Perancangan Re-Branding Dalam Menciptakan Citra Baru Homestudio Islamic VIdeography.
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Tugas Akhir
PERANCANGAN RE-BRANDING
HOMESTUDIO ISLAMIC VIDEOGRAPHY
Diajukan Guna Melengkapi Persyaratan
dalam Mencapai Gelar Sarjana Seni Rupa Jurusan
Desain Komunikasi Visual
Oleh :
Fahmi Kusumaatmaja
C0710029
JURUSAN DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVESITAS SEBELAS MARET
SURAKARTA
2015
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HALAMAN PERSEMBAHAN
Kedua orang tua tercinta yang tiada hentinya mendoakan
dan memberikan semangat baik moril maupun materiil.
Juga segenap keluarga yang selalu memberi dukungan dan semangat.
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HALAMAN MOTTO
Hidup Itu Pilihan
untuk berjuang atau tidak
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KATA PENGANTAR
Alhamdulillahirabbil’alamin. Puji syukur penulis panjatkan ke hadirat Allah
SWT karena hanya berkat rahmat, hidayah dan karunia-Nya penulis berhasil
menyelesaikan skripsi dengan judul “Perancangan Re-branding Homestudio
Islamic Videography”, Guna memenuhi persyaratan untuk mencapai gelar Sarjana
Seni Rupa Jurusan Desain Komunikasi Visual Universitas Sebelas Maret.
Penulis menyadari bahwa dalam menyelesaikan penulisan tugas Akhir ini,
penulis banyak memperoleh bimbingan, bantuan, dan dukungan dari berbagai
pihak, maka dalam mengucapkan terima kasih kepada :
1.
Drs. Riyadi Santosa, M.Ed., Ph.D. selaku Dekan Fakultas Sastra dan Seni
Rupa, Universitas Sebelas Maret, Surakarta.
2.
Drs. Mohamad Suharto, M.Sn. Selaku Ketua Jurusan Desain Komunikasi
Visual dan Pembimbing I.
3.
Hermansyah Muttaqin, S.Sn., M.Sn, Selaku Penasehat Akademik.
4.
Drs. Ahmad Adib, M.Hum., Ph.D. Selaku Koordinator Tugas Akhir
5.
Arief Imam Santoso, S.Sn. Selaku Pembimbing II
6.
Seluruh Staff pengajar dan karyawan Desain Komunikasi Visual Sastra dan
Seni Rupa Universitas Sebelas Maret Surakarta.
7.
Seluruh teman-teman Homestudio Islamic Videography
8.
Mba Dahlia Endang Puskanti yang telah berjasa atas informasi-informasi
berharga.
9.
Keluarga tercinta
10. Teman-teman dan semua pihak yang telah membantu atas terselesainya
Tugas Akhir ini.
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Penulis menyadari bahwa skripsi ini masih jauh dari sempurna. Oleh sebab
itu, saran dan kritik yang membangun sangat diharapkan untuk penelitian lanjutan
di masa mendatang.
Akhir kata, semoga skripsi ini bisa memberikan manfaat bagi
pengembangan ilmu pengetahuan.
Surakarta, Desember 2014
Fahmi Kusumaatmaja
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DAFTAR ISI
LEMBAR JUDUL ..............................................................................................
i
LEMBAR PERSETUJUAN ...............................................................................
ii
LEMBAR PENGESAHAN ............................................................................... iii
LEMBAR PERSEMBAHAN ............................................................................. iv
LEMBAR MOTTO .............................................................................................. v
KATA PENGANTAR ........................................................................................ vi
DAFTAR ISI ...................................................................................................... viii
DAFTAR GAMBAR ......................................................................................... xii
DAFTAR TABEL ............................................................................................. xiii
DAFTAR BAGAN ............................................................................................ xiv
ABSTRAK ............................................................................................................. x
BAB I PENDAHULUAN .................................................................................. 1
A. Latar Belakang .............................................................................. 1
B. Perumusan Masalah ...................................................................... 5
C. Tujuan Perancangan ..................................................................... 5
D. Metode Perancangan .................................................................... 5
BAB II KAJIAN TEORI ..................................................................................... 9
A. Perancangan .................................................................................. 9
B. Re-Branding ............................................................................... 10
C. Re-positioning ............................................................................. 18
D. Brand Equity ................................................................................. 21
E. Rumah Produksi (Production House) .......................................... 22
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BAB III IDENTIFIKASI PERUSAHAAN ........................................................ 27
A. Sejarah dan Latar Belakang .......................................................... 27
B. Visi dan Misi ................................................................................ 27
C. Data Fisik....................................................................................... 28
D. Struktut Organisasi ....................................................................... 29
E. Sistem Kerja ................................................................................. 32
F. Layanan Produksi ......................................................................... 33
G. Daftar Klien dan Patner Kerja ...................................................... 37
H. Data Konsumen ............................................................................ 38
I.
