan keadaan saat ini.
- 🌏 Bro Erik mengalami perubahan karier dari studi di Amerika Serikat, kehidupan di San Francisco, hingga akhirnya kembali ke Indonesia dan mendirikan Thinking Room.
- 💡 Thinking Room didirikan dengan konsep untuk menjadi sebuah agency desain yang murni, berbeda dari yang lain yang sering kali juga menawarkan jasa pemasaran atau advertising.
- 🏆 Thinking Room telah sukses meraih kepercayaan dari klien besar seperti Bukalapak, TIM, dan District 8, dengan kerjasama yang mencakup branding, desain logo, hingga pengembangan tipografi.
- 🛠️ Bro Erik menghargai proses pembuatan desain, yang melibatkan penelitian dan kreativitas, dan menolak untuk mengejar profit secara terburu-buru, melainkan lebih fokus pada kualitas dan kebermanfaatan pekerjaan.
- 🌱 Dia berpendapat bahwa teknologi, seperti AI, harus dijadikan sebagai alat bantu dan tidak menggantikan kreativitas manusia, melainkan harus disertai dengan koneksi dan kepercayaan manusia.
- 🤝 Bro Erik mengejar kerjasama yang lebih dalam dengan klien, di mana Thinking Room dianggap sebagai mitra dan bukan sekedar vendor, untuk mencapai hasil yang lebih baik dan berkualitas.
- 🔄 Setelah 19 tahun, Thinking Room terus belajar dan mengembangkan diri, dengan pendekatan yang terbuka dan terus menerima kontribusi dari generasi baru dalam industri desain.
- 🚀 Bro Erik memiliki rencana untuk memperluas bisnis Thinking Room, termasuk menciptakan toko dan publikasi buku yang akan menampilkan karya dan filosofi dari Thinking Room.
- 🤔 Dia mengkritik praktek sayembara yang tidak adil di industri desain, di mana desain dikopi tanpa imbalan atau pengakuan, dan menekankan pentingnya integritas dan keadilan dalam bisnis kreatif.
Q & A
Siapa yang dimaksud dengan 'Bro Erik' dalam skrip?
-Bro Erik adalah pemilik dan pendiri dari Thinking Room, sebuah design agency yang bergerak di bidang branding perusahaan.
Apa yang dimaksud dengan 'thinking room' dalam konteks skrip ini?
-Thinking Room adalah sebuah design agency yang difungsikan untuk membantu branding perusahaan lain, meliputi jasa desain, marketing, dan advertising.
Bagaimana pengalaman Bro Erik sebelum mendirikan Thinking Room?
-Sebelum mendirikan Thinking Room, Bro Erik menempuh pendidikan di Amerika Serikat selama 8 tahun, kemudian melanjutkan studinya di San Francisco, dan bekerja di sebuah perusahaan internasional sebagai asisten ke CEO selama 2 tahun.
Mengapa Bro Erik memutuskan untuk kembali ke Indonesia?
-Bro Erik memutuskan untuk kembali ke Indonesia setelah terjadi krisis moneter pada tahun 1998 dan serangan 911 pada tahun 2001, yang membuat situasi ekonomi menjadi tidak stabil.
Apa yang mendorong Bro Erik untuk fokus pada desain dalam bisnisnya?
-Bro Erik fokus pada desain karena ia yakin bahwa konten sangat penting bagi para pendiri, dan ia menekankan pada kesuburan dan kualitas desain yang subjektif dan personal.
Bagaimana pandangan Bro Erik tentang pentingnya cerita dalam proses desain?
-Bro Erik percaya bahwa cerita atau konsep adalah aspek yang sangat penting dalam desain, karena dapat memberikan makna dan relevansi yang kuat terhadap produk atau jasa yang dipromosikan.
Apa yang dimaksud dengan 'portfolio' dalam konteks skrip ini?