Target Market dan Target Audience ............................................ 38
J.
Data promosi ................................................................................. 39
K. Data Kompetitor ........................................................................... 40
L. Analisa SWOT ...............................................................................55
M. Unique Selling Proposition ............................................................60
N. Positioning......................................................................................60
O. Target Visual ..................................................................................62
BAB IV KONSEP PEMIKIRAN DESAIN ........................................................ 63
A. Konsep Kreatif .............................................................................. 63
B. Standart Visual ............................................................................. 64
C. Pemilihan Media ........................................................................... 73
D. Prediksi Biaya ............................................................................... 84
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BAB V VISUALISASI ....................................................................................... 87
A. Stationary .................................................................................... 87
1. Id Card .................................................................................... 87
2. Kop Surat ................................................................................ 88
3. Amplop ................................................................................... 89
4. Kartu Nama ............................................................................ 90
B. Media Lini Atas ............................................................................ 91
1. Iklan Koran .............................................................................. 91
2. Mobil Ad ................................................................................. 92
3. E-Portfolio .............................................................................. 93
4. Facebook ................................................................................ 94
C. Media Lini Bawah ........................................................................ 95
1. Flyer .........................................................................................95
2. X-banner ..................................................................................96
3. Ambient Media ........................................................................ 97
4. Rompi Kerja ........................................................................... 98
5. Kemeja Kantor..........................................................................99
6. Folder (Brosur Lipat) .............................................................100
7. DVD Box .................................................................................101
8. Neon Box ................................................................................102
D. Souvenir/Merchandise ................................................................ 103
1. Tshirt...................................................................................... 103
2. Paper bag ............................................................................. 104
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3. Stiker ..................................................................................... 105
4. Pin .......................................................................................... 106
5. Gantungan kunci .....................................................................107
E. Interior Gedung dan Eksterior Gedung ...................................... 108
1. Cover Office........................................................................... 108
2. Front office ............................................................................109
3. Archigraphic ......................................................................... 110
BAB VI KESIMPULAN ................................................................................... 111
A. Kesimpulan ............................................................................................ 111
B. Saran .........................................................................................................112
Daftar Pustaka
Lampiran
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DAFTAR GAMBAR
Gambar 1 Dvd Islami .............................................................................................
40
Gambar 2 Brosur dan Stiker Homestudio Islamic Videography .....................
45
Gambar 3 Karya-Karya POETRA FOTO .......................................................
54
Gambar 4 Pricelist Nine Photowork ................................................................
57
Gambar 5 Pricelist Nine Photowork ................................................................
58
Gambar 6 Pricelist Nine Photowork ...............................................................
59
Gambar 7 Karya-karya Nine Photowork ..................................................................
60
Gambar 8 Logo Homestudio Videography Lama ...............................................
54
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DAFTAR TABEL
Tabel 1. Pricelist Video Homestudio Islamic Videography 1..........................
40
Tabel 2. Pricelist Wedding Package.................................................................
41
Tabel 3. Pricelist Wedding Photography .........................................................
41
Tabel 4. Pricelist Wedding Property ................................................................
42
Tabel 4. Analisa Swot .....................................................................................
65
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DAFTAR BAGAN
Bagan 1 Stuktur Organisasi Homestudio Islamic Videograhy .......................
Bagan 2 Produk dan Jasa Homestudio Islamic Videography .......................
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34
38
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Perancangan Re-Branding Dalam Menciptakan Citra Baru
Homestudio Islamic VIdeography
Fahmi Kusumaatmaja1
Drs. Muhammad Suharto, M.Sn2
Arief Imam Santoso, S.Sn3
ABSTRAK
Fahmi Kusumaatmaja. 2014. Pengantar karya Tugas Akhir ini berjudul
Perancangan Re-Branding Dalam Menciptakan Citra baru Homestudio Islamic
Videography. Adapun permasalahan yang dikaji adalah bagaimana merancang
perubahan yang dilakukan oleh perusahaan yang berawal dari perusahaan
dokumentasi biasa menjadi perusahaan dokumentasi Islami. Berawal dari
production house biasa Homestudio Spesialist Videography berubah menjadi
Homestudio Islamic Videography yang mulai mengubah segmen pasar kepada
konsumen muslim yang berada di kota yogjakarta. Akan tetapi, masih banyak
kekurangan Homestudio untuk mengubah citra sebelumnya. Sebagai salah satu
pelopor production house Islami diperlukan sebuah strategi yang tepat sasaran
kepada konsumen muslim. Pendekatan-pendekatan Islami diperlukan untuk
menanamkan citra baru Homestudio Islamic Videography. Peracangan ini
diharapakan mampu mengubah Image Homestudio Islamic Videography ke
khalayak segmen pasar sehingga membentuk heart share yang kuat dan
membentuk citra perusahaan yang sesuai dengan positioning yang direncanakan.
Media yang akan digunakan dalam perancangan re-branding tersebut adalah media
korporat dan media periklanan.
1
Mahasiswa jurusan Desain Komunikasi Visual Fakultas Sastra dan Seni Rupa
Universitas Sebelas Maret Surakarta dengan NIM C0710029
2
Dosen Pembimbing 1
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3
Dosen Pembimbing 2
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perpustakaan.uns.ac.id
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The Design Of Re-branding In Creating A New Image
Homestudio Islamic VIdeography
Fahmi Kusumaatmaja1
Drs. Muhammad Suharto, M.Sn2
Arief Imam Santoso, S.Sn3
ABSTRACT
Fahmi kusumaatmaja. 2014. Introductory the end of the work of the task is called
re-branding design in creating new image homestudio islamic videography. The
problems that were examined is how to design changes made by the company which
originates from the company ordinary documentation being firm islamic
documentation. Originates from ordinary production house homestudio spesialist
videography turned into homestudio islamic videography that beginning to turn
market segments to consumers muslim who are located in the yogyakarta. However,
still many deficiencies homestudio to change the image of earlier. As one of the
pioneers islamic production house required a strategy to consumers muslim right
on target. Islamic approaches necessary to infuse new image homestudio islamic
videography. This design is expected capable of changing image homestudio
islamic videography to the segments heart share market so as to form a strong and
form an image of a company that in accordance with planned positioning. A
medium that will be used in the design the re-branding the corporate media is media
and advertising.
1
Student Majoring in Visul Communication design Fakulty of letter and fine art UNS,
NIM C0710029
2
1st Lecturer Conselors
3
2nd Lecturer Conselors
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Tugas Akhir
PERANCANGAN RE-BRANDING
HOMESTUDIO ISLAMIC VIDEOGRAPHY
Diajukan Guna Melengkapi Persyaratan
dalam Mencapai Gelar Sarjana Seni Rupa Jurusan
Desain Komunikasi Visual
Oleh :
Fahmi Kusumaatmaja
C0710029
JURUSAN DESAIN KOMUNIKASI VISUAL
FAKULTAS SASTRA DAN SENI RUPA
UNIVESITAS SEBELAS MARET
SURAKARTA
2015
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commit to user
perpustakaan.uns.ac.id
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commit to user
perpustakaan.uns.ac.id
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HALAMAN PERSEMBAHAN
Kedua orang tua tercinta yang tiada hentinya mendoakan
dan memberikan semangat baik moril maupun materiil.
Juga segenap keluarga yang selalu memberi dukungan dan semangat.
commit to user
iv
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digilib.uns.ac.id
HALAMAN MOTTO
Hidup Itu Pilihan
untuk berjuang atau tidak
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Alhamdulillahirabbil’alamin. Puji syukur penulis panjatkan ke hadirat Allah
SWT karena hanya berkat rahmat, hidayah dan karunia-Nya penulis berhasil
menyelesaikan skripsi dengan judul “Perancangan Re-branding Homestudio
Islamic Videography”, Guna memenuhi persyaratan untuk mencapai gelar Sarjana
Seni Rupa Jurusan Desain Komunikasi Visual Universitas Sebelas Maret.
Penulis menyadari bahwa dalam menyelesaikan penulisan tugas Akhir ini,
penulis banyak memperoleh bimbingan, bantuan, dan dukungan dari berbagai
pihak, maka dalam mengucapkan terima kasih kepada :
1.
Drs. Riyadi Santosa, M.Ed., Ph.D. selaku Dekan Fakultas Sastra dan Seni
Rupa, Universitas Sebelas Maret, Surakarta.
2.
Drs. Mohamad Suharto, M.Sn. Selaku Ketua Jurusan Desain Komunikasi
Visual dan Pembimbing I.
3.
Hermansyah Muttaqin, S.Sn., M.Sn, Selaku Penasehat Akademik.
4.
Drs. Ahmad Adib, M.Hum., Ph.D. Selaku Koordinator Tugas Akhir
5.
Arief Imam Santoso, S.Sn. Selaku Pembimbing II
6.