-Portfolio dalam konteks ini merujuk pada kumpulan hasil karya desain yang telah dilakukan oleh Thinking Room, yang dapat menunjukkan kemampuan dan kreativitas mereka dalam proyek-proyek sebelumnya.
Bagaimana cara pandang Bro Erik tentang pengarsipan uang dalam mengembangkan bisnis?
-Bro Erik menekankan bahwa dalam mengembangkan bisnis, seseorang tidak harus terfokus hanya pada keuntungan finansial, tetapi juga harus menjaga kualitas dan konsistensi dalam karya yang dihasilkan.
Apa yang dimaksud dengan 'Bukalapak' dalam skrip?
-Bukalapak adalah salah satu klien yang telah bekerja sama dengan Thinking Room, di mana mereka melakukan kerjasama dalam rebranding dan pengembangan aset visual, termasuk logo dan tipografi.
Bagaimana perubahan kultur bisnis Thinking Room selama pandemi COVID-19?
-Selama pandemi COVID-19, kultur bisnis Thinking Room mengalami perubahan, seperti meningkatnya kebutuhan untuk bekerja dari rumah dan menghadapi tantangan dalam manajemen tim serta mempertahankan koneksi manusia.
Outlines
🎨 The Passion for Design Over Profit
The speaker emphasizes the importance of design and content in business, stating that a design agency's main focus should be on creating quality work rather than solely chasing profits. Bro Erik, the founder of Thinking Room, a design agency, shares his belief that being an artist in the industry is crucial and reflects on his journey from studying in the US to finding his passion in visual arts and music.
🛠️ Transition from Industry to Art
Bro Erik discusses his transition from studying industrial techniques to pursuing a career in art. He moved to San Francisco to study graphic design, where he discovered his love for the field. After working for two years in the industry, he experienced the monetary crisis of 1998 and eventually returned to Indonesia in 2003. He worked for a corporation before deciding to establish Thinking Room in 2005, focusing on design rather than marketing or advertising.
🌐 Impact of the COVID-19 Pandemic on Business
The speaker talks about the significant changes in the business landscape due to the COVID-19 pandemic. The increased competition and the rise of new brands have led to a shift in client expectations, with a focus on more affordable and idealistic branding. The pandemic has also affected the way the company operates, with more remote work and less frequent in-person meetings, highlighting the importance of human connection in business.
💼 Challenges and Growth During the Pandemic
Despite the challenges brought by COVID-19, the company experienced growth and even had to hire more staff. The speaker discusses the importance of maintaining a strong portfolio and how the company's unique selling proposition (USP) lies in its 19 years of experience and its focus on design. The company's success is attributed to its ability to showcase its work effectively to the public and clients.
🎓 The Role of Content and Concept in Design
The speaker highlights the importance of understanding the concept and content before executing a design. He shares an anecdote from 2006 about a client who was unsatisfied with multiple logo options, leading to a realization that a strong concept and story are crucial for a successful design. The speaker emphasizes that having a narrative makes a design more valuable and impactful.
🏆 The Importance of Persistence and Adaptation
Thinking Room is recognized as a top design agency with 19 years of experience. The speaker reflects on the longevity and success of the agency, noting that it has outlasted many others in the industry. The agency's survival is attributed to its ability to adapt to changes, maintain a strong team culture, and consistently produce quality work that reflects its beliefs and philosophy.
🤝 Embracing Professionalism and Change
The speaker discusses the need for Thinking Room to become more professional as it enters its second decade. The agency hired a brand strategist to help define its identity and direction. The strategist's advice led to significant changes within the agency, including delegation of tasks to younger team members and showcasing the agency's extensive portfolio to the public.
🔮 The Future of Creativity and Technology
The speaker shares his thoughts on the relationship between creativity and technology, particularly AI. He believes that while some fear AI will replace human creativity, it can actually enhance and inspire designers to be more creative. The speaker emphasizes the importance of human connection and emotion in design, suggesting that technology should be embraced as a tool to aid the creative process.