Seluruh Staff pengajar dan karyawan Desain Komunikasi Visual Sastra dan
Seni Rupa Universitas Sebelas Maret Surakarta.
7.
Seluruh teman-teman Homestudio Islamic Videography
8.
Mba Dahlia Endang Puskanti yang telah berjasa atas informasi-informasi
berharga.
9.
Keluarga tercinta
10. Teman-teman dan semua pihak yang telah membantu atas terselesainya
Tugas Akhir ini.
commit to user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
Penulis menyadari bahwa skripsi ini masih jauh dari sempurna. Oleh sebab
itu, saran dan kritik yang membangun sangat diharapkan untuk penelitian lanjutan
di masa mendatang.
Akhir kata, semoga skripsi ini bisa memberikan manfaat bagi
pengembangan ilmu pengetahuan.
Surakarta, Desember 2014
Fahmi Kusumaatmaja
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
LEMBAR JUDUL ..............................................................................................
i
LEMBAR PERSETUJUAN ...............................................................................
ii
LEMBAR PENGESAHAN ............................................................................... iii
LEMBAR PERSEMBAHAN ............................................................................. iv
LEMBAR MOTTO .............................................................................................. v
KATA PENGANTAR ........................................................................................ vi
DAFTAR ISI ...................................................................................................... viii
DAFTAR GAMBAR ......................................................................................... xii
DAFTAR TABEL ............................................................................................. xiii
DAFTAR BAGAN ............................................................................................ xiv
ABSTRAK ............................................................................................................. x
BAB I PENDAHULUAN .................................................................................. 1
A. Latar Belakang .............................................................................. 1
B. Perumusan Masalah ...................................................................... 5
C. Tujuan Perancangan ..................................................................... 5
D. Metode Perancangan .................................................................... 5
BAB II KAJIAN TEORI ..................................................................................... 9
A. Perancangan .................................................................................. 9
B. Re-Branding ............................................................................... 10
C. Re-positioning ............................................................................. 18
D. Brand Equity ................................................................................. 21
E. Rumah Produksi (Production House) .......................................... 22
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viii
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BAB III IDENTIFIKASI PERUSAHAAN ........................................................ 27
A. Sejarah dan Latar Belakang .......................................................... 27
B. Visi dan Misi ................................................................................ 27
C. Data Fisik....................................................................................... 28
D. Struktut Organisasi ....................................................................... 29
E. Sistem Kerja ................................................................................. 32
F. Layanan Produksi ......................................................................... 33
G. Daftar Klien dan Patner Kerja ...................................................... 37
H. Data Konsumen ............................................................................ 38
I.
Target Market dan Target Audience ............................................ 38
J.
Data promosi ................................................................................. 39
K. Data Kompetitor ........................................................................... 40
L. Analisa SWOT ...............................................................................55
M. Unique Selling Proposition ............................................................60
N. Positioning......................................................................................60
O. Target Visual ..................................................................................62
BAB IV KONSEP PEMIKIRAN DESAIN ........................................................ 63
A. Konsep Kreatif .............................................................................. 63
B. Standart Visual ............................................................................. 64
C. Pemilihan Media ........................................................................... 73
D. Prediksi Biaya ............................................................................... 84
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ix
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BAB V VISUALISASI ....................................................................................... 87
A. Stationary .................................................................................... 87
1. Id Card .................................................................................... 87
2. Kop Surat ................................................................................ 88
3. Amplop ................................................................................... 89
4. Kartu Nama ............................................................................ 90
B. Media Lini Atas ............................................................................ 91
1. Iklan Koran .............................................................................. 91
2. Mobil Ad ................................................................................. 92
3. E-Portfolio .............................................................................. 93
4. Facebook ................................................................................ 94
C. Media Lini Bawah ........................................................................ 95
1. Flyer .........................................................................................95
2. X-banner ..................................................................................96
3. Ambient Media ........................................................................ 97
4. Rompi Kerja ........................................................................... 98
5. Kemeja Kantor..........................................................................99
6. Folder (Brosur Lipat) .............................................................100
7. DVD Box .................................................................................101
8. Neon Box ................................................................................102
D. Souvenir/Merchandise ................................................................ 103
1. Tshirt...................................................................................... 103
2. Paper bag ............................................................................. 104
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3. Stiker ..................................................................................... 105
4. Pin .......................................................................................... 106
5. Gantungan kunci .....................................................................107
E. Interior Gedung dan Eksterior Gedung ...................................... 108
1. Cover Office........................................................................... 108
2. Front office ............................................................................109
3. Archigraphic ......................................................................... 110
BAB VI KESIMPULAN ................................................................................... 111
A. Kesimpulan ............................................................................................ 111
B. Saran .........................................................................................................112
Daftar Pustaka
Lampiran
commit to user
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 1 Dvd Islami .............................................................................................
40
Gambar 2 Brosur dan Stiker Homestudio Islamic Videography .....................
45
Gambar 3 Karya-Karya POETRA FOTO .......................................................
54
Gambar 4 Pricelist Nine Photowork ................................................................
57
Gambar 5 Pricelist Nine Photowork ................................................................
58
Gambar 6 Pricelist Nine Photowork ...............................................................
59
Gambar 7 Karya-karya Nine Photowork ..................................................................
60
Gambar 8 Logo Homestudio Videography Lama ...............................................
54
commit to user
xii
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR TABEL
Tabel 1. Pricelist Video Homestudio Islamic Videography 1..........................
40
Tabel 2. Pricelist Wedding Package.................................................................
41
Tabel 3. Pricelist Wedding Photography .........................................................
41
Tabel 4. Pricelist Wedding Property ................................................................
42
Tabel 4. Analisa Swot .....................................................................................
65
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DAFTAR BAGAN
Bagan 1 Stuktur Organisasi Homestudio Islamic Videograhy .......................
Bagan 2 Produk dan Jasa Homestudio Islamic Videography .......................
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34
38
perpustakaan.uns.ac.id
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Perancangan Re-Branding Dalam Menciptakan Citra Baru
Homestudio Islamic VIdeography
Fahmi Kusumaatmaja1
Drs. Muhammad Suharto, M.Sn2
Arief Imam Santoso, S.Sn3
ABSTRAK
Fahmi Kusumaatmaja. 2014. Pengantar karya Tugas Akhir ini berjudul
Perancangan Re-Branding Dalam Menciptakan Citra baru Homestudio Islamic
Videography. Adapun permasalahan yang dikaji adalah bagaimana merancang
perubahan yang dilakukan oleh perusahaan yang berawal dari perusahaan
dokumentasi biasa menjadi perusahaan dokumentasi Islami. Berawal dari
production house biasa Homestudio Spesialist Videography berubah menjadi
Homestudio Islamic Videography yang mulai mengubah segmen pasar kepada
konsumen muslim yang berada di kota yogjakarta. Akan tetapi, masih banyak
kekurangan Homestudio untuk mengubah citra sebelumnya. Sebagai salah satu
pelopor production house Islami diperlukan sebuah strategi yang tepat sasaran
kepada konsumen muslim. Pendekatan-pendekatan Islami diperlukan untuk
menanamkan citra baru Homestudio Islamic Videography. Peracangan ini
diharapakan mampu mengubah Image Homestudio Islamic Videography ke
khalayak segmen pasar sehingga membentuk heart share yang kuat dan
membentuk citra perusahaan yang sesuai dengan positioning yang direncanakan.
Media yang akan digunakan dalam perancangan re-branding tersebut adalah media
korporat dan media periklanan.
1
Mahasiswa jurusan Desain Komunikasi Visual Fakultas Sastra dan Seni Rupa
Universitas Sebelas Maret Surakarta dengan NIM C0710029
2
Dosen Pembimbing 1
commit to user
3
Dosen Pembimbing 2
xv
perpustakaan.uns.ac.id
digilib.uns.ac.id
The Design Of Re-branding In Creating A New Image
Homestudio Islamic VIdeography
Fahmi Kusumaatmaja1
Drs. Muhammad Suharto, M.Sn2
Arief Imam Santoso, S.Sn3
ABSTRACT
Fahmi kusumaatmaja. 2014. Introductory the end of the work of the task is called
re-branding design in creating new image homestudio islamic videography. The
problems that were examined is how to design changes made by the company which
originates from the company ordinary documentation being firm islamic
documentation. Originates from ordinary production house homestudio spesialist
videography turned into homestudio islamic videography that beginning to turn
market segments to consumers muslim who are located in the yogyakarta. However,
still many deficiencies homestudio to change the image of earlier. As one of the
pioneers islamic production house required a strategy to consumers muslim right
on target. Islamic approaches necessary to infuse new image homestudio islamic
videography. This design is expected capable of changing image homestudio
islamic videography to the segments heart share market so as to form a strong and
form an image of a company that in accordance with planned positioning. A
medium that will be used in the design the re-branding the corporate media is media
and advertising.
1
Student Majoring in Visul Communication design Fakulty of letter and fine art UNS,
NIM C0710029
2
1st Lecturer Conselors
3
2nd Lecturer Conselors
commit to user
xii