🛑 Lessons Learned from Failure and Adaptability
The speaker recounts a significant mistake that Thinking Room made, which resulted in a substantial financial loss due to a printing error. This incident led to a reevaluation of the agency's approach, with a renewed focus on enjoying the work and maintaining a balance between profit and creative fulfillment. The agency learned to be cautious and prioritize the quality of its projects over rapid expansion.
🌟 The Power of Idealism and Profit Orientation
After 19 years in the industry, the speaker reflects on the balance between idealism and profitability. While the agency has always been driven by the joy of creating, it has also recognized the need to be profitable to sustain its operations. The speaker shares that the agency now approaches projects with a 60/40 ratio, focusing on both the joy of creation and the financial aspects of the business.
📚 The Development of an Internship Program
Thinking Room has established an internship program to nurture young talent in the field of design. The speaker explains that the program has evolved from focusing on typography and layout to encompassing branding. The initiative has been beneficial for both the interns and the agency, fostering a learning environment and contributing to the company's growth and culture.
🏅 The Value of Government Design Competitions
The speaker discusses the importance of government design competitions, such as the IKN (National Capital) design contest, in providing opportunities for designers to showcase their work. He appreciates the fairness of these competitions, as they offer compensation even to participants who do not win, and sees them as a chance to present ideas and gain recognition.
🤔 The Role of Associations in Supporting Designers
The speaker emphasizes the role of associations in supporting designers and their relationship with the government. He believes that associations should support government initiatives to promote the importance of design in city development. The speaker also shares his thoughts on the challenges of entering design competitions and the need for fair compensation for participants' efforts.
📈 Future Plans for Thinking Room
The speaker outlines future plans for Thinking Room, including the development of a store and the publication of a book featuring their work. He also mentions the possibility of bringing in a partner to Thinking Room and looks forward to the next steps for the company, emphasizing the importance of continued growth and adaptation.
Mindmap
Keywords
💡Founder Studio
💡Desain Agensi
💡Branding
💡Konten
💡Visual
💡Pengalaman
💡Klien
💡Portfolio
💡Transformasi
💡Kultur Kerja
Highlights
Bro Erik Wijaya, founder of Thinking Room, emphasizes the importance of design over profit, focusing on subjective and content-driven work.
Thinking Room started as a pure design agency, differentiating itself by not focusing on advertising or marketing, but solely on design.
Bro Erik's background in industrial engineering and his move to San Francisco to study graphic design shaped his approach to design.
The founder's early interest in visual arts and music influenced his eventual career path in design.
A pivotal moment in 2006 led to the realization of the importance of storytelling in design, which became a core principle of Thinking Room.
Thinking Room's collaboration with Bukalapak involved a complete rebranding, including logo, visual assets, typography, and UX design.
The agency's work on the Taman Ismail Marzuki rebranding focused on refining and perfecting the existing logo without drastic changes.
Bro Erik discusses the challenges of managing a design business, emphasizing the importance of enjoying the process and team chemistry.
The impact of the COVID-19 pandemic on the design industry is discussed, highlighting changes in client behavior and new competitive landscapes.
Thinking Room's strategy during the pandemic included helping clients with digital transformation and online branding needs.
The importance of a strong portfolio is stressed, as it is a key factor in attracting clients and showcasing the agency's capabilities.
Bro Erik shares insights on the evolution of Thinking Room's culture and the importance of maintaining a strong team dynamic.
The founder's views on the role of technology in design are explored, advocating for a balanced approach that combines human creativity with technological advancements.
A discussion on the longevity and sustainability of design agencies, with Thinking Room's 19 years of experience as a case study.
The significance of adapting to change and evolving the agency's offerings to stay relevant in a competitive market is highlighted.
Bro Erik reflects on the balance between pursuing profit and maintaining the creative integrity of the agency's work.
The transcript concludes with a look forward to Thinking Room's future projects and the potential for expansion into new areas of business